For this project at Farm Journal, I led messaging creation for an A/B test designed to prove the hypothesis that Farm Journal audience data made an impact when used to shape messaging for agricultural audiences.
I analyzed data for two groups:
- Farmers with a high interest in smart farming technology
- Farmers with a low interest in smart farming technology
I looked at how their interest in smart farming correlated to other interests and behaviors, such as their risk aversion and community values. Backed with data, I wrote creative briefs and scripts for 15-second, 30-second, and 60-second versions of videos with messaging and visuals designed to appeal to each group.
For the A/B test, we segmented the groups and split the high- and low-interest groups so that each ad would get delivered to a portion of the group so that we could compare.
The hypothesis was that we would see more engagement with the high smart farming interest messaging among the high interest group, and vice versa for the low interest group.
The initial videos from our creative team used farmer interviews to convey the messages, but our metrics weren’t showing a meaningful difference in engagement. Our hypothesis for the failure was that the interview format didn’t allow us to truly differentiate the messaging in each video, so I personally built new videos that were words, stock imagery and music so that we could strengthen the messaging for each group.
With the second set of videos, we were able to prove our initial hypothesis and the value of Farm Journal data.
Human Touch Storytelling 