In one month, Supply built & launched three multivariate tests with a goal of discovering which imagery and text assets are most engaging for their audience. Using Marpipe's automation tools, they were able to decipher which creative assets in their ads were impactful and which were low performers.
Company
Supply is a shaving brand offering high-quality men’s razors, shaving supplies, and skincare products. They design and develop their products from scratch with a focus on quality, durability, and functionality.
Assets & Results
Imagery
Across the three experiments, Supply used 6 image assets in all of their ads. They were testing the importance of Human Presence (Face v Hand v Product only) and that of Brightness (Dark v Light).
(BottomLeft) Face+Light, (BottomMiddle) Product+Light, (BottomRight) Hand+Light
Looking at imagery & design, it is clear that the images using the Face of humans outperformed those with the just the Hand or the Product only. In addition, the Dark images outperformed the Light images.
In-Image Copy
For in-image copy, there were six variants in total. These variants tested the following copy types: Offer v Holiday v Benefit v Value Prop.
(BottomLeft) Holiday, (BottomMiddle) Offer, (BottomRight) Value Prop
As expected, Holiday messaging was the best performing in-image copy variant, with a 28% cheaper average CPA than the experiment as a whole.
Out-of-Image Copy
For out-of-image copy, they had only two messaging variants which tested all of the copy types against each other.
The shorter message on the left was tagged with these messaging attributes: Value Prop, Offer, Benefit, PR Proof, and Holiday.
The longer message on the right was tagged with these messaging attributes: Value Prop, Offer, Benefit, Testimonial, and Feature.
The difference in the performance of the two out-of-image copy variants was the greatest of any variable group, with the Longer copy variant having over 55% cheaper CPR than the Shorter variant.
