Case Study: From Customer Phrases to Winning Ads: How ProNails Uses Conveo to Speed Creative Testing
By Conveo
- case study
- Advertising Testing
- Advertising/Campaign Effectiveness
- Message Testing
- Persona Templates
- Video Research
- Video Analytics
PN Self-Care, the B2C division of ProNails, a manufacturer and distributor of professional gel nail products, faced diminishing returns from its existing approach to marketing creative. The team had defined buyer personas and a clear product story, but slower creative cycles and reliance on broad assumptions meant they could not identify which specific language and angles would resonate with consumers in the short term. Consumer signals were fragmented across multiple fast-moving social platforms, and existing approaches could not surface the nuanced, real-time customer language needed to inform paid social advertising.
PN Self-Care used Conveo, an AI-powered consumer conversation and analytics platform, to conduct direct interviews with actual consumers and analyse the resulting video responses. The team applied Conveo’s analytics capabilities to extract exact phrases buyers used to describe their motivations, frustrations, and desired outcomes. These phrases were organised into angle clusters, which were then used to generate multiple ad variants. Conveo’s analytic layer was also used to identify which specific formulations generated the most interest, informing iterative creative testing across paid social formats.
PN Self-Care uncovered a previously unidentified third consumer persona with distinct language around confidence, convenience, and salon-quality results at home, which informed a recalibrated segmentation strategy. The team increased the volume of creative tests per sprint, reduced time from insight to first test, and identified winning ad hooks that outperformed generic creative. The approach also drove revenue, with no specific figures disclosed in the source.
“Working with the Conveo platform is great because it’s much faster than we were used to” — Lize Olaerts, Marketing Manager, PN Self-Care.
Read the full version of this case study on the Conveo website here.
