Delivering personal and relevant content can be a great marketing strategy. However when personal information is overtly used to create this content it can also have an adverse effect. To determine what communication style is effective and at what point an overt communication style becomes creepy, an implicit online comparison study was conducted. People were shown marketing messages that varied in tone of voice and level of integration or 'banner style'.
Unique to this study was the use of real data in the test materials, making it such that people would implicitly compare messages that fitted their person, such as the name of their child or the amount of money on their savings account.
I designed the study together with an external agency, managed the delivery of test materials presented the outcomes to stakeholders.