Bayer ASEAN uses digital qual insights
to optimize campaign to boost purchase of vitamin C supplement
Observing the digital discussion enabled the Bayer team to fully understand consumers’ intuitive and rational reactions to the strengths and weaknesses of the creative.
A debrief immediately after the online session allowed MetrixLab and Bayer to align on key insights that would steer the execution of the key scenes of the creative. Within two days after the session, MetrixLab delivered the topline results, in time to optimize the storyboard before shooting began. Compared to traditional focus groups, creative testing using Immerse allowed Bayer to engage with more consumers at the same time, gaining faster and deeper insights.
- Retain attention by focusing on the most appealing scenes and messages
- Spark consumer interest by highlighting the most attractive and novel ways of consuming Redoxon
- Leverage wider campaign materials by including a call to action at the end of the ad
The overall result was a disruptive campaign proven to break through and resonate with consumers. The recipes featured in the ad sparked consumer interest and motivated them to consume the supplement in new and creative ways.
What Bayer told us
“The findings of this study have tremendously helped us to shape the campaign to be more impactful. The success of the Redoxon project encouraged us to test more ads via Immerse across other ASEAN markets” says Retno Purwanto, ASEAN Regional Business Analytic and Consumer Insight Lead for Bayer.