Big Shock: "Doubling our ad impact"
Sometimes less is more. Pretesting showed a dramatically different performance of 3 ads. Big Shock decided to buy media only for the best two ads.
on the market
24 mil USD
Big Shock has built a name for itself as one of the largest European energy drink brands. For years it has stood out in a highly competitive category with its iconic yellow can and affordable price.
2. PAIN POINT
Big Shock team pretested 3 separate ads for its TV campaign. They were interested in finding out which one performs the best and whether there are ways to maximize their impact.
The test audience clearly favored one variant, performing twice as well as the second one. The third one scored more than three times lower.
Big Shock decided to scrap the most underperforming variant and used their media time for the best two videos only.
Consistently with pre-testing results, the best ad proved to be twice as effective as the second one. The campaign was a big success, increasing the brand’s mental availability among viewers by 20%.
Business Insight and Expansion Analyst
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