The impossible ad.
For sleep wellness company Hatch, we used generative AI to achieve personalization at scale. We generated multiple headlines and locations – from bedrooms to boardrooms, yoga studios to mountaintops – to create targeted ads.
In record time, the team produced more than 60 static and animated variations to match our three new (!) customer personas and adapt assets to different channels.
This case study video (that I wrote and directed) covers the project from beginning to end.
Strategy, insights, and creative … informed by conversations with AI.
Google Gemini helped us identify unique personas of three underserved audiences, and we had AI “conversations” with the new personas to gather insights.
This fed our creative framework: the everything machine. Because after a good night’s sleep you can do everything with more energy and focus.
The tagline and script were written by a very talented human (shout out to JR!). The scenarios, related imagery, music, and voiceover are 100% generated by AI.
Audience Target: The Biohacker
In case you were curious, the Biohacker loves cold plunges and rec-league basketball. Also, they’re energized by the idea of a great night’s sleep. These personalized ads had the desired effect and audiences started to take notice.
Epic sprint,
awesome results.
AI tools helped turn 12 weeks of production into just six. Note: We were driven by a desire to launch a campaign and get results in time for the 2024 Cannes Lions International Festival of Creativity. We managed to pull it off … but man oh man, I’d absolutely recommend taking more time.
The results, luckily, speak for themselves:
80% improved click-through rate
46% more engaged site visitors
31% improved cost-per-purchase
The impossible - personalized ads at scale - is now possible.
However, it took the ideas and hard work of an extremely savvy and talented human team to get it done.
Personally, I’m thrilled at the ways AI can supercharge our day-to-day work. Still, it’s a tool, and it requires skill and experience to use it well.