Sparking a lunchtime conversation in the Philippines: How Automated Creative boosted ad effectiveness and gathered first-party insights for Tang

We worked with Tang and Mondelēz in the Philippines to understand which creative content performed best for the brand and to drive consumer interest for the brand. The goal was to inspire mothers to have a heartwarming conversation with their children at lunchtime, over a glass of Tang orange juice.

The approach?

We first conducted social listening to see what lunchtime habits were like in the Philippines. We turned these conversations into hundreds of Facebook ads that optimised over time. 

Automated Creative’s proprietary technology was able to then produce granular data over which type of creative content worked best, and to show the brand why their ads worked.

The result?

The content created by Automated Creative outperformed the Tang BAU ads by 24.21%. And, unlike the BAU adverts, our Facebook ads continued to optimise over 10 weeks, avoiding content fatigue with consumers. 

The first-party data we collected from the ads allowed us to show Tang which type of creative worked the best with their audience, from visual cues to messaging.

Here’s an overview of all our work: