P&G billion-dollar hair-product brand has improved performance on those target metrics by 28% to 90% vs. the previous system of creative pretesting alone.
The brand makes discoveries that inform future creative. Those have included that white backgrounds don’t work well on Yahoo, orange is effective on Facebook and blondes get a better response than brunettes on some sites.
http://adage.com/article/digital/p-g-finds-orange-ads-work-facebook/232931/
