AI powered social activation solution was used to design a unique campaign leveraging STARBUCKS’s strong branding.

We first select influencers based on their influencing power by using advanced algorithm called EMV (Earned Media Valuation) proprietary designed to scientifically evaluate true impact of influencers, and turn social engagements into opportunities by enabling immediate commerce conversion with most impactful contents.

To further catch up the momentum created by influencers' contents, we integrated AI technology to automatically turn social content into branded videos to amplify the communication at other platforms.

Campaign delivered 250% ROI, 23k+ engagements and 10%+ participate rate on all products

Nestle launched "Starbucks at Home" to coffee capsule consumers in Taiwan. Early in-store promotions were aggressive but rate of monthly sales growth was now declining.

With just $15k we needed to increase monthly sales by double digits and sought growth amongst youth segments.

It started with just an influencer campaign, but by leveraging latest technology, it became a Proof of Concept works for Nestle, enabling them to design a proprietary measurement using mixture of standard metrics, natural language processing to identify whether impact generated by influencers are truly beneficial to the brand.

After identifying the best contents generated, how to amplify those contents and be able to use them at other touchpoints become the key. This is when we turned the measurement system into a hybrid system, by integrating AI video platform that automatically turn identified social contents into a compilation video. Through video, all touchpoints are now accessible.

Starbucks plays a remarkable role in the lives of Taiwan's youth, many of them love sharing #StarbucksSelfie on social platform.

Leveraging this insight, we planned to invite influencers to create social buzz for Starbucks coffee capsules. To wisely focus on the influencers bring real effects, we utilized EMV System, a tool we co-developed with start-up, Tagnology, to help us find the most valuable #StarbucksSelfie influencers with highest media value.

Using widely popular Instagram, where we identified posts with high impact, but instead of leaving the content on Instagram to organically grow, we decided to extract those public contents and amplify with the help of AI technology.

Social buzz can fade quite quickly, thus by working with GliaCloud an AI SaaS video platform, we customised material input by connecting creative source with our campaign hashtags, we then turn contents into branded video automatically to be used on other media.

June 2019 - EMV system tested to ensure NLP and influencer measurements are tailored to this category.

Jul-Sept 2019 - Development of video stitching, and content extraction from IG

Sept 2019 - after the social campaign ended, testing the extraction and fine tuning stiching techniques

Sept 2019- Final video out on ad networks

Using EMV score, both the coverage and engagement level are considered to scientifically predict influencers' performance level. But more than evaluate from the number of reach and comments, we look into the contents of comments using natural language processing. We identify the level of intention generated by influencers in each comment, to assign the 'genuine' media score accordingly for each influencers, so to make sure we have the reach and earned media amount we needed.

With a team of influencers ready, we needed new, fresh, relevant content to amplify the communication.

Gliacloud enabled automated and dynamic video production. With AI powered video generator, we are able to automatically edit, cut, curate the video content. The video was produced in almost real time to save weeks of production. The words, imagery and messages engaged our audience at the highest level. Then we overlaid response-driven messages to drive eCommerce.

Further real time optimisation ensured performance without inhibiting authenticity and our influencers' voices. New and dynamic content added excitement. Our influencers' followers got credible new messages with 100+ new content pieces. Each piece with accurate, pre-predicted performance levels.

it became a breakthrough approach and innovative use of technology, winning comment from one of the leading marketing leads as "changed the way how content and influencer are operated in the industry."

This is approach is now applied to other video content creation including UGC + PGC; Content Commerce, Influencer Management etc.

This project also won local marketing magazine (Brain Magazine), as the campaign of the year as well as agency's own network's global campaign of the year.

Such approach helped clients beyond just Nestle, to further utilize the influencing power of influencers, recycling contents that previously seem as disposable one-time usage, and stretch content's reach beyond just social media platform.

Having micro-influencers participated in the project, giving them the opportunity to be seen beyond their social channel also encouraged better deal for the brands, in exchange providing media exposure; a win win to both brand and influencer's fame.