Beta
Well this is exciting! We're happy to have you on board.
Fill out your info and book a product tour.
No, I don't want to see how it works
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Supply: Creative Discoveries

Finding Imagery, Design, and Text Outliers
Marpipe

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).

(TopLeft) Face+Dark, (TopMiddle) Product+Dark, (TopRight) Hand+Dark
(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.

Results measured in CPR

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.

(TopLeft) Holiday+Offer, (TopMiddle) Benefit, (TopRight) Offer
(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.

Results measured in CPR

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.

(Left) Shorter message, (Right) Longer message

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.

Results measured in CPR
Get A Product Tour

How to Run a Multivariate Test

The Beginner's Guide

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Tiffany Johnson Headshot

How to Run a Multivariate Test
The Beginner's Guide

Plus, Get our Weekly
Experimentation newsletter!

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.