With a brand campaign, most of the budget is spent before the first metric comes in. Which visual and which message to choose is usually decided in a meeting. An A/B test in the shop doesn't help here, because the campaign isn't running yet.
So we tested several visuals and messages in advance in a panel of people from the target group. We measured brand perception, click motivation, and purchase interest, broken down by market. That also showed that the same variant doesn't work best everywhere.
