“tusk” variable copy test
“TUSK” VARIABLE COPY TEST
PROJECT DESCRIPTION
In one of Capital One’s frequent control beater exercises, I took a successful package whose performance was degrading and devised a messaging test to try and improve lift. By changing the headline, opening and closing – and nothing else – I hoped to bring this aging superstar back to life. I tested a generic option alongside aspirational and recognition options. All three packages improved lift, but the recognition messaging performed the best at 104% over control.
GENERIC
The first option was very generic – a more “blank canvas” approach to see if brevity would win.
GENERIC OPTION
BUCKET LIST
The second messaging strategy was to go aspirational and focus on the reader’s bucket list dreams.
BUCKET LIST MESSAGING
RECOGNITION – WINNER
The third option went all in on recognizing the consumer’s good credit score and tying that to the idea that they’d earned a vacation. This strategy outperformed the others and went into rollout.
RECOGNITON MESSAGING