Increase in Message Comprehension of Red Robin's Video Campaign
Increase in Brand Awareness of Red Robin's Video Creatives
Video Completion Rate (14% Higher Than Benchmark)
Red Robin was looking to increase brand awareness and consideration, and evaluate the success of a net new partnership. We tested Red Robin’s videos with and without dynamic captions on real humans, asking participants questions on awareness and comprehension. Adding Dynamic Captions to Red Robin’s video increased brand lift for all metrics; including viewers’ ability to comprehend the message of the ad by a whopping 41%.
Brand Awareness, Improve Attention & Comprehension, Consideration
Dynamic Video Captions
Dynamic Video Captions were applied on Red Robin's video ad tags. In order to test the effectiveness the delivery of video ads had on comprehension, Sharethrough showed participants several videos with and without Dynamic Captions. The videos were followed by a list of questions to assess the impact they had on consumers’ message comprehension and awareness.
By adding Sharethrough’s Dynamic Video Captions to their campaign, Red Robin increased brand lift for all brand metrics while improving efficiency.
The results revealed Dynamic Captions delivered an increase in every major brand metric including a 41% increase in message comprehension and a 9% increase in brand awareness.
Additionally, with Dynamic Captions, Red Robin's video delivered better attention and comprehension than the editorial content on the page! The VCR performance was also 14% higher than industry benchmarks.
*Based on industry average provided by Jounce Media.