We use a lot of testimonials in campaigns. Do people respond to these or do they assume they're all made up?

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I don’t think people watch them

likesmartfunny

Depends on the product/category. Can be really effective in some areas.

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I think when they’re scripted, people can often tell. But capturing real and spontaneous answers can be more believable and persuasive. They can be very effective when done right.

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In my experience they’re very effective. I shocking amount of time goes into animatics, boardamatics prior to an actual video shoot and there is testing/focus groups at each stage. If metrics didn’t indicate that the work was well received, they’d never take the chance to execute the real thing.

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And tell them interestingly (make the environment cool/different)

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