Data-Driven Creative Analysis helps Livpure RO increase transactions by 63%

Objective

Livpure RO is one of the most trusted manufacturers of water purifiers in India.

Our objective was to identify and create combinations of the best-performing elements of each creative (eg. Text, color, celebrities, etc.) thereby improving the campaign RoaS.

Strategy

It was crucial to measure the effectiveness of each of these individual elements. This is where we were able to plugin Dentsu’s Marketing Cloud.

We were able to successfully identify the individual creative elements that resonated well with the audience using DMC.

The heatmap analysis gives a color-coded data visualization to make informed creative decisions.

Artificial intelligence and Machine learning-driven insights were implemented in every creative refresh to act with a deeper understanding of audience sentiment.

Execution

Insights from the analysis showed that celebrity creatives received more attention than non-celebrity creatives. In addition, the term “Offer” also attracted the user’s attention.

Creative Refresh: New creative variations were tested including the best performing elements and performance was observed for a period of 63 days.

Client Testimonial

“Today at a time of lowering the attention window of audiences, it is crucial to reach your target audience with the appropriate set of messages and creative. Dentsu’s DMC tool helped us in identifying the best mix of creative thus supporting us to reduce the RoAS.”