Start by changing one variable (big or small), like simple edits to the pace or the framing of your opening shot, or try a variety of copy tweaks. Even the smallest changes can make a big impact. The more you experiment, the more you will understand not only which levers to pull creatively for your brand, but also what deeper insights you can gain into your audience.
Suncorp’s portfolio of brands, one of the largest in Australia’s finance industry, has adopted an experimental mindset when it comes to video creatives. The team set up A/B tests using Video Experiments for a clean audience split to understand and measure the impact of emotional versus rational messaging in sequenced 15-second video ads. The results were clear — the emotional message saw an 8% increase in view through rate (VTR), while rational messaging drove a 27% increase in clicks and 6X conversions. “When putting together a project on YouTube, we focus on five key areas: first on the right levels of investment, second on using the right formats for the campaign, third is the creative, fourth is tests and optimization around frequency, and lastly, sequencing of messages. We’re seeing great results across the platform and will continue this approach into the future,” said Mim Haysom, CMO of Suncorp Australia.