The creative team for Frank Soap was tasked to come up with 3 very different ads for a new product launch. To gauge the effectiveness their ads and how they might be improved, the team engaged 100 participants in a conversation and leveraged Remesh’s real-time platform to iterate and test a 4th idea during the session. Responses showed Frank Soap that they needed to drastically change their ad approach to compel consumers.
Frank Soap wanted to generate interest in their first product launch by advertising on Instagram. The ads needed to communicate their driving differentiators in the feel, smell, and experience of using their soap with indirect imagery and captions.
Frank Soap recruited 100 individuals in the USA to participate in a 1-hour Remesh conversation. During the conversation, the moderator showed the 3 ads the design team had prepared and asked the participants: how they felt about the ad, whether they’d be interested in trying the product, and what they’d expect the experience of using the soap to feel like.
Some key insights from the conversation:
- The team thought a cute pet would cause quickly-scrolling Instagrammers to pause and view the ad. Although the group reacted most positively to the dog ad, they did not understand if the product was for humans or dogs.
- A major complaint from respondents was that none of the ads featured actual product imagery.
- Participants wanted the caption to have explicit information about the product, such as ingredients and scent, instead of describing the experience of using the soap.
As popular responses emerged, the moderator asked follow-up questions and the design team was able to iterate and mock up a 4th design to gather feedback on. In the end, the team came away with a better understanding of their customer’s mindset.
The designers crafted a new ad design that addressed user’s expectations for more detailed captioning and straightforward imagery and tested all 5 ads on Instagram: as Remesh participants voiced, soap imagery was correlated with more clicks on the ads. All the data provided a compelling case for the design team to convince stakeholders to change the ad strategy for the campaign.
We loved how the design team leveraged the platform to quickly synthesize and test a new idea during the session. It was also powerful to see the results of actual Instagram ad-testing — the most performant ads validated feedback from the session.