Project Overview

For Colgate, we pioneered a unique market testing approach in Mexico aimed at decoding consumer preferences. Using a dummy brand, we tested various advertising elements to understand how different ingredients and labels—such as 'Aloe Vera' versus 'Bio'—influenced consumer engagement. Through iterative A/B testing, we evaluated a range of design and copy combinations to determine which resonated most effectively with the target audience. The insights gained from this project allowed Colgate to pinpoint the most effective design and messaging strategies, ready to be applied to their main brand. This targeted testing strategy is poised to significantly enhance Colgate's market position in Mexico, driving greater consumer appeal with data-backed precision.

Objectives

• Decode Consumer Preferences: Understand how specific ingredients and product labels impact consumer engagement in Mexico.
• Optimize Messaging & Design: Test different advertising elements to determine the most effective combinations of design and messaging.
• Maximize Consumer Appeal: Refine advertising strategies based on clear, data-driven insights to enhance Colgate’s appeal in the Mexican market.
• Improve Advertising Metrics: Focus on reducing cost per click (CPC) and cost per acquisition (CPA) while improving click-through rate (CTR).

Scope of Work

Our approach involved the following steps:

• Market Research & Strategy: Analyzing the target market and defining the unique strategy to understand consumer preferences through testing.
• A/B Testing & Iterative Optimization: Conducting A/B testing on various design and copy combinations, evaluating the impact of different ingredients and labels.
• Consumer Engagement Analysis: Measuring consumer engagement through key performance indicators (KPIs), including CPC, CPA, and CTR.
• Insight Application: Analyzing the results and providing actionable insights that can be applied directly to Colgate’s product and advertising strategies.

Outcome

• CPC Decrease: A 32% decrease in cost per click, indicating more cost-effective advertising strategies.
• CPA Decrease: An 18% decrease in cost per acquisition, optimizing budget allocation for better ROI.
• Increase in CTR: A 28% increase in click-through rate, demonstrating higher consumer engagement with the ads.

By leveraging the insights from this testing initiative, Colgate now has a precise understanding of the most effective messaging and design strategies, ready to enhance their market position and consumer engagement in Mexico.

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