Brief
A top Nigerian brand sought to validate the effectiveness of its proposed advertising campaigns — including TV, radio, and outdoor ads — before going live. The goal was to assess consumer response and identify winning concepts using ad testing in Nigeria.
Approach
Webhaptic Intelligence employed a qualitative focus group research method to gather in-depth insights. Three FGDs were conducted with Nigerian parents (mothers and fathers) across strategic locations. Each group explored emotional reactions, cultural fit, message clarity, and brand alignment of the ad concepts presented.
This approach allowed for honest, detailed discussions that uncovered both strengths and improvement areas in the creative materials.
Impact
The findings from the ad testing in Nigeria provided valuable direction to the brand’s marketing team. Creative assets were refined to:
- Better connect with target audiences
- Eliminate confusing elements
- Strengthen call-to-action messages
As a result, the brand launched campaigns that resonated more deeply, increased consumer engagement, and aligned effectively with its market strategy.