OPTIMIZING DIGITAL ADVERTISING FOR READY-TO-DRINK COFFEE
To boost performance in digital advertising, a ready-to-drink coffee brand partnered with TrueSense Research for expert A/B testing of digital concepts. Research provided the data-backed findings the brand needed to maximize investment.
THE CHALLENGE
A growing ready-to-drink coffee brand was ramping up its digital media investment and wanted to make sure its advertising dollars were working as hard as possible.
The brand team had several creative concepts to choose from, but they wanted to hear directly from the target consumer which was the most impactful:
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What creative direction was the most effective at communicating the brand's points of difference and driving purchase intent?
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What elements of each advertisement drove engagement?
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Did different concepts work better with different customer segments?
We had strong creative ideas, but we needed data-backed proof of which ad would work best with our target. Guesswork wasn't going to cut it at this level of investment."
With launch timelines looming, the team needed fast, quantifiable answers to guide their digital strategy.
THE RESEARCH
To inform the creative process, the brand partnered with TrueSense Research to conduct A/B testing across a national sample of RTD coffee consumers:
A/B Quant Testing with Target Consumers
TrueSense tested multiple creative variations via online surveys with hundreds of consumers that fit the target demographic of the brand. The results provided statistically significant findings for which concepts performed best on:
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Stopping power – standing out from the competition and cuing initial consumer interest
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Message clarity and resonance – clear communication of the brand's key differentiators
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Emotional appeal and brand fit – ensuring tone and design align with the brand identity
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Call-to-action effectiveness – driving strong purchase intent
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Segmented insights – performance variation across key demographics and usage occasions
Key insight: Ads that highlighted the product's role in an energized lifestyle performed best among young males, the brand's primary target audience, outperforming creative that focused on ingredients or flavor profile.
THE IMPACT
With clear, data-backed direction, the brand confidently executed a high-impact digital campaign that resonated with its target consumer.
The results:
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Improved ROAS (return on ad spend) compared to previous campaigns
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High click-through rates across key platforms
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Strong brand recall among target audience
Research helped the brand ensure that every dollar spent on digital strategy was impactful by choosing the campaign that drove action and delivered real results.
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