Beiersdorf, a German skincare firm whose manufacturers embody Nivea and Eucerin, runs large campaigns that includes lots of and lots of of inventive belongings.
Till not too long ago, although, the corporate might solely decide which creatives carried out effectively, however not why.
“I might make a speculation” about why one asset labored over one other, mentioned Adam Wright, head of digital at Beiersdorf Northern Europe.
Beiersdorf not too long ago began partnering with a startup referred to as Automated Artistic, which makes use of AI to check totally different parts of a model’s inventive belongings, akin to visuals and messaging, to enhance media efficiency.
The “magic” of Automated Artistic’s expertise, Wright mentioned, is that every one the person inventive belongings are tagged within the background. This tagging helps Beiersdorf perceive why a given advert labored with a particular viewers.
“You’re in a position to perceive the DNA of a high performer,” he mentioned, “precisely what’s working and why.”
Make it pop
Understanding the rationale an asset is popping implies that Beiersdorf can produce extra inventive that’s much like these high performers within the subsequent dash or iteration, together with templates.
Automated Artistic’s method differs from conventional dynamic content material optimization suppliers as a result of it continuously learns from in-market knowledge and adjusts inventive belongings based mostly on which variations are performing greatest, mentioned Dan Moseley, managing director and head of North America for Automated Artistic.
“We take away that stage of strategic hunch or inventive ego from the method,” mentioned Moseley, who was appointed to steer the cost on Automated Artistic’s latest enlargement into the US and Canada.
“The inventive crew has been servicing quite a lot of shoppers in North America” over the past 12-plus months, Moseley mentioned. “As a result of success of these shopper relationships, it simply felt proper to ascertain a presence right here” and work face-to-face with folks in the identical time zone.
Sprinting towards success
Automated Artistic and Beiersdorf first acquired on one another’s radars due to a podcast.
The 2 hit it off in Could 2021 after Automated Artistic Founder Tom Ollerton invited Wright to be a visitor on his “Advertisers Watching Adverts” podcast, the place advertisers talk about and assessment different manufacturers’ adverts.
Beiersdorf has since labored with Automated Artistic on a number of tasks.
Their first undertaking collectively, in September 2021, centered on the Nivea Pores and skin Information net app. The AI-based selfie scanning device pulled in additional than 12 million photos from 10,000 girls to offer product solutions and recommendation based mostly on images of customers’ pores and skin.
The Nivea Pores and skin Information app had already launched, however Beiersdorf was struggling to draw first-time customers. Automated Artistic analyzed Nivea’s financial institution of inventive belongings and numerous pores and skin care-related conversations on social media and generated adverts across the themes that got here up of their social listening.
Beiersdorf modified the visuals and textual content of adverts in flight by means of inventive sprints that thought of real-time responses.
“We discovered a manner of bringing folks into the device for the bottom price per click on or price per motion,” Wright mentioned.
For an additional undertaking in January 2022, Automated Artistic created a collection of inventive belongings for Nivea to make use of throughout its social channels to advertise Nivea lip care merchandise, which had been dropping market share.
By testing many various variations of the inventive and pairing visuals with “purposeful” messaging (for instance, “So small it suits in your purse”) Automated Artistic was in a position to decide what labored greatest on social.
Nivea later used the best-performing belongings from social media for its out-of-home inventive.
Cracking the code
Different tasks have ranged from messaging for a brand new model launch to steer technology for Nivea’s CRM database to driving site visitors to Nivea’s web site.
Working with Automated Artistic decreased Nivea’s price per lead by 40% for a lead technology marketing campaign. Nivea additionally noticed a 60% drop in price per high quality go to after a social site visitors marketing campaign and a 20% improve in return on advert spend for an ecommerce marketing campaign.
As for what’s subsequent, Beiersdorf is trying to increase its partnership with Automated Artistic into retail media by means of its Amazon enterprise, the place the corporate invests closely in show. Beiersdorf can also be exploring whether or not Automated Artistic can supply insights to assist it crack influencer advertising.
Entrepreneurs could have entered 2023 with tight budgets and feeling “a bit bewildered by the world of AI and automation,” Moseley mentioned, as a result of “all the things seems to be shiny and all the things feels pressing.”
However when evaluating AI expertise, he mentioned, the query firms ought to deal with is that this: “What’s my enterprise problem, and the way can I exploit automation to assist me get higher knowledge?”
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