Marketing Innovation: Hearts & Science

A fast food brand pioneered the use of AI to conceptualise creatives, uncovering the key success factors behind every asset to drive up CTRs by 73% and conversion rates by a massive 160%.

KFC was set to deliver 150% growth in e-commerce from 2020 to 2022, so Hearts and Science started inspecting the impact of each strategic pillar to ensure that they met the target by setting a strong roadmap on media and creative strategic optimizations. Inspecting creative was key as it was equally important to media, so they progressed with a data-led strategy for creative across the digital, always on, performance campaigns on social and display.

KFC was the first Quick Service Restaurant (QSR) brand in the MENA region to utilise artificial intelligence for conceptualising creatives, taking digital advertising a step further by uncovering the key success factors behind every asset. An unprecedented understanding of creative performance enabled the team to ensure effective and efficient performance media planning, whereby the revamped creatives delivered +160% conversion rate and +73% CTR.

Judges' comments:

“The entry delivers innovation through AI and machine learning, the insight and analysis off the back of the machine is strong and has delivered great results.”

"A strong marketing Innovation submission. Combining AI with ML in the cloud and automating the process to create a scalable optimisation tool to improve creative ad development and media planning, leading to exponential business results.

"Great entry. Good to see how AI can solve creative issues and help to understand customer behaviour and preferences."