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About This Project

Fidelity – Retirement T3

Engage and illustrate brand value by answering:

  • Are customer story videos effective at driving brand lift
  • If so, which age group would be most receptive to this content?

With these questions in mind, two video assets were created based on two distinct customer stories; aspirational and emotional.

Three age segments were developed (50-54, 55-59, 60-64) to help best answer the audience segment questions through video assets. As a final optimization, ad messaging was segmented to ensure proper distribution of ad rotation. This optimization provided a deeper insight into creative performance.


The campaign resulted in a 5% point lift in ad recall, outperforming 34% of other Nielsen studies. The video content intended for emotional appeal was most engaging across all age groups, outperforming the aspirational video in terms of completion rate.