Client need:
One of our biggest clients, IFAW, came to us wanting to develop a new regular giving product. To give confidence with the creative approach, we decided to develop a range of social adverts to test in a ‘smokescreen’ environment. Which allows a stage us to test a creative approach before developing the product.
Our approach:
The Smokescreen testing approach gave us the opportunity to live test multiple product concepts on Facebook in order to ascertain the product with the greatest appeal. As well as offering benefit from additional insight gathering via a short questionnaire after the click through, allowing us to measures real purchasing behaviour, not just theoretical interest.
It also gave us a great opportunity to test approaches, naturally one that we took up testing things such as ‘Need vs Success’, ‘Product Names’, ‘Including a Value Exchange Product of not’ and ‘format’. See our testing matrix here:
We developed the following creative routes – eight iterations across four different propositions. Our objective was to establish which product attributes would be most desirable to a wide audience.
Outcome:
The winning proposition was taken forward and developed to form a new regular giving acquisition programme.
