Artificial Intelligence reduces Johnnie Walker Blue Label campaign CPM by 68.8%

With the goal of optimizing the cost of Johnnie Walker Blue Label product ads, Diageo, the world's largest distilled beverage manufacturer, invested in the use of artificial intelligence. Through Vidmob, a leading global AI-based creative performance platform that uses data analytics to drive marketing results for major brands, Diageo recorded a 68.8% CPM (cost per thousand impressions) reduction of its campaign.

The campaign “Merece Um Blue”, with videos on Instagram and Facebook, aimed to expand the unique message of the product to admirers and consumers of Blue Label whisky. Associated with a sophisticated lifestyle, the Scottish drink has been gaining increasing popularity in Brazil. Data from the Scotch Whisky Association reveal that the country has become the fourth largest market for Scotch whisky in the world, with growth of 215.2% in post-pandemic.

In the case of the Johnnie Walker Blue Label campaign, Vidmob's exclusive tool analyzed, frame by frame, all the elements present in the creative of the videos during their placement on Meta's social networks, as well as the more than 39.5 million impressions of users, such as reactions, comments and sharing.

As a recommendation to Diageo, Vidmob indicated to start the creatives with impactful messages. Just as in the first guidelines for “Merece a Blue”, the singularity argument “ messages Only one in every 10 thousand barrels can deliver the taste of Blue Label” and “A blend made with the most extraordinary Scottish whiskeys” was 8,09% higher using videos up to 15 seconds long.

However, the argument of how to be done 0 with the message “Sirva 45 ml of Blue Label in a glass of ice-free whiskey (ODI had excellent performance with shorter creatives, reaching 9.76% of CPM.

Colors also played key roles in the insights generated by Vidmob. Throughout the campaign, warm yellow tones did not correspond well to Blue Lake messages. The recommendation was the use of gold at the beginning of the creatives, but prioritizing blue in the middle scenes to the end, obtaining 30.11% of CPM gain.

“With Vidmob's AI, we realized that the golden color, common in all whiskeys, was not as impactful as the blue color. With these insights, we were able to focus on the main creative recommendations for the campaign and, at the same time, optimize the media investment in our ads. Notably, by replacing gold with blue, performance improved”, according to Lindsay Stefani, head of media, data, growth and brand experience at Diageo.“In other words: the use of AI offered actionable insights to the creative team in a super efficient partnership in this ground-breaking campaign.”

The animations that had scenes focused only on the movement of the liquid obtained low performance in the new campaign with a drop in CPM. To reverse this situation, Vidmob recommended prioritizing the image of the bottle highlighting the glass and Blue Label label.

“A Vidmob has boosted campaigns of major brands and was no different with the media actions of Blue Label. The videos that were already running on social networks had an even more expressive result after the insights generated by our Artificial Intelligence. Images such as the bottle, for example, make more sense in those few seconds that need to draw attention and shine the public eye”, says Miguel Caeiro, Head Latam of Vidmob. “It is important to highlight that with the reduction of CPM it is possible to optimize campaigns, expanding the reach of the brand and reaching a greater number of people in a more assertive way.”