Setup
The focus of the test was mainstream interest in and appetite for employee-led sustainability initiatives at large corporations. To that end, the two assets were designed to test performance of messages related to Alaska Airlines' Green Team program across the following A/B split:
- AMessaging that frames the program as a business strategy
- BMessaging that frames the program as a sustainability strategy
A
B
Test Results
Attention Share and Engagement Share reflect the percentage of test-wide scoring accounted for by individual variants or demographics. Read more below in the Methodology section.
Aggregate Insights
Messaging around Alaska's "sustainability strategy" produced more attention at the top of the funnel and more engagement deeper down the funnel.
The strength of engagement around "sustainability strategy" relative to its attention score suggests that general interest in employee-led sustainability initiatives is matched by genuine consumer enthusiasm as well — i.e., "sustainability strategy" wins hearts as well as eyeballs.
Further testing could explore attention and engagement around a combined variant — i.e., a message framing Alaska's sustainability program as critical to its business bottom line — to determine whether the two messages together resonate more than either individually.
Gender-based attention and engagement shares reflect the relative attention or engagement per gender for each variant. Read more below in the Methodology section.
Gender Insights
The test population skewed toward male participants, who demonstrated a moderate preference for the "business strategy" message across attention and engagement metrics but engaged with "sustainability strategy" at a relatively higher rate.
With a smaller sample size, female participants demonstrated a strong preference for "sustainability strategy" across attention and engagement metrics.
Further testing could target the male audience with a variant framing Alaska's sustainability program as critical to its business bottom line to determine whether the engagement potential suggested in this sample can be unlocked with a combined message.
Age-based attention and engagement shares reflect the relative attention or engagement per age bracket for each variant. Read more below in the Methodology section.
Age Insights
The attention and engagement advantage of the "sustainability strategy" message was concentrated in participants under the age of 54.
Participants aged 55 and older demonstrated a strong attention preference for the "business strategy" message but engaged with both messages at comparable rates.
Further testing could target participants aged 55 and older with a variant framing Alaska's sustainability program as critical to its business bottom line to determine whether the engagement potential suggested in this sample can be unlocked with a combined message.
Methodology
This test was conducted with two message variants and a prequalified TCD audience of 2,058 likely adopters. Among those participants, 6.9% paid measurable attention to the test assets and 4.8% registered measurable engagement.
Attention Score measures the likelihood that a message will capture eyeballs in the wild. It’s calculated using the rate at which test participants respond to a CTA to learn more about the subject.
Engagement Score measures the likelihood that a message will elicit a meaningful response from the audience. It’s calculated using a proprietary algorithm that weights measurable metrics — shares, saves, likes, etc. — in a way that has proven to be meaningfully correlated (r > .5) to real-world conversion behavior.
Attention Share and Engagement Share reflect the percentage of test-wide scoring accounted for by individual variants or demographics. For example, an engagement share of 25% means the variant or demographic in question accounted for 25% of the cumulative engagement score produced by all segments in the test.
