How do you nearly double purchase intent in this crowded digital space? Easy: combine artificial intelligence and programmatic buying… then pick up a gong for your troubles. Win-win.
Agencies and brand clients who ran a PurchaseLoop campaign (LoopMe’s AI-optimised brand uplift software) in the last year were eligible to enter the awards. Industry peers voted for the winners on Campaign, with over 200 individual votes cast.
A mix of brands and agencies gathered to celebrate the winning work at the top of the Blue Fin Building, with spectacular views over London’s skyline.
Coming out on top, with a third of the vote, was The Story Lab and Microsoft for the HP Spectre x360 Convertible laptop campaign.
A very close second – winning a highly commended award – were Goodstuff and Yorkshire Tea, with just over 30% of the vote for their campaign to build awareness around Yorkshire Tea's partnership with the Woodland Trust.
The winning campaign
To showcase the new Microsoft HP Spectre x360 convertible laptop, LoopMe worked with The Story Lab to develop a mobile video marketing campaign. The campaign reached a custom audience through 15- and 30-second video teasers, adding scale, and driving users to the full-length content and increasing purchase intent.
LoopMe’s PurchaseLoop software combined AI to optimise the campaign and programmatic delivery (via an Amnet PMP), so The Story Lab could easily monitor delivery, performance and brand-safety.
The campaign delivered over two million impressions across mobile and tablet, but the real value was in the uplift to the brand KPIs through AI.
This campaign was the first globally to combine AI brand optimisation in real-time with a programmatic buy. It achieved both brand and business KPIs, most notably a 41% increase in purchase intent and 165% increase in CTR.
See the winning campaign below.
Head of The Story Lab, Alex Gardner, said: "We’re delighted to be awarded ‘Best PurchaseLoop Campaign’ at the first ever LoopMe Awards. The product enabled us to optimise towards brand metrics in line with Microsoft’s brief and credibly demonstrate the effectiveness of this through control tests – the results of which are a testament to the strength of combining quality content with efficient distribution strategies. Thank you to everyone who voted."
LoopMe's CEO and co-founder, Stephen Upstone, said: "Congratulations to Microsoft and The Story Lab for taking top spot at the LoopMe Awards. All of the shortlisted campaigns were very strong, combining engaging creative and benefitting from PurchaseLoop to optimise to brand metrics. Thanks to all who came and I look forward to the LoopMe Awards 2018!"
Other notable mentions were Peugeot and OMD with 12% of the vote, O2 and Mobext just behind, Philips Sonicare and Dentsu Aegis, with a little over 9%, followed by Fosters and Publicis.
You can find out more about all of the nominated Campaigns here.
What is PurchaseLoop?
PurchaseLoop is the world’s first brand uplift optimiser, using LoopMe's AI and machine learning to help drive better results in real-time. PurchaseLoop is the only software in the market that goes beyond campaign metrics to deliver the metrics that really matter.