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Background
Olivie is a highly successful European online jewelry brand operating in a segment heavily dominated by the global giant Pandora and other long-established players. For a smaller e-shop in such a fiercely competitive category, any investment in brand-building represents a major milestone.
In this case, the stakes were even higher because Olivie was preparing its first-ever TV campaign. Together with their creative agency, the team developed two very different concepts and set out to determine which one would truly resonate with their target audience.
Pain Point
Choosing the wrong direction, especially for a debut brand campaign, would mean more than just burning through the media budget. It would mean a massive missed opportunity to establish a firm mental link between the Olivie brand and the jewelry category in the minds of consumers.
With the category dominated by Pandora (which boasts a staggering 93% aided awareness among women), it was absolutely critical for Olivie’s campaign to deliver maximum brand recall.
The team needed fast, data-backed answers to three key questions:
- Which concept resonates more with the target audience (women)?
- Which one does a better job of linking the brand to the jewelry category?
- Where are the specific weak points in both concepts that need to be ironed out before production?
If it weren't for the pre-test from Behavio, we were incredibly close to greenlighting a highly average concept. Fortunately, the data steered us in the right direction, and our sales numbers reflected that in the best possible way.
Behavio's Insight
Pre-testing the creative concepts revealed a massive performance gap between the two directions. While the "Family Silver" concept excelled, the "Divine" concept scored only average.
Behavio’s analysis pinpointed exactly where the two concepts diverged:
- Branding: "Family Silver" drove an impressive 65% brand recall (viewers correctly identifying Olivie), whereas "Divine" managed only 40%. The winning concept benefited heavily from a clever combination of voiceover, a close-up of the prominent logo on the jewelry box, and a strong closing packshot.
- Emotional Response: Women reacted far more positively to "Family Silver" (47% positive emotions compared to 37% for the alternative). Conversely, "Divine" triggered confusion and even slight disapproval, as the scene featuring a choir felt artificial and confusing to the test audience.
- Originality: 43% of viewers rated "Family Silver" as highly original (compared to a market average of 35%).
Behavio’s recommendation was clear: move forward with "Family Silver."
At the same time, the data highlighted minor issues in the script that the Olivie team could fix before filming even started. For example, scenes featuring crying employees and a dog felt overly sad and forced to the audience. Olivie adjusted these segments to ensure the final spot felt completely natural, warm, and uplifting.
Outcome
By December, the campaign was already delivering massive returns. Betting on the pre-tested, optimized concept paid off across all key metrics:
- Revenue Growth: Year-over-year revenue growth skyrocketed from a flat +3% to an incredible +37% immediately after the campaign launched.
- Brand Awareness: Spontaneous (unaided) brand awareness more than doubled within a year (from 6% to 14%), firmly establishing Olivie as the number two brand on the European market.
- Brand Salience: Brand salience in buying situations rose year-over-year from 3% to 8%.
- Share of Search: The six-month rolling average for the brand’s Share of Search jumped from 6% (October 2024) to 27% (October 2025).
- Traffic Boost: Direct web traffic surged by a massive 446%, while organic search traffic increased by 100%. Consequently, revenue from direct traffic grew by 132% year-over-year.
This success story is clear proof that choosing a creative concept backed by hard data from Behavio can mark a massive commercial turning point for a brand.
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