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Snack Brand Leverages Ad Testing to Optimize Cricket Campaign; Boosts Engagement Across Markets

Ad Testing Research

Business Problem

  • A global snack brand was preparing to launch a limited-edition spicy chips variant—with their campaign “Game Night Heat”—timed with the buzz of an international cricket tournament. The campaign was built around fan-fueled energy and snackable moments, targeting digital-first consumers across India, Australia, and the UK. With media inventory locked and only seconds to grab attention during high-traffic match breaks, the brand needed to quickly identify which ad creative would spark emotion, drive product appeal, and convert curiosity into intent—without risking delay or relying on guesswork.

What & How We Did It

  • Borderless Access deployed AdSight, our proprietary ad-testing solution, to help the brand make rapid, data-backed creative decisions.
  • We tested multiple ad versions using eye tracking, facial coding, and emotion mapping—capturing real-time, subconscious reactions across devices.
  •  Using AdSight Lite, early creative concepts were quickly screened to identify top contenders.
  •  The full AdSight suite delivered deep diagnostics to guide optimization—scene by scene, second by second.

Key Insights

  • The original edit dropped attention before 3 seconds—critical branding was missed
  •  A revised cut featuring regional humor and sharper storytelling lifted engagement by 44%
  •  Emotion mapping showed spikes in connection during character reactions, not product shots—guiding a scene reorder
  •  Eye tracking revealed missed visual cues—packaging and flavor details were repositioned for better visibility
  •  The final version showed a strong lift in purchase intent, brand linkage, and message clarity

Client Impact :

The insights uncovered through AdSight enabled the brand to fine-tune their storytelling, sequence emotional moments more effectively, and create a campaign that genuinely resonated with cricket fans across diverse markets. Our emotionally intelligent, creative-specific testing approach gave the team the clarity and confidence to make quick yet meaningful decisions—turning a high-pressure moment into an opportunity to connect deeply with their audience and deliver a standout campaign that aligned with both brand intent and consumer sentiment.

Market

India Flag

India

Australia Flag Logo

Australia

UK Flag

UK

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