The Sciences Behind Whichit

Jonathan-Gan.png

Jonathan Gan
Founder & CEO

 

If the Whichit Interactive Commercial Content (ICC) is so effective, it is only due to the fact that the psychology behind it is very powerful. Understanding why the technology that Whichit utilizes has so much potential comes from looking at what happens behind the scenes and the very foundation of the concept. From the first year when we started to define and build the product, and even those days with the next generation of the Whichit for Advertisers, we used those eight science principles as a core guideline in order to achieve a powerful and useful tool for our users’ clients and their customers, while also building the technology around it.

 
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Let us take a look at the aspects that make the Whichit Interactive Commercial Content so powerful, by analysing what is happening in a user’s head when he/she is engaging with this type of content.

1. The Power of Choice

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Learning how to make your own decisions is probably the first responsibility you earn as a child. For instance, you learn to decide what color tee-shirt you prefer, what flavour of ice cream you ask your parents to buy you, or what you want for your birthday.

Choosing is in our mind forever, and our everyday life is comprised of a number of choices that we make with each passing minute. The result is that people love having choices and love making choices. As a marketer, offering choices to a customer helps to transfer the power to the customer, putting his/her personal choice first, thus creating a more democratic relationship.

Let’s take a look at an example: have you ever walked down the street and felt really annoyed by people trying to give you a flyer? This annoys you because the person is trying to impose something on you, that you did not ask for. More specifically, something that you did not choose. Now think about this situation in a different way; what if that person had offered you the choice between two different elements? Fundamentally, it would have been different, right?

Indeed, it has been proven that in a situation relative to choices, humans often turn to take an action and choose one of the options rather than be passive, even if they don’t fully know or understand all of the information related to their potential choices.

In Sheena Lyengar’s speech at TED Global 2010 about the art of choosing, she explains that our choices are often quite similar: The value of choice is created based off of the ability of someone to perceive differences between the options.

This power of choice is the first principle that Whichit applies: instead of imposing one single element to a potential buyer, Whichit is offering multiple choices to customers through polls, surveys, trivia, and other types of interactive content. In this way, the end-user can do what he or she feels is most easy to complete. Users can express their preferences by choosing from default options. In addition, users tend to feel better understood and listened to.

2. Crowd Mentality

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The crowd mentality (also called the Herd mentality) describes how people can be influenced by their peers to adopt certain behaviors on a largely emotional, rather than rational, basis. When faced with a decision, humans often turn to the people they trust for guidance, resulting in a choice that is likely influenced by their peers or society as a whole. In simple words, the herd mentality describes a behavior in which people act the same way or adopt similar behaviors as the people around them — often ignoring their own feelings throughout the process.

The Whichit Interactive Commercial Content can be described as a psychological funnel delivered as a game. Even though the topic of the content is not necessarily in the user’s core interest, they will be attracted to engage with it in the first place for two key reasons that can be categorized under the crowd mentality:

  • Joining the crowd: “Many people are already engaged, I’d like to try it as well”

  • Comparison: “I want to know how I perform compared to the others.”

 
  The Whichit Funnel [Whichit for Advertiser Dashboard Screenshot]

The Whichit Funnel [Whichit for Advertiser Dashboard Screenshot]

 

Based on those principles, Whichit decided to present users with the first message in a clear and appealing manner, and after their first engagement, Whichit would continue with a smooth and clean user-experience and interface to ensure high performance and conversion throughout the series of questions attached to the interactive content. Users will eventually earn the Whichit Commercial Engage Card.

3. The Wisdom of The Crowd

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The collective opinion of a group of individuals is more accurate than the opinion of a single expert. This notion was most compellingly justified in James Surowiecki’s book, “The Wisdom of the crowd,” but its origin comes from Francis Galton’s observation in 1907: He observed that the average of answers to a “guess the weight of the ox” contest was extraordinarily accurate, even more accurate than the expert guesses. Lior Zoref repeated this experiment on the TED stage in 2012.

When it comes to Whichit, we gave the marketers direct access to all the answers. The preferences of the audience to the interactive content such as the polls, surveys, or quizzes provide valuable information on the accurate preferences of the users. The Whichit dashboard delivers a lot of information throughout a campaign and the corresponding creative levels, providing actionable insights and mini market research with the tip of a finger. Through this analytics, the marketers in the agencies, and the brands themselves can synthesize micro-audiences in seconds and discover their preferences. Learning, for example, that 40% of people that like the black boots also love the yellow backpack, and 78% of them are going on Ski holidays at least once a year. By analysis, there is no better way to determine the various profiles of potential customers within the audience.

 
  Votes Breakdown and statistic Correlation [Whichit for Advertiser Dashboard]

Votes Breakdown and statistic Correlation [Whichit for Advertiser Dashboard]

 

4. Four is the Magic Number

Choosing is a basic instinct, inherent in our homo-sapiens brain. It is magical to see the reflex of the Human brain when asked a “Which” question rather than an “open” question. The differences are shocking every single time.

By its definition, choosing is picking the best or most appropriate of two or more alternatives. So, at the minimum, there must be 2 options. While the maximum number of options could be as much as we want, even dozens or millions, according to Sheena Liyengar’s talk, when you give people 10 or more options, they make poorer decisions.

So, what will be the optimal number for multiple-choice items?

Three options are optimal for multiple-choice items. Michael C. Rodriquez, University of Minnesota, carried out a meta-analysis of 80 years of research to synthesize these results to estimate the effect that the number of options in multiple-choice items has on test score reliability and validity.

In addition, the human brain can most effectively process up to four things at a time: When more than 4 options are given, the ability to focus is diminished. This can be explained by the “Working Memory.” Working memory relates to the information we can pay attention to and manipulate, or in other words, the temporary storage of information.

 

A Whichit Post contains a textual question, along with 2, 3, or 4 visual options in the form of multiple-choice questions. The images are with or without overlay text. The structure of the Whichit Post is rectangular and symmetrical, with subtle design lines. We limit the options to 4 and the images are squared.

Those design guidelines and restrictions achieved higher engagement from users in answering a Whichit Post with multiple questions consisting of polls, trivia, or quizzes. In addition, the guidelines provide a smooth user experience and interface, with added fun for the experience of the user.

5. Social Proof

Social proof is the idea that consumers will adapt their behaviour according to what other people are doing. There are 5 main types of social proof:

  1. Expert

  2. Celebrity

  3. User

  4. “Wisdom of the Crowds”

  5. “Wisdom of your Friends”

Different types of social proof lead to different influences and needs to be used wisely according to the specific situation and the user’s experience.

