Resource

Advertising Success Story: Ghiradelli

June 1, 2018

Despite being under a 24 hour time crunch, Ghiradelli wanted to back their decision in choosing audio tracks with data-backed confidence. With Veritonic's instant predictive scoring capabilities, they were able to get data in no time.

The Sweet Sound of Success

Advertising Success Story: Ghiradelli

The Objective

Ghirardelli had 24 hours to decide which music was the best fit for two national TV spots. They leveraged Veritonic analytics to help discover and measure what sound would resonate most.

The Approach

The team used Veritonic’s instant, predictive scoring capabilities to make their decision with data-backed confidence.

Tracks tested:

  • 5 tracks currently in market
  • 4 alternate selections
  • 6 audio and video ads to evaluate context and musical fit
The brand leveraged Veritonic creative testing to analyze how key brand attributes resonated in the tracks being tested, along with intent and memorability.
  • Key attributes: Happy, Relaxed, Authentic, Familiar, Modern, Upscale, Everyday, Optimistic, Vibrant, and Welcoming

Target audience:

  • Females 25-55
  • High Household Income of $75K+

Our Result

By utilizing Veritonic testing, Ghiradelli included a track in their ads that resulted in 8% higher emotional resonance and 73% in overall engagement.

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