Testing Paid Social Ad Creative

TITLE Boxing On-Demand wanted to understand which social media creative messages and imagery performed best at motivating Facebook users to sign up for its Boxing On-Demand trial. The goal was to gain insights to inform future social campaigns, photoshoot budgets, influencer partnerships and user-generated content. Yet, the client didn't have an in-house creative team to help set the creative direction, produce the social assets and conduct the creative testing.

TITLE Boxing On-Demand expanded its Goodway Group partnership and brought aboard the Goodway creative services team to fill the gap. The Goodway creative and media teams produced, launched, analyzed and optimized multiple social media assets to test and learn which TITLE Boxing On-Demand's social advertising message and imagery combinations drove the most online boxing fitness platform trial sign-ups at the most efficient cost.

The value proposition creative test determined "No Equipment Needed" and "Classes on Your Own Time" — the messages that focused on the consumer experience rather than equipment or instructors performed best. The imagery creative test determined what assets visually resonated most with Facebook users and found the top three images were similar — each featured a fit, strong young person clad in activewear doing a workout.