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Friends of the Earth

AI for creative decision making to boost performance

The Friends of the Earth campaign creatives were underperforming, prompting us to use our AI creative analysis tool to investigate. The attention heat map revealed that viewers focused on Sunak’s face and the word “Protection,” which could lead to a pro-Sunak interpretation. Additionally, the use of yellow, while typically linked to joy, also implied caution, contributing to possible misinterpretation.

Despite meeting AI performance benchmarks, the narrative lacked cohesion, and visual cues like the yellow tone and Sunak’s prominence risked contradicting the campaign’s goals. To address these issues, several solutions were proposed.

What we did

Modifications to the visual elements were suggested, such as adding a cross on Sunak’s face to clearly signal opposition to his policies. Refining the narrative coherence was recommended to ensure consistency, while adjustments to the colour palette were proposed to prevent confusion, exploring alternatives that better suited the campaign’s tone. Emphasising key messages and thoroughly testing the revised creatives were identified as essential steps to reinforce the intended sentiment and minimise misinterpretation.

Implementing these solutions led to improvements in the campaign’s performance. The revised creatives effectively conveyed the intended message, resulting in increased audience engagement and comprehension:

  • 74% improvement in CPA
  • 34% improvement in CTR
  • 74%

    Improvement in CPA

  • 34%

    Improvement in CTR

Our work

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