The Challenge:
In September 2023, Float, a breathwork app, faced the challenge of optimizing its creative strategy to enhance user engagement and drive conversions across different target audiences. The initial creative bucket included ads tailored to specific user segments, such as students, athletes, and those experiencing work-related stress or panic attacks.
Our Approach:
1. First Testing Round: Identifying the Leader
The initial testing phase showcased early signs of success, with the “Can’t Sleep” ad resonating particularly well. The team observed promising results, especially in the realm of sleep-related concerns.
2. Second Testing Round: Refinement and Optimization
Based on early success, the team decided to refine the winning “Can’t Sleep” ad further. Three iterations were created.
3. AB Testing and Iteration Evaluation
The Slumber video demonstrated the most effective utilization of the “3s hook,”
while the Storm video excelled in terms of Click-Through Rate (CTR), Cost Per Mille (CPM), and overall delivery performance.
4. Mashup Video Creation
To address the observed performance issues, a mashup video was created by combining the Stars video intro with the remaining footage from the Storm video. This hybrid aimed to outperform the original iterations.
5. Final Iterations: New Person Variations
The last round of iterations involved replacing the footage of the central figure struggling to sleep with clips featuring three different individuals facing similar challenges.
Results:
yellowHEAD’s creative testing process for Float’s campaign demonstrates an iterative and data-driven approach. By identifying successful elements early on and strategically refining iterations, the team aims to continually enhance ad performance and drive meaningful results for Float’s breathwork app.
Ongoing collaboration and adaptability remain key components in the quest for creative optimization and user engagement.