Storytel boosts campaign impact with data-driven video optimization

The importance of data in the concept phase

It's no secret that strong creation is the key to a successful campaign. While creative testing of the final product is increasingly the norm, testing and data collection in the concept phase often remains underexposed. To demonstrate the usefulness of data from the start, KICK! Creative Agency and Validators worked intensively together on a new online video for audiobook provider Storytel.

Objective

Storytel wanted to capitalize on the most relevant moments of use for (potential) listeners. KICK! provided images of these moments and asked respondents to rank them. Popular moments turned out to include: "before bed," "on the road" and "on vacation. The image of someone on the go was often chosen as a favorite. These insights formed the starting point for the video.

Approach

KICK! processed this data and quickly produced a video. Validators then tested the result using ValueFlow™, which mapped the emotional response to the scenes. The choice of usage moments from the initial research proved to be the right one: the video was immediately well-received. Furthermore, target audience segmentation revealed that the group that primarily listens to audiobooks while on the go rated the video particularly highly. A direct hit! Validators also recommended several optimizations to convey the brand story and message even more effectively.

Result

The result was positive: the final video showed brand awareness at Storytel that was 16% higher than previous videos. Clear proof that creation and research are not opposites, but rather mutually reinforcing!