 
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In Whichit, we are using several types of social proof simultaneously:

  • The Wisdom of The Crowds Social Proof — As an integral part of the Whichit questionnaire; includes showing the results as feedback on the user’s preferences for each post and in the end of the Whichit questionnaire as a summary of all feedback.

  • The Expert / Celebrity / Wisdom of Your Friends Social Proofs — As the distribution channels; includes validation of the content when sharing and distributing the Whichit content, in addition to supporting the viral wave and the organic reach.

 Example:  Birchbox quiz

Example: Birchbox quiz

The Whichit content is defined as interactive from its nature and people want to engage with and inquire about their results — “How do I compare to the others?” Their instinct to tap into their digital ego by understanding the social proof is natural, and it leads to the following Whichit USPs:

  • High engagement

  • High completion

  • Sharing the content

  • High conversion on the Whichit commercial Engage Card

6. The Effectiveness of Personalization

Personalization is key for driving high performance and conversion. The more tailored the content and experience become to the individual and his/her personal preferences, the more likely they will continue to engage with the content and ultimately convert.

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In Whichit, we took personalization to the next level! We appeal to the audience with attractive and interactive content, reaching to the “rainbow of people,” and leading them via a personal path. We are getting to users in the decision-making point with a bespoke commercial offer that they will likely engage with. Everyone likes to feel that they receive special treatment tailored to their needs, even when it comes to content consumption. But, by delivering personalized interactive content to our customers, Whichit makes them feel like the brand understands their unique needs and their interests.

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Moreover, through the Whichit Interactive Commercial Content, while users engaging with the content, they are creating personal paths with each stage. The number of possible paths for each Whichit Post is exponential and being raised by the fourth power (n4, n=number of Whichit Posts). Those paths are translated into micro-segments, effectively colouring micro-audiences from the same traffic flow in just a few steps.

There is an even deeper level reached within Whichit — we invented an algorithm, a machine learning algorithm that profiles users in real time based on their preferences. By using the Whichit Posts as sensors to recognize user’s preferences, we changed the way marketers engage with their audience.

 
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By recognizing and analysing user’s preferences, the Whichit Machine Learning algorithm, winner of the Innovate UK Smart TSB, allows marketers to:

  • Categorise users into preference groups

  • Segment users based on demographics

  • Identify future trends

  • Identify anomalies in trends

  • Getting to users in the decision-making point

  • Tailor content and commercial offers to users in real time

  • Position options based on the wisdom of the crowd

7. The Principles of Consistency and Consensus

In his book “Influence”, Dr. Robert Cialdini exposed 6 famous principles of persuasion: Reciprocity, Scarcity, Authority, Consistency, Liking, and Consensus (Social Proof). In the case of Whichit, two principles are playing an important role:

  • The principle of consistency

  • The principle of consensus

  The Principles of Persuasion; “Influence”, Dr.Robert Cialdini

The Principles of Persuasion; “Influence”, Dr.Robert Cialdini

The principle of consistency refers to the fact that people like to be consistent with the things they have previously experienced or expressed. That consistency can be activated by encouraging people to engage in small initial commitments, such as answering a survey. A study in a health centre showed that if people were asked to write the hour of their appointment down themselves, missed appointments would be reduced by 18%.

Engaging with Whichit Interactive Content requires a very small commitment by users. In addition, the interval of the engagement is quick and instant, which drives consistency within the user’s responses on their preferences. This is one of the fundamental principles that the Whichit Machine Learning algorithm is based on, in order to profile the users based on their preferences, rather than through traditional marketing methods.

The principle of consensus, similar to the “Crowd Mentality” and “Social Proof” (see previous chapters), means that people will look to the actions and behaviours of others to determine their own, especially when they are uncertain. Most likely, you have noticed the small notice in your hotel bathroom encouraging you to reuse your towel to save water. It is said that about 75% of people who check into a hotel for four nights or longer will reuse their towels at some point during their stay. A study on the principle of consensus looked at what would happen if it was included on the cards that 75% of guests reuse their towels at some time during their stay. It turns out that towel reuse rises by 26%, which had confirmed the principle of consensus.

8. The Psychology of Gamification

“People can be made to be more intrinsically motivated simply by presenting an activity as a game,” Andreas Lieberoth explains.

The Whichit Interactive Content can be compared to a game: it enables users to transform a traditionally one-sided, non-engaging experience into an exciting, personalized, and enjoyable experience. Interactive content will always seem more appealing to the brain as opposed to standard text.

Since 2011, gamification becomes a trend, and these days it’s almost a basic function in user-experience and interface development. Gamification is the process of using game-like elements when designing business and marketing strategies. The reason for this being that gamification works. It triggers real powerful human emotions such as happiness, intrigue, and excitement; these are positive user-experiences, and positive a user-experience leads to better engagement, loyalty, and higher sales.

We are using the Whichit Interactive Commercial Content to deliver information and to interact with the audience in a playful manner. This approach delivers higher results on nearly every level: engagement, completion of polls and surveys, commercial conversion, and data collection.


Whichit is an interactive commercial content platform that enables marketers and advertisers to increase user engagement, open new revenue streams, and gain user-related insight. The company utilizes innovative technology that profiles users based on their preferences and uses machine learning to provide bespoke commercial incentives in real time.

The company is working with top agencies and brands and is based in central London.

Our Story; From Startup Nation to Great Britain

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Jonathan Gan
Founder & CEO

 

It’s been four years since we landed in London. Three young professional Israeli entrepreneurs, with a big idea and nothing else. Four years we worked every day, fighting to survive in the startup juggle, searching in the dark to find the golden cup in the local market. Sometimes we see it, even holding it for a while, enjoying those small victories in the endless and cruel start-up journey, and then going back to work, putting our full energy in our venture, with the belief that one day we’ll enjoy the fruits of our labour. In a nutshell, this is our story.

Don’t Worry, Everything Will Be Fine


As an Israeli I can say that this is one of the most used slogans. It would be an understatement to say that it is not one of the smartest. You’ll quickly find yourself in a situation in a wise man would never dare enter. But on the other hand, from my point of view, it is one of the chromosomes that an entrepreneur must have — to dare.

