Ad/Concept Testing Case Study
Challenge
A major consumer and business shipping company in the U.S., facing increasing pressure from its two main competitors, needed to stay competitive by promoting its innovations and reinforcing its reliability. Working with its advertising agency of record, the company developed campaigns targeting the general market. However, they recognized the need to effectively transcreate these campaigns for the Hispanic market, ensuring the ads communicated new services, technological innovation, and a strong legacy of trust and delivery capabilities—without relying on cultural stereotypes.
Initial Findings
Qualitative research was conducted among Spanish-dominant and bilingual Hispanics (Spanish-preferred) to go beyond language translation and explore the cultural elements that resonate, inform, and drive action.
The research helped identify…
- Attention-grabbing visuals and messaging
- Culturally relevant motivators
- And test the appeal for both consumer and small business audiences
Ads were tested for multiple key shipping seasons, including back-to-school and the winter holidays, with additional focus on messaging that addressed the unique needs of small Hispanic-owned businesses.
Actionable Insights
- Emphasize emotional storytelling and community relevance—participants responded best to ads that felt authentic, family-centered, and culturally aligned.
- Highlight innovation with clarity—while new services and tech appealed to viewers, they needed to be explained in a simple, direct way that felt accessible.
- In-language preference matters—Spanish-preferred audiences valued not just the language, but the tone, cadence, and cultural context of the messaging.
- For Hispanic small business owners, ads that acknowledged their entrepreneurial journey and presented the company as a reliable, growth-oriented partner resonated more deeply.
- Visual diversity and relatable scenarios helped build trust—ads featuring realistic family and business moments were far more engaging than those that felt generic or overly polished.
Outcome
Insights from the research helped the advertising agency:
- Prioritize the most impactful creative elements across tested concepts
- Ensure cultural relevance across Latin American subgroups
- Avoid overused or inauthentic stereotypes
- Assess whether the ads clearly communicated core messages, such as innovation, expanded service offerings, and nationwide delivery
Participants provided nuanced feedback on both the emotional and rational components of the ads, which was instrumental in fine-tuning the tone, imagery, and messaging.
