NEOSTRATA has joined another partnership with VidMob, the world’s leading platform in Creative Intelligence, to improve the performance of its creatives for Facebook. With a portfolio focused on skin renewal, NEOSTRATA has products that have technologies aimed at anti-aging treatment, in addition to facial and body sun protection with the MINESOL line.
The brand’s objective was to optimize and increase the number of clicks on the link of the new MINESOL OIL CONTROL campaign, and, for that, it used VidMob’s creative intelligence platform to generate actionable data and assertive insights for the ads.
Flavia Marchese, Head of Marketing for Sunscreen Brands at Johnson & Johnson Consumer Health, says:
“To present all this technology and science to the public, the brand brought an extremely robust campaign this year that reports the benefits of the line, to show the Brazilian consumer how premium MINESOL is. VidMob’s insights were instrumental in driving and increasing the reach and effectiveness of this message.”
Tomás Bouthemy, Director of Marketing Transformation and Connected Commerce for Brazil and Latin America at Johnson & Johnson Consumer Health, says:
“The partnership with VidMob is an important indicator of how we are accelerating our investments with a focus on our digital transformation journey, through tools, platforms and processes that have guaranteed us more innovation and agility. Through the use of technology and data, we have been able to leverage our campaigns and communication strategies to offer the best experiences to our consumers and clients.”
Camilo Barros, head of Latam partnerships at VidMob, says:
“Using artificial intelligence and machine learning, we discovered which attributes impacted retention and click-through rates, and with that we generated a report for NEOSTRATA with the main insights and learnings.”
Using call to action in videos, changing the location of the logo in the creative, using a maximum of 10 words in each frame, making scene cuts in the first three seconds of the video were some of the insights generated by the platform and implemented by NEOSTRATA®. The white and orange colors also had greater retention of attention by those who were watching. And the white background along with the product image served as better creative boosts when displayed together, especially for increasing the number of clicks.
With the changes, in just one month the new creatives had a 20% increase in the total clicks on the campaign link (Link Click Rate) and 15% in the click-through rate (CTR). In addition, the ads saw a 62% growth in the number of complete views and a 57% growth in the view rate until the end of the video.
The numbers are even more impressive when compared with the results of campaigns prior to the partnership with VidMob. We’re talking about a 989% increase in total campaign link clicks (Link Click Rate) and a 675% increase in click-through rate (CTR). Already the number of views increased by 1000% and the view rate until the end of the video grew by 106%.
The case is a finalist for the Digiday Technology Awards 2022, an American award that recognizes the main technologies that innovate marketing, in the best measurement solution category.
How the Creative Intelligence platform works
VidMob analyzes each frame of the campaigns, with all its variables, such as the position of the actors (indoor or outdoor), features of each one of them, soundtrack, colors used, etc. From there, using algorithms, martech interprets the information and crosses it with consumption data from media platforms (Facebook, Instagram or Tik Tok) in real time. This data is received by the platform’s own API (Application Programming Interface), including programmatic.
With this, VidMob is able to interpret, in a deep and specific way, any creative element and data to then manage it. This allows correcting routes and greatly improving campaign planning, making them increasingly assertive. Not by chance, the company owns the world’s leading platform in creative intelligence. Camilo Barros also concludes:
“We work closely with marketing, empowering these professionals to optimize their ads for more relevant and efficient campaigns. When we use data science, we are taking the guesswork out of the way.”
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