Global Creative Works at Google
Telling brand stories through brand lift studies & experiments to determine optimal storytelling to boost conversion.
Working with EMEA-wide brands, I have provided creative consultations, experiment advice and optimization to grow brand presence and conducted brand lift studies
Pringles
In the run-up to the 2022 World Cup, I worked with Pringles on a video experiment that would assess if other brand assets could successfully mitigate the negative effect of removing product imagery in an HFSS-compliant ad.
We then ran an A/B test on a 6-second Bumper with HFSS-compliant assets vs. the original ‘control’ Bumper (featuring product and packaging) to demonstrate the power of leveraging your full suite of brand assets, and the way forward for strong creative effectiveness in an HFSS-compliant world.
MandM Direct
Google ran a Consideration lift experiment and a Search Lift Study using 3 video assets featuring 3 different variant messages on YouTube to highlight the effective strategies for building creative optimization techniques tor marketing campaigns (Awareness, Consideration and Action).
Mars - Galaxy
In a funded video experiment, we wanted to assess whether brand assets could successfully mitigate the negative effect of removing product imagery in an HFSS-compliant ad.
This demonstrated that Bumpers are best at building frequency and echoing brand-building elements, while longer ads are more successful at creating memorability through story-telling.