CASE STUDY

How Hellmann’s chose the most impactful Key Visual with Memorable’s algorithm

We helped Hellmann’s choose the best KV among five alternatives. Then gave insights to improve the branding and conversion impact of the winning asset. Can you guess better than AI?

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Brand recall

Conversion index

Brand association

The Challenge

The challenge implied identifying the Key Visual version that would bring larger value to the brand. The team wished to analyze 5 different KV that portrayed the product, claim and food in different ways. Choosing the asset that would maximize memorability and cognitive impact could give way to countless, qualitative analyses that would be time and resource-intensive. But Memorable proposes a different solution.

Identify the best key visual

Make it more impactful

Analyze in seconds

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“Unilever U-Studio needs to develop the best creative for impactful digital campaigns, making quick creative decisions every second. Thanks to Memorable we were able to base those decisions on data and optimize our assets becoming more relevant and agile.”

U-Studio Manager Global Foods & Refreshment,

Luciana Capozzoli

Client Overview

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Hellmann’s is a staple like no other in the condiment industry with its consumer-favorite ketchups and mayonnaise. To stay at the top, the brand has to consistently evaluate the content it’s putting forward in order to ensure successful ad campaigns and maximize their impact on hungry clients.

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Solution

Reaching an answer was easy with our platform. Our algorithm is trained with 2.7 million human interactions to date and is capable of making predictions with a 90% accuracy rate in saliency and 0.03 mean error in memorability.

After running the 5 assets through our platform, one -let's call it number 3- came out as the clear winner. It had the best combination of brand impact metrics with its specific disposition of product, claim and food. The winning key visual was later optimized for even better Ad Recall.

Results

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The assets had apparently modest design differences that implied significant changes in their branding impact. Take for example saliency on the claim: while comparing all five, the winning asset recommended by Memorable performed 19% better than the worst one. The variation in text saliency was even more striking: the winning ad had 74% more attention to the text than the weaker one. This is totally unnoticeable to the human eye that has to choose between 5 different assets without data.

After choosing the most powerful key visual between five assets, Memorable provided key insights to improve the performance of Asset #3. The Hellmann's team changed some elements of the piece and managed to increase the Ad Recall by 8%. All in just a few minutes.

Curious to know how can you maximize your creative impact too? Request a demo for free and we will be happy to show you how your assets can be always the best.