Case Study 02
Creative Effectiveness · 2026
The Slow Playback
Turning creative direction into a controlled field experiment.
My roleCreative Strategy · Experiment Design · Analysis
Key evidenceBest CTR: 2.67%
ContextPro-Ject Audio Systems · WU Vienna
OwnershipResearch design, creative system, campaign setup and analysis
Timeline2026
EvidenceBest CTR: 2.67%
Overview
An eight-creative Meta field experiment testing how video pace, visual style and brand positioning interact in turntable advertising.
Evidence & impact
The signal behind the work.
Context · The challenge
Replace subjective creative preference with evidence by isolating three common art-direction decisions in a live advertising environment.
The approach
- 01Create a 2×2×2 system: normal or slow pace, original or retro style, modern or heritage positioning.
- 02Run eight controlled ten-second creatives in an €800 Meta field campaign across selected European markets.
- 03Connect CTR, landing-page response and statistical interaction effects back to creative choices.
View experiment method
The campaign compared all eight combinations under the same field conditions. The analysis focused on click-through response and interaction effects rather than declaring a single aesthetic treatment universally superior.
Research design
The full experiment at a glance.
The complete poster is shown as an overview and can be opened for closer inspection.
01
Controlled creative comparison
Two opposite ends of the experiment
Of the eight controlled creative variants, these two represent opposing combinations of pace, visual style and brand positioning.
NOMNormal Pace · Original Visual Style · Modern Positioning
01
SRHSlow Pace · Retro Visual Style · Heritage Positioning
01
The outcome
Slow motion was not universally stronger — its effect depended on the surrounding creative system.
The experiment showed why isolated best-practice claims are risky. Pace interacted with positioning, and the strongest click-through result came from a specific combination rather than one universally superior treatment.
8 controlled creativesBest CTR: 2.67%Pace × positioning: p=.023Context-dependent learning