BRX developed a comprehensive test and learn program for Youi, designed to generate statistically significant insights and improve the performance of future campaigns.
The program covered both evaluation and sales activity across Meta and display. We tested creative hypotheses ranging from trust symbols to seasonal messaging, isolating a single variable in each test so the team could understand what was driving performance.
The first test compared animated illustration, situational photography and brand imagery. The winning variant reduced cost per lead by 25% and generated 14% more leads. Every test added to a bank of knowledge that shaped future campaign work.
+14%
More leads Animated illustration vs brand imagery in Youi’s first creative test.
25%
Lower cost per lead Animated illustration vs brand imagery.
One variable. A clear learning.
Isolating testing variables and testing to statistical significance made the results actionable, giving Youi evidence to inform future creative and media decisions.