VIACOMCBS / PARAMOUNT
Citi x The Daily Show — Creative Effectiveness / Brand Strategy
The question
Citi had developed a multi-platform campaign for one of its credit card products in partnership with The Daily Show
The question was not simply whether people liked the creative
We needed to understand whether it was helping audiences recognize the brand, understand the product, build interest and move closer to consideration — and whether different executions were playing different roles in that journey.
The signals
The work compared multiple creative formats and placements across social and digital channels.
The findings showed that different executions excelled at different things. Some were stronger at creating positive brand response, while others did a better job of generating curiosity or future consideration.
The work also showed that awareness alone did not tell the full story. There was an opportunity to better understand how creative could help move consumers who already knew the product closer to action.
The gap
A simple “winning ad” would have been an incomplete answer.
The real question was what each piece of creative was accomplishing and how that connected to the business objective.
What became clear
There was no single definition of the best-performing creative.
The strongest execution depended on whether the goal was recognition, brand affinity, interest or consideration.
This shifted the conversation from “Which ad won?” to “Which creative was best suited to the outcome we wanted to achieve?”
The Influence
The work gave the teams a clearer way to evaluate creative against specific business goals and helped surface opportunities to strengthen the path from awareness to consideration.
Ready To Look Again?
The Answer May Already be in Plain Sight.
Let’s look at what the evidence is telling you.
Ready To Look Again?
The Answer May Already be in Plain Sight.
Let’s look at what the evidence is telling you.
Follow our strategic perspectives
VIACOMCBS / PARAMOUNT
Citi x The Daily Show — Creative Effectiveness / Brand Strategy
The question
Citi had developed a multi-platform campaign for one of its credit card products in partnership with The Daily Show
The question was not simply whether people liked the creative
We needed to understand whether it was helping audiences recognize the brand, understand the product, build interest and move closer to consideration — and whether different executions were playing different roles in that journey.
The signals
The work compared multiple creative formats and placements across social and digital channels.
The findings showed that different executions excelled at different things. Some were stronger at creating positive brand response, while others did a better job of generating curiosity or future consideration.
The work also showed that awareness alone did not tell the full story. There was an opportunity to better understand how creative could help move consumers who already knew the product closer to action.
The gap
A simple “winning ad” would have been an incomplete answer.
The real question was what each piece of creative was accomplishing and how that connected to the business objective.
What became clear
There was no single definition of the best-performing creative.
The strongest execution depended on whether the goal was recognition, brand affinity, interest or consideration.
This shifted the conversation from “Which ad won?” to “Which creative was best suited to the outcome we wanted to achieve?”
The Influence
The work gave the teams a clearer way to evaluate creative against specific business goals and helped surface opportunities to strengthen the path from awareness to consideration.
Ready To Look Again?
The Answer May Already be in Plain Sight.
Let’s look at what the evidence is telling you.