  At Tel-Aviv airport with just a trolley, waiting for the flight to London, April 2014

At Tel-Aviv airport with just a trolley, waiting for the flight to London, April 2014

We started with a bunch of guys, a lot of help and support from friends, working to develop a crazy idea I had. With a basic version that looks like… well… basic and just few months into the project we won the Sirius Programme of the UKTI. A UK government program that choose around 60 startups worldwide, offering them to relocate to the UK and develop their startup in the local market, with a small grant, a 3 months accelerator program and an office for a year. You, just need to leave your home, your family, your friends, your network and build your start-up in a new market. The rest is up to you.

Five minutes, that was the time it took to make the decision. We are moving! In just a couple of months we sold the car, the motorcycle, ended our apartment leases. We packed the whole house into boxes and stored it all in a long-term warehouse. Bought tickets on a low-cost flight and went to the airport with just a trolley and five boxes to be sent in a week’s time. Don’t Worry, everything will be fine.

The British Paradox


A business card. The basic information that represents you and your business. A small piece of paper that every business person has. It took four and a half months to get one in the UK.

In order to have a business card, you need to have a normal local phone number so people can contact you. In order to have a normal UK phone number you need to have a contract with one of the telecom suppliers. In order to have a contract with one of them, you need to have a local UK bank account. In order to have a UK bank account you MUST HAVE a local home address, with the original council tax set to your name. But in order to rent a flat in the UK you MUST HAVE a bank account. But in order to have a bank account, you must have an address… I call it the “British Paradox”.

That was one simple example, out of many, that represents the basic most simple and obvious things in life for a local resident, are a struggle for the foreign person, like us. Add that to the life of the entrepreneur and you just start to imagine the number of hurdles we needed, and sometimes still need, to overcome on a regular basis. Sometimes people, mainly in potential investor meetings, asking me why it took us a few years to get to where we are, like building a start-up and in a foreign country should be in the blink of an eye … I always hold myself from explaining all the reasons, because if you never ran a marathon with no end point in the middle of the desert and with no water, you’ll never understand the feeling of an entrepreneur.

The Team is Everything


That’s what every investor will tell you, that’s what every entrepreneur will testify. And I can say the same. Most of the start-ups that failed, the core team was the main reason. Whether it was an internal dispute, the team wasn’t strong enough or not fit to the role. The core team is the heart of the start-up’s success.

  Galit (Creative Director); Yarden (CTO); Jonathan (CEO)

Galit (Creative Director); Yarden (CTO); Jonathan (CEO)

Throughout the years, many employees passed through our company. We always kept our team small, professional and highly motivated, in order to keep the company, lean, effective and efficient. But the core team was always there. Each of us have our own specialty, and our own individual personality. Together, we complemented each other and bolstered our strength.

Along the way, I noticed that we literally taught ourselves almost everything we know today in the start-up world and in our industry. Yes, each of us have rich experience and knowledge in our domains from past roles, and all of us are holding advanced degrees from top universities. Yet, just with a crazy idea on a power-point, we found ourselves dealing with new technologies, new markets, new materials, new tools, a new country, a new network, new everything. We challenge ourselves to learn on the go; planning, building, trying, testing, failing and then again… and again… and again…

A start-up is not about the idea, its all about the execution and execution is made by the team.

Small Victories Its All You Need


Building a B2B technology start-up from scratch it’s like the David and Goliath story, but this time there are a lot of them and you’re more like a baby-David. Trying to go through the massive corporate doors, proving your product in a competitive market where big tech companies dominate the market and thousands more are jumping from all over, trying to bite the cake, and then the long and clumsy sales cycle. While all this time you’re looking to survive your basic existence with investment and trying to manage hundreds of administration and operational tasks to keep the machine going on. You and just a several team members.

But it doesn’t mean you can’t enjoy the small victories along the way. Those are actually the most important, as they are the light-bits for the entrepreneur. The orange peel trail in a long and bumpy road. Those small victories reflect that you’re on the right path. Indicate that you’re still alive.

 

Whichit. Startup Introduction 2017

 

A year after we landed in London, we won the ‘Start-up of the Year EMEA’ by Facebook, later on the year we won the People’s Choice Award at Pitch@Palace by the Duke of York and we won the Innovate UK R&D Funding Award with a £250k grand to develop one of our algorithms.

As we were determined and consistent with the concept of the idea, playing with the product definition, testing different angles and messages to the target market, we have been able to hit the golden point of the start-up — the Product-Market-Fit. From that point the target market started to convert and became clients, the conversations became deals and revenue and the search mode turned to growth.

It was like in the Matrix movie, when Neo saw the Matrix. We then knew and saw the perfect formula. What we need to do, how and where. It’s not the end goal and no champagne will be open just yet. We still have a long ride in front of us and the odds are still against us, like any other tech start-up. But we have been able to overcome another step on the way to the cockpit, enjoying the small victories along the way.

To be continued…


Whichit is an interactive commercial content platform that enables marketers and advertisers to increase user engagement, open new revenue streams & gain user-related insight. The company has an innovative technology that profiles users based on their preferences and uses machine learning to provide bespoke commercial incentives in real time.

The company is working with top agencies and brands and based in central London.

Case Study: How Letts Revision drove new customer acquisition and brand awareness

Written by: Chloe Rowan


Harper Collins Publishers is the second largest consumer book publisher in the world. In March 2018, they started a 15-day Whichit campaign to increase brand awareness and drive sales for their Letts Revision range, targeting GCSE and A Level students and their parents.

Whichit creates interactive and engaging adverts, mostly in the form of quizzes, trivia, surveys and polls. They designed two single posts to appear on Facebook, and a humorous video ad for Snapchat. All adverts ended with a Call-to-Action, and one Facebook post was aimed at single mothers aged 35-55 with 15-18 year old children, while the other two ads were aimed at 15-18 year old children.
Click below to see the video>>

 
 

The Snapchat ad saw over 1 million impressions, 42,000 swipe ups, and 30,438 unique views to the Whichit quiz which was linked in the Call-to-Action at the end of the video. The Facebook ads delivered 195,000 impressions, and the cost per engagement was 50% lower than the education industry benchmark.

The campaign increased reach and awareness amongst secondary school students and their parents, and gained insightful data about their audience’s behaviour.

Do you want similar results?

Launch your Whichit campaign on Snapchat! Captivate your audience with 5X click-through-rate.

Read more on Whichit’s case studies here: whichit.co/case-study

Breaking the Binary: Preference-based data and the power of choice

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Yarden Jacobson
CTO & Co-Founder

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Elliott Saray
Senior Developer

Today, advertisers, marketers, brands and business owners have a wealth of digital tools at their fingertips that can help to grow their audience, engage with their users and lead them to check-out in the most direct way possible.

