Messaging Customers Actually Pay Attention To
Testing value props through short video ads
Office Timeline & RomSoft
Office Timeline and their strategic partners at RomSoft knew that their customers loved the software they were developing and they wanted to hone in on that for their brand and marketing messaging.
We helped them test out what kind of video ad messaging would actually resonate with their audiences by conceiving and producing a multivariate short video test.
The Services
- Video Marketing Strategy
- Motion Animation Production
The Deliverables
- 12 ad concepts
- 96 short ad videos in horizontal and square formats based on the concepts
The Impact
1,000,000+
views
4,500+
hours of watch time
60%
of these stats came from just 3 concepts
The top-performing video's messaging angle became the through-line for every major video that followed, and was still actively used as an ad 2 years later.
The Process
Turning Customer Language Into Testable Concepts
We started by researching what customers were praising about Office Timeline on review platforms, focusing on the specifics they mentioned. Those specifics ended up revolving around twelve recurring value props, which we then turned into twelve distinct video concepts designed to run in parallel as paid ads.
Building A Test That Made Sense
To make sure performance differences came down to the message and not the production, every video followed the same structure: motion graphics text, one product screen, a branded transition, and an animated CTA, totaling around fifteen seconds each. Each concept was then produced in eight versions across two formats and four CTA variants, summing up to 96 video ads in a single production run.
The Outcome
By the end of the project, we had conceived and produced 96 short video ads built to test twelve distinct messaging directions in different formats at scale in a single coordinated campaign across Google and YouTube.
Want to find out which message actually lands with your audience?
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