Gridiron obama visual image testing


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Gridiron obama visual image testing

  1. 1. Last PlayTied game, just a few days on the clock
  2. 2. 16 days left in the game: we are tied,and the playbook is limited T h e r e ’s t h e g ame…. how do we talk to them? The playbook: TV N o ca p a c it y Doors V o lu n te e r s ta p p e d Phones C o n g e s te d Mail ? ?? Internet ???
  3. 3. You can still get mail and internet ads topeople, but... Which g What Hook? raphics Which ? t ? f a camsac Ob are Fine ObamacareFines The Obama presidency s has failed! Plan Obama’s Economic Plan +This is not what America Obama’s Economic +signed up for! Fact You Didn’t Build That You Didn’t Build That Check: er off than Are you bett One—term Ob r years One—term Ob ma a ma you were fou a ago? creaseAmerica can’t afford four $494 billion Tax In crease $494 billion Tax Inmore years! This is not wh at we NationallDebt Increase Nationa Debt Increase HOPEd for… .. how do we know if our design will make a
  4. 4. Has the sure thing.
  5. 5. In early October, Gridiron worked with Vlytics todesign the winning play 1 We assembled a panel 2 We assembled every message, photo, and hook line out there The Oba ma presid has faile ency One—term Ob One—term Ob a d! am am a Obamacare Fines Obamacare Fines This is not what America signed up for! Plan Fact Obama’s Economic Plan Obama’s Economic Check: Targeted people… -Light leaners & pure er off undecideds Are you bett than you w ere four years ago? You Didn’t Build That the targeted You Didn’t Build That battlegrounds t we rease This is not wha $494 billionnTaxxInc rease $494 billio Ta Inc -OH, FL, VA, NV, CO, WI… HOP Ed for… America can’t afford four more years! National lDebttIncreasee Nationa Deb Increas 3 And then… we had our target audience put all of our ideas to the test.
  6. 6. Using a scientific choice-driven process, wehad our undecideds test-run all possible designs… Each of our participants was asked to choose between pairs of designs Pair-choice 1 they found most likely to change opinion against Barack Obama Pair-choice 2 Across all our participants and all of their choices: all of our taglines, photos, and Pair-choice 3 fact sets were tested…. Pair-choice 4
  7. 7. … and their choices resulted in final designs andgroups of preferences within the undecided pool. …as our panelists choose their preferences, ….and as more panelists helped them refine between pairs, they were helping us determine their choices, we arrived at the best designs winning traits from all the possible tags, photos, for various clusters of undecided voters and facts we showed them…. 1 3 2
  8. 8. The result: we can provide you the best design toappeal to your undecided universe •Four major groups of distinct preferences in design emerged, representing 4 groups of opinion within the undecided voter pool •The major opinion groups vary in size -Group 1 and its design preferences represented 29% of the undecided pool -Group 2 and its design preferences represented 29% of the undecided pool -Group 3 and its design preferences represented 22% of the undecided pool -Group 4 and its design preferences represented 18% of the undecided pool •A design that appeals to one group does not necessarily appeal to the other •With more information about your target undecideds, we can help you select the design that appeals to the maximum number of undecideds
  9. 9. If you want maximum impact, we can launch abattery of pieces to appeal to more undecideds. % of undecided universe that design appeals to: 29% + + 29% + + 22% 80% of undecideds = received an appealing design
  10. 10. Only a few days left in the game…. It’s time to make a call. Chris Faulkner Austin James