April 27, 2017 / by Anna Vahromejeva
LoopMe recently worked with The Story Lab; the entertainment division of Dentsu Aegis, to develop an effective mobile video marketing campaign for the new Microsoft HP Spectre x360 Convertible laptop, a campaign which was the first globally to combine AI brand optimisation in real-time with a programmatic buy.
We were delighted to see that our combined work has been shortlisted at The Drum’s Digital Trading Awards for ‘Best Use of Video’ alongside Amplifi (for William Hill), Engine Media (for Standard Life), Latittude Digital Marketing (For Emaar Properties), Teads (for O2 / War Child), the7stars (for Bulldog Skincare and Current Account Switch Service).
The Drum Digital Trading Awards 2017, recognise and highlight the best examples of digital trading in practice. This years theme is Living the Dream – Programmatic everywhere.
The Story Lab teamed up with LoopMe to create a mobile video campaign which would distribute 15 and 30 second teasers of video content to a wide audience, adding scale and driving users to the full-length content which was produced in association with Conde Nast. Most importantly, Microsoft wanted to drive purchase intent for their new HP Spectre x360 laptop.
LoopMe devised a strategy that combined AI to optimise towards the KPIs with programmatic delivery via an Amnet PMP to ensure The Story Lab had visibility on delivery, performance and brand-safety.
To deliver on brand objectives, LoopMe’s award-winning product PurchaseLoop was implemented. PurchaseLoop uses AI modelling to optimise to brand metrics in real-time while the campaign is live. By layering AI, 1st and 3rd party data, PurchaseLoop ensured Microsoft’s creative was delivered to consumers who displayed the highest probability of performing against their brand objectives of increasing purchase intent.
A questionnaire was devised with The Story Lab and Microsoft to effectively assess customer purchase intent which was served to users exposed to the HP Spectre content and a control group. The exposed group was further split out into an exposed with AI optimisation towards positive respondents, and one without, so that the product effectiveness could be fairly assessed. The campaign also benefitted from work by LoopMe’s in-house creative team who designed bespoke creative to complement the content and increase brand association through further co-branding.
For effective distribution, Amnet overlaid third party audience targeting in three planned strategies: Fashion & Beauty Interested, Tech Enthusiast and In-Market for Laptop / Tablet to ensure that it reached relevant consumers.
The combination of dual targeting using a programmatic PMP and artificial intelligence resulted in impressive results, in a campaign that was unique to the market. The campaign’s CTR rose by over 160% (from exposed to AI optimised), while VCR was boosted by over 15%. The use of PurchaseLoop also increased purchase intent by over 40% – driving consumers closer to the point of purchase.
We’re delighted to see this campaign recognised by the judges at The Digital Trading Awards and look forward to 31st May when the winners are announced. Best of luck to all shortlisted!