Threepipe Reply Launches ‘Creative Decay’ Tool to Enable Brands to Plan the Correct Balance Between Social Media and Creative Investment

The age old argument between relative creative and media investments across social channels can now be settled.

Brand Performance Agency Threepipe Reply has launched a Facebook and Instagram campaign planning tool that enables brands to gain valuable insights as to the correct media and creative investments to hit performance KPIs.

Creative assets used for prospecting or retargeting strategies become less effective or ‘wear out’ over time resulting in lower performance results. This tool allows brands to better understand how quickly creative assets will begin to lose effectiveness, depending on existing media spend, audience targeting and creative asset variables.

Threepipe’s Creative Decay tool uses historical performance data from a brand’s own social channels, combined with predictive analytics to recommend alternative media and creative strategies to deliver performance uplifts.

The tool demonstrates different performance outcomes, dependent on relative investment between media and creative asset development and the number and frequency of creative asset placements over a campaign period.

Crucially, the Creative Decay tool considers the cost of creative asset development and the time taken to make the changes, when calculating the potential return on investment.

Michael Feilden, Head of Martech, Threepipe: “Investment in creative assets often plays second fiddle to the media but is absolutely crucial to social performance success. This tool highlights the importance of creative and its impact on delivering success by giving marketers an effective planning tool.”

Creative Decay was tested with Threepipe Reply paid social clients over the last six months and delivered fantastic results. Initially the tool is being used across Facebook and Instagram but it will roll this out to wider channels later this year.

The tool was developed in-house by Threepipe Reply’s martech team and in collaboration with the agency’s paid media and creative teams.

Ben Smale, Head of Creative, Threepipe Reply: “This tool has proven invaluable to our creative planning and allows us to develop the optimum number of assets required ahead of a campaign launch. We are also able to see much more clearly the commercial impact of our creative work.”

For a limited time, Threepipe Reply is offering brands an audit of their Facebook and Instagram channels to assess how well media and creative investment is currently being optimised.