Case 02
Emotion vs. Function:
A/B-Test-DrivenPaid Advertising Optimization
Where creativity meets data—how Aurora Wear used rigorous A/B testing to translate artistic design into measurable business value
Project overview:
Where creativity meets data.
Aurora Wear
A smart wearable brand focused on ergonomics
“Emotional resonance” campaign
Paid social / SEM A/B-test optimization
Phased multivariate testing
Scientific creative hypothesis design and data-driven iteration
Key Performance Indicators
The tension between creativity and performance.
Aurora’s existing ads leaned too heavily on rational messaging. They communicated technical specifications clearly, but click-through rates were extremely low. The creative and performance teams were divided over emotion versus function.
“Successful ad creative brings emotion and function together. Our task was to design a rigorous A/B testing framework to find the right mix.”
Ad Fatigue
Stale creative drove down the ad account’s quality score and kept CPM high.
The Creative Trap
The creative team favored artistic expression; the performance team favored direct functional messaging. Neither had the data to settle the debate.
The Decision Gap
There was no rigorous way to identify a visual language that delivered both aesthetic appeal and performance.
Core insight: combine emotion and function.
Different stages.
Different roles.
- Algorithms reward engagement: Platform algorithms prioritize content that generates a strong response. An emotional hook is essential.
- Top of Funnel — Acquisition: Use an emotional visual hook to capture attention quickly and increase CTR.
- Bottom of Funnel — Conversion: Provide rational proof to support purchase decisions and increase CVR.
Capture Attention
Test emotional versus functional visuals in the first 3 seconds.
Communicate Value
Test the balance of emotional storytelling and technical specifications in the copy.
Prompt Action
Test how CTA button copy affects final conversions.
Stage One: testing the visual hook.
Emotional Creative
+40%An artfully composed scene of a user meditating in the morning
Functional Creative
0%Product close-ups paired with technical specification graphics
| Metrics | Emotional Creative | Functional Creative | Change |
|---|---|---|---|
| CTR (Click-Through Rate) | 2.8% | 2.0% | +40% |
| CPM (Cost Per Mille) | ¥85 | ¥100 | -15% |
| Engagement Rate | 4.2% | 1.8% | +133% |
Conclusion: Purely emotional creative achieved a 40% higher CTR than purely functional creative, demonstrating the power of emotional visuals to drive traffic.
Stage Two: testing the copy mix.
With the emotional visual in place, we tested 3 copy strategies.
“Feel the power of a moment of calm”
“Powered by the X chip. Y hours of battery life.”
“Find your calm with X noise-cancellation technology”
“Copy C delivered the highest CVR. Once emotion earns the click, rational information gives users the confidence to buy.”
