THE HYPOTHESIS
After launching the Medicare Thank You Video, watch rates were lower than expected; the default thumbnail wasn't compelling enough to pull users into the video.
Designed and tested 3 new high-contrast thumbnail variations against the original, optimizing for visual interrupt and click-to-play intent.
THE RESULT
All 3 variations beat the control on lead-to-policy, with the winning thumbnail lifting LTP from 4.3% to 5.9%.