# Aura Concept Store: Creative Discoveries Over 6,000 users. March 16, 2021 Written by [Dan Pantelo](/content/authors/dan-pantelo/index.html) average reading time: 5 minutes ## Product & Messaging Findings + The Importance of Humans in Ads Over a period of about 10 days, The Aura Concept Store built and launched two creative tests focusing on their **car freshener** product. They had a few goals in mind: - Which product color is most attractive to our audience? - How important are humans for ad performance & engagement? - What type of messaging will capture the most people? With the help of Marpipe, they were able to **find important answers** to these creative questions fast! ## Company [The Aura Concept Store](https://www.auraconceptstore.com/el/) is an ecommerce site with a passion for nice smells and a love for special lifestyle products & accessories. The name comes from the feeling that a person evokes in his/her environment: The Aura. Their products are carefully selected, handmade, with plant composition in recyclable packaging, environmentally friendly and dermatologically tested. The marketing campaigns here were run by [NextLevelBros](https://nextlevelbros.com/) - an exciting **internet marketing company** that takes small brands to the next level in advertising. ## Assets & Results #### **PRODUCT IMAGES** Across both experiments, they tested multiple product colors to decipher what their audience preferred most. Left to Right Yellow, Camo, Purple, Aqua, Red, Black There was one clear winner - the **Aqua product**. With a CTR that was **71% higher** than the next best performing color - the Black product - Aqua took home gold. It was also the **cheapest** in terms of CPC. #### **HUMAN PRESENCE** Along with the product images, they were able to figure out how important human presence is in their creative. Short answer: **not important**, they shouldn't use humans. Left to Right: No Human, Woman, Man After the tests were complete, it was clear that not including a human and simply **focusing on the product** **images** was the best way to go! The NoHuman and Man variants had performed the same in CPC, however, the NoHuman variant was the winner in CTR by over 27%. This is an area which they can **still test further**, but for immediate results its best to not using humans. #### **MESSAGING** The Aura Concept Store took messaging a step further than just random testing - they outlined the exact messages they wanted to learn about using the [Great Leads awareness scale](https://copywritercollective.com/six-easy-ways-to-write-a-strong-sales-letter-lead/). They break their messaging variants down based on the amount of knowledge a person in their audience may have of the product or problem. Left to Right: Awareness of Product Decreases By breaking their messaging down in this way, they're not only able to learn what messaging works with their creative, but what kind of people are in their audience. With **Solution Seeking** & **Problem Aware** coming out as winners in terms of CTR, it was clear that this audience was looking for reasons to purchase The Aura Concept Store's car fresheners. ## Using the Data & Scaling After collecting this incredible creative data, it was time to use it! Here's what [Alexander Pereira](https://www.linkedin.com/in/pereiraalexander/) from [NextLevelBros](https://nextlevelbros.com/), the marketer running these campaigns, had to say: > "I used some of the best performing assets in Videos that also ran after the conclusion of testing the image assets, where the assets appear in order of best performance (but also grouped in ways that the captions make sense and fit the timing). These are the videos made from the best assets: Alexander took the data from image testing & turned the ads into videos. > I loaded all the best image assets, together with these videos into Dynamic Creative Ads on FB for the acquisition campaigns. The best performing asset from the testing on Marpipe also was the best performing acquisition stage Ad asset in terms of ROAS. The videos did well too. A Broad Audience did well with these Ads, ROAS over 2 for acquisition, showing that you don't need to get hyper targeted if you have the right creative and messaging. > > ...All in all Marpipe's creative testing helped us create winning ad campaigns in a difficult environment.