Adobe enables ad production using AI-enhanced tools. Generative AI and high productivity tools rapidly get ads from concept to distribution. Now leading edge use of AI text-to-video produces ads with success at scale. Review metrics now show successful results impossible with any other video ad production technique.
Enterprises can now regard AI-generative video ad production to be a viable choice for social media and online e-commerce. Compositions with celebrity name-image-likeness, personalized content (down to 1:1 marketing), and geographic hyperlocal placement have now been created, delivered, and analyzed as successful.
The Cadbury Celebration campaign participants were localized to 500 pincodes (geocoding in India) and more than 2500 shops. Video views were hyperlocalized using location aware delivery and set for personalized ad delivery on Facebook and YouTube. The AI process was driven by 105000 users creating 139000 ads that yielded more than 94M views in 10 days across the social media platforms. User demand scaled from 1000 video ads produced per day to 20000+ ads per day within 2 weeks.
YouTube reported doubling of sales and more than 20M unique viewers with metrics of 15% incremental ad recall, 32-35% business brand growth rate (VTR 22%, CTR 18%). The PR value was estimated at USD$1.5M with 30M equivalent ad-views for the brand. All realized within a two week period.
The Mondelez Cadbury Brand won a Titanium Lion Award at the Cannes Festival in recognition of its creativity and success.
Mondelez teamed with WPP (India)/Oglivy, Wavemaker, Google, YouTube, and WhatsApp, using technology from Rephrase.ai and DeltaX.com, to deliver a Diwali campaign. Over several years Mondelez’ Cadbury brand had used a theme #NotJustACadburyAd during holiday season marketing. Since 2019 up to 80% of Cadbury Celebration product (40% of overall revenue) was sold via distribution thru small local merchant channels. The next ad was tagged as #NotJustADiwaliAd which went viral with 20M views to promote their small medium enterprise merchants support campaign.
In 2021 text was inserted into geocode-localized (“hyperlocal”) advert producing a short-form video ad with the shop name inserted and served to the pincode of the small merchant shop. The results covered 260 pincodes for over 1000 shops.
For 2022 the campaign was more ambitious. The brand ambassador was India’s highly recognizable star, Shah Rukh Khan. The purpose of the ad was to build traffic to small local merchants building goodwill and brand equity for Cadbury’s Diwali Celebration product line campaign in the process.
To create a customized ad for a micro-business (think of just a stall in a bustling marketplace) the process was simple. The small-medium merchant went to a micro website. Delivery of a customized ad within 3 hours was done by entering a location (for geocoding), selecting a local store and selling category (electronics, retail, furniture, jewelry, groceries, fashion, etc), and providing identification. Using text-to-speech and video synthesis a customized 20-second ad was produced with the name of the local shop and video likeness properly composed. Shah Rukh Khan was shown moving in varying lighting in the video.
The AI-tools were capable of creating video outputs with head movement, predictive lip action, facial expressions (“facial reenactment”), eye motion, and related effects to produce the illusion of a video/film production of an ad. Additional features enabled Hindi and English language outputs using the same technology stack and digital avatars.
A separate earlier campaign outreach was #ShopsForShopless which focused on street-cart vendors. Internal portals were setup to host websites for street cart vendors. Links using packaging-based QR codes and geocoding enabled ecommerce for even vendors with no physical shop -- just a cart.
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