Technologies developed by companies such as Facebook and Google provide businesses with ways to market to their customers effectively, using retargeting and remarketing processes to build audiences online—alongside traditional web analytics.

The digital methods currently employed by businesses to build their audiences are effective for placing advertisements in front of them, though they lack a certain depth in terms of the data being captured and how it will be used to interact with them in the future.

Shallow Data, Data Blindness and Unactionable Data

Information captured digitally by marketing and advertising providers can be useful; deciphering what the mass of data captured by businesses actually means for their bottom line has proven to be difficult and often debilitating.

Peter Buell Hirsch writes in Overcoming data blindness; or do shrimp chew with their mouths open? for Journal of Business Strategy: “the explosion of data sets has led to a condition not unlike snow blindness – the harder we look the less we can see.

Data blindness and data exhaustion are two terms often used to describe an information overload. When businesses collect data, they tend to harvest absolutely everything they can about their audience, then have a difficult time processing the information into actionable insight.

Hirsch then goes on to say that “As the ability to identify, manage and extract powerful insights from larger data sets becomes an increasingly important source of competitive advantage, we need to develop more robust skills for leaders outside the lab.

Extracting powerful insights from data sets is a sore spot for many businesses due to the technical nature of data analysis. The calculations and procedures needed to transform binary data into comparative analyses typically fall under the responsibilities of data scientists; a role most businesses aren’t sure whether they can afford or where to look in order to fill the role. Sadly, the result is often a business left with a catastrophic mound of unactionable data.

Popular techniques of information collection deliver ample amounts of data to businesses: their users’ age, their gender, their location, their interests, and so forth. This information is valuable for businesses to understand who it is they want to provide for and can be glued together into the silhouette of a real user; the problem with these profiling attributes is that they are one-dimensional—they exist in a binary and cannot truly homogenise to form the correct representation of an end-user.

Additionally, advertising campaigns planned with trivial information like age, gender, location and interests have proven to underperform due to their blanket messaging nature and vaguely defined targeting.

So, how can businesses gather valuable, accurate and actionable data from their users while still broadening their audience?

How can a business, advertiser or marketer make sense of the storm of data existing on the world wide web?

How can a business collect actionable data the right way from the get-go?

At the risk of being sentimental, the answer is to listen.

A business must ask their end-users what they want and make decisions based on their answers—not what they think they already know. Businesses and end-users can communicate directly in a digital environment: an ecosystem designed for marketers and advertisers, focused on interactive commercial content.

Interactive Commercial Content

Whichit coined the term interactive commercial content when they brought a product to market that allows brands, marketers, publishers and other businesses to increase user engagement, open new revenue streams and gain actionable insights.

The Users Have a Say

The interactive commercial content offering from Whichit empowers more than just businesses. When a business runs a digital campaign with Whichit, (onsite, via Google Ads, via social media or in-store) they are giving their end-users a chance to tell them first-hand what they want, how they want to be addressed and their genuine preferences. Whichit collects concrete, first party data from real end-users in order to educate businesses regarding their audience.

 

Click on the example to see how business can know their end-users preferences>>> 

Test your knowledge: What is an example of Interactive Content?

When a business runs a marketing campaign with Whichit they can pinpoint specific users based on objective data they’ve willingly shared, rather than assumed demographic data.

A Choice in the Matter

Data collected by Whichit is not restricted to the binaries of traditional analytics, it is multi-dimensional. An advertisement on social media can only deliver static information: a user “likes” or comments on a post.

Whichit collects data about an end-user’s preference; a user prefers the red shoes over the blue ones. As opposed to the flat data the business would have received via social media—a user likes the red shoes—the business can take a multi-dimensional data point and use it to construct a user profile.

Best of all, the multi-dimensional preference data collected by Whichit grows exponentially with every vote: the user prefers the red shoes over the blue and also prefers the black jeans over the khakis—the business has gathered much more than two data points.

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Fuelled by the layered nature of data collected by Whichit, the company has also developed a machine learning algorithm that profiles end-users in real time based on their preferences. The machine learning algorithm can inform businesses with a digital DNA of user preferences, engagement and trend predictions, and the best message a business can use to convert end-users to paying customers.

Data-vision Goggles

Arguably the most difficult part of user profiling and data aggregation is actually assembling the information collected into something tangible and actionable. As previously mentioned, businesses are actively searching for tools that can pull them out of data blindness or data exhaustion and make sense of their numbers.

Whichit’s approach to data segmentation, analysis and reporting is to be as user-friendly and business-friendly as possible without sacrificing comprehension, granularity or detail while doing so. This outlook is clearly demonstrated in the company’s praise-garnering analytics dashboard—the numbers are clear and concise, with details readily available. The data presented is contextualised and actionable for a business.

Actionable Preference Data

Whichit’s analytics dashboard provides business users with valuable, actionable insights about their audience. The data presented to business users is digestible and comprehensive, allowing businesses to incorporate their learnings from Whichit into their offerings at a quicker and steadier pace.

Even before the event reaches Whichit’s analytics dashboard, the mechanism within every piece of interactive commercial content made within Whichit is able to deliver end-users commercial offers in real time.

The offer made to an end-user can be virtually anything, (a link, a coupon, a lead generation form, etc.) and the message delivered to the end-user is always tailored based on the choices they have made.

Commercial offers made at the precise time of engagement have proven to significantly outperform those made by retargeting & remarketing activities or pushing end-users down lengthy sales funnels.

About Whichit

Whichit is a B2B software company that develops and distributes a series of products for advertisers, brands, marketers and publishers alike. All products maintained by Whichit are built supporting the context of a question beginning with “Which” and are served via interactive commercial content platforms. Whichit’s services are intended to supply businesses with at least three added benefits:

  • Increased user engagement

  • Open new revenue streams

  • Gain actionable insights

 
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Interactive Commercial Content in Action

‘Get the Gloss’ is a site that unites the best in beauty and health. They work with leading makeup artists, hair stylists, nutritionists and wellness practitioners to bring their readers the expert view on news and trends in beauty and wellness, and create specialist guides to help readers be their happiest, healthiest self.

Looking to increase their brand awareness and lead generation, ‘Get The Gloss’ teamed up with Whichit and the luxury online shopping site ‘Avenue 32’. They created a brilliant contest, in which the audience would answer a 5-question Whichit Survey in the form of a native ad, on the Get The Gloss site, and enter their email for a chance to win a designer handbag of their choice filled with beauty products from the luxury fashion site.

