To solve the challenge of measuring traditionally hard-to-measure out-of-home (OOH) campaigns, SurveyMonkey established control markets. This data-driven approach allowed them to attribute a 7% increase in page views during a holiday period directly to the campaign, proving its effectiveness beyond simple impressions.
To create a compelling ad for HR software Hibob, creative director Shlomo used a free AI tool to research customer pain points on Reddit. He discovered users called excessive emails "email ping pong." This became the visual analogy for a successful ad, demonstrating how voice-of-customer data can directly inspire effective creative.
Creative director Shlomo used personification, a technique learned from Apple, to make a boring B2B tech product relatable. By casting legacy HR software as a dull character being "dumped" for the cooler "Hibob," the ad became memorable, generating over 1000 leads at an 80% lower cost.
To reach developers who ignore typical B2B ads, Fingerprint studied B2C ads on Meta, using memes and relatable humor. This "scroll stopping" playbook moved away from fear-based messaging, unlocking a new channel and increasing activated signups by 60% in the first month.
Contrary to the belief that ad creative must be short, Lendio found that a nearly 10-minute explainer video drove one of their most efficient cost-per-demo results. This long-form content allows for a full pitch, attracting highly qualified enterprise prospects at a low effective cost.
Tattari entered the TV advertising channel by repurposing an existing fireside chat video. With minimal post-production costs (under $1,000), they created an authentic TV spot that felt real, generating 2 million impressions and nearly $200,000 in pipeline from a $20,000 spend.
While controversial, incentivized demo ads are a direct way to convert ad spend into sales meetings. A SaaS company targeting a specific account list spent $100k on these ads, giving prospects a "sweetener" to take a call, resulting in more "at-bats" for sales and generating nearly $4M in pipeline.
Seeing diminishing returns on Google Search, Packview experimented with ChatGPT ads and found it effectively captured bottom-of-funnel demand. The results were so compelling that they increased their experimental budget by 900% within four weeks, funded entirely by reallocating their Google Ads spend.