Personality-Matched Ads: How Hilton Worldwide effectively personalized its marketing messages

Tweet From previous posts on Big Five personality research in marketing we know that different personalities prefer different images and messages in ads. Personalizing ads based on personality can yield a high return on your marketing investment. Today let’s look at a study comparing the clickthrough rates of personality-matched Facebook ads to the benchmark clickthrough rate in the traveling category.   The study Sandra Matz and Vesselin Popov, researchers at the Psychometrics Centre, Cambridge University, collaborated with Grayling UK, an agency working with Hilton Worldwide, to study the effectiveness of personality-based tailored marketing campaigns for the Hilton HHonors Summer and Winter Sales. The project consisted of several steps. First, the team used existing data from Facebook’s myPersonality app to identify personality traits of people who “liked” Hilton pages, and compared those traits to the traits of the “travelling” category audience in general.    The Hilton audience’s characteristic traits were low conservatism/traditionalism and competitiveness/preference for working alone, and high extraversion (being engaged with the outside world) and conscientiousness (organized and hard working). To understand their audience in more detail, the team distributed a link to a 50-item online personality assessment to 215 participants and gave them feedback. Next, the team prepared 10 different ads based on personality keywords, and showed them to customers who were either matched with the ad based on their personality (high customer conscientiousness — conscientious ad) or mismatched (e.g., low customer conscientiousness — conscientious ad). The hypothesis was that matched ads would have higher clickthrough rates and yield higher…
Source: Marketing Experiments
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