Neuromarketing example of Social ads optimisation case study

Minimalist Phone is an App doing exactly what the name promises, freeing you from digital distractions. They run video social ads to increase downloads but struggled to predict beforehand which creatives would perform best. I helped them optimise their ads and improved CPA from 3.8€ to 2.4€.

ABOUT THE CLIENT

Minimalist Phone App has now over 1M downloads on the play store and is well loved by the people who try it. To promote the App and further increase downloads, the company uses paid social ads in the form of videos.

THE CHALLENGE

Minimalist Phone tested different creatives on Meta to identify the best performing one, to which direct their investments. However, due to the limitations of digital data, they were only able to collect overall performance data about the videos which makes it impossible to identify elements and clips to scale for future ads. Because of this, they also could not predict in advance which creatives would perform best.

THE SOLUTION

I tested various different videos of past ads to identify patterns in attention levels that would enable them to craft and invest in well performing ads. In particular, I tested key elements of the videos:

• The hook

• The CTA

• Negative and positive peaks of attention

• The moment in which minimalist phone was introduced

Furthermore, I also analysed data in relation to the different themes of the narration to have a more comprehensive view of the audience’s responses to the videos.

The data showed interesting insights that I trasformed into actionable data. For example when the benefits of the app were introduced, paired with a clip of the phone, attention was highly focused. On the other hand, when the same or similar clips were paired with a technical explanation of the App’s features, attention was low.

This data translated into actionable insights, we can now predict that clips showing the App, paired with a voice over of the benefits will perform well. Contrarily, if the same clip is paired with technical description of the features, attention will be lost, making the ad less effective.

CONCLUSION

Overall, the tests provided valuable insights and revealed patterns that can enhance future video performance. The two optimised videos demonstrated significant improvements, with CPA dropping from 1.8 to 1.3 and from 3.8 to 2.4. It's crucial to highlight that these insights would not have emerged without a neuromarketing test. Interestingly, ads featuring comparisons or technical lists of features performed well digitally, but this success stemmed from other engaging clips in the videos

With these insights, Minimalist Phone can now optimize video ads and create compelling, effective campaigns.

Curious about how you can optimise your ads?

Irene Centenaro

P.Iva 02959290186

Contacts

+39 377 68 45 221
info@email.com

Legal mail: Irenecentenaro@pec.it