Case Study: Guide Dogs boosts ad effectiveness with System1 Ad Testing and Guidance

Guide Dogs Takes Audiences on an Emotional Journey with System1 Ad Testing and Guidance

Guide Dogs, a UK sight loss charity, faced the challenge of ensuring their new brand advertisement would create a deep emotional connection and maximize the commercial impact of their essential fundraising and marketing spend. They turned to the vendor, System1, to test and optimize the creative using their Test Your Ad platform and Guidance consultation service to predict and improve its effectiveness.

Using System1's tools, the charity received specific recommendations to adjust the ad's voiceover and music to enhance its emotional journey. After implementing these changes and retesting, the ad's Star Rating for long-term brand building increased by 1.9 stars to a score of 4.6. Furthermore, its Spike Rating for short-term potential dramatically improved from 'Modest' to 'Strong,' making the campaign significantly more effective at driving donations and engagement for Guide Dogs.

Guide Dogs

Pip Brady

Director of Brand, Marketing and Digital