"In 2021, Nestlé embarked on an ambitious plan to put all its creative through an AI platform that would rank ads based on their suitability to different online platforms and pull out the key elements that are required for maximum ROI. That process created a set of 'rules' for successful campaigns and early tests generated transformational results, finding that ads that meet the new creative requirements generate a significantly higher return on ad spend."
"We needed to help marketers understand that there are new rules of creative engagement on different platforms. Nestlé's marketing operation is highly complex, with thousands of marketers - and even more agency partners - spanning hundreds of countries. The shift and evolution of media at the same time as the complexity of Nestlé meant we needed a way to give guidance and a framework."
Nestlé implemented an AI platform in 2021 to rank creative by platform suitability and extract key elements for maximum ROI. The platform produced rules for successful campaigns and early tests showed ads meeting those requirements deliver significantly higher return on ad spend. The system is mandatory for 15,000 marketers across 2,000 brands in 200 territories and for agency partners before campaigns run. Aude Gandon led the initiative to shift Nestlé from TV-first to digital-first, targeting 70% of media spend online. The company created guidance and a framework to manage creative complexity across markets and agencies.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]