New Case Study Reveals How Sport Clips Haircuts and Play Audio Agency Utilized Veritonic Data to Successfully Leverage ASMR
March 28 2023 - 6:00AM
Business Wire
Veritonic, the industry's comprehensive audio research and
analytics platform, announced today a new case study uncovering how
sports-themed hair cutting franchise Sport Clips Haircuts promoted
the feel and sound of the MVP Haircut Experience through the
innovative use of ASMR audio ads.
A growing number of brands have turned to adding the intimate
and engaging phenomenon of ASMR into their marketing mix to build a
powerful audio narrative that elicits a positive, physical
response, further elevating brand awareness. Sport Clips Haircuts
worked with Play Audio Agency to leverage Veritonic's Creative
Measurement capabilities to identify and optimize their voiceover
selection among their target U.S. male listeners. Sport Clips
sought to identify and test a voice that accurately represents its
brand and values within its new audio advertising creative.
Veritonic tested the ten voiceover assets in a pre-market
environment to identify the top two performers, setting parameters
to measure attributes including authenticity, uniqueness, and
relevance, while also identifying spikes in recall, intent,
engagement, and brand awareness.
"Creative testing is an indispensable tool enabling brands to
confidently invest in audio with the assurance that their chosen
assets will be an accurate representation of their brand and
achieve desired marketing goals," said Scott Simonelli, Chief
Executive Officer of Veritonic. "Veritonic was able to provide
Sport Clips and Play Audio Agency with comprehensive and actionable
data needed to support their decision-making process.”
Key insights of the case study include:
- Findings show that by transporting the listener to a blissful
place via engaging audio ads, there is a higher chance they will
remember the company after the ad is heard.
- Veritonic data and analysis indicated that 100% of the tested
audio scored at or above benchmarks for overall resonance, Intent,
and Engagement.
- Findings show that when ASMR is used and breaks the fourth wall
with the audience, companies can engage with and keep the
audience's attention for longer than traditionally voiced audio
ads.
“We knew we wanted to create and bring the most compelling and
engaging audio ad to market,” said Sport Clips’ Sr. Director of
Marketing, Danielle Linden. “With positive pre-market testing
results from the Veritonic platform, Sport Clips, in partnership
with Play Audio Agency, used the actionable recommendations and
data to successfully bring our MVP Haircut Experience to life.”
"It's exciting to work with organizations like Sport Clips that
allow you to push the boundaries of creative audio production,”
said Dan Carruthers, Owner and CEO of Play Audio Agency. “Focusing
on a future-forward audio trend like ASMR and having the ability to
pre-test with Veritonic allows us to back our creative strategy
with science to ensure we can provide the best sound
solutions."
To download the study, please visit:
https://info.veritonic.com/creative-measurement-success-story-sport-clips
For more information about Veritonic’s Creative Testing
solutions, visit www.veritonic.com or contact
sales@veritonic.com.
About Veritonic
World-renowned brands, agencies, publishers, and platforms rely
on Veritonic’s comprehensive audio research and analytics platform
to research, test, and measure the ROI of their audio assets and
campaigns pre-market, in-market, and post-campaign. The resulting
insight enables clients to gain confidence in their audio
investment, mitigate risk through optimization, and increase their
return as they engage consumers with compelling audio experiences.
For more information, visit https://www.veritonic.com.
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Ali Wolf fama PR for Veritonic Veritonic@famapr.com