Ignite Your Campaign: Dynamic Development and Rigorous Testing
Are you struggling to identify which messages, imagery, and channels are most effective for your marketing campaigns? Is your return on investment lower than expected? Don't worry, we've got you covered.
One of the most successful ways to improve your campaign is by testing different versions and concepts to gather insights from real people, and then utilize that feedback to perfect your strategy. This helps you to see what does and does not work so you can focus more clearly on effective strategies. Not only will this yield better results, but maximize your ROI, as well.
W5’s Campaign Development and Testing research is designed to help you get the most out of your marketing campaigns. By working with our team of experts, you'll identify approaches that provide the most potential for your business and the most clarity and inspiration for your target audience. We know this sounds great, but you might be wondering, “What exactly does campaign research include?” or “What are some real-world examples?” We have you covered here, too.
Campaign research presents a set of branding, marketing, or product ideas to consumers for valuable feedback. Examples of stimuli may include brand names, a manifesto, ad-like objects, video storyboards, or fully executed campaign elements. Depending on the stimuli, audience, and budget, W5 may recommend an Online Survey, Focus Groups, or Digital Discussion Boards.
Let’s take a look at two examples of W5’s research in action for campaign development and evaluation:
Case Study: Fuel to Inspire an Authentic Campaign
A leading utility provider sought to gain a stronger understanding of customer priorities and reactions to a shift in the company’s vision. Research was needed to inform a compelling and emotionally rich communication strategy focused on new sustainability efforts.
APPROACH
W5 conducted online communities with existing customers to capture motivations, behaviors, and emotions influencing engagement with utility company services. The discussion addressed expectations for how a local service provider should support customers, the community, and society as a whole. To understand attitudes and perceived value of sustainability, customers were asked to evaluate stimuli that included sustainability initiative messaging and identify key benefits and opportunities to tell the story the right way.
RESULTS
The client came away with a deeper understanding of customer experiences and how they prioritize utility service offerings. By gathering perceptions to the sustainability stimuli, W5 identified requirements for the client to tell its story more authentically.
Case Study: Campaign Refinement Prior to Launch
A state-funded travel bureau and its advertising agency sought to attract more visitors, particularly Millennials, to their state.
A multi-phase research strategy was deployed to delve into the mindsets and opinions of leisure travelers about travel motivations and desires, noting differences amongst generations.
APPROACH
An initial round of focus groups among travelers in two U.S. markets explored perceptions of the state as a potential vacation destination, key likes and dislikes for its current advertising campaign, and desires for travel experiences overall.
These learnings were then applied to update the campaign’s messaging prior to a final phase of quantitative testing via an online survey. The survey captured shared attitudes, desires, and expectations for vacation destinations, philosophies (e.g., ‘relaxing’ or ‘adventurous’), and favored activities among a wider population of U.S.-based travelers.
RESULTS
The iterative review process allowed the client to apply key learnings about target audiences’ travel needs and reactions to the current campaign, reducing the campaign review timeline. W5’s real-time insights allowed the client to revise, polish, and strengthen the campaign as the study progressed, and ultimately, arrived at a near-final product by study close.