We tested 10 videos with five different messengers using varying tones and messages to five of our Peoria values clusters: Civic Faithful, Family and Future, Struggling Skeptics, Disheartened but Determined, and Nostalgic Traditionalists. With these videos, we monitored engagement and persuasion across Facebook, Swayable, and YouTube.
While the results vary by cluster, one of our major takeaways include the unique potential of messengers such as Kavon, who resonated with younger Peoria clusters. Another takeaway is the importance of creating content that is both engaging and persuasive, which was shown by Cheryl's emotional personal story performing well with all clusters across all three platforms.