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