{"id":13127,"date":"2022-04-01T19:41:35","date_gmt":"2022-04-01T14:11:35","guid":{"rendered":"https:\/\/rocketium.com\/academy\/?p=13127"},"modified":"2022-05-31T02:36:09","modified_gmt":"2022-05-30T21:06:09","slug":"creative-testing-playbook","status":"publish","type":"post","link":"https:\/\/rocketium.com\/academy\/creative-testing-playbook\/","title":{"rendered":"Creative Testing Playbook with Insights from Top Growth Teams"},"content":{"rendered":"\n

In a world of ever-shrinking attention spans and constantly evolving algorithms, brands have just one rein in their control \u2013 creatives. But even that has no room for gut feelings or a “let\u2019s throw it on the wall and see what sticks” approach. The sole way to leapfrog the competition is creative testing. It\u2019s only by running creative experiments that teams get data-backed insights on what works and what doesn\u2019t.<\/p>\n\n\n\n

That\u2019s why Rocketium, in a session curated with ETBrandEquity<\/a>, sat down with marketing growth practitioners to shed light on how creative testing reaps dividends for brands. We distill nuggets of wisdom from each speaker here.<\/p>\n\n\n\n

Creative Testing: The Building Elements To Experiment In Creatives<\/strong><\/h2>\n\n\n\n
\"Creative-Testing-Playbook-with-Insights-from-Top-Growth-Teams\"<\/figure>\n\n\n\n

Marketing campaigns need creative testing <\/a>to deliver maximum performance, and this is true for every industry. However, what elements need to be tested do differ for each sector.\u00a0<\/p>\n\n\n\n

For instance, for a retail brand like Vahdam, the copy is not important for CTRs, but for an Edtech brand like Eruditus, it becomes pivotal. Keeping this polarity in mind, the session panel included speakers from varying industries to share key insights from their creative experiments.<\/p>\n\n\n\n

How Rebel Foods, An Online Restaurant Company, Does Creative Testing?<\/strong><\/h3>\n\n\n\n

The imagery, the copy, and the other elements that Rebel Foods, which owns cloud kitchen brands like Faasos and Behrouz Biryani, use in its creative assets depend on the product. So, while Fasoos has a quirky feel, Behrouz Biryani has a premium tonality. But the central aspect of each creative is visualization because to customers the image of the food speaks the best.<\/p>\n\n\n\n

How did they achieve this learning? From heat mapping a few key creatives during testing. Rebel Foods realized that the center of the creative pulls in the maximum amount of user attention. So, that\u2019s where they place their food shots.<\/p>\n\n\n\n

\"Ameet-Phadke-quote\"<\/figure>\n\n\n\n

Another creative element that they run a lot of experiments on is the background. For them, rich neutral backgrounds that stick to the brand palette give higher CTR, but that too differs for each platform. For example, on Google, black backgrounds were apt, while on Facebook they failed to bring in results.<\/p>\n\n\n\n

\"Creative-Experiments-at-Rebel-Foods.\"<\/figure>\n\n\n\n

To battle creative fatigue and blindness, they refresh creatives in a week or two, while keeping a few principles constant:<\/p>\n\n\n\n