And while this ad started with a compelling story - see the high immersion scores for the first 10 seconds of dialog - the rest of the ad failed to build on this story and drive immersion among consumers.
We know the strategy performed well overall - it drove a 45% increase in downloads and Hinge is objectively no longer a challenger brand in the dating app arena. But the campaign was heavily integrated across design changes in the app, out of home billboards, subway ads, and print, tv and digital ads.
And looking at the immersion scores for this ad? A multi-tactic approach was key for this strategy - we can see this ad alone was very unlikely to drive future action in consumers.
Click HERE to see full, second-by-second measurement.
Immersion is an essential tool in bringing strategy to life. No matter the insight - ads need to capture viewer’s brains. Even a 10 point increase in immersion can drive a 5% increase in sales.
Knowing that - measuring and iterating becomes an essential part of the conversion goals for any good strategist. Every piece of content created against a strategically strong campaign should drive viewers' immersion to convert.
You caught their eye with a great insight - now capture their brains!
Have an ad you’d like to measure? Simply drop the You Tube link on our site - button below - and get a free measurement!
Our greatest strategies deserve an execution with unbiased feedback to ensure they not only see the light of day - they drive consumer action.