Unilever's AI Tool Gives Closeup Brand a Marketing Boost
Unilever has made several investments in AI-enabled marketing over the past year, and it is now reaping the benefits with the launch of Closeup's White Now whitening toothpaste.
The company used its SuperShoots rapid production model earlier this year, enabled by artificial intelligence, to produce the campaign's 100-plus assets in just three days.
“Speed was critical for us as we were targeting Gen Z, who consume content rapidly and expect brands to keep up,” said Gem Laforteza, global brand director of Closeup, in a statement.
Unilever said the technology not only aided in timeliness but also helped meet specific touchpoints, from social to point-of-sale, through content that was primed to make an impact across a variety of channels and markets.
For example, it allowed Unilever to scale across international markets, duplicating and optimizing assets for use in marketing within its India, Indonesia, Vietnam and Philippines businesses while maintaining momentum and consistency.
Unilever's AI-Forward Approach
Unilever has embedded AI across its organization to optimize processes. Within marketing, it is also testing an in-house graphic design studio called Sketch Pro that combines the expertise of designers with marketing and advanced AI to accelerate speed to market and improve the quality of creative assets.
These initiatives have the support of the company's Brand Safe AI training repository called Brand DNAi, which ensures AI models source information only from a data pool of approved brand voices, values, strategies and visual identities.
This is all part of an overall effort that is social-first, AI-enabled and data-driven, said Julien Barraux, CMO for Unilever spinoff Magnum Ice Cream Co., in a previous statement.
