Unilever’s strategic investment in AI-driven marketing has paid off with the launch of Closeup’s White Now whitening toothpaste. Utilizing its SuperShoots rapid production model, the company created over 100 marketing assets in just three days, catering specifically to the speed-oriented preferences of Gen Z consumers. Gem Laforteza, Closeup’s global brand director, emphasized the importance of rapid content creation in meeting the expectations of this demographic. The AI technology not only accelerated production but also optimized content for various touchpoints—from social media to point-of-sale. This approach enabled Unilever to effectively scale and duplicate marketing assets across international markets, including India, Indonesia, Vietnam, and the Philippines, ensuring a consistent brand message. By leveraging AI, Unilever is driving consumer insights and maintaining momentum in diverse markets. This innovative strategy exemplifies how brands can harness technology to enhance marketing effectiveness and connect with their audience seamlessly.
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