Testing Real-World Visuals for Deeper Engagement
For ANNA, our initial approach with direct response ads using bold, clean gradients and brand colours proved successful, effectively capturing attention and driving customer acquisition.
Building on this success, we wanted to test a new hypothesis - could incorporating “real-life” elements make the ads feel more relatable and drive further engagement?
Our strategy was to introduce tangible, everyday visuals such as background photos, human interactions (like hands holding a phone), and an authentic presentation of the app’s UI.
To refine this concept, we created variations focusing on different title designs and visual layouts, ensuring each option aligns with ANNA’s brand identity while experimenting with how viewers perceive and engage with the content. The goal was to test what resonates most with high-intent audiences, particularly those most likely to convert.
These ads will now be deployed to our most relevant audience segments, where we can measure their performance against previous campaigns.