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Situation: How do we drive brand lift and in-store sales?
Kombucha brand Health-Ade was in the middle of developing a new video to market their line of Kombucha. They had recently launched 3 new videos but they weren’t sure how they were translating to their ultimate goals: brand lift and in-store sales.
Challenge
Help Health-Ade determine which style of creative drives brand lift and in-store sales.
Solution
Swayable tested Health-Ade’s 3 videos against the following metrics:
· Brand metrics: brand recall, interest, and favorability
· Purchase intent: Kombucha attitude, consideration, and purchase intent
· Benefits: attributes of kombucha
Each ad was seen by 1,000 unique individuals. A control audience of another 1,000 participants saw an unrelated ad to set the baseline.
Results
After 24 hours, the Swayable platform identified how each concept drove purchase intent and brand lift. Swayable also identified a clear winner: a concept focused on enjoying nachos with the help of Health-Ade kombucha.
‘Nachos’ scored the highest on brand metrics, improving brand interest, favorability, and brand recall with 99% statistical significance.
The results of the Swayable test provided valuable insights that informed the development of our next campaign spot - Megan Nagle, Director Consumer Insights, Health-Ade
Creating the next spot
Insights from the test helped Health-Ade create their newest video ad, Dinner Party.
We used the Swayable data to inform the creative brief for our next spot. Nachos was simple to understand for consumers and drove a lot of appetite appeal with food pairing in both the live action as well as the animation. In our new spot ‘Dinner Party’, we took inspiration from what we knew worked the hardest thanks to Swayable. - Sandra Heidrich, Senior Director of Brand Marketing
Health-Ade’s winning spot: Nachos
Health-Ade’s new spot: Dinner Party
What else did Health-Ade learn?
Growing category consideration was a key objective for Health-Ade. Using the Swayable platform, Health-Ade could see how their spots increased consideration and purchase intent of kombucha:
Finally, the 'Nachos' concept drove the highest awareness of Kombucha benefits
