How ClickUp utilized ad testing to launch a revolutionary big game commercial
Learn how ClickUp relied on Ad Testing by Momentive to make data-driven decisions and develop an ad that would resonate on game day—and beyond.
Jen Salazar
May 3, 2022 | 4 min read
ClickUp is the world's only all-in-one productivity platform that flexes to the way people want to work. It replaces all individual workplace productivity tools with a single, unified platform that includes project management, document collaboration, whiteboards, spreadsheets, and goals. ClickUp’s mission is to save people time by making the world more productive. So when it wanted to bring that message to a larger audience, ClickUp went big.
Brian Sherry, creative operations lead at ClickUp, was tasked with a massive undertaking: launching ClickUp's first-ever ad during America’s biggest annual football game. With 113 million viewers nationwide, the stakes were sky-high for Sherry and the team at ClickUp. They needed a quick, scalable, and trustworthy way to conduct ad testing for their campaign.
When the stakes are this high, we want industry-leading experts guiding our insights.
Expert guidance yields actionable insights
Previously, ClickUp was using another testing platform to evaluate how people were interacting with its product and website. However, for ClickUp’s big game ad, the needs were vastly different. The company needed a more quantitative approach for an audience this large, and the platform it had used previously was not able to scale to meet its needs.
Sherry knew he needed a better solution, one that offered more usability and reliable expertise. “We turned to Momentive for its industry expertise and ability to guide us in data-driven decision making,” Sherry explained. “When the stakes are this high, we need experts guiding our insights.”
The methodology of how the data would be collected had to be taken into account as well. “We were looking for a trusted partner to ensure that the data we received would be statistically significant,” Sherry said. “I wanted to ensure the critical questions we were posing didn't inadvertently introduce a selection bias. With a multi-million dollar campaign at stake, I needed to know our research was in the hands of experts.”
With Ad Testing by Momentive, the team at ClickUp received actionable insights at lightning speed. “Momentive was able to provide tangible takeaways that made us feel confident in the data and findings,” said Sherry. And because Sherry and his team could access an integrated panel of vetted sources, scaling up was simple and painless. “Momentive was able to provide an impressive base of respondents,” said Sherry. “As a result, we were able to test our ad with more than 5,000 people in less than a week!”
Data-driven decisions create a memorable ad campaign
With Momentive, Sherry and the ClickUp team homed in on an ad that would truly resonate with their audience on game day. “With Ad Testing, we were able to select the version of our ad that was most funny and memorable based on a statistically significant result from our testing,” Sherry stated.
Additionally, working with the professional services team at Momentive meant that ClickUp received tailored insights as quickly as it needed them. “The professional services team at Momentive was amazing,” Sherry said. “There was a ton of communication, and I can't stress how important consistent, accurate, and timely communication is in a high-stakes environment. We wouldn't have been able to make an informed decision without the Momentive team’s facilitation.”
That’s one of the most important things that a data-driven company can walk away with: feeling confident in the data and insights that inform our decisions.
ClickUp’s innovative approach to its big game ad campaign didn’t stop at testing. Sherry and his team knew that 30 seconds is a short amount of time to make an impression on their audience, so they aimed to boost their ad’s impact beyond its airtime. During the testing process, respondents were asked to enter any words or terms that came to mind after watching the ad. The ClickUp team then used those responses to generate a word cloud of the most common phrases and gave that list to its SEO team. From there, ClickUp ensured that even if a viewer didn’t remember the name of the company, they’d still be able to find it through a search—which maximized its big game ad investment and drove the highest amount of traffic to ClickUp’s site.
Ultimately, Momentive was able to provide the ClickUp team with high-quality data and actionable insights so that they could move forward confidently with their big game ad campaign. “My biggest takeaway in working with Momentive is the importance of trusting the data to make an informed decision,” commented Sherry. “Momentive had a solid infrastructure that allowed our team to be well informed and confident. They helped us achieve our end goal, which was launching the strongest ad campaign possible.”
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