Silverpush Secures Silver at MMA Global Smarties EMEA Awards for AI-Powered Inclusive AdvertisingPUBLISH DATE: 15 December 2023
We’re thrilled to announce that Silverpush, in partnership with Wavemaker and E.L.F Cosmetics, has won a silver award in the Diversity and Inclusion category at the prestigious MMA Global Smarties EMEA Awards.
Teaming up with Wavemaker, we embarked on an AI-powered journey to launch E.L.F’s advanced ‘Lash n Roll’ mascara product.
The campaign aimed to elevate brand awareness and share of voice among diverse and inclusive consumers, specifically targeting GenZ and Millennial audiences and infiltrate culturally relevant platforms. However, affinity-based targeting relies on keyword mapping and often misses the mark, failing to reach truly diverse audiences.
Our Solution – Precision Dynamics: Mirrors Unveil Diversity in YouTube Activation
In the AI Powered inclusive advertising campaign E.L.F partnered with Wavemaker & utilized Silverpush’s:
1) Mirrors: to leverage AI-powered YouTube activation technology, ensuring high-impact E.L.F creatives & placement within relevant videos.
2) Hyper-contextual targeting: Mirrors identified faces of celebrities and influencers, competitor logos, items, and actions specific to skincare for precise targeting.
Results that Resonate
The success story unfolds with a spectacular 69% VCR, surpassing the benchmarks by 1.4 times! E.L.F Beauty witnessed an impressive 150% YOY growth from January to June 2023 and an astonishing 176% growth from April to June.
Final thoughts: A Collective Appreciation
Our heartfelt thanks go out to our partners, Wavemaker and E.L.F. Beauty, for their invaluable contributions. This success is a testament to the power of collaboration, innovative thinking, and a shared commitment to excellence in advertising. Let’s continue pushing boundaries and setting new standards together!