Optimising campaign performance for the launch of new Strawberry Sourz for Edrington UK

“The [Automated Creative] team were great and ensured that we achieved the best results possible with our first consumer campaign in a number of years - absolutely smashing all our KPI’s.”
David Cotter, Brand & Customer Marketing, Edrington UK

Automated Creative worked on Edrington UK’s launch of Strawberry Sourz to optimise digital campaign performance against awareness and click through objectives. The goal was to drive online and offline sales in ASDA and to deliver insight into the best performing creative triggers.

The approach?

We used AI-assisted visual analysis on the brand assets created by partner agency Bright Signals and looked for the most effective messaging routes for the brand. 

Automated Creative then generated automated ads at scale to test a series of hypotheses around the creative that would drive clicks and raise awareness of Strawberry Sourz. We also continually optimised the ads towards their best performing elements, based on real-time feedback we got from consumers’ interaction with the ads.

We aimed to discover the digital marketing strategy that would drive better brand association, as well as what messaging would be most effective in connecting with the new Sourz audience.

The result?

Strawberry Sourz volume sales grew by 86%,  We also delivered a halo of 177% Sales Volume increase across the rest of the Sourz range.

We also delivered 5 times the link clicks compared to target, and 2.3 times the benchmark on click through rates.

Our ads led to a huge boost in brand awareness, delivering 104.25% higher ad recall lift than predicted on Facebook and Instagram. 

We also brought in 83.53% more impressions for the same budget. 

Finally, the campaign provided useful insights for Edrington UK’s future marketing strategy for Sourz.

Here’s an overview of our work, including more of the ads we produced:

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