Case Study: Nest boosts ad effectiveness with System1's Test Your Ad platform and consultancy

System1’s Test Your Ad Platform & Consultancy Helps Nest’s Flock Delight Audiences

Nest, the UK's largest workplace pension scheme, faced the challenge of creating its first large-scale direct-to-consumer campaign to make retirement savings feel less intimidating and more relatable. They partnered with vendor System1 to use its Test Your Ad platform and Guidance consultancy for pre-testing, aiming to ensure the campaign would emotionally resonate with their diverse member base.

System1's testing measured emotional responses to predict commercial success, providing actionable insights that Nest used to optimize its animated advert featuring bird characters. The vendor's consultancy helped refine elements like the soundtrack and humor. The resulting ad scored among the top 15% of all UK ads, exceeding category averages and improving key brand-building and sales potential metrics, while also overdelivering on YouTube view-through benchmarks.

Nest

Pippa Strutt

Director of Brand and External Communications