Understanding the creative triggers that drive attention for Aviva, while improving ad performance on Facebook

“Automated Creative delivered impressive results and gave us new first party data into the creative triggers that work for our audience.”

David Byrne, Brand Marketing Lead, Aviva

We worked with Aviva to create automated ads that would help them understand which creative visual and written triggers drove attention to the brand, and kept it.

The approach?

Using existing client assets, our proprietary tool generated multiple versions of digital marketing ads for Facebook.

We also optimised these ads in-flight, based on consumer data, so that content fatigue didn’t set in. Through the ads, Automated Creative tested various hypotheses about the psychological triggers that kept consumers’ attention on Aviva.

The result?

Through this Automated Creative campaign, ad recall rate improved by 32%. At the same time, the cost per ad recall decreased with each round of optimisation.

The first-party data we gathered for Aviva allowed us to deliver cross channel creative recommendations for the brand, based on millions of data points.

Here’s an overview of all our work:

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