One of the greatest benefits of investing in creative concept testing is that it serves as a proving ground for your entire brand. Not only do the insights learned in your tests pertain to your ad creative, but they can also be applied holistically to all your properties.
This is because today’s best creative concept testing tools:
use multivariate testing to tell you which ads and which creative assets are winners
put your ad concepts in market, right in front of your target audience
This means your test results can be used as a new form of real-time market research. The application of these creative insights across your entire brand is endless and using them in this way hugely increases the ROI of your ad testing tool.
Imagine your latest ad concept test revealed the above ad as your top performer. Here are some ways to spread those winning creative elements — image, headline, background color, etc. — around like buttah.
Apply winning copy to:
Audio advertising: Use within radio and podcast ads
Brand partnerships: align the messaging your audience likes with the partnerships your brand pursues (eco-friendly, diversity, etc.)
Email: Use as a headline or subhead in email campaigns
Print: Use as a headline in print ads, out-of-home, direct mail, etc.
Product and packaging: Add headline to packaging
SEM/PPC: Use in paid search campaigns
Website: Use on home page or product pages
Apply winning images to:
Catalog ads: Feature this product with more audiences
Ecommerce platform: Use as your main product page image
Print: Incorporate into print ads, out-of-home, direct mail, etc.
Product and packaging: Use images on packaging, build like products into roadmap
Retail experience: Use images on in-store signage
Social media: Use images in organic placements
Apply winning background colors to:
Brand guidelines: Add to color palette
Catalog ads: Use as background or border color
Product and packaging: Update packaging and product colorways
Retail experience: Bring color into store signage
Social media: Bring color into posts and profile images
Website: Add throughout site design
Apply winning CTAs to:
Audio advertising: Use at the end of radio and podcast ads
Email: Use within email campaigns
SEM/PPC: Use in paid search campaigns
Website: Use on home page or product pages
Apply winning graphics to:
Brand guidelines: Add as a new element in your design system
Catalog ads: Use as a background or design element
Print: Incorporate into print ads, out-of-home, direct mail, etc.
Product and packaging: Use graphics on packaging
Social media: Use graphics in posts and profile images
Website: Use as a design element across your site
Apply winning logos to:
Brand guidelines: Call it out as your preferred logo lock-up
Print: Incorporate into print ads, out-of-home, direct mail, etc.
Product and packaging: Update logo on product and packaging
Website: Update logo across entire brand site
Apply winning testimonials, reviews, or press to:
Catalog ads: Use as social proof
Email: Use to encourage purchase in promotional emails
Retail experience: Use on in-store signage
Social media: Use in posts and profile information
Website: Place on home page and applicable product pages
Apply winning fonts to:
Brand guidelines: Add as a new font in your design system
Catalog ads: Use to incorporate copy into DPA designs
Print: Incorporate into print ads, out-of-home, direct mail, etc.
Product and packaging: Update packaging font
Retail experience: Use font on in-store signage
Creative intelligence is quickly becoming the new brand standards. Grab a free version of this guide (no email needed!) to share with your team. And if you’re ready to start using data to build a more performant brand, set up a one-on-one demo to see Marpipe in action.
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