A 10,000%+ increase in paid ad conversion
By reassessing information hierarchy and refreshing brand creative, Innoruptiv generated unprecedented engagement for EntertainmentX. The A/B test speaks for itself.
EntertainmentX has the impressive guest-list that theatre fans and podcast hosts drool over. When the show scored EGOT-status composer Alan Menken as a guest, they knew it was time to level up their campaign-based paid advertising to get that incredible episode out to fans and capitalize on the theatrical release of The Little Mermaid (2023).
Historically, the creative for EntertainmentX’s advertisements was engineered to be “quick-turn” and easy to generate in an effort to match the shows’s swift release schedule — but the important information for consumers wasn’t jumping off the screen. In fact, numbers show that it wasn’t even stopping the scroll.
Innoruptiv stepped in to rethink the ad creative, prioritizing the information that would make consumers pay attention. In the process, we rethought the visual identity of the ads, and let the podcast’s solid design language shine through more brightly. Take a look at the side by side comparison below.
Together with EntertainmentX, we advised on key audiences, estimated determined ad spend, and ran an A/B test of each piece of creative, putting our work to the test. The results were staggering.
Using the same spend and targeting the same audiences with each ad, Advertisement B (that’s us) saw more than 100x the engagement than Advertisement A.
This paid advertising support helped make Episode #413 (Alan Menken) the most listened-to episode of EntertainmentX to-date — at least, that’s until the influx of new listeners breaks that record again.
