Creative Focus by Civis takes your creatives (videos, images, or text) about your brand, issue, or other topic and runs experiments to evaluate their impact on an outcome of your choice: awareness, favorability, intent to purchase, or you may write your own custom outcome.
Once you have your creatives ready, you’re ready to start a new Creative Focus project.
Describe Your Test
Select what you want to measure in your test: this is called your outcome questions, or dependent variables. Choose the primary goal of your test: Increase awareness, increase favorability, increase intent to purchase, or “I have a different primary goal for my campaign” (which you will then be asked to describe). This will determine which questions are included by default in the test.
If you choose to create your own primary goal, please enter either the specific question text you want, or describe what outcome you are trying to measure. We are happy to work with you if you need some guidance on what question is right for you.
Choose an Audience
On this page, you'll select who you want to take your test. Choose whether you want to use a common audience that we suggest, use one of your saved audiences (from a previous test if you've done a Creative Focus test with us before), or create a new custom audience.
- Browse common audiences
- These are are common audiences that are our standard options.
- Examples include General Population, Millennials, Parents, or College Educated Adults or similar.
- Used a saved audience
- Custom audiences that you have created in the past will appear here.
- Create a new audience
- Create and name a new audience (which will then be saved and added to the Saved Audience page). Select Location (state), Primary Demographics (gender, ethnicity, education, and age), or add custom attributes.
- If you do choose to create a custom audience, please be sure to talk to Civis about pricing as this will increase the cost of your test.
Upload Creative
You can reference between one and six creatives, or messages. Prices vary by number of creatives but not by creative type. Creatives can be videos, images, or text. All creatives must be the same type; e.g., you can only compare videos to other videos. For videos and images, paste the YouTube link in the appropriate box or select upload from your computer. For text, type in your message. Please keep the messages fairly brief -- remember, you want people to read the whole thing. Name the creative something clear to you -- these labels will be used in your final report so make sure they make reflect the message or creative they are assigned to.
Review & Launch
Review the details of your test. Hit the back button to make any necessary changes. Be sure to add a name for your test. When you are ready, hit launch in the lower right corner. If the launch button is grey, a piece of information is missing.
What Happens Next?
Civis will review the details of the test, ensure it is programmed correctly, and then we will launch the test. The turnaround time will depend on the specifications of your test-- please feel free to ask us if you aren't sure when you should expect to receive your results. Please note that the turnaround time starts once payment is received.
Getting Results
When your experiment is complete, you can log into the Civis Platform and click on the name of your test. You will see the Review page. In the upper part of the screen in green will be a place where you can download your results. If you prefer, we can also email the results to you directly, and are also happy to schedule a readout call to go over your results with you step by step.
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