Neuriva Ultra
An Amazon comparison adapted for TV.
I proposed the competitor comparison, secured legal and regulatory approval, and ran the Amazon A/B test.
Explore the caseOriginal Amazon comparison
TV campaign adaptation
01 / The opportunity
The original chart compared the Neuriva range.
The original chart helped shoppers compare Ultra, Plus and Original. Research into Prevagen and Life Extension identified a different question for the page to answer: how does Ultra compare with other brands?
Competitive reference · Prevagen and Life Extension
02 / Comparison design
The redesign shifted the comparison to competing products.
We kept the familiar rows and columns through design iterations. The revised image puts Ultra beside one column labeled “Others,” with a footnote naming the products and basis of comparison.
Before · The Neuriva range
After · Ultra versus competitors
03 / Legal and regulatory review
Legal and regulatory teams approved the comparison.
Legal initially hesitated to approve a competitor comparison. I worked with legal and regulatory reviewers to get the concept approved. The final image names the compared products and explains the basis for the comparison in a footnote.
04 / A/B test
The A/B test favored the competitor comparison.
I ran an A/B test on the Amazon image set. One version showed the Neuriva range, and the other showed the competitive comparison. The test compared the complete creative.
The size of the conversion effect remains unverified.
05 / TV campaign
The TV campaign kept the side-by-side format.
The TV spot retained the brain health indicators from the Amazon comparison, grouped competitors as “ordinary supplements” and featured several Neuriva products.