Maximizing effectiveness of social media videos for a global FMCG company

Case Studies

7 Apr

Social media plays a vital role for brands. However, limited time and budget hinder the ability to ensure effectiveness through comprehensive consumer research before launch. Moreover, each platform requires adherence to specific best practices for videos to achieve the desired impact.

Challenge

A global FMCG company sought ways to empower their brand teams worldwide to assess and optimise the effectiveness of their social media videos before launch, without slowing down the process.

Impact

Videos that align with these effectiveness drivers demonstrate a 115% higher completion rate, a 54% improvement in branding, and a significant increase in view-through rates. Additionally, all assets conform to platform-specific best practices. The teams are able to conduct pre-flight quality control on over 80% of their video assets, thanks to the prompt feedback. Notably, the data-driven feedback has also saved time by minimising internal discussions, as reported by the client.

Solution

Initially, we identified key drivers of effectiveness based on neuroscience insights and platform-specific best practices. Through analysis of in-market data, we validated the impact of these effectiveness drivers on performance. Subsequently, we augmented the data set with competitor videos to establish benchmarks and norms specific to each category. This entire process was completed in just three weeks. Based on the findings, we developed a customised tool called ACE Social Media, which was provided to the teams along with onboarding and training. This tool enables rapid evaluation of videos, allowing for iterative optimisation before launch.