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.
"I and love and you" , a pet food brand that offers clean, functional food for dogs and cats, generated one of the most persuasive pet food ads tested on Swayable this year. Here’s a snapshot of what the brand tested and how it impacted audiences.
Testing video ad impact on purchase consideration and brand lift
"I and love and you" wanted to test how finalized creative would drive brand awareness, favorability, and purchase consideration among existing pet owners. The marketing team’s goal was to use insights from the test to inform further CTV media spend in 2026. The brand decided to test digital video concepts that leaned into playful pet narration.
The winning creative? A humorous pet-narrated video spot
"I and love and you" found that a 30-second ad concept generated a major impact. The ad featured cats and dogs deeming themselves the favorites of their family as they’re fed meals with natural and premium ingredients.
The creative generated nearly an 11 percentage-point increase in brand lift and a 10 percentage-point boost in purchase consideration among all audiences and its target of pet owners. The video also landed in the top 5% of all fast-moving consumer goods (FMCG) that measured brand lift and purchase consideration impact through RCT experiments.
Check out the winning ad below:
The outcome: Evidence that playful pet content can drive purchase intent
A snapshot of the qualitative comments in response to “I and love and you’s” winning creative.
By testing video content on Swayable, "I and love and you" not only measured the quantitative lift it could achieve—the brand also validated that leaning into playful, pet-narrated content campaigns could help drive awareness for the brand in future CTV campaigns.
Swayable’s creative highlights blog series celebrates some of the top-performing content that brands tested on the platform this year. Stay tuned for more highlights!