Nivea x Gan.AI: Personalized WhatsApp Ad Experience

The Customer

Nivea, a global leader in skincare, collaborated with Studio by Gan.AI to revolutionize advertising in India. This campaign marked the first-ever personalized video ad initiative integrated with a WhatsApp chatbot. The collaboration aimed to create an engaging and immersive ad experience, leveraging popular Marathi TV shows broadcast on Star Pravah.

Website: Nivea India
Industry: FMCG

The Campaign

Nivea’s campaign aimed to promote its brand by integrating product messaging seamlessly into engaging, contextual, and personalized video ads. The initiative was piloted with two prime-time Marathi TV shows: Premachi Goshta and Tharla Tar Mag, starring the lead actresses from each series. JioStar served as the execution partner, with Studio by Gan.AI providing the technological backbone for delivering highly personalized, real-time video content.

Objectives

1. Engaging Ad Experience: Create a more immersive and personal connection with viewers.
   
   
2. Beyond Traditional Formats: Move away from conventional ad placements like product placements and ad breaks.
   
   
3. Pilot Project: Test a new, innovative advertising format within a controlled environment.

The Challenge

Traditional advertising formats often fail to capture and retain viewers’ attention. Nivea wanted to break through the clutter and create a unique ad experience that resonated with the audience on a personal level. Achieving this at scale, while ensuring seamless execution, posed a significant challenge.

The Solution

Studio by Gan.AI provided the ideal platform to execute this groundbreaking campaign. With its advanced AI capabilities, Studio by Gan.AI seamlessly integrated with WhatsApp to deliver personalized videos within minutes of user interaction.

User Journey

1. QR Code Prompt: Viewers were prompted to scan a QR code displayed during the show.
   
   
2. WhatsApp Interaction: Scanning the code initiated a WhatsApp conversation where users were asked for their name and a character-related question.
   
   
3. Personalized Video Delivery: Within a minute, users received a personalized video featuring the show's lead character addressing them by name.

Personalized Video Structure

1. Personalized Hook: The video opened with the character greeting the user by name.
   
   
2. Engaging Narrative: The character thanked the user and welcomed them into the show's "family."
   
   
3. Product Integration: The video concluded with an ad read that stated how Nivea can help keep your skin fresh and glowing.

Integration and Execution

Studio by Gan.AI’s advanced platform seamlessly connected with WhatsApp to ensure a smooth and engaging user experience. Personalized videos were generated within a minute of user interaction, maintaining audience engagement and reducing waiting times.

Execution Partners:

• Broadcasting & Show producers: Star Pravah (tv broadcast) | JioStar (streaming & production)
• Brand sponsor: Nivea

Key Results

1. High Engagement: The personalized approach significantly increased user interaction during the campaign.
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2. Impressive Completion Rates: Viewers watched the videos in their entirety, indicating strong retention and interest.
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3. New Ad Real Estate: The campaign introduced an innovative ad format, turning TV show narratives into interactive ad platforms.
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4. Contextual Advertising: By embedding the product into the storyline, the campaign enhanced engagement and made the product messaging more relatable.
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5. Scalability: Studio by Gan.AI’s platform enabled seamless video generation at scale without compromising on quality or delivery time.

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