To identify the copy, among those under testing, with the highest communication efficacy, by measuring the main KPIs:
- Emotions inspired
- Purchase intention
- Emotional involvement
- Relationship with the brand
Which is the creative path able to convey the values and the product profile of the brand?
Analysis of the alternative creative paths through a CAWI survey with Sequential Monadic approach and Round Robin test
Which are, in both narrative and execution terms, the optimisation elements?
In-depth analysis of the selected copy through creative laboratories and projective tests with the audience
How to convert insights from the audience in guidelines for the agency?
Workshop for sharing guidelines with the client and the agency
The research allowed to identify the most appealing creative path, able to convey the values of the brand. Moreover, the guidelines to fine tuning for the creative agency have been defined, so to optimise the brand strategy.