During my time at Teads, my primary responsibility was to analyze advertising data to devise optimal creative visual solutions that aligned with our clients' objectives and key performance indicators (KPIs). One particular project involved collaborating with Heineken for the advertising campaign of their new non alcoholic beer, Heineken 0.0.
Heineken's initial preference was to use only the advertising video for the campaign. However, upon reviewing the video, I recognized that it lacked clarity and immediate brand recognition. Understanding the critical importance of capturing the audience's attention within the first few seconds, I identified the need to simplify the design to enhance usability and effectiveness.
I proposed a solution to incorporate branding prominently at the beginning of the video to establish immediate brand awareness. To validate this approach, we partnered with Real Eyes to conduct a comprehensive study involving 500 participants. This study utilized eye-tracking technology to measure users' attention and emotional responses throughout the video.
The results of the study confirmed my initial observations: users were confused by the lack of clear branding and product messaging in the original video. In response, I developed a strategy to create a branded skin around the video, ensuring that the Heineken logo and messaging were prominent from the outset. Additionally, I included a clear call-to-action (CTA) to drive conversion.
The implementation of these modifications yielded significant improvements in engagement and user approval. The revised video ad with the branded skin and CTA genarated 37% increase in engagement compared to the original version. And when we launched the campaign on our publishers' platforms, we observed an average viewing time of 8 seconds and a substantial 27% increase in click-through rate (CTR) compared to previous campaigns that only played the video content.