Dr. Bronner’s validates CSR and fair pay messaging
Creative Format
Packaging & Pricing
Static Imagery
Video & TV Ads
The Brief
Organic soap brand Dr. Bronner’s needed to validate that ads about its corporate social responsibility (CSR) initiatives would resonate among health-conscious consumers. By gathering evidence that CSR themes would increase favorability and purchase intent among key consumers, the brand could invest in these ads with confidence.
Approach
Dr. Bronner’s and its agency C+K used Swayable to test the creative impact of five video ads, highlighting commitments to sustainability, organic products, and corporate social responsibility (CSR). For each ad, the brand measured lift across 11 metrics including brand favorability, purchase intent, Net Promoter Score (NPS), and emotional response.
Outcome
By testing video content on Swayable, Dr. Bronner’s was able to further validate that its target consumer base responds positively to CSR-focused content—and the brand can use these insights to inform future creative approaches for streaming TV campaigns.
Dr. Bronner’s discovered that one of their 30-second videos generated an especially impressive response. The ad featured a narrator highlighting the brand’s use of organic ingredients and commitments to charity donations, childcare pay for employees, and their 5-1 cap on executive pay.
Compared to the test’s lowest-performing creative, the winning ad generated a 58% increase in purchase intent and 38% increase in brand favorability among all audiences and those involved with household purchase decisions. The video also landed in the top 5% of all CPG brands that measured brand lift and purchase intent impact through RCT experiments.
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