Challenge: Mass Personalization
The primary goal of the pilot for the Empik brand was to test how the mass production of generative AI creatives would impact the effectiveness of the WINTER and Valentine’s Day seasonal campaigns. The traditional manual process was limited by time and cost efficiency, which — given the wide assortment (Sports, Gaming, Home Appliances, Cosmetics, Books) — made it difficult to fully leverage the potential of the Meta algorithm.
Strategy: Scale and Dynamics (Andromeda Ready)
As part of the WINTER and Valentine’s Day campaigns, the 45AI agency delivered over 500 assets. This significant production scale allowed for the preparation of a wide range of unique creatives alongside a full set of necessary reformats.
A key element of the strategy was focusing on dynamic AI animations, which became the strongest point of communication.
The process utilized various communication angles (hooks):
Results: Direct Head-to-Head — AI vs. Standard
The effectiveness of 45AI technology was verified in a comparative test (Shadow Campaign) against creatives prepared using the traditional model. Depending on the category, AI creatives achieved a CTR between 10% and 50% higher compared to traditional communication. Greater visual appeal and precise format matching translated into a reduction of the average cost per click (CPC) by approximately 35%.
Key Success: Gaming & ns2
The highest effectiveness was recorded in the Gaming category. An animated AI creative presenting the ns2 console became the leader of the entire pilot, achieving record-breaking metrics:
Despite intensive budget utilization, this creative maintained highly stable results, confirming the exceptional resistance of AI assets to so-called creative fatigue.
Conclusions: AI as a Results Multiplier
The pilot proved that 45AI technology allows not only for the optimization of production costs but, above all, for providing Meta’s algorithms (Andromeda) with a sufficient amount of high-quality „fuel” in the form of animations. Consequently, a significant increase in engagement was achieved while simultaneously reducing traffic acquisition costs by nearly 1/3.