Case Study 03
Creative Effectiveness · 2026
The Slow Playback
Turning creative direction into a controlled field experiment.
ClientPro-Ject Audio Systems · WU Vienna
RoleCreative Strategy · Experiment Design · Analysis
Year2026
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.
01
02
03
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