| Test 1 |
Strategic Relevance |
| Findings |
Taste is the leading benefit compared with Dissolvability, by a slim margin. There was no need for a contextual reference to granulated sugar. This will enable a taste strategy that offers more long-term vision and a more defensible and less price-sensitive positioning. |
| Test 2 |
Target Audience |
| Findings |
The best content channels are Entertainment and Health. Behavioral Targeting is working to increase response rates. |
| Test 3 |
Product shot v. usage shot |
| Findings |
The product shot outperformed the iced tea glass shot significantly. |
| Test 4 |
Ad with call-to-action v. ad without call-to-action |
| Findings |
The ad with no button performed significantly better. In this case, the button as a purely visual response mechanism actually produced a significantly lower response rate. |
| Test 5 |
IAB Rectangle v. Leaderboard |
| Findings |
The IAB rectangle outperformed the leaderboard by almost 90 percent. |
| Test 6 |
Rasputin ad v. Lincoln ad |
| Findings |
The Rasputin ad outperformed the Lincoln ad; Schumacher postulates that it might be the fresh factor – where Lincoln is a frequent face in online and offline advertising, Rasputin is not. |
| Test 7 |
Bottle ad v. Rasputin ad |
| Findings |
The Rasputin ad beat the cafe ad for depth of visit, despite being quirkier and less in line with the website style. Did Rasputin win because the liquid sugar category is explicitly mentioned? |
| Test 8 |
Ad-Website Pairing |
| Findings |
The source of a website visitor determined which landing page was most effective in making the user click. |
| Test 9 |
GIF v. Flash Ad |
| Findings |
While GIF drove more clicks, Flash did generate higher conversions. |
| Test 10 |
Presentation Consistency |
| Findings |
A pop-up survey confirms that a cohesive ad-website presentation increases conversions. |
| Test 11 |
Optimization’s Efficacy |
| Findings |
Ari Bluman confirms that optimization increased clicks and clickthroughs for the Sugarshots campaign. |
| Test 12 |
Animation Revisited |
| Findings |
A new animated version of the café ad again underperforms the original static version. |
