Due to the lack of location-specific messaging, ROAS was not reaching projected levels and conversions fell short of the desired threshold. No matter how delicious the product, the campaign was not effective at capturing audiences globally.
After collaborative sessions to determine which KPIs are most in line with the brand’s goals of attracting a broader audience, it was determined that CVR and ROAS were most appropriate.
The account consisted of 17 to 43 second creatives, a variety of Sound features, and several Creative Text variations and CTA buttons. Additionally, the account featured two significant creative elements: a birds-eye view of hands grabbing the snack from one bowl, or hands grabbing individual plates filled with the snack. All of the creatives featured one or both of these elements, but showed non distinct KPI performance until analyzed by region. By dividing feature performance by geographic region, Alison found that in Asia and Western Europe, the tag MS Element: Snack Bowl showed respectively a 136% and 142% higher CVR than Snack Plates. However, in North America, the tag MS Element: Snack Plates showed 155% higher CVR than Snack Bowl. The presence of the shared Snack Bowl in North America produced significantly lower KPI performance than in Europe and Asia.
The platform provided these key insights to the Food & Beverage company:
- North America: MS Element: Snack Plates (+155% CVR)
- Western Europe: MS Element: Snack Bowl (+142% CVR)
- Asia: MS Element: Snack Bowl (+136% CVR)
- Western Europe, Asia: Hand Type: Nail Polish Hand (+43% CVR)
- North America: Hand Type: Nail Polish Hand (-18% CVR)
- Western Europe, North America: CTA: Included (+5% CVR, +8% ROAS)
- Asia: CTA: Not Included (+11% CVR, +26% ROAS)
- Creative Duration: 20,34 sec (+27% CVR, on par ROAS)
- North America: Sound: Snack Crunch (+52% CVR)
- Asia: Sound: Snack Crunch (-163% CVR)
The Food & Beverage company saw an average of 87% increase in CVR across Asia, Western Europe, and North America over two months after implementing Alison’s insights. Tailoring creatives to target regions had a significant and lasting impact on CVR and ROAS as the creatives more deeply resonate and appeal to the target audience, allowing the company to achieve stronger lower funnel activity.
Collaboration with Alison yielded three major results:
- Appealing to the target market with advertisements in line with geographic region’s cultural habits, such as the appeal of shared food or individual plates.
- Gaining insights on minor tweaks to improve creative performance such as excluding a CTA or modifying the length of creative.
- Successfully penetrating global markets with a new food product after revamping creative approach by region.