New Phone Test
Personalization
Overview: Leverage audience interest group behavior coupled with messaging that highlights specific new device features.
- New phone sales begin to decline 1 week post-launch, according to 2015 iconic launch data.
- During the similar 2015 iconic launch, EUP made up >80% of new device sales; new device EUP were also the group with highest percentage of sales online.
- Tests can leverage existing audiences in MVP/MPP data, deployed using Test and target.
- Tests can also leverage audience interest group behavior coupled with messaging that highlights specific new device features.
Water Resistant
Feature
Copy to emphasizes new iPhone 7 waterproof features.
Audio
Feature
Copy to emphasizes new iPhone 7 music and wireless sound features
Camera
Feature
Copy to emphasizes new iPhone 7 photo and camera features.
Gaming
Feature
Copy to emphasizes new iPhone 7 gaming and processing speed features.