Dstillery is a programmatic data and technology platform – we translate behavioral and geolocation data into digital intelligence for media buying and insights
We ran a random experiment. We chose 3 creatives and a PSA. The creatives were purposely chosen for being extreme. A local NY artist, Fleer. A Klimt. A Rousseau. We measured clicks and we were encouraged to see differences based on creative (normally clicks are not a good proxy for behavior change).
Overall – which one resonated?
But the test was about how we individually react – about the micro cultures which exist within each brand. Why does this matter? A creative that resonates positively with one audience may resonate negatively with another.
This research comes from causal inference experiments run by my Dstillery colleague when he was working in pharma. Essentially he found that although one drug was successful overall – if you looked at the results by gender – females were actually worse off.
HH with children – Football
Visual Artists – Football
Gamers – Fleer/Bird
Can we do this with a brand? can we test banner ads? can we find a brand that has the ability to run an experiment on digital creative? We met with 12 different brand CMOs and as you can imagine – we had great resonance with the idea but harder to put into practice.
We have found that creative matters and micro audiences matter. By targeting to Chobani audiences with optimal creative, we were able to drive a 20% increase in offline sales.