With the goal of optimizing the cost of advertising the product Johnnie Walker Blue Label, Diageo, largest distilled beverage manufacturer in the world,invested in the use of artificial intelligence. Through Vidmob, global leader in creative performance based on AI, that uses data analysis to drive the marketing results of large brands, Diageo recorded a reduction of 68,8% of the CPM (cost per thousand impressions) of your campaign
The campaign "Deserves a Blue", with videos on Instagram and Facebook, it aimed to expand the unique message of the product to admirers and consumers of Blue Label whisky. Associated with a sophisticated lifestyle, Scottish drink has been gaining more and more popularity in Brazil. Data from the Scotch Whisky Association reveals that the country has become the fourth largest market for Scotch whisky in the world, with growth of 215,2% in the post-pandemic
In the case of the Johnnie Walker Blue Label campaign, the exclusive tool from Vidmob analyzed, frame a frame, all the elements present in the creatives of the videos during their airing on Meta's social networks, as well as the more than 39,5 million user impressions, like reactions, comments and sharing
As a recommendation for Diageo, Vidmob suggested starting creatives with impactful messages. Just like in the first guidelines for "Deserves a Blue", the argument of singularity – with the messages "Only one in every 10,000 barrels manages to deliver the flavor of Blue Label" and "A blend made with the most extraordinary Scottish whiskies" – it was 8,09% higher using videos of up to 15 seconds in length
Meanwhile, the argument of how to be made – serve 45 ml of Blue Label in a whisky glass without ice – had excellent performance with shorter creatives, reaching 9,76% of CPM
Colors also played fundamental roles in the insights generated by Vidmob. Throughout the campaign, the warm yellow tones did not match well with the messages from Blue Lake. The recommendation was to use gold at the beginning of the creatives, but prioritizing blue in the scenes from the middle to the end, obtaining 30,11% gain in CPM
"With Vidmob's AI", we noticed that the golden color, common in all whiskies, it wasn't as impactful as the color blue. With these insights, we could focus on the main creative recommendations for the campaign and, at the same time, optimize the investment in media in our ads. Notably, when replacing gold with blue, the performance improved, says Lindsay Stefani, media chief, data, growth and brand experience of Diageo.In other words: the use of AI provided actionable insights for the creative team in a super efficient partnership in this ground-breaking campaign.”
The animations that featured scenes focused solely on the movement of the liquid achieved low performance in the new campaign with a drop in CPM. To reverse this situation, Vidmob recommended prioritizing the image of the bottle highlighting the glass and Blue Label label
"Vidmob has been enhancing campaigns for major brands, and it was no different with Blue Label's media actions". The videos that were already circulating on social media had an even more significant result after the insights generated by our Artificial Intelligence. Images like the bottle, for example, make more sense in those few seconds that need to grab attention and shine the audience's gaze, says Miguel Caeiro, Head Latam at Vidmob.It is important to highlight that with the reduction of CPM it is possible to optimize the campaigns, expanding the brand's reach and reaching a larger number of people more effectively.”
