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Case Study

Johnson & Johnson’s Neutrogena lifts CTR 840% with a

test, learn, discard strategy

Challenge

Johnson & Johnson’s Neutrogena brand needed to test messages to understand what would resonate most with three leading audiences.

Solution

Ad-Lib.io’s platform created and tested 154 different ads over a 4 week period. Performance insights were surfaced in real time and the lowest performing ads were removed from rotation to refocus ad spend on the best performers.

Results

840%

Uplift in CTR


4 weeks

Condensed testing period


Not only did the test, learn and discard strategy vastly improve CTR against benchmarks for this campaign, but it also provided longer value insights about age groups and skin management that will carry over into future messaging.

Next
Esteé Lauder refreshed creative 9 times in 4 weeks and and saw +69% higher conversion