Vidsy + Vanish
Influencer vs. Presenter
🎯 Objective
CONVERSION
To ascertain whether Influencer / Presenter content is most resonant using a split creative test and drive consumers to e-commerce.
Measurement: Sales Uplift (by regions)
🎨 Direction
Key Question - Are consumers more receptive to ‘influencers’ compared to presenter based content and if so which key audience?
‘Presenter’ In Studio: A traditional figure used in Vanish TVCs, doing a demo of the product in front of your eyes within a heavily-branded studio environment.
‘Influencer’ At Home: A UGC style of creative, acting out a similar product demo/review but in a domestic setting, with a more authentic, natural tone.
The outcome of the test will determine which drives more business impact when exposed to two key audiences for the brand, ‘Struggling Jugglers’ and ‘Image Conscious’.
Struggling Juggler: Female aged between 30-40 within a family-home environment, promoting the Vanish Powder product on a child’s garment.
Image Conscious: Male or female aged between 28-35 within a non-family home environment promoting the Vanish Gel product on their own garment.
A few key considerations within the influencer production:
Each influencer has recorded the agreed script
Encouraged influencers to add natural authenticity - in their environment, or with their reactions.
Each video is shot professionally, with a premium generated content feel
📱 Placement
The videos have primarily been built YouTube TrueView. And therefore, we’ve taken the following into account:
Optimised for sound-on - ensuring the narrative is communicated audibly
Benefits communicated upfront - we know the first 5 seconds are forced view, so have featured the “NEW Vanish formula” message + benefits within this.
Premium influencer style - we’ve balanced authentic influencer style with premium production to accommodate the placement.
🤩 Content
There are 3 videos for you to choose from for each demographic.
When referencing videos please use the code (E.g. VDSY_0001)
Delivery & Next Steps:
Select one video to proceed with for each demographic
Provide selection + feedback to Vidsy by EOP Wednesday 19th August. Feedback to be purely focused on:
Colour grading, editing and overlays
Vidsy to action feedback on selected videos and send to Vanish by EOP Friday 21st August
Upon sign-off, Vidsy to produce static assets
Final delivery of assets is due on Tuesday 25th August