The Challenge

A consumer brand was launching multiple digital campaigns across markets.

Creative testing was slow, expensive, and reactive. Insights arrived after launch, leaving no room to optimise.

The Approach

The team adopted emotion AI-based creative testing to evaluate creatives before launch.

They focused on
• Attention flow
• Emotional response
• Early drop-off points

The Results

• 70% reduction in creative testing costs
• Faster decision making
• Higher confidence in creative selection
• Fewer post-launch changes

Creative testing ROI improved across campaigns.

What Changed

Instead of debating opinions, teams aligned around data.

Emotion AI for advertising turned creative discussions from subjective to actionable.

Why This Worked

• Testing happened early
• Signals were predictive
• Insights were easy to act on

Takeaway for Teams

Creative testing does not need to be complex to be effective.

The right signals at the right time change outcomes.