Evaluating Campaign Assets for a Skincare Product
How strategic testing of email and brochure assets across US and China markets optimized campaign performance and enhanced targeting effectiveness.
The Challenge
Our client aimed to test email and brochure assets for a new skincare product in the US and China. The primary objectives were to:
- Identify the most compelling headline and supporting copy for the campaign
- Evaluate assets in terms of appeal, brand recognition, engagement, key benefit message communication, and motivational call to action
- Understand the impact of different copy points and imagery on the target audience
Our Approach
Email & Brochure Testing
Participants evaluated different versions of marketing materials to identify the most effective messaging and design elements.
- • 3 different email versions tested
- • 2 brochure variations analyzed
- • Cross-cultural comparison methodology
Cross-Market Analysis
Comprehensive evaluation across diverse demographic groups in both US and Chinese markets.
- • Survey conducted March 23 - April 5, 2021
- • 800 participants across both markets
- • Statistical significance testing
The Results
The comprehensive asset testing provided valuable insights that transformed our client's campaign strategy:
📧 Email Performance
Clear preferences emerged for different email versions among various demographic groups, with significant cultural differences identified.
📄 Brochure Effectiveness
Distinct appeal patterns showed which brochure versions resonated most with target audiences in each market.
💬 Message Resonance
Key benefit messages showed varying levels of impact and relevance across different demographic segments.
Business Impact
Optimized Campaign Assets
Focused resources on the most effective messages and visuals, eliminating underperforming creative elements.
Enhanced Messaging
Tailored communications to resonate with different demographic groups across both US and Chinese markets.
Improved Targeting
Ensured broad appeal and effectiveness across diverse audience segments while maintaining cultural relevance.
