Evaluating 3 Ad Concepts for CoinSwitch
30 participants across 3 investor cohorts. 15+ strategic insights that uncovered messaging gaps and refined campaign direction
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ISO/IEC 27001 — Information Security CertifiedWhich Ad Wins?
CoinSwitch needed to evaluate three creative concepts pre-launch across active investors, former investors, and crypto newcomers
🎯 Research Objectives
- Assess ad comprehension, brand recall, emotional response, and behavioral intent across investor segments. Identify the highest performing concept and underlying drivers before media investment
The Verdict
Side-by-side comparison of how each ad concept performed across all 3 investor cohorts
What We Discovered
Beyond preference rankings, we identified structural issues requiring strategic correction:
❌Ads Failed to Communicate Product ValueCritical
Participants struggled to identify CoinSwitch’s features or benefits. Abstract metaphors without clear product context led to confusion.
⏰Late Product Reveal Reduced Impact
The brand appeared too late in the narrative. Participants formed assumptions before CoinSwitch was introduced.
💔Emotional Engagement ≠ Understanding
The Dog Ad generated excitement but failed to convert emotion into product comprehension. Engagement without clarity did not translate into intent.
🔒Trust Drives Adoption, Not Creative
Platform reputation, security, and peer recommendations drove choices—not ads. Messaging must build trust first.
📚Cohort 3 Needs Education, Not Metaphors
Non-crypto investors lacked basic understanding. They need educational content addressing volatility fears and knowledge gaps.
🎯No Differentiation Communicated
Active investors use multiple platforms already. None of the ads explained what makes CoinSwitch different or better.
👥One-Size-Fits-All Failed
Different cohorts required distinct messaging strategies.Cohort 1 sought differentiation.Cohort 2 prioritized trust.Cohort 3 required education
Delivering Strategy, Not Just Data
Comprehensive research that transformed creative direction with measurable business impact
Strategic Recommendations
Front-Load Product Identity
Introduce CoinSwitch within the first five seconds using clear on-screen messaging or voiceover.
Develop Cohort-Specific Creative
Tailor messaging to each investor segment rather than deploying a single universal concept.
Address Trust & Regulatory Concerns
Highlight compliance, security, and platform credibility - particularly for Cohorts 2 and 3.
Balance Emotion with Clarity
Retain engagement while clearly articulating product benefits. Show functionality - not just symbolism
Communicate Differentiation
Explicitly highlight CoinSwitch’s competitive advantages - features, rates, UI, and exclusive listings
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