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Zivver
Discover how Huble empowered Zivver to transform their SEO strategy and optimise their website for conversions
SEO & Paid Media
Website Design & Development
There are no results
To achieve this, the team at Huble worked in collaboration with GfK's internal marketing team. The initiative was spearheaded by Huble's VP of Strategic Marketing Services, Margaret Ady, and GfK's Global Head of Solution & Audience Marketing, Ben Murphy.
Together, they developed a video campaign centred around a debate between GfK’s CMO, Gonzalo Garcia Villanueva, and the latest craze in AI, ChatGPT.
The focus of the debate was on the latest trends and how marketing leaders should pivot based on them, with the aim of answering the question: “Can robots really take over our jobs?”
The primary goal of the campaign was to enhance brand awareness, with the key metric being impressions on the landing page gfk.com/AI.
The campaign surpassed expectations by nearly 2 million impressions. The estimated impressions were projected to be 5 million, but the final count reached an impressive 6.87 million.
Paid ads via Google search and GfK's social platforms proved to be highly effective in generating impressions, accounting for the majority of the campaign's budget allocation.
In fact, these channels accounted for 90% of the total impressions while only accounting for 34% of the budget, underscoring the expertise of Huble's SEM consultancy.
Programmatic ads, implemented through Demandbase, emerged as the second most successful avenue in terms of impressions.
Notably, this avenue also proved to be cost-efficient, consuming only 15% of the campaign's budget.
Despite their higher cost, publications such as Wired, Campaign, and Emarketer contributed significantly to the campaign's visibility.
Although they accounted for 30% of the budget, they played a crucial role in reaching the target audience and strengthening brand recognition.
Influencers, while an expensive experiment in relation to their budget share (21%), provided valuable exposure and engagement.
Although their impact was comparatively lower in terms of impressions, their influence extended beyond mere numbers, fostering meaningful connections with the target audience.
Overall, the campaign's impressive results and strategic allocation of budget across various channels highlighted the effectiveness of the chosen strategies and the campaign's ability to generate widespread brand awareness.
“This campaign has truly positioned GfK as an AI thought leader, exceeding our expectations in generating brand awareness. With 6.87 million impressions, our strategic use of paid and programmatic ads showcases our commitment to innovation. We're thrilled to solidify our 'Growth from Knowledge' promise, leveraging advanced AI capabilities to drive industry conversations and business growth. Huble was the perfect partner for this campaign, adding their strategic, creative, and execution expertise.”
Want to dive into the nitty gritty of the campaign?
Over the course of two episodes of the ANA Marketing Futures Podcast, Gonzalo Villanueva and Margaret Ady go into all the details that made the campaign happen.
In the first episode, the two share the inspiration behind the idea, dive into the various forms of AI that were used to make Ruby a reality, and how they managed to get ChatGPT to think like a CMO.
The second episode sees Ruby making an appearance, with the team sharing their thoughts on the composite AI’s ability to debate with a real, live CMO.
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