• Native Branding Test

Case study: Native Branding Test – Francien van Eersel

2018-10-23T16:26:33+00:00Lead generation, Quiz marketing|
4 min read

Back in 2014, we launched Riddle’s quiz maker – and every day, we are amazed how our community flexibly adapts our tools to their own specific needs. This month, we wanted to highlight ‘anthropologist turned brand strategist’ Francien van Eersel, who’s using our personality test to power her Native Branding Test.

Francien is passionate in showing entrepreneurs that the best brands are true to their creators – reflecting their own dreams, ambitions, and personalities. She’s designed an entire philosophy around 12 brand archetypes – then helping each entrepreneur align their entire marketing communication and branding strategy accordingly.

Native branding test

It’s not a simple process – she normally recommends 13 weeks to help fully distill and craft a brand’s message that resonate with their brand archetype.

The challenge for Francien? Distilling all this knowledge and passion into an insightful, yet low-touch format – to get entrepreneurs interested to follow up with a 1:1 coffee or Skype call.

That’s where Riddle’s personality test comes in. Using a points-based system, our personality test gives you the ability to assign results based on how the users answer.

Rather than a quiz with right/wrong answers – personality tests are a bit like Sigmund Freud via smartphone. Each user answer questions – then receive a matching result type, based on the weighting of points the creator assigns per choice.

Why Francien’s ‘Native Branding Test’ works:

Personality tests can range from the silly to the serious – and each audience has their own attention span.

For most ‘casual’ tests targeting a wide audience, we recommend:

  • 6-8 questions
  • each with 3-4 answer options.

This meets our ‘three minute rule’ (as covered in our free Quizmaster e-book) – perfect when people are looking for a quick escape during a commercial break or waiting for the bus.

Francien has a key advantage – she is not trying to engage a casual audience. Instead, the people who she’s targeting are passionate entrepreneurs – committed to exploring any tool that will allow them to develop their companies.

Using Facebook or LinkedIn ads, as well as word of mouth through her wide-ranging network, Francien is using her ‘Native Branding Test’ as a ‘top of funnel’ experience. Personality tests work well for this – people click, engage, and learn something valuable – enough so they fill in the included lead form to arrange a follow up conversation. And all leads are seamlessly sent to Francien’s email marketing software for automatic follow up messaging.

Native branding test

Personality test structure:

Francien’s Native Branding Test exudes professionalism. Embedded on an attractive landing page, Francien also chose to hide the ‘start page’ to display question 1 to all visitors. She knows entrepreneurs are busy, busy people. The goal? Get them clicking (and thinking).

Now – in terms of length, instead of a handful of questions, Francien is confident that her audience is willing to commit to a longer, more thoughtful experience.

The personality test features 18 questions – with up to 12 answer options each.

Complicated? Sure – but that also gives it extra credibility. The page visitor can be confident that if they invest the time taking the entire test, they will be rewarded with some valuable insights. Francien’s core audience of business leaders is far more likely to complete the quiz than a more broadly targeted quiz.

Strategic use of images:

Francien was also clever in her use of in-quiz images. Riddle’s quiz maker features nine types of image resources for questions and quiz answers – from Giphy to Pexels and YouTube. With so many options available, it can be tempting to add images whenever possible.

But Francien chose a different strategy – instead opting for a minimalist, text-focused approach over the 18 questions. She keeps the pace of the quiz moving – varying the number of options (from 2-12), then adds a burst of visual interest with images every 4-5 questions.

Elegantly simple – and the overall quiz experience is fast-paced as a result.

Normally – 60{d2a41be1df1bb1f57ff4ab4fc5e8dae5f7aa3c163f6a38d6ac3f2cbd477c596b} is an excellent quiz completion rate. We suspect that Francien will do much better, with her combination of a well-crafted professional personality test delivered to a hyper-focused target audience.

Our results?

As entrepreneurs ourselves, we couldn’t let such a quiz go by without taking it ourselves. Our CEO Boris and I took the test together over a coffee – and got ‘Explorer’ as our brand archetype.

“To find oneself, that is the explorer’s ultimate goal. “Sometimes one must travel far to find what is near.” In our Western world, exploration is always there, whether subconsciously or explicitly.”

That seems about right to us – four years of the ups and downs of growing Riddle has definitely been an adventure!

Background on this story

Francien is passionate in showing entrepreneurs that the best brands are alligned with their founders – reflecting their own dreams, ambitions, and personalities.

She’s designed an entire philosophy around 12 brand archetypes – then helping each entrepreneur align their entire branding and marketing communication strategy accordingly.

It’s not a simple but very insightful process – she normally recommends 13 weeks to help fully distill and craft a brand’s message that resonate with their brand archetype.

Our takeaway? An explorer team (like ours!) should stay on-brand, and make sure each new Riddle quiz type or feature offers its customers a true experience or a new perspective. Compare this with the hero archetype who’s concerned about gaining skills, a sage who wants to enhance knowledge, and so on.

Want to find out your brand archetype and see what it implies for your brand and tests? Take Francien’s Native Brand test here. It’s both a good case study for creating an effective personality test – as well as an insightful look at your own brand experience.

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