An ad pre-test or pre-testing advertising is a market research type of survey that allows brands to get consumer feedback and test ads before launching a new campaign to make sure they nail it! Ad pre-testing is key to ensuring advertising effectiveness. A good advertisement pre-test provides a view of how successful an ad will be and it provides insight on how to improve the creative idea and execution to optimize its impact.
Our Pre-Testing Advertising Success Stories
To learn how some of our clients have carried out Advertisement Pre-Test surveys and the results obtained thanks to the strategies implemented based on consumer insights, continue reading:
Case One: Entering a new product category
In the first one, a premium formula milk brand in the child nutrition category decided to enter the children’s cereal category. It had to contend with the leading brand in the category being so well positioned that when the brand carried out a Tracking of consumer habits, they found out that most consumers thought that the competitor’s brand was the actual name of the product. The brand tested several Naming and Pack tests including options with images of the baby with the cereals on the packaging. Later, a communication plan was then created and several ad Pre-Tests were carried out to find the most relevant content to include in the communication.
During the six months following the launch, the brand continued tracking Brand Awareness and managed to increase the category’s Brand Awareness from 23% to 55%.
Case Two: Adapting the campaign globally
The second one involves a Spanish laundry detergent brand with an international portfolio (including Poland, Hungary, Czech Republic, Italy, and Portugal), which wanted to launch its new ad campaign across these countries and make sure it had the same impact in all of them. Because all products and ad campaigns were developed in Spain, the brand would have to make sure the message would have a positive impact on the brand image, and not confuse consumers in the countries.
The brand launched a Multi-Country study and, with those results in hand, they launched a second study that pitted the results of their own benchmark (from previous campaigns launched via Zinklar) with the results of the new campaign. Through these studies, the brand discovered that the optimal communication style for Spain and Italy was more conservative than that of Portugal and CEE countries. So they came up with an action plan that included changing the packshot and putting the old selling line back into place.
The brand launched another study resulting in a score high enough to launch the campaign in Spain and Italy as well. As a result, the brand experienced a 9% increase in sales during its airing on a global scale.
Case Three: Product Relaunch
In the third story, a fashion and perfume company was thinking about launching a premium version of one of their star products without removing the original one from stores, in order to take advantage of the success attained by the latter. The brand launched an Advertisement Pre-test study to predict how consumers would respond to the launch and if they were willing to pay a 25% price increase for it.
When? respondents declared they were happy to pay the price, as long as the new product replaced the old one, it became a new and empowered version of the original fragrance.
The results lead to a relaunch of the product with its original name and identity but communicate the new formula, packaging, and design as an evolution. By year’s end, product sales had increased by 15% in comparison to the year before.
Case Four: Wrong strategy dismissal
The fourth case talks about a food brand specializing in sauces that decided to improve the quality of its top-performing product formula, which makes the Board of Directors want to communicate it to promote the added value of the brand and increase sales. After performing an Advertisement Pre-test, the company’s Marketing Department explains to the Board that the formula change is of no interest to consumers. The brand completely rules out changing the packaging and adding the “new formula” stamp, which leads to it saving more than €500,000 in reprints and €100,000 in destroying the previous packaging.
Case Five: Choosing the right communication strategy
The last case describes how an energy drink brand wanted to improve its positioning with its target and increase its market share to catch the product category leader. The brand wanted to optimize the way it reached consumers, so they conducted a Brand Health Tracking every 3 months that showed that it hadn’t been getting the right message across. The brand developed two new creative paths and asked the consumers which one they would prefer, which led the brand to create an integrated marketing strategy to support the chosen option. They also launched several advertising pre-tests to determine the most relevant content to include in the communication. As a result, both Brand Health and the Top-of-Mind improved significantly, reducing the awareness gap with the category leader which went from 9pp to 1.5pp.
To learn more about Zinklar’s market research Success Stories, visit our page and learn how we helped world-class brands reach the next level and place the consumer at the center of their organizations.