Case Study: Nesta
Halving CPCs with visual text hook variations
AI Text Hooks
Energy Public Sector
CPC
The brief to us
Nesta (the UK’s innovation agency for public good) wanted to test and learn about the best messaging for their ‘Visit A Heat Pump campaign’ to improve ad effectiveness.
We ran Nesta’s video through our AI tool to create 10 ‘text hook’ variations - that’s the text overlay in the first 3 seconds of the video - to capture viewers’ attention.
Top performing Text Hook Variations
Results
After running for four weeks, the top-performing ads saw a 50% lower CPC vs the non-AI optimised ad.
Learnings
The more personal hooks that said ‘my story’ or ‘my review of a heat pump visit’ worked best as they appealed on a human-to-human level.
We find it valuable to test different content hooks - having this data on how different videos have performed is really helpful to optimise our future paid ads. - Nesta’s marketing manager