
0
increase in conversion rate
0
increase in conversions
0
decrease in cost per conversion
Challenge
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.
Solution
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.
Results
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.
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.
Vizeum: GhanaPostGPS
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
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: Aeronaut
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
BC&F Dentsu: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong. This campaign drew attention to the subtle warning signs and actually saved a life.
GoalKeepers17: Rallying around Global Goals
As part of the UN's Common Ground initiative, all of its members have committed to raise awareness of its Sustainable Development Goals amongst businesses and consumers.
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.
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health.
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.
Fetch: Telegraph Media Group
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Isobar: General Motors
Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.
BWM Dentsu: Qantas
Activating new business in the USA by helping more Americans travel to Australia with Qantas, by giving them a free passport.
iProspect: Eurostar
Driving conversion by establishing Eurostar as Europe's most-loved travel experience, using market-leading data strategy that would enable us to create real connections effectively.
Vizeum: Carling Black Label
The Carling Cup appeal had began to fade, impacting relevance and sales. The CBL Cup was re-launched with a new mission – to Change The Game. Fans Now controlled what would be impacted in the ga...
Merkle: Magpie
Magpie: a 100% AI-driven multi-channel marketing campaign
dentsu x: No Name
No name reintroduced the brand to a new generation of Canadian shoppers through a multi-touchpoint campaign that drove comprehension of Simple Check and increased the consumer’s overall quality ...
Isobar: Volkswagen
Isobar created a location-based interactive audiobook to transform car rides into magical journeys
Isobar: Nett
Engaging a young audience by breaking the taboo of talking about first periods.
Isobar: Enterprise
Isobar helped Enterprise, a multi-billion dollar business, achieve double digit growth in sales through its web channels and used digital to accelerate expansion into 25+ countries.
360i: National Geographic
Using voice technology to democratize veterans’ access to mental healthcare.