The past year saw several transformations in the marketing landscape with AI becoming an indispensable tool for marketers. AI has changed the fundamentals of brand-audience connections, from efficient data processing to the seamless creation of personalized ads. It has led marketers across industries to use AI to craft campaigns that captivate, inspire, and drive results – and leave a lasting impact. Read on to learn more about 5 phenomenal campaigns from diverse industries in the APAC region that pushed the boundaries of innovation and creativity.
Coca-Cola’s ‘Create Real Magic’ Drives Engagement
In collaboration with Bain & Company and OpenAI, Coca-Cola built an AI platform to create artwork using its creative assets. The ‘Create Real Magic’ campaign tapped into the nostalgia around the iconic beverage and drew massive engagement for the brand, with over 120,000 images created in just 11 days.
By democratizing its assets and combining the capabilities of GPT-4 and DALL-E, Coca-Cola turned its consumers into its brand ambassadors. Personalized campaigns built on user-generated content can drive higher engagement for the brand while saving the costs of paid media.
The key to such campaigns is harnessing AI’s capabilities and creating personalized consumer experiences by evoking nostalgic connections to the brand.
Blibli Customers Smile to Unlock Deals
E-commerce platform Blibli gamified the shopping experience with its ‘Smile to Unlock Deals’ campaign. It utilized facial recognition technology powered by AI to encourage shoppers to engage with their platform in a fun way.
The campaign tapped into the power of a smile and sifted through hoards of sales to provide users with personalized deals curated for them. The campaign reached 18 million users with a 4x higher engagement rate. This type of campaign fosters a sense of excitement and exclusivity among the customers.
Games can improve brand opinion. Blibli’s campaign significantly improved the brand perception – reaching 44% – and increased sales 3x. Gamification can increase user participation and drive sales, as most users find winning a coupon more valuable than just being provided one.
Prega News says #ThankYouChemists
Mankind Pharma, the parent company of Prega News, launched the campaign #ThankYouChemists to acknowledge the role of local pharmacies in their sales and reach. The campaign helped pharmacies create personalized ads for their store featuring Bollywood actress Anushka Sharma as their brand ambassador. Machine learning and AI algorithms tailored ads to individual chemists.
While the campaign aimed to strengthen the relationship between the company and partner chemists, it showcased the power of AI in delivering personalized messages at scale. This heartfelt campaign also reinforced the positive image and goodwill of the brand among consumers.
God Is Watching Taiwan’s New Taipei City
New Taipei City launched the ‘God Is Watching’ campaign in a bold move to combat illegal waste dumping. City authorities harnessed the power of AI to deter unlawful behavior by utilizing various data points on garbage dumping behavior and holographic technology.
The campaign tapped into people’s emotional connection and reverence for God to reduce littering by 73% within three months. This one-of-its-kind approach helped clean the city’s environment and showcased the potential of AI in behavioral changes and addressing societal challenges.
Pepsodent Evokes Merdeka Smiles
Pepsodent launched an innovative campaign to promote oral health awareness. The ‘Merdeka Smiles’ campaign leveraged AI to promote good oral hygiene practices.
Initially, the display featured a family with unhappy smiles and asked the user to record ‘Merdeka’ into the microphone. AI recognition triggered the faces to turn happy upon the recording, following which a six-second video and personalized end card encouraged users to brush their teeth.
The campaign sparked a positive response with a 14% higher engagement rate than industry benchmarks. By tapping into the power of AI to personalize recommendations and create interactive content, it showcased the potential of AI in educating consumers at scale and fostering long-term brand loyalty.
Moreover, with this campaign, Pepsodent positioned itself as a trusted advisor on oral hygiene and wellness, reinforcing goodwill with the consumers and fostering long-term loyalty.
Final Word
Each of these campaigns showcased the strategic integration of AI to achieve specific marketing objectives. From driving engagement to addressing societal issues, AI-powered strategies have demonstrated their effectiveness in delivering impactful results, as seen in these campaigns. Marketers can draw valuable insights from these campaigns to fine-tune their strategies, explore exciting opportunities to engage audiences and create business impact.
