A seasoning brand · Lunar New Year campaign pretest
A Lunar New Year creative needs more than feeling — it needs to make consumers more willing to bring the product home.
Lunar New Year marketing combined story, character, creative idea and KV. Before media investment, the brand needed to know which content actually moved purchase, not only subjective preference, and how cities and audiences responded before choosing the lead combination.
Every step reproducible
- 01ezTest
Split creative into five comparable groups
Storyboard, creative idea and KV were tested in groups so directions could be compared on a common KPI framework.
- 02
Reach real household cooking decision-makers
500 target consumers covered multiple cities, household states, online and offline purchasing, and existing and potential users.
- 03
Select with KPI and reasons together
Alongside overall evaluation and purchase intent, the research examined brand impression, clarity and significant audience differences.
- 04
Identify the winning story and idea combination
The winning story direction increased purchase intent, and the study selected a creative combination balancing brand association, clarity and purchase inclination.
- 500人seasoning purchase decision-makers tested
- 5组storyboard, creative idea and KV groups compared
- +18%purchase-intent lift from the winning story direction
- 优胜组合identified priority choices for character, creative and product expression