Case Study
The Power of Video Feedback for Ad Testing
Incorporate qualitative into your creative testing iteratively to launch more powerful creative that resonates
See it in Action
Liberty Mutual’s ‘Bad Job’ ad was a quantitative success, but the company used Voxpopme’s video feedback platform to understand why. This qualitative deep dive revealed key insights into consumer reactions, showing the ad resonated due to its humorous portrayal of relatable mistakes and the likeable main character. These insights are now informing future ad production, making success a repeatable practice.
- Faster
- Ad testing
- Scalable
- Qualitative research
- In-depth
- Agile qual insights
The Power of Video Feedback for Ad Testing
Challenge
Like many leading brands, Liberty Mutual has readily adopted research tech and a data-driven approach to shift decision-making away from anecdotal and personal experiences. However, despite enjoying the power of quantitative data, Liberty Mutual knows that data alone still requires interpretation and therefore doesn’t ensure success – let alone make it repeatable.
So when Liberty Mutual’s ‘Bad Job’ advert outperformed all previous ads in both internal and external quant evaluations, and became the industry’s top performing ad, the company wanted to use Agile Qua I to find out why.
Solution
Liberty Mutual asked Voxpopme’s OnDemand community to watch the ‘Bad Job’ advert and then answer a series of open-ended video questions to find the characteristics that made the ad so popular. The deep-dive with agile qual enabled Liberty to ask if people enjoyed the ad, if they liked the actor or not, what aspects worked or didn’t, what was or wasn’t humorous and why that was the case, and more.
Business Impact
Previous quant work had demonstrated the ad was a runaway success, but video feedback revealed the key ingredients that made it so. Several key themes came to light through Voxpopme’s automated analytics. Consumers revelled in seeing the main character mess up in the ad because it was laugh-out-loud funny and humanized the actor, making him easier to warm to. They enjoyed his performance and appearance in equal measures too.
The biggest benefit to Liberty Mutual is that all these insights can be used to inform future Ad productions, making advertising success a repeatable practice. What’s more, the speed at which video feedback delivered these insights meant they were ready to influence the next ad, before they even started ideating for it.
Company Summary
Liberty Mutual Insurance Company is not just a major player on the global stage, but also a beacon of American entrepreneurial spirit. As the sixth-largest property and casualty insurer worldwide, it proudly holds the 71st spot on the Fortune 100 list, celebrating its remarkable success in 2020. Headquartered in the vibrant city of Boston, Massachusetts, Liberty Mutual is instantly recognizable by its iconic logo featuring the Statue of Liberty. With a dedicated workforce of over 45,000 people spread across more than 900 locations around the globe, Liberty Mutual stands as a testament to innovation and commitment in the insurance industry.
- Industry
- Finance
- Region
- Worldwide
- Company Size
- 45,000+
- Business Type
- B2C, B2B
The Power of Video Feedback for Ad Testing