At the end of the campaign the results were incredible. After publishing the Avenue 32 Whichit ad, Get The Gloss reached over 5,900 unique views, 75% engagement rate, and 97% completion rate.

  Get the Gloss discovered that most of the users who liked the brown leather bag also preferred the mascara and the foundation.

Get the Gloss discovered that most of the users who liked the brown leather bag also preferred the mascara and the foundation.

In addition, thanks to Whichit’s integrated dashboard, ‘Get the Gloss’ gained actionable insights about their audience such as their origin, product preferences, connections between products and who’s more likely to engage!

Run an Interactive Commercial Content Campaign

Whichit helps businesses enrich their data pools with comprehensive and insightful data, ensuring their ads work harder for them and deliver the highest standard of results.

Interactive commercial content serves as an advertiser, a data miner and a salesperson all at once. Interactive ads, multi-dimensional data reporting, actionable insights combined with tailored solutions for end-users allow businesses to communicate directly with their audience and gather first-party data to then make them the perfect commercial offer.

Whichit does the heavy lifting and data analyses to serve businesses an adaptable, living market research report.

Whichit’s Innovative Machine Learning Technology

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Yarden Jacobson
CTO & Co-Founder

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Elliott Saray
Senior Developer

Marketing and advertising are fast-paced industries, brimming with new technologies and constantly evolving. As new mechanics and AI become more accessible to businesses, more data is available to advertisers and marketers than ever before.


The Total Misalignment of Marketers


Presently, marketers, brands and advertisers are forced to rely on external companies with blanket solutions to collect demographic data and understand how their products exist, and how they are perceived by the users in the outside world.

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Data is collected by businesses from a variety of sources including the end-user’s browser, the web pages they visit, third-party tracking pixels and browser cookies. The information collected by third-parties’ methods is perceived as informative, although it lacks the depth to make the insight truly actionable.

 
Furthermore, the demographic data captured by traditional methods is not indicative of:

  1.   What an end-user will purchase

  2. How and when the user will make said purchase, and finally

  3. How to best convert a user from a potential client to a paying customer
     

This causes businesses to believe that “An end user will engage with advertisements from Gap because they previously visited the Gap website”, or that “A female from London, aged 28 will engage with advertisements from Gap based on her gender, location and age”.

This type of information has proven to be ineffective when used to target users online. We can surely assume for example, that not all women living in London at 28 years old will want to buy the same product.

Traditional data captured by demographic-building market research tools may also contain Personally Identifiable Information (PII), which in turn the business cannot legally employ to address their end-users.

Not only are the dated binaries of ad targeting ineffective for profiling users, the feeble static demographic data never actually comes together to represent a real person. Perhaps the biggest let-down of the static information being fed to marketers and advertisers is that the data has a shelf life—yes, at one point the data did represent the user visiting a web page, although this data only really represents a person at the time of tracking. Further activity online could modify or even overwrite the existing static data captured about the user—the datasets never evolve into a realistic depiction of a human being.

Whichit - A Ringer in the Ads and Marketing Industry


Whichit’s mission statement as a company involves transforming data captured within interactive content into actionable insight—insight a brand, an advertiser or a marketer can use to effectively distribute their offerings online.

The company solves problems advertisers and marketing face while trying to communicate to their customers online effectively. Rather than relying on demographic data alone, Whichit establishes a specific type of behavioural data based on the preferences of an end-user: Interactive Commercial Content.

The result is that end-users are served advertisements in a personalised and unobtrusive manner, while businesses are able to effectively target exactly who they need to online, all with a message carefully tailored to that specific user.

About Whichit


Whichit is a B2B software company that develops and distributes a series of products for advertisers, brands, marketers and publishers alike. All products maintained by Whichit are built supporting the context of a question beginning with “Which” and are served via Interactive Commercial Content platforms. Whichit’s services are intended to supply businesses with at least three added benefits:

  • Increase user engagement

  • Open new revenue streams

  • Gain actionable insights

 
Value proposition Slide V2.png
 

Whichit’s Machine Learning Technology


In order to effectively classify users and the content with which they interact, Whichit has developed an innovative machine learning algorithm that allows advertisers, brands and marketers to profile users in real-time based on their preferences. 

Whichit’s interactive commercial content captures the user’s choice. The content is displayed to the user via an image-based poll and the choice a user makes becomes a multi-dimensional data-point. For example: “The user chose coffee over other options. This user not only likes coffee, but actually prefers coffee over tea, cola and soda water”.

Preference data, classified users and the classified content they view, interact with and convert on is processed through a sophisticated and precise machine learning algorithm developed by Whichit. Eventually, what Whichit maintains for a user is a digital DNA of preferences.

 
Whichits Machine Learning Technology.PNG
 

Following our previous example, a business would not need to target the 28-year-old woman living in London based only on her age, gender and location—the business can use the multi-dimensional data-points driven by the user’s choices to target them much more effectively. Our example transforms into: “The user who preferred the Straight Jeans and the Vintage Crewneck Shirt is more likely to convert on ads for similar products because they made the business aware of their preferences”.

The content provided by Whichit is tailored to the end-user based on what information they’ve provided to educate the system. A business can now effectively target a group of people with the same preferences—rather than their demographic data alone—with much better performance and conversion.

Operating the full power of Whichit’s machine learning, the business is now aware of:

  1. What their users are looking for

  2. How the user plans to make that purchase, and

  3. What content will lead the highest conversion for a specific user

Due to the activity information captured by Whichit being anonymous and behavioural, there are no implications regarding data protection or PII restrictions; there are commercial message options containing lead-generation forms and those processes are fully GDPR compliant.

Finally, the data collected and fed through Whichit’s machine learning is virtually infinite in size: every additional data point captured by Whichit enhances the existing dataset exponentially. The end result of this ever-flowing data pool is the way for a business to identify their users online without ever knowing trivial demographic information concerning them.

The Building Blocks of Whichit’s Machine Learning


The overview Whichit’s machine learning technology can be divided into two main elements: Components, and Flow & Processing.

The Building Blocks of Whichit’s Machine Learning.png

Components


The user. Whichit allocates all activities involving the placement of their interactive commercial content to the specific user that took the action—what they see, what they interact with, what makes them convert. The company is able to deliver predictive analytics to a business by comparing the actions of a user against those of the 151 Million users in the Whichit database.

The content. Whichit is able to classify content a user sees and interacts with online. Classifications and analytics for web pages are compared against a database of 680,000 other webpages. The content within a Whichit post appearing on a website is also classified and compared.

