ViewShift ads

We ran Walmart's "Who Knew" CSR ad through the ViewShift Persuasion Intelligence Platform, alongside 18 other campaigns from brands like Amazon, Home Depot, and Google. Walmart ran three separate CSR ads in the study, and "Who Knew" was its strongest performer, ranking 12th of 19 overall. The ad was tested against a matched control group in a randomized controlled trial, measuring impact on favorability, trust, consideration, recommend intent, and reputational resilience. The results point to an audience problem more than a creative-quality problem: the ad increased favorability significantly among existing Walmart customers, but showed almost no movement among people who'd never shopped there, the widest customer-vs-stranger split of any ad in the study. Across Walmart's three ads tested, the spread between its best and worst performer was also the widest in the entire study. See the full data behind what separated Walmart's results by audience, and what it means for the next campaign.

We ran Claude's "Shaping The Future Of AI" CSR ad through the ViewShift Persuasion Intelligence Platform, alongside 18 other campaigns from brands like Google, ChatGPT, and Amazon. Of the three AI brands tested, Claude's ad ranked lowest on persuasion, capturing just 1% of its available headroom. The ad was tested against a matched control group in a randomized controlled trial, measuring impact on favorability, trust, consideration, recommend intent, and reputational resilience. The results point to a clarity problem more than a brand problem: Claude's ad scored the lowest clarity rating of any ad in the study, and ranked 17th of 19 overall. Among Opinion Elites specifically, brand recall rose 14 points, though persuasion rank improved only modestly, from 17th to 15th. See the full data behind what separated Claude's ad from the ones that moved people, and what it means for the next campaign.

We ran ChatGPT's "Grandad's Farm" CSR ad through the ViewShift Persuasion Intelligence Platform, alongside 18 other campaigns from brands like Google, Claude, and Amazon. Of the three AI brands tested, ChatGPT's ad built the most trust and did the most to ease regulatory concern. The ad was tested against a matched control group in a randomized controlled trial, measuring impact on favorability, trust, consideration, recommend intent, and reputational resilience. The results challenge some common assumptions: building the most trust of any AI brand tested barely moved overall persuasion, the ad still ranked 15th of 19 with the general population. Among Opinion Elites specifically, the same ad jumped to 10th, a five-spot improvement from its overall rank. See the full data behind ChatGPT's trust advantage, and what it means for the next campaign.

We ran Google's "Gemini Search On" CSR ad through the ViewShift Persuasion Intelligence Platform, alongside 18 other campaigns from brands like Subaru, Toyota, and Amazon. Google's ad started from one of the highest baseline favorability scores in the entire study, but ranked 16th of 19 on persuasion. The ad was tested against a matched control group in a randomized controlled trial, measuring impact on favorability, trust, consideration, recommend intent, and reputational resilience. The results challenge some common assumptions: high favorability barely predicted persuasion across the study, an ad can start with more goodwill than almost any brand tested and still land near the bottom on actually changing minds. Among Opinion Elites specifically, the same ad jumped to 2nd, the largest rank swing of any ad in the study. See the full data behind Google's split result, and what it means for the next campaign.

We ran Toyota's "Thanks For Your Service" CSR ad through the ViewShift Persuasion Intelligence Platform, alongside 18 other campaigns from brands like Subaru, Google, and Amazon. Toyota's ad posted the highest brand recall in the entire study at 94%, but ranked near the bottom on persuasion. The ad was tested against a matched control group in a randomized controlled trial, measuring impact on favorability, trust, consideration, recommend intent, and reputational resilience. The results challenge some common assumptions: recall and persuasion barely moved together across the study, an ad can be the most memorable one tested and still rank 14th of 19 on actually changing minds. Subaru, by comparison, started with below-median recall and still ranked #1 overall. See the full data behind the gap between recall and persuasion, and what it means for Toyota's next campaign.

We ran Subaru's "Loves to Help" CSR ad through the ViewShift Persuasion Intelligence Platform, alongside 18 other campaigns from brands like Toyota, Google, and Amazon. Subaru ranked #1. The ad was tested against a matched control group in a randomized controlled trial, measuring impact on favorability, trust, consideration, recommend intent, and reputational resilience. The results challenge some common assumptions: Subaru started from a middling favorability score, well behind category giants, and still outperformed every brand tested. Toyota posted the highest recall in the entire study; Subaru proved being memorable isn't the same as being persuasive. See the full data behind Subaru's #1 ranking, and what made the difference.