Delivering clever creative backed by research for BritBox
BritBox launched their subscription streaming service in November 2019 into a busy market with prominent competitors, including Disney Plus and Apple TV+, entering at the same time. Therefore it was essential to launch with strong engaging creatives that delivered the desired tone and message, as well as driving brand awareness and acquisition.
Working with BritBox prior to the launch, we tested creative for TV and OOH creative to help inform which creatives would perform best and resonate with the target audience at an implicit and explicit level.
Understanding the importance of the intention action gap in creative testing research, we adopted a blended approach using biometric analysis and a bespoke quantitative survey. This allowed us to uncover how people genuinely react to and feel about a stimulus, in addition to their self-reported reaction.
Utilising remote biometric technology we tested a number of OOH and TV BritBox creatives at scale, comparing these against industry benchmarks. Using this methodology we were able to measure attentional engagement through eye tracking software and gauge emotional responses though facial expression coding software. We overlaid these findings with a bespoke quantitative survey testing against key metrics such as appeal, message takeout, brand perceptions, message tone and purchase consideration.
We delivered valuable and actionable recommendations across all creative testing projects. These insights directly informed which versions of creative were to be used and up weighted throughout the media campaign. Additionally we recommended design alterations and feature changes, based largely on biometric results and behavioural creative design principles.
Our insights contributed to the wider success of Britbox’s launch and subsequent campaigns, and since their launch BritBox have commissioned two additional creative projects aligning with future campaign activity.
what our client had to say
“behave’s unique approach to research layering different methods was extremely valuable to us in our creative decision making process across multiple campaigns, which in the long run helped us to engage with our audience on a deeper level and deliver a successful media strategy.”
– Stacey Lawrence (Head of Marketing, BritBox)