Marketing Creative Campaign Testing 

A dental insurance carrier sought to test creative marketing campaigns to determine which approach would most resonate with consumers in a specific regional market. The goal of the research was to guide decisions on which campaign to take to market.

The project employed a masked quantitative online survey with the target audience, designed to capture decision-makers’ perceptions and compare the effectiveness of two different campaigns across various creative assets like digital ads, billboards and social media.

The research found that both campaigns were effective, but they appealed to different audiences and for different reasons. The company was able to use the research findings to guide future marketing strategy, refine messaging and creative and make more informed decisions about campaign direction.