Case Study: Delta Dental boosts ad entertainment and brand-building with System1 Test Your Ad

Delta Dental Unlocks the Keys to Entertainment with System1’s Test Your Ad Platform

Delta Dental, a leading dental benefits provider, faced the challenge of creating engaging health insurance advertising in a category known for low emotional connection and a focus on direct sales. They partnered with the vendor System1 and used its Test Your Ad platform to validate a new, humorous creative direction that could build long-term brand equity rather than just drive short-term activation.

System1 tested an initial animatic concept and provided guidance to improve the ad's emotional resonance, such as revising jokes and shifting from text-based to character-driven humor. The final ad, featuring actor Erik Estrada, achieved a 3.2-Star score on System1's scale, a 1.1-Star increase from the initial test. This result far exceeded the category average and delivered exceptional short-term sales potential, proving that entertainment could successfully drive both brand growth and immediate results for Delta Dental.

Delta Dental

Chris Pyle

Vice President, Marketing, Government Relations, and CX