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AI can’t be creative like you

AI may enhance your marketing, but the heart of every great ad is still innovative, surprising, human-led creativity, especially when it comes to video campaigns on YouTube.

Bayer exemplified this in a video campaign for its brand Claritin. It all started when the brand discovered something surprising: pollen levels are expected to double by 2040. The culprit? Male trees.

That insight inspired the creative minds at Bayer and Energy BBDO to come up with the DiversiTree Project, a nationwide effort to ease allergy symptoms by planting pollen-absorbing female trees. To get plenty of eyes on the message, Bayer scaled it to YouTube in-feed ads, in-stream ads, and Shorts through Video Reach campaigns — a feature that will be available to all marketers in November.

“DiversiTree” was a resounding success. In addition to winning a Gold Lion at the Cannes Lions International Festival of Creativity, it delivered above-benchmark results and brand lift, including a 3.4X absolute lift in ad recall.

AI can multiply your creativity

While AI is no match for human creativity, it can help streamline the creative process, generate new kinds of content, and bring great ads to life in new places.

AI-powered tools can help any brand scale its creative across all platforms. AI can intelligently flip and trim your existing creative, generate voice-overs, add text animations, and more. And this can have an immediate effect on your campaigns. When advertisers added a vertical creative asset to their Video Action campaigns, they delivered 10% to 20% more conversions per dollar on Shorts than campaigns that used landscape assets alone.1

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