AI Use Case Drop: AI-Powered Audience Engagement
Artificial intelligence is no longer just a tool—it’s a business accelerator reshaping marketing at its core. At SMARTIES APAC 2024, the most innovative and results-driven AI campaigns were recognized for their ability to enhance engagement, boost sales, and redefine audience interactions.
Our AI Use Case Drop series spotlights these award-winning AI-powered strategies that are setting new industry benchmarks. In this edition, we explore how Mondelez India & Wavemaker India leveraged AI to drive real-time, personalized connections with their campaign “SIWO: Turning Speechless India into Playful India.”
Gold Winner: Mondelez India & Wavemaker India
Campaign: SIWO: Turning Speechless India into Playful India
The AI-Powered Audience Engagement category celebrates campaigns that use AI to analyze consumer behavior, predict preferences, automate interactions, and personalize communications at scale.
Oreo’s Say It With Oreo campaign is a standout example of how AI can deepen engagement by turning passive audiences into active brand participants. Faced with evolving consumer preferences and market dynamics, Oreo sought to reignite its playful brand philosophy and strengthen its connection with consumers.
How AI Powered the Campaign
To bring this vision to life, the campaign integrated AI and machine learning to create real-time, personalized engagement. The strategy included:
- AI-driven personalization: Tailored interactions based on live consumer data.
- Celebrity integration: AI-powered recommendations and personalized messaging featuring popular influencers.
- Real-time optimization: A dynamic microsite that continuously adapted based on real-time social listening and user interactions.
The result? AI transformed serious consumer responses into playful conversations, reinforcing Oreo’s brand identity and market relevance.
🚀 Business Impact
The campaign’s AI-powered strategy delivered remarkable results, proving the effectiveness of real-time, data-driven engagement:
✔ +5PP increase in Top-of-Mind Awareness
✔ +6PP rise in brand consideration
✔ 20% growth in sales (Jan–Aug 2023)
✔ 1.8M+ playful conversations sparked
✔ 2.1M+ social media interactions, driving brand love
