2. Ad Campaign Summary
Summary: Four different ad sets created, each isolating one aspect to test.
Audience: Replicated same audience as 2015 ad tests for each 2016 test. Facebook users
ages 28-65+ living within 50 miles of the Ferry and various local vacation destinations
(Atlantic City, Rehoboth, etc.), whose interests include at least one of many different listed
topics. This
audience has a potential reach of up to 760,000 people each time.
Test # Campaign
Dates
What Was Being Tested Reach
Results
Web
Clicks
CPC Total Cost
1 1/14-1/19 New landscape visuals
against 2015 controls
42,491 726 $0.17 $125
2 1/20-1/25 All Five New Visuals –
landscapes and people
37,437 549 $0.23 $125
3 2/9-2/12 Choose to Cruise copy with
Ferry Fun
19,073 290 $0.22 $65
4 2/12-2/17 Choose to Cruise copy vs.
Ferry Fun
29,260 431 $0.29 $125
3. Test 1: 1/14-1/19
Purpose: Test new landscape photography against
2015 Wake and Lighthouse Controls.
2016 visuals
2015 Visuals
The copy used in this test was based on
previous campaigns and familiar
branding.
Top Copy: “Take a break from the
ordinary and have some Ferry Fun!”
Bottom Copy: “Cape May-Lewes Ferry /
Great for day trips!”
4. Test 1: Results
Ad Name Reach Web Clicks CPC
Sunset From Deck 10,344 110 $0.18
Adirondack Chairs 9,622 64 $0.19
Lighthouse 4,591 46 $0.20
Wake 326 2 $0.22
Findings: New visuals outperformed previous 2015 controls and are strong
enough to be used in 2016.
2016 New Visuals 2015 Control Visuals
5. Purpose: Test all five new visuals to see which performed best. Used the same copy as Test 1.
Test 2: 1/20-1/25
6. Test 2: Results
Performance
Rank
Ad Name Reach Clicks Cost
1 Seated Wife 33,906 463 $0.23
2 Standing Girl 5,915 36 $0.17
3 Adirondack Chairs 4,532 32 $0.21
4 Deck Sunset 2,082 11 $0.24
5 American Flag 1,252 5 $0.18
Findings: Unlike in 2015, both visuals with people outperformed landscape visuals with
Seated Wife being the clear top performer.
7. Test 3: 2/9-2/12
Purpose: Test the new copy “Choose to Cruise,” while retaining the “Ferry Fun”
top copy.
The top copy remained the same
from tests 1 and 2, while the
bottom tested “Choose to Cruise.”
Top Copy: “Take a break from the
ordinary and have some Ferry Fun!”
Bottom Copy: “Choose to Cruise! /
Cape May-Lewes Ferry”
8. Test 3: Results
Current
Rank
Previous
Rank
Ad Name Reach Clicks Cost
1 1 Seated Wife 14,607 209 $0.22
2 5 American Flag 4,962 39 $0.21
3 4 Deck Sunset 4,172 29 $0.21
4 2 Standing Girl 1,177 8 $0.37
5 3 Adirondack Chairs 1,140 5 $0.22
Findings: Seated Wife remained the top performer, although all other visuals
changed in rank and landscapes increased in performance.
9. Test 4: 2/12-2/17
Purpose: Test “Ferry Fun” against “Choose to Cruise,” in two visuals –
one landscape and one person visual. Top copy changed to:
“Connections Made Daily!”
The top copy tested “Connections made
daily!” While the bottom copy
compared “Choose to Cruise” and “Ferry
Fun.”
Top Copy: “Connections made daily!”
Bottom Copy: “Choose to Cruise” vs.
“Ferry Fun” / “Cape May-Lewes Ferry”
10. Test 4: Results
Ad Name Reach Clicks Cost
Seated Lady –
Choose to Cruise
14,750 191 $0.30
Seated Lady – Ferry
Fun
14,955 138 $0.30
Adirondack Chairs –
Ferry Fun
9,318 57 $0.28
Adirondack Chairs –
Choose to Cruise
5,351 45 $0.26
Findings: Choose to Cruise is not significantly stronger than Ferry Fun. It
performed slightly better in clicks with the Seated Lady visual, but not in reach.
With the Adirondack Chair visual, Ferry Fun outperformed the proposed new
Choose to Cruise. Ad sets overall performed better when the bottom copy was
headlined with “Cape May-Lewes Ferry,” continuing to show strength of high
brand affiliation in creating ad pull.
11. Current Status
AAA MidAtlantic display ad on deadline for 2/19 changed to reflect Seated
Lady visual from Deck Sunset.
Choose to Cruise changed to Choose the Ferry. (copy to be tested but had
retained Ferry affiliation in headline.
Word “traffic” added to quote as a clear differentiation between road and
fery travel.
Connections made daily changed to Connections to NJ and DE due to the
publication’s focus – interstate travel.
Original Design Submitted Ad
