Case Study: Creative Sequencing Increases Lift by 22%


A travel marketer with a mature campaign needed to boost performance and sought a creative optimization strategy that could drive more efficient results.


Accordant tested sequential messaging to determine whether or not storytelling with creative would help results. They implemented the following tactics:
  • Tested two creative concepts with a 50/50 split
  • Performed a test of sequential messages against a control of only one creative
  • Ran across all media tactics, excluding Programmatic Premium, to control for tactical bias
  • Measured conversion rate as a percentage of unique users reached


Accordant found that creative sequencing drove significant incremental lift, including:
  • A blended 8% lift over control
  • A 22% lift over the control for one tested sequence