Sheba Caturday Night: A Campaign that Unlocked Creative Value through Audience Engagement

“AC has been a great support to evolve the way we think about paid media using their technology to optimise our social & display ads.

Marion Thébault

European Senior Content & CX Manager, Mars Petcare

Sheba wanted to align the well-known human love for food with cat food love, based on the insight that people enjoy watching cat videos and also making food for themselves. Just like people enjoy recipe variety, the goal was to highlight the culinary credentials of Sheba, while driving sales and engagement with the brand.

Here’s a slide deck with an overview of this work:

The approach?

By analysing Sheba’s brand assets and claims, we began to map all possible creative variables that we could then test in our ads. We then ran hundreds of ads optimised for Facebook and Instagram aimed at increasing video completion rate and click-through rates for sales conversion.

The ads were optimised in-flight to account for audience feedback, refining them to use the best visual and text cues that drove performance.

The result?

After only one round of optimisation, Automated Creative ads delivered a 13% improvement in video completion rate, helping to boost brand awareness for Sheba.

Additionally, click-through rate to Amazon went up, increasing sales and delivering over 25,000 link clicks.

And we showed Sheba the DNA of a top performing ad, influencing a new production shoot with their creative agency.