Data and events. Whichit holds more than 450GB of behavioural, analytic and classification data pertaining to the flow of interactive commercial content; the company has captured more than 1.26 Billion events, and the company’s dataset is growing month-to-month.

Flow & Processing


User classification. Whichit’s end-users are classified using the following:

  1. Their location

  2. Their preferences

  3. The content they view

  4. The content they engage with

Content classification. Content—web pages and interactive commercial content created with Whichit— is classified in three main stages:

  1. Natural language analysis

    • Webpages are classified based on their content

    • Whichit posts are classified based on their text content

    • Relevant information is extracted from web pages

  2. Image analysis

    • Computer vision understands image contents

    • Whichit posts are classified according to their image contents

  3. User Behaviour

    • Users are clustered into groups represented by their preferences

    • Users are categorised based on their preferences

    • User preferences are discovered and predicted via content matching

    • Trends are discovered based on activity and engagement

Whichit’s Machine Learning in Action


Businesses are able to employ Whichit’s rich data analysis and insight delivery to inform their advertising campaigns and target their audience more effectively. The data Whichit collects for businesses is rich and multi-dimensional. Advertisers, brands and marketers use Whichit to run precise, detailed and informative market research at a much lower cost compared to contemporary market research reports.

Whichit is also able to provide businesses with content engagement predictions, based on the classification of the content they’ve published and the existing data-points the company has captured.

Whichit’s data escapes the binary restrictions of a user simply “liking” or engaging with content. Every data point sent via Whichit carries a choice: the user prefers one selection over another, and that user should be analysed with their preference in mind.

Thanks to the company’s machine learning algorithm, business users gain more actionable insights about their audience and are therefore able to cater their marketing efforts to users who are ready and willing to engage, learn and convert. Gone are the days of building an audience using archaic, stale demographic data like age, location and gender—Whichit helps you pinpoint your users based on what they really want!

Winners of the Innovate UK TSB Smart grant


Whichit developed the machine learning system and algorithms over the course of 18 months, a feat they were able to achieve by winning a TSB Smart grant from Innovate UK.

Innovate UK (source) (IUK) previously the Technology Strategy Board, is the main source of support for UK R&D and innovation. It is not only a grant-offering body but is responsible, as the name suggests, for UK innovation strategy in many of its variations.

Whichit: Not Just an Enabler Brand

Written by: Chloe Rowan

Disruptor brands are the ones getting all of the attention. They make big noise and take down the competition as they sky-rocket to popularity. But it’s actually good to have options. Having competition means brands need to compete to win over their audience, their audience is not just taken for granted. This keeps prices competitive, ensures high customer service standards, and gives the public freedom of choice.

Having freedom of choice doesn’t always result in people choosing one thing OR the other. Often, people like to use several services or products to satisfy all of their needs. For example, somebody might have Sky, Netflix and Amazon Prime subscriptions as they all have different popular shows and films to offer.

Whichit is an enabler brand. Our interactive ad units are compatible with, well, pretty much every online network! You can share your Whichits to your website or blog, and your social media platforms.

  Blast your interactive campaign across multiple channels with Whichit.

Blast your interactive campaign across multiple channels with Whichit.

Whichit can be used as the sole, all-in-one solution for your digital marketing needs. Or, it can be used alongside other advertising solutions. Advertisers can share the Whichit units to just their website landing pages, or they can share them across several different platforms.

  Whichits are even compatible with Shopify, and premium blog site, Medium

Whichits are even compatible with Shopify, and premium blog site, Medium

Our users have the power of choice. Whichit is not just an enabler brand, we are whatever you need us to be.


Find out more about Whichit for Advertisers:

https://whichit.co/whichit-for-advertisers/

Light up your sales tree this season with Creative Marketing Campaigns

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Galit Gan
Creative Director & Co-founder

 

Spoiler alert! You can download a free ‘Festive Campaigns Guide’ to inspire your marketing strategy.

The holiday season is fast approaching and it is the biggest chance for businesses to boost their revenue. Consumers are expected to spend about a trillion dollars between November and January, so if you haven't incorporated a proper marketing strategy to boost your sales for it, you're already falling behind.

If you have not done so yet, there is no better time than now to start thinking about your marketing campaigns. Let’s help you get started...

Choosing the right strategy

1. Be there

Make sure you have a campaign strategy for both your online advertising and email marketing, as they are both essential channels to increasing sales over the period. Social activities are a must! Get in front of your audience where they already spend the majority of their time, and engage with them with beautifully ads that they can’t miss.

2. Be creative

While creativity is key in order to win hearts,
your commercial offer shouldn’t be left behind.

Interactive commercial content is the answer to your business’s success this year. It is bold, fun to interact with, and creates a memorable experience that positions your brand as innovative. All that without compromising on your true objective – increasing revenue.

3. Be cost-effective

Making assumptions about how your audiences feel and what they want or need, can result in expensive and even damaging campaigns that squander opportunities to foster brand loyalty and boost sales. Using Interactive Commercial Content you can ask your target audiences questions through image-based quizzes, with bespoke Call-To-Actions. This allows you to gather 1st party data, actual user preferences and behaviours without compromising revenue goals.

The following holiday marketing ideas will amplify and add significant value to your efforts to ramp up sales during the most profitable time of the year:


Win your Halloween!

A ‘COSTUME BUILDER’ for the scariest night of the year to sell more costumes

 

Did you know... During October 2016, the amount spent on all Halloween goods across the retail industry was £30.8 billion, a 6% increase on the previous year. Brits spent an estimated £277 million on Halloween treats alone in 2017!

The COSTUME BUILDER brings a unique brand interaction delivering a memorable experience.
With Phenomenal engagement rates, audience segmentation by product/preference and outstanding conversion rates.

 

Be the buzz this Black Friday & Cyber Monday

The perfect ‘DEAL FINDER’ for this exciting weekend of sales

Did you know... A whopping £1.4bn was spent on online sales in the UK on Black Friday - up some 11.7% on last year, according to online retailers trade body IMRG.

The DEAL FINDER delivers Black Friday deals across the internet in an interactive ad unit with phenomenal performance stats.

  Black Friday 'Deal Finder' -    click image for live demo!

Black Friday 'Deal Finder' - click image for live demo!

