It’s a heritage footwear brand and creator of the boat shoe. And, it is now making data-backed decisions around its audio assets by using the Veritonic audio research and analytics platform.
The goal for Sperry as it finesses its multi-channel marketing mix: to best determine where to place its dollars as it puts together a budget inclusive of audio creative.
Sperry put Veritonic’s Creative Testing capabilities to work, testing a number of audio assets that contained different sonic elements and expressions. Sperry was interested in knowing which asset would score the highest in terms of perceived authenticity, trustworthiness, recall, and purchase intent. The resulting data showed lifts in brand alignment and affinity for the audio assets depending on the presence and levels of ambient natural sounds, music, and community. This enabled the Sperry team to make a confident, data-backed decision around which asset to use in market.
“The pioneering data and insight within the Veritonic platform will allow us to harness the tremendous power of audio in an efficient and impactful manner,” said James Mackenzie, Global Brand Director at Sperry. “As a brand that was born on the water, we know the power that it has to awaken all of our senses. By combining data-driven insights and artistic creation, we have been able to create a Sonic ID that is both unique and ownable, and ultimately speaks to our consumers love of the water.”
Scott Simonelli, Founder and CEO of Veritonic, added, “We look forward to supporting the Sperry team by providing them with the data and insights they need to reach their unique audience. By utilizing our Creative Testing capabilities, Sperry is able to invest in audio wisely, knowing that they’ve chosen the right creative to support the visual elements of their brand and connect with their audience through an intimate and meaningful capacity.”
