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.
U.S. Pharmaceutical Manufacturer
From a diagnostic and descriptive analysis approach, the solution evolved into a robust advanced analytics omnichannel measurement framework that was proactive and prescriptive in nature.
Suraksha Ka Teeka
As per the Global Fund 2020-22 Report, Malaria is one of the major public health problems in India. With children 5 times more vulnerable to this disease, their cases were witnessing a sudden ou...
The Everything Book
A pioneer in modern education, The Everything Book is an internet signal aggregator. It houses a cloud-based AI packet broadcaster and assembler service that combines weak 2G mobile networks aro...
Foot Locker is always looking for new ways to innovate and improve the shopping experience for its customers. As a result, the brand asked dentsu gaming to integrate a new augmented reality feat...
DENTSU CREATIVE China: KFC Re:Store
KFC is the largest and most successful restaurant brand in China. Launched in 1987, the brand has grown to encompass over 9,000 stores in 1,600 cities. A steady stream of innovation has kept the...
More Than That with Gia Peppers
Created for Black audiences and produced and distributed exclusively by underrepresented businesses, the series aims to address the inequities in the advertising supply chain by providing a plat...
The story of Siemens and a town’s energy blueprint for th...
Isobar: The Perfect Candidate – Australian Futures Project
Working with Australian Futures Project, we shifted Australia’s national conversation during election time.
dentsumcgarrybowen: In Love We Trust with Sinyi Realty
Together with dentsumcgarrybowen Taiwan, Sinyi worked to produce “In Love We Trust”, a short film to encourage young Taiwanese to overcome their fear of commitment and to seeking lasting love an...
1st for Women: 16 Days of Light
Diversity and inclusion
FoxP2: First For Women
Facing fear to empower women
Merdeka LHS: The Coca-Cola Company
For The Human Race
"For The Human Race" celebrates resilience and stubborn optimism by showcasing true stories of real people bringing hope to humanity during the COVID-19 crisis.
ViiV Healthcare: Delivering Unique Customer Journeys
Disrupting online search results to raise awareness about...
SDG3 target 3.4: by 2030, reduce by one third premature m...
India is the suicide capital of the world. Around 135,000 Indians commit suicide every year, with suicide ranking as the most common cause of death for the age group of 15–39 years. Despite thes...
The Story Lab: Street Stars
Our challenge was clear: To show our clients and media owners that we can attract and therefore monetise the attention of an extremely valuable audience.
For a digital start-up to compete, IndieFin had to rise above the noise and attract leads in a category people usually dread. IndieFin had the tough task of getting a young, digital-savvy genera...
Isobar created a location-based interactive audiobook to transform car rides into magical journeys
Pre-register for our 2019 Digital Society Index
dentsumcgarrybowen: 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.