The initial phase of the test involved a combination of market research, opportunity analysis and local market knowledge in order to identify the list of designers to use for each market. Demand levels for specific brands and designers can obviously differ by location and knowing which have the best chance of success is an important first step.
Having drawn up our list of designers to use, we researched each in turn. With this brand understanding we were able to tailor the ad copy messaging accordingly. This resulted in the creation of very descriptive, naturally sounding ad copies that sold each designer in a specific way.
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