increase in conversion rate
percent increase in conversions
decrease in cost per conversion
Twitter is a unique platform to discover what’s happening, anywhere in the world, in real-time. Every day, news stories break, gifs go viral, and someone, somewhere, breaks the internet. Twitter covers all of these, with the latest news, reactions and conversations. The fast-paced nature of the platform poses an issue for our marketing strategy: how do we predict the big news stories of any given day and serve these to users, showing Twitter to be the best source for live content, no matter your interest?
To do this, we needed to work with Twitter to build a solution to make their marketing as real-time as Twitter itself. We needed to reach new users and drive up active users on the platform.
Insight & Strategy
In 2018, we developed a proof of concept within Paid Search to tackle this problem. Using Twitter’s API and machine learning to create search ads in real-time based on Twitter trends. It performed extremely well, so we began developing the prototype into a full, multi-channel campaign management tool, using AI to drive personalised, coherent user experiences across the user journey, based on high-quality conversations happening on Twitter. We call this tool Magpie.
Magpie identifies the best trending content on Twitter and uses machine learning to analyse it and build creative and write messaging on the fly to serve to users interested in the content on other channels. For each user, it creates a curated experience by serving a collection of ads, across channels on topics that are of interest to them, based on their unique interests, behaviours and demographics.
All of this happens in near real-time, meaning Magpie is running an always-on, multi-channel campaign that creates and serves thousands of personalised ads every day, creating personalised user experiences at scale, with minimal human intervention. This is the first time AI and user-generated content has been used to run a real-time digital campaign before. At any given moment, the conversations happening on Twitter are powering a campaign that’s reaching new users off-platform and engaging with them.
Every hour, Magpie pulls the UK’s top trends and fetches the top Tweets. It analyses these conversations and uses machine learning, trained on historical Tweet data. For every conversation that happens, Magpie identifies the sentiment being expressed, the topic being discussed, and uses this to turn user-generated data into structured data that can be manipulated at scale.
From here, Magpie then assesses whether a topic is brand safe, based on the signals it’s amassed. We’ve worked to fine-tune Magpie’s abilities over time, training our models to cope with thigs like Retweets, hashtags in comments, and even sarcasm.
Once a trend is identified as brand-safe, Magpie again uses historical data to identify which channels the trend will perform best, which audience to reach, and how to speak to them. It assembles channel specific creative, crafting natural sounding ad copy based signals like sentiment and category, and the audience being reached. Ads are automatically trafficked to the media buying platforms and mapped to appropriate audience targeting to reach relevant users. For each ad, Magpie identifies the optimum landing page that it predicts will drive the best experience for the user. All of this happens in real-time, 24/7.
This is the first use of bespoke AI to fully automate a multi-channel digital campaign end-to-end. Pulling together user-generated content with machine learning and custom integrations with multiple media partners has led to a far more reactive, real-time strategy. When a new trend or story breaks, Twitter has relevant ads across multiple search and display networks within 15 minutes.
Magpie also aligns Twitter’s marketing strategy with their core brand values of being an open, real-time source of news where anyone can find content relevant to them. No matter a user’s interest, Magpie’s scalability means we can serve niche topics to the right users in a personalised way.
From a direct response perspective, Magpie has surpassed all expectations, looking at our performance marketing campaigns year on year:
- 33% increase in conversion rate
- 212% percent increase in conversions
- 51% decrease in cost per conversion
Overall, we hugely exceeded our target and drove significant year on year improvements on active user volumes for the client.
We truly believe this is a global first that represents a leap forward in terms of what it means to run a digital marketing campaign, by creating a unique and industry-leading piece of ad tech.
TV and Radio Common Broadcasting
Strategic design for digital customer care
Transforming digital customer interactions by designing a new customer portal for a major public utilities provider
Increasing engagement with digital banking
Global digital consolidation and relaunch
MTU/Rolls-Royce Power Systems
Boosting efficiency using Design Sprint
Merkle: Magpie a 100% AI-Driven Multi-Channel Marketing C...
Vigyél Haza Foundation - 1% Campaign
Golden Effie award in category „Social Purpose Campaigns”
BelVita bus stop branding for Mondelez
Unique OOH solution to demonstrate product benefit
IKEA - Interactive citylight
A uniqe solution to demonstrate IKEA’s environmentally friendly products
Granny Erzsi’s „bejgli” chatbot for Vénusz
„The best digital tool in 2018 in Hungary” (DMBP)
D&G Light Blue OOH campaign
In today’s rushing world OOH cannot catch everyone’s attention. Hence we go for that attention on mobile platform, too.
OMV - Infotainment videos
MaxxMotion Vlog of Gábor Wéber
Burger King – Home made skinned potato launch campaign
How do you introduce a „home made” food with a digital campaign for a fast food brand? By getting the support of a granny.
Provident Content Marketing Strategy
How to boost organic traffic to a financial services website with content marketing tools?
BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
dentsu X: Sberbank
dentsu X used outdoor ads and unique online banners to drive applications for small business loans and provide communities with the services and shops needed in their area.
Isobar & Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action.