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How to ensure ad effectiveness and improve it

Joolz recently launched an ad campaign to promote their new collection of strollers and backpacks made from recycled plastic bottles. How can you ensure the ad is effective? And, if necessary, how can you improve it?

 

The Joolz ad

 

THE SOLUTION:

Creative Testing Platform tools and techniques are based on the four key pillars of the Fundamentals of Creation: Breakthrough, Engage, Stick, and Trigger.

For the Joolz ad, the tools used were an online questionnaire and ValueFlow, which measures emotion. Emotion plays a crucial role in creative executions because it releases dopamine, which activates memory. In other words, an ad that evokes strong emotion is more likely to be remembered.

Click here to find out what the online questionnaire + ValueFlow experiment look like for respondents.

 

THE RESULTS:

The test results showed that 71% of viewers rated the ad positively, and it achieved a ValueFlow emotion score of 29%, which is above the global benchmark. However, only 81% of viewers could recall the brand, and only 70% felt that the message was clearly communicated. Both of these metrics are below the benchmark. To address these issues, the following recommendations are made:

  • Clarify the message using visual storytelling. Develop a clear, visual narrative that explicitly shows the transformation process from recycled plastic bottles to Joolz strollers. Use engaging animations or real footage to depict this journey in a simple and memorable way.
  • Use more consistent branding. Increase the visibility and frequency of the Joolz logo and name both at the beginning and end of the TVC.

Emotional evaluation measured with ValueFlow

Access the full ValueFlow analysis including splits on gender, age, education, brand usage, and more here.

To take a look at the auto-generated study report, click here. (Username: demo_user@ctpdemo.com / Password: demo_user)

THE CONCLUSION:

By incorporating ValueFlow into your online questionnaires, you quickly gain clear insights into how a commercial performs and how its effectiveness can be optimized.