McDonald’s is large enough to have its own surveys and a relatively small portion of its spend is social and programmatic, but smaller direct-to-consumer companies are adding creative data to improve ad tech performance.
The DTC wedding dress company Anomalie tried Civis's pre-campaign creative tool to measure broader brand perception, not just the direct media-and-data loop typical of social and programmatic customer acquisition campaigns, said Calley Means, co-founder and president.
A traditional firm for focus groups and national surveys would have been a costly addition, but Means said bringing in Civis’ pre-campaign survey data on its creative and broad brand appeal was surprisingly applicable to the real-time media plans.
Previously, Anomalie had dynamically targeted specific messages, like focusing on price, body inclusivity or customization, to certain audience segments. But Civis’ pre-campaign data showed that ads packing in all of the messaging improved acquisition costs by 30%, Means said. Anomalie also saw its ads were conveying the message well – people were more interested in a customized, ecommerce-based dressmaker after seeing ads – but weren’t lifting brand name recall.
Direct brand engagement like the CEO addressing the camera and shots of the brand operations did more to root the company’s identity in people’s minds, he said, which is why Anomalie currently has camera crews at workshops in China to film dresses being made.
“If we’re planning to spend millions on acquisition marketing, even a small change in ROI in the early stages can be a big difference,” he said.