In partnership with
Digitas North America used its own audience data to find likely GLP-1 users for a CPG client in digestive health, then made AI-generated videos pairing each side effect with the product that counters it. The client is not named and the numbers are the agency's.
Jen Faraci, the agency's chief intelligence officer, gave the case in an LBB Q&A about data and creativity. It is an agency case rather than a campaign we can show you, and we are running it as that.
Where AI sat: We used that data to create customised AI-generated videos, pairing GLP-1 side effects with the clients' products that countered those specific side effects. — LBB
On the record:
The result: a 47% higher conversion rate versus standard audiences, a seven-point lift in brand consideration, and twice the ROAs of previous digestive health efforts
Today in Creative AI
Omnicom Media is bringing AI product insertion to the buy side with Rembrand, Digiday reported on October 7. Rembrand's VISTA scans publisher video for scenes that can carry a product and inserts the brand after the edit, and Omnicom's Content Collective turns the placements into content for clients.
No publisher or client is named yet. Cox Auto has asked to learn more, and the recall and purchase-intent lifts come from Omnicom's own research with Rembrand, so read them as the pitch.
Today’s Sponsor:
Blu Dot surpasses 2,000% ROAS with self-serve CTV ads
Home furniture brand Blu Dot blew up on CTV with help from Roku Ads Manager. Here’s how:
After a test campaign reached 211,000 households and achieved 1,010% ROAS, the brand went all in to promote its annual sales event. It removed age and income constraints to expand reach and shifted budget to custom audiences and retargeting, where intent was strongest.
The results speak for themselves. As Blu Dot increased their investment by 10x, ROAS jumped to 2,308% and more page-view conversions surpassed 50,000.
“For CTV campaigns, Roku has been a top performer,” said Claire Folkestad, Paid Media Strategist, Blu Dot. “Comping to our other platforms, we have seen really strong ROAS… and highly efficient CPMs, lower than any other CTV partner we've worked with.”
Using Roku Ads Manager, the campaign moved from a pilot to a permanent performance engine for the brand.
The Read
Both stories put the creative decision inside the media machine. Digitas generated the video from the audience data, and Rembrand puts the product into footage someone else shot.
In each case the agency owns the system and the client sees the result. That is why the proof points are the agency's numbers.
For brands: When an agency reports a lift from AI creative, ask for the control group and the dates before you ask for more of it.
For agencies: Name the client next time, or the case stays an anecdote. Digitas's 47% would be a headline with a brand on it.
Tool Review → Hootsuite
Hootsuite is enterprise social management: scheduling, approvals, listening and reporting across the major networks, with AI content suggestions and sentiment analysis on top. Standard is $99 per user per month, Professional $199 and Advanced $399, with Enterprise on request.
For an agency running twenty personalized video variants, the approval workflow is the point: the client signs off in the tool and the post goes out on schedule. The honest limit is the AI writing, which lags newer tools, so draft elsewhere and use Hootsuite to run the calendar.
Worth it if several people need to approve what several more people post. Skip it if one social manager runs one brand.
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