Challenge
Like many advertisers in the digital age, Gatorade was challenged with the need to develop more content in less time, with no corresponding change in budget. They therefore wanted to learn more about what makes creative successful in the digital world.
Approach
We used Content Lab powered by Link Now and Link Express for digital to aggregate advert-level data across 101 ads and then identified meaningful creative elements which could help drive Gatorade online advertising performance in the future.
Insight
Each asset was classified on 18 unique creative elements (i.e. video length, type of athlete, etc..) to identify which specific elements were most responsible for driving each of Gatorade’s key KPIs (Breakthrough, Inspiration, ‘Performance’ messaging, and ‘Science’ messaging).
Impact
Gatorade now has brand-specific creative parameters to enable them to create better digital assets from the start. With the Content Lab structure in place, Gatorade has tested many new ads through the programme, expanding their ad comparison abilities and building up material for additional creative learning and exploration.