Experimentation is a true driver for growth. Running 15+ experiments can drive 30% higher ad performance. When you learn the truth, you can make better business decisions, you can implement stronger strategies and you can drive more growth.
As such, experiments have become essential for measuring business outcomes. By comparing differences in outcomes between a group of people shown an ad, and a comparable control group that wasn’t, they accurately calculate the lift in ad performance. This is called incrementality. Helping you ensure no media dollar is wasted paying for players you’d have acquired organically.
A measurement approach rooted in incrementality calculates the causal effect of an isolated marketing activity—like your Facebook campaign—so advertisers can see the true ROAS driven by that ad.
This vital information can be captured through experimentation and used to guide budget and marketing decisions that result in efficient spending.
One such excellent example in experimentation is our latest success story from Httpool Croatia.
Together with Httpool Croatia, Nivea launched a brand awareness campaign for its debut product in Croatia to understand the impact of Meta video ads.
NIvea’s goal was to test if creative videos that were localized for the Croatian market would increase impact and brand metrics when launching a new product.
Initially, the Nivea team was planning to run the global creative as received from their global offices. The Httpool team recommended a translation strategy to better suit the needs of the market with clear communication. They also suggested using mobile-first creative and meta’s best media and creative practices. A brand lift study was conducted to measure impact.
Through playful, product-focused creatives, Nivea achieved a high lift in ad recall and brand preference, particularly with its female audience in the 18-44 age group.
The study proved Nivea’s position as a preferred skincare brand in the Croatian market and provided deep insights into the company’s new product line, helping to inform future strategies and setting the brand up for continued success.
+2.8 Points in brand reference
+5.7 Points in ad recall
+10.2 Points in ad recall in the female audience
4.3M Video plays of the best-performing ad
This successful recipe amplified brand recall and perception for its debut product in Croatia.
It’s noteworthy to mention how translation strategy can help with a positive impact on sales. This is especially true for new target markets.
The translation strategy conveys a powerful message to end users. An international brand, talking directly in the local language makes an instant connection with the users.
The translation is a reflection of respect and appreciation of the region the business is operating in. Because local language is important to the user, it is important to the brand too.
With this simple and easy-to-adopt translation strategy, brands very subtly convey how much they care about the user’s needs beyond the product offering.
Almost akin to a PDA (public display of affection) of the effort it is putting into the region.
Users are quick to absorb these nuances as they handsomely reward the brand with improved brand recall.
All the right reasons for you to experiment with translation for your new markets!
Author- Archana Roche, Global Measurement Lead, Httpool, APAC & EMEA
