Swayable is looking back on all of the content that brands tested this year across thousands of RCT experiments. From CPG to finance to retail, we’re highlighting creative that achieved some of the highest lifts in brand lift and purchase intent.
.png?width=1200&height=627&name=2025s%20Most%20Persuasive%20Creative%20(3).png)
Dr. Bronner’s, which specializes in organic and sustainable soap and cleaning products, generated some of the highest increases in brand favorability and purchase intent across creative tested on Swayable this year. Here’s a snapshot of what the brand tested and how it impacted audiences.
Testing video ad impact on favorability and purchase intent for soap products
Dr. Bronner’s, which specializes in organic and sustainable soap and cleaning products, needed to build favorability and purchase intent for its products among health-conscious consumers.
The brand (in collaboration with agency partner C+K) decided to test five digital video ads highlighting commitments to sustainability, organic products, and corporate social responsibility (CSR). Dr. Bronner’s intended to use the results to inform creative tweaks and identify which streaming TV ads to run in future campaigns.
The winning creative? A 30-second spot highlighting brand CSR and fair pay
Dr. Bronner’s discovered that one of their 30-second videos generated an especially impressive response. The ad featured a narrator highlighting the brand’s use of organic ingredients and commitments to charity donations, childcare pay for employees, and their 5-1 cap on executive pay.
The creative generated nearly a 16 percentage-point increase in purchase intent and a 15 percentage-point increase in brand lift among all audiences and those involved with household purchase decisions. The video also landed in the top 5% of all CPG brands that measured brand lift and purchase intent impact through RCT experiments.
Check out the winning ad below:
The outcome: CSR transparency is effective at driving lift and purchase intent
A snapshot of the qualitative comments in response to Dr. Bronner’s winning creative.
By testing video content on Swayable, Dr. Bronner’s was able to further validate that its target consumer base responds positively to CSR-focused content—and it can use these insights to inform future creative approaches for streaming TV campaigns.