August 2018

Project Name
Galaxy S9 mass personalisation test
Objective
Determine whether personalised messaging is more effective than generic messaging in driving purchase intent/conversion.
Implemented a digital plan and testing framework across display and social that allowed us to be more lifestyle driven and personalised while delivering valuable and significant learnings. We wanted to understand whether more lifestyle-driven and personalised creative throughout the CDJ (compared with generic and featured based), produced an uplift in conversion or not.
Tactic
Due to the (then recent) trend of "mass personalisation, we wanted to understand whether more lifestyle-driven and personalised comms throughout the CDJ provided an uplift in conversion compared with generic and featured based comms.
Rationale
Audience
Mass
Results
The results were inconclusive; we saw no material difference in the personalised creative vs the generic creative.
However, we did see that Apple owners responded better to lifestyle creative vs feature creative, and vice versa for Samsung and other Android owners.
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Digital display
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Social
= 130 creative variants across 4 segments and 4 features.
Creative
CREATIVE
