  • Up to 16 products from 4 categories in 1 interactive creative

  • Actionable insights that can be optimised to in real time

  • 1st party data and high performing audience segments

  • Integration with client e-commerce engines to auto-fill baskets directly from the ad unit

  • New customer acquisition and incremental product sales

 

 

Light up your sales tree this Christmas

An ‘INTERACTIVE MUSICAL EXPERIENCE’ and a ‘GIFT WIZARD’ for the most wonderful time of the year

Did you know... Retail sales for Christmas 2017 grew 1.4% against 2016 to a whopping £78.69 Billion (mid Nov – end Dec).

The GIFT WIZARD and MUSICAL EXPERIENCE deliver a unique and memorable brand interaction.

 

 

Get actionable insights about your audience in real time and high performing audience segments. The interactive content can easily integrate with client e-commerce engines to auto-fill baskets directly from the ad unit! No additional steps or landing pages needed.

 

Out-of-the-box Boxing Day strategy

Get consumers to interact with and select your sale items with a ‘BOXING DAY BARGAIN FINDER’

  Boxing Day 'Bargain Finder' -    click image for live demo!

Boxing Day 'Bargain Finder' - click image for live demo!

Did you know... 2017 Boxing Day bargain hunters spent a record £4.5billion! Web sales hit £1.03billion, topping £1billion for the first time and up 7.9 percent on the £954million spent in 2016, according to Centre for Retail Research.

The BOXING DAY BARGAIN FINDER delivers your boxing day bargains direct to consumers even before the event. It presents a unique opportunity for consumers to select multiple sale items they want from 1 interactive ad unit. Gather actual consumer preferences and behaviour that can be used to build new audience segments.

 

Enjoy this new customer acquisition and increase sales this season.
Download our free download a free ‘Festive Campaigns Guide’ to inspire your marketing strategy:

 
 

 

Brilliant creatives and personalized offers to your customers make a huge impact, and can strengthen the consumer-brand relationship, turning a happy customer into a brand ambassador.

Now, make all of your holiday marketing dreams come true!

Merry Christmas! And don’t forget to follow us on Twitter and Facebook for more inspiration and marketing tips.

 

Breaking News: Whichit is shortlisted for SLINGSHOT@SWITCH Startup Challenge 2018

Written by: The Whichit Team


We are very proud to announce that Whichit has been shortlisted for the ‘Media & Advertising’ category at SLINGSHOT@SWITCH Startup Challenge 2018, in Singapore.

This competition gives promising startups a platform to showcase their technology and business ideas, gain early exposure to investors, corporates, industry leaders, mentors, media, and tech-savvy early adopters. It takes place during Singapore Week of Innovation & Technology (SWITCH) and is powered by Startup SG, an initiative by government agency Enterprise Singapore, who are also the national standards and accreditation body.

The application process started in July 2018, where all 1,300 applicants went through a rigorous selection process that reduces the participants to 60. This resulted in Whichit being selected to proceed to the next stage.

The event starts on 14th September 2018 with a 3-day workshop before the next round of the competition starts on the 17th for 2 days.  This climaxes with the grand final that takes place on 19th September 2018. Prizes include investment grants of up to SGD 200,000, free office space, and fast track entry on to growth and access programs.

Since crossing the Product Market Fit threshold at the end of 2017, Whichit has seen an exponential trajectory of growth focusing on the UK and EU markets that has laid foundations for continual growth.  Delivering innovative marketing and advertising solutions to tier-1 brands and advertising agencies, enables them to better engage with their audiences, convert traffic into revenue and gain actionable insights. This competition is a great opportunity to extend Whichit commercial operation into the APAC region, which is a high growth market for the digital eco-system.

In the past few years, Whichit has won several awards. In 2015, the company won The Sirius Programme by the UKTI, Pitch@Palace 4.0 People's Choice Award, and Facebook Startup of the Year EMEA 2015. In 2016, Innovate UK Smart funds TSB Project. The year after, Whichit was included in The Leap 100 2017 List and won two awards by Finances Online, Rising Star and Great User Experience.

In July 2018 the company released a new and improved version of its flagship platform ‘Whichit for Advertisers’, a SaaS platform that caters to the SME and SMB markets. It enables them to seamlessly create interactive commercial content, create and manage commercial campaigns on multiple channels including Google’s Display Network, where Whichit is part of an elite that are 3PAS certified by Google, social networks and programmatically.

Together with Whichit’s innovative and proprietary technology, a machine learning profiles users in real time based on their preferences, offering a more personalised approach to marketing and advertising, positioning itself at the forefront of its field and gaining a key business advantage in the market.


Contact Whichit for more information:
Name: Jonathan Gan
Tel: (UK) +44 7939 84 7711 , (IL) +972 3911 9909 [#1]
Email: gan@whichit.co
Website: https://whichit.co/

 

Women in Tech

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Noémie Girault
Business Development Intern

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Emma Lombardini
Business Development Intern


There are so many stories about what it’s like to be a woman in a man’s world. Well guess what, it’s even harder in the tech world! While the tech industry tends to take pride in changing the world of work, and often, with a bit of hubris the world as a whole, the technology sector is actually far away from achieving gender equality. Studies have shown that the female employees make up between 26 percent (Microsoft) and 43 percent (Netflix) of the workforce at major tech companies, with the percentage dropping much lower when it comes to actual tech jobs.

“…female employees make up between 26 percent (Microsoft) and 43 percent (Netflix) of the workforce at major tech companies, with the percentage dropping much lower when it comes to actual tech jobs.”

It’s no understatement to say that quite early in their careers, women are indirectly pushed to choose a job that does not require technology orientated skills, or at least of a high level, because it is commonly a path chosen by men. In other words, it is a cultural influence and it needs to change.


Moreover, the lack of gender diversity led to a shortage of female role-models in Tech and Science sectors. This naturally, is not making it easier for women working in tech to feel at home. However, powerful women like Facebook's COO Sheryl Sandberg, YouTube's CEO, Susan Wojcicki, Ginni Rometty, IBM's CEO, and few others, are an example that it is still possible to turn things around in the tech world.

An interesting story about this topic is the story of Galit Gan, the Creative Director and a Co-Founder at Whichit. As said in the Story of Whichit, Galit took part in this adventure when she saw the potential of Interactive Content in advertising, but also for her own personal accomplishment. Indeed, entering this sector, as a woman in tech, could potentially enhance her skills, and she felt like it was a good opportunity to gain visibility, entrepreneurial-wise.

The first steps in entrepreneurship

  Galit Gan, Creative Director at Whichit

Galit Gan, Creative Director at Whichit

When living in Tel-Aviv, Galit was an architect with a deep lust for design and creation. After graduating from Technion, the Israel Institute of Technology, with MRE (Master of Real Estate), she started her own Real Estate company and then became more attracted to the entrepreneurial and management side of business.

