A Challenger Laundry Brand Used AI to Create Ads
Leaf, a UK-based challenger laundry brand, initially used direct-to-consumer (DTC) strategies via social media ads, but found these were not effectively converting customers. Shifting focus from DTC to retail, they engaged in digital campaigns that supplemented in-store marketing but faced difficulties in assessing their impact on sales. In a strategic pivot, Leaf adopted AI through AdSapiens, an automated creative optimization platform, to generate targeted ads. They executed a month-long campaign in partnership with a retailer, utilizing proximity targeting and transactional data to enhance ad relevance and potentially boost effectiveness at driving retail sales. This approach highlights the potential of AI in refining ad targeting and measuring impact in challenging competitive environments.
In December, Leaf turned to a new tactic: AI. The brand tested an automated creative optimization platform for brands called AdSapiens to create and optimize targeted ads for customers. Leaf launched a one-month campaign with one of its retail partners targeting shoppers based on their proximity to the retailer’s 30 locations as well as transactional data.
Officially launched in late April by digital advertising firm Adludio, AdSapiens created three mobile display ads for the campaign. One concentrated on how Leaf’s cruelty-free products were not tested on animals, a second emphasized the products were good for sensitive skin, and a third was a more general ad. Based on the ad content, AdSapiens built audience segments that were likely to respond well to the ads and found publishers that would match these segments. It also optimized the ads in real time throughout the campaign.
The cruelty-free ad performed the best, but engagement across all three ads represented an improvement over Leaf’s previous efforts. The company’s sales immediately increased, Hutchison said. At the end of the month, sales doubled compared to the previous month.
In addition to the higher conversions, Leaf gained insight into its audience. It turned out that Leaf customers skewed young, drove electric cars, were interested in renewable energy and largely lived in London, Birmingham and the Midlands. Based on these audience attributes, the platform identified ad placements on The Guardian, The Mirror, ign.com, the Birmingham Mail, Business Insider and Manchester Evening News that performed well.
Full story at AdExchanger.
