At Paper Moose we often declared an idea as ‘Moosey’ but we were unsure what went into something being a Moosey idea. We knew it might mean quirky, funny or distinctive in some way and were toying with it being a house style we could sell. But we knew that this wasn’t the only thing that would make a piece of work be effective for our clients. And so began a several year long quest to distill the pillars of marketing science into a creative testing tool called Moose Review.
Moose Review started as a testing tool whereby people could watch an ad and score it based on their own personal thoughts against 5 pillars of marketing science. A score was then generated and we could evaluate an ad based on our thoughts and feelings about what we’d just watched. But we found ourselves to be biased and wanted a more balanced view. That’s where AI came in. We built out scores of AI synthetic human personas and bucketed them into audiences which allowed us to get much more accurate about what the target audience is likely to think about a piece of work. We then bolstered the tool with a creative ladder which gave a tag to each piece of work alongside the score to help make sense of the results.