At that time, she already knew she had to empower herself to get recognition and be a part of something bigger than her, to contribute and inspire. This personal aspiration is exactly what women wanting to build a career in tech should develop and follow.


She advises that women should take advantage of their uniqueness to rise up the ladder of the very male dominated sector: “prioritising gender diversity in your team not only provides enhanced problem-solving and increased innovation, it also empowers tech-based rolls with ‘feminine’ qualities, as women tend to be better in multitasking, giving attention to details and great team players.”

When Galit was introduced to Whichit by the founder, Jonathan, she quickly saw the opportunity to enhance her creative and management skills, especially in the tech sector. As the start-up won the Sirius Programme by the UK Government, she decided to move as part of the founding team to London, and leave her home in Israel to pursue her career, obviously taking a risk, but also a lot of courage and ambition.

As the Creative Director, Galit had the exciting opportunity to design the SaaS (Software as a service) platform from scratch, taking the initial idea from its concept stage to a complete design with advance user experience and interface, all in three different platforms and interfaces. This challenge requires techy skills and wasn’t something common for a former architect. Therefore, this challenge a pushed her to give the best of her and overcome the apprehension of stepping up.

Using her creative skills, together with her unique personal touch, Galit designed and created the Whichit App for Android, iOS and Web App, that won the ‘App Of The Year EMEA by Facebook’ in 2015 just a few months after its release. The desktop platform, ‘Whichit for Advertisers’ won a ‘Great User Experience’ award in 2017, that helped positioning the company and reassure to Galit, that she’s leading the product to the right direction.

Jumping off the cliff


It is a fact that women are outnumbered in the tech industry, but this doesn’t mean they should feel discouraged or disheartened. On the contrary; it gives the opportunity to break society’s stereotypes of the tech industry and, most importantly, stand out from the crowd. Indeed, many of the tech companies driven by women achieve great success and prove that women deserve a place in tech as much as men do. They should play to their advantage of being ‘different’ and bring themselves as equal within the industry.

Moreover, scientific research shows women in general tend to think differently to men. Gathering as many men and women to work together would consequently prove to be more efficient and productive, thanks to diversity. Galit’s advice is to team up with encouraging and supporting men who believe in gender diversity and equality. Effectively, combining both sets of skills will lead to a great team spirit, and so a great company.

“Women sadly often lack self-confidence. Galit thinks women shouldn’t feel like they are not as good as men, and therefore must not apply for ‘easy jobs’ while knowing deep down they could occupy a higher and more interesting position”.

Women sadly often lack self-confidence. Galit thinks women shouldn’t feel like they are not as good as men, and therefore must not apply for ‘easy jobs’ while knowing deep down they could occupy a higher and more interesting position. As a matter of fact, it is also significantly efficient for a company to have female managers or highly placed women with internal influence in the company, because externally, it helps consumers feel related. It is more representative of their target market. Indeed, you will have a harder time trying to sell products for women with a team formed only of men!

Finally, women often feel like they need to fit in because they’ve learned that the well-known successful women are glamourous and fashionable, and it doesn’t really match the tech world stereotype. Well, believe it or not, the ad-tech company Whichit was first about fashion, but the main message here, is that society needs to increase the awareness about the role model problem. Galit thinks that teaching kids the fundamentals of coding very early in their life and before gender stereotypes, can help to prepare both girls and boys for the jobs of the future.

By allowing women to stand out for themselves, to not be afraid of speaking out and making a difference in the tech world, more of them will be drawn in. The next generation of tech women will be inspired, and things will hopefully evolve.

What do you think? Should more women be encouraged to enter the tech world?

Drive Brand Awareness and sales in the Lifestyle & Beauty Sector [Case Study]

Written by: Chloe Rowan


Birchbox is the UK’s number 1 beauty box. Subscribers receive a monthly box containing five samples of beauty products to test without having to buy the full-sized product. The boxes are tailored to suit the subscriber’s needs, for instance, a subscriber with straight hair would not receive a product for curly hair, but subscribers can also choose one of the five products they receive or select their preferred box design, adding a further element of personalisation.

The Campaign

 
Birchbox decided to launch a Whichit campaign. They identified their target audience as females aged 18-35, living in the UK and Ireland. They wanted a fun and innovative way to engage this audience, with the aim to increase brand awareness and drive sales.

The strategy was to create a 6-question Whichit quiz to collect actionable insights about their consumers’ makeup preferences and beauty routines. The quiz was to appear as a native ad, on a branded landing page, on the Birchbox website. The user would be presented with a different outcome based on their preferences, and each Engage Card offered a discount code and a clear Call-to-Action button.

 
  Click on the image to discover your beauty horoscope.

Click on the image to discover your beauty horoscope.

 

The quiz featured attractive images and a series of fun questions about beauty routines, astrology, and the season’s favourites, allowing Birchbox to grab the audience’s attention and raise brand awareness from the start. The answers also provided Birchbox with valuable information regarding their target audience’s preferences including their influencers, favourite body feature, and preferred colour palettes.

The final question was “Are you a Birchbox Subscriber?”, which enabled the quiz to determine which personalised offer and Call-to-Action it should display on the Engage Card once the quiz was complete.

Success


The campaign ran on a Birchbox branded landing page within their website for 10 days and generated over 24,000 unique views. The campaign was a huge success, achieving an 89% engagement rate, made up of 60% potential new subscribers, and 40% existing clients.

 
  Birchbox achieved 97% Completion rate and 89% Engagement rate in just 10 days thanks to Whichit. Click to read full case study.

Birchbox achieved 97% Completion rate and 89% Engagement rate in just 10 days thanks to Whichit. Click to read full case study.

 

Of the 89% who engaged with the ad, a huge 97% completed it, and 31% carried out the Call-to-Action. The ad was also shared on social media 113 times, amplifying the brand awareness.

Everyone who completed the quiz was taken to an Engage Card with a brief description of their beauty horoscope, the latest beauty trends for them to look out for, and influencers they should watch. Existing clients were then offered a free blending sponge with any purchase from the Birchbox online shop, while non-subscribers were given a voucher code to receive a 50% discount off an October box.

The answers collected throughout the campaign gave Birchbox vital product and rutine information. This data can be used to help personalise subscriptions and improve customer satisfaction during and after the campaign.

The audience enjoyed the interactive quiz, and it was such a success that Birchbox have continued to create Whichit campaigns as part of their marketing strategy!