Connecting the dots to deliver creative that drives full funnel awareness and business results

There are a range of elements that impact the success of brand marketing campaigns and creative quality is the single element that has been found to have the greatest impact on campaign success metrics. LinkedIn will share a case study of how they have piloted and instituted a full-funnel creative pre-testing effort that spans the global parent brand and extends to consumer and lines of business with flexibility for local customization and business preferences.

Key Takeaways:

1. A principle-driven approach to creative pre-testing can achieve strong org alignment and implementation.
2. The traceability of testing measures to in-market success is key to socializing a repeatable process.
3. Cross-business and cross-functional partnership is imperative to creating a coalition of advocacy.