"The Smile Effect – powered by AI. Erfolgreiche Marken-Aktivierung dank TensorFlow und YouTube."

Summary

Hanna, an industry manager at Bayer, introduces a collaboration with Google to enhance the Live by Bayer brand, focusing on mental health. Luca, the brand manager, shares the challenge of differentiating Live in the market. The team, including Henry from Google's Creative Works, develops 'The Smile Effect' campaign. It utilizes smile detection technology, a website for mental health awareness, and a POS QR-code activation for coupons. The campaign, featuring a light-hearted approach and a character promoting smiles, successfully targets younger audiences, increases brand lift, and receives positive feedback, demonstrating the power of creative and media synergy in brand activation.

Takeaways

• 😀 The speaker, Hanna, is an industry manager for Bayer, a pharmaceutical company, and introduces the topic of AI, particularly in the creative and tech sectors.
• 🤝 Hanna highlights a successful partnership with Google, emphasizing early engagement and a broad challenge that led to a holistic strategy for the Bayer brand.
• 💡 Luca, the brand manager for Live Bayer, discusses the brand's focus on mental health, including issues like sleep problems, stress, and depression.
• 📈 The team recognized a significant and growing societal issue with mental health, especially among young adults, which became a key insight for their campaign.
• 😊 A research insight revealed that smiling can increase happiness, leading the team to create a campaign centered around the 'smile effect' to positively impact mental health.
• 🎨 The campaign, developed with creative agency Sting Studios, was designed to be light-hearted and positive, aiming to make people smile and raise awareness about mental health.
• 👨‍💻 Henry from Google's Creative Works team explained their role in supporting key brand partners and agencies to optimize Google's platform, which included a creative sprint to generate ideas for the Live brand.
• 📱 Technology played a key role in the campaign with the development of a smile detection feature using facial mapping algorithms to interact with users and encourage them to smile.
• 🌐 The campaign included a responsive website, video campaigns, and POS activations, with a particular focus on driving traffic and engagement both online and in physical pharmacies.
• 📊 The campaign metrics showed over 46,000 unique website visits, a brand lift of over 10%, and over 7,000 likes on YouTube, indicating a successful engagement with the audience.
• 🏥 The campaign also integrated QR codes in physical pharmacies, allowing customers to scan, smile, and receive a coupon for Live products, bridging the digital campaign with in-store activities.

Q & A

Who is Hanna and what is her role at Bayer?

Hanna is an industry manager for the pharmaceutical company Bayer.

What is the main topic of interest for the audience that is still present before the main show?

The audience is interested in the topic of AI, particularly AI in creative or tech fields.

What is the claim Hanna makes about most people's collaboration with Google?

Hanna claims that most people involve Google late in the process, focusing on specific campaigns or individual KPIs.

Why did Bayer involve Google early in their process?

Bayer involved Google early to access a broad range of specialists and to develop a holistic concept and strategy.

Who is Luca and what is his role in the context of the script?

Luca is the brand manager for Live Bayer, responsible for the Austrian and German markets.

What does the Live brand by Bayer support?

The Live brand supports mental health, covering issues from sleep problems and stress to depressive moods.

What was the challenge that Luca presented to Google?

The challenge was to differentiate Live from competitors and to be more than just a product, building a modern, trendy, and credible umbrella brand with a purpose that benefits society.

What is the role of the Creative Works team at Google?

The Creative Works team at Google supports Google's key brand partners and their agency partners, helping to utilize Google's platform optimally.

What insights did the team discover during their research for the Live brand campaign?

The team discovered that mental health is a significant issue for many people, especially young adults, and that smiling can make people happier.

What is the 'Smile Effect' campaign and how does it work?

The 'Smile Effect' campaign is designed to make people smile, thereby contributing to their happiness. It includes a smile detection feature that uses facial mapping technology to interact with users, encouraging them to smile.

How did the team measure the success of the 'Smile Effect' campaign?

The team measured success through various metrics such as unique website visits, brand lift, likes on YouTube, and independent market research confirming improvements in brand image and awareness.

What was the challenge in integrating the campaign into pharmacies?

The challenge was to integrate a modern campaign into traditional pharmacies, which required some convincing and adaptability from the pharmacy partners.

What advice does Luca give for others looking to undertake a project with Google?

Luca advises to stay committed to the process, seek support within the company, and maintain close contact with Google to ensure a successful campaign.