Predicting Performance: How Gerber Life Cut Creative Testing Costs by 90% with AI
In short:
| Delve Deeper helped Gerber Life, a provider of budget-friendly life insurance, evaluate 29 creative concepts across nine audience personas before launch, allowing the team to identify which messages to scale and which to avoid, and why. The program dramatically reduced testing waste while enabling more relevant, personalized creative at scale. |
The challenge:
| Gerber Life wanted to modernize its creative and media approach without increasing risk.
Like many performance-driven brands, the team faced a familiar problem: creative testing required meaningful media investment just to learn what wouldn’t work. Testing slow-moving concepts after launch meant wasted spend, slower learning cycles, and limited confidence when scaling creative across audiences. The core question, surprisingly, wasn’t “How do we test more?” It became “How do we make better creative decisions before ad dollars are on the line?” |
The approach:
| Delve Deeper worked with Gerber Life to evaluate creative prior to launch, shifting testing from a spend-based exercise to a decision-based one.
We analyzed 29 creative concepts across nine distinct Synthetic AI audience personas developed by the Delve Deeper team. Each concept was assessed on its likelihood to motivate action, allowing the team to understand:
This gave Gerber Life a clear, evidence-backed view of creative performance before committing media dollars. |
Summary:
Delve Deeper Results:
| By evaluating creative before launch, Gerber Life dramatically reduced the cost and risk traditionally associated with creative testing, cutting estimated testing ad budgets by up to 90%.
More importantly, the team gained more confidence. Instead of reacting to post-launch performance, Gerber Life could move forward knowing which messages were most likely to perform, which to avoid, and how to personalize creative more effectively across audiences. These insights didn’t just support a single campaign; they informed future creative strategy, audience planning, and internal alignment by clarifying why certain messages work. |
Results:
| By evaluating creative before launch, Gerber Life dramatically reduced the cost and risk traditionally associated with creative testing, cutting estimated testing ad budgets by up to 90%.
More importantly, the team gained more confidence. Instead of reacting to post-launch performance, Gerber Life could move forward knowing which messages were most likely to perform, which to avoid, and how to personalize creative more effectively across audiences. These insights didn’t just support a single campaign; they informed future creative strategy, audience planning, and internal alignment by clarifying why certain messages work. |