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Kellanova can partner with the data companies, VIDMOB and MMA Global, and use artificial intelligence to score power prediction effects to connect the dots between campaign creativity and business results faster, which can specify past performance data to identify creative criteria for leading specific KPIs. there is.
In the analysis of over 443 Kellanova Creative Asset Analysis, the snack brand Pringles marketing manager, Cheez-IIT and POP-TARTS can predict the ratio of 3 seconds (VTR) of 3 seconds with an accuracy of 83% of predictive impact scores, and contribute to an 11% increase in ROI. I found it.
Charisse Hughes, chief vice president and chief growth director of Kellanova, said, “The prediction shock score is similar to creative fingerprints. AI allows you to increase your speed and accuracy. “
The study, which was conducted between March 2024 and March 2025, analyzed the assets of the US meta platform using VIDMOB’s aperture technology. This analysis is currently used to accurately point out the scoring criteria for each company and 11 categories used to develop Kellanova advertising creativity.
“Creative has always created some subjective and some arts and science,” said Nicole Vinson, a digital vice president of Kellanova. Nicole Vinson said.
Interior
Kellanova’s latest predictive score work began a few years ago when the company implemented VIDMOB’s platform best practices and scoring features. This is the first step to comply with each digital platform for each digital platform to ensure creative performance on each digital platform. When the MMA Global approached Kellanova for the predictive score test, the company was ready to connect with a specific KPI score.
Vinson said, “The advantage of the marketing manager is that it can unlock certain insights to brands and unique brand assets.
The study analyzed more than billions of dollars throughout the year by investigating 10 brands of brand creative assets in Kellanova’s North American North American business. The AI tool of VIDMOB allowed Kellanova to make 20,000 creative decisions, including positive emotions for the first few seconds of the advertisement and the presence of audio or text overlays, brand logos and characters or consumption queues (eg 19 variables).
Vinson said, “It is not to create a solution -specific solution for creative and content production partners while thinking about the power of this.” “It helps to understand what the most predictive of performance improvements is, so you can provide information on future creative decisions, operate them throughout the business, and adjust the scale.”
Kellanova analyzes creative Meta platforms on the Meta platform and then uses the same frameworks and methodologies on all digital media platforms, and recognizes that it works better in Facebook compared to Tiktok by rescuing creativity for new standards. The reclaimed process allows Kellanova to be effective for certain brands and audiences.
Vinson said, “If it is effective, what should I do to start to understand the recipes for the driver of that effect and reinvigorate it as an exemplary case that helps the creative development process and concept production process?
This work also analyzes the funnel and business goals. Like the platform, the Upper Funnel Creative has a different demand from the middle or bottom Funnel Creative in connection with Call to action, product focus and more. Kellanova also hopes to use data to create an insight at the audience at some point.
Vinson said, “The power behind this back is quite exponentially.” We are scratching the surface now. There is a lot of possibilities for this to start unlocking for us. “
Internal and external teams
Along with VIDMOB and MMA Global, Kellanova depended on the cross -function teams on insights and analysis, media operations, and overall application marketing leads for predictive score analysis. The team tried to establish clear goals, goals and methodologies at all stages of travel.
Vinson said, “Everyone should be relaxed a bit when there is something new, especially when AI is involved. But I have to say that my intuition should say. ‘No, we are trying to make more data -centered decisions for your business.” It’s very different from how people actually act. “
After determining 19 variables that provided the results and the most clear connections, Kellanova prioritized the list. I prioritized the list. The company is also briefing how the agency is responsible for utilizing insights.
Vinson said, “We know that we are currently scoring the standards because we are currently operating a creative before flight, and there is a certain threshold that is responsible for meeting the best practices when the agency scores.
Kellanova plans to raise the agency score card every quarter and talk about what is working, not and how to move forward. This process is a continuous feedback loop as the platform algorithm, consumer behavior and campaign goals change over time.
Vinson said, “I don’t want to score everyone’s homework, but if we don’t do this, we’re leaving money in a very difficult environment, especially from the world’s business perspective.“ You want to be a responsible steward of the brand budget and provide all the opportunities to improve your efficiency and success rate. ”
