Creating an effective brand communication strategy is tough. As a marketer, you’re rummaging through tons of internal and external data to find out what makes users tick, how to write copy that converts and how to adjust your messaging to attract users’ attention. And even that is not enough to achieve the goals you’ve set. 

This case study is a special one because it’s about us. While developing the communications strategy, Upsiide’s Marketing & Communications Director Meagan Healey was looking for a way to realign the brand’s goals with the messaging that resonates best with our buyers. Luckily, she didn’t have to look far.

Buyer needs shift and adapt all the time, and it’s difficult to predict what kind of messaging will attract users tomorrow. 

Kristi de Asis, Upsiide’s Senior Growth Marketing Manager, comments on the problem that the marketing team faced:

As a marketer, you develop some preconceived notions about what your customer needs and wants. But to stay on top of market trends and drive your brand in the right direction, it’s always good practice to put your assumptions to the test. 

Here’s what we wanted to test:

Messages and claims – this is one of the most important things that the team needed to test in order to create a coherent and effective messaging hierarchy. Upsiide wanted to understand what pain points potential Upsiide customers might have, and which statements and topics would get them excited to try the platform. 

Creatives and formats – online ad trends change every day and users tend to click on some ads more than others. While social platforms allow you to A/B test formats, they don’t allow you to gather feedback on each ad in isolation. We used Upsiide’s Idea Split feature to assess each ad against our own measures of success..

With this plan at hand, Upsiide was ready to ‘Upsiide’ itself.

After analyzing all of our past communications data from search and social ads, the team started validating different statements and creatives. 

To get more unbiased results, the marketing team compiled a variety of statements that highlighted different aspects of Upsiide, including results quality, our methodology and audience scale. Some of the claims performed just as expected, confirming the team’s assumptions. But some of them opened their eyes to fascinating insights. Meagan commented on her experience of seeing the results:

Kristi added that the filtering tool was especially valuable because she was able to filter the audience demographics against the data itself:

Another section of the marketing study was dedicated to testing designs and formats for the Upsiide creatives. The new Idea Split feature on Upsiide came in handy because we were able to test ideas against indicators of success. The data gathered from Upsiide not only showed us which ideas were most relevant and appealing but also provided qualitative proof of success thanks to the sentiment analysis tool. 

Kristi notes:

The Upsiide Marketing team is now geared up to tackle their communications, events content, and performance marketing. The insights from the Upsiide data will be used not only to develop targeted copy and creative for specific audience groups but also to create the right events and content campaigns for paid activity.