How one of Canada’s largest financial institutions took its creative testing from 4 weeks to 48 hours.
When RBC, one of Canada’s largest financial institutions, wanted to introduce new creative content within its branches, the bank’s marketing team wanted to ensure it was changed frequently to keep the messaging fresh and relevant.
The team began to develop bimonthly themes based on research they had previously conducted. But, they soon realized it was taking a long time to gain consensus due to the number of stakeholders they were working with – all of whom were bringing their own subjectivity to the creative evaluation.
The bank’s marketing team needed to find a faster, more efficient and fact-based approach for managing its creative content.