Other Agencies Playing AI Catch up.
One Small Step Collective
Chat GPT seems new and novel but we have been using AI in our business for the last 7 Years
At OSSC, we pride ourselves on staying ahead of the technology curve. While other agencies are just dipping their toes into AI by playing with GPT, we’ve been harnessing the power of AI-enabled technology and data-driven creativity for the past seven years. We understand the immense value of AI (such as the ability to process billions of pieces of content and find all matches to conversation themes or run billions of MMM scenarios to find the best possible fit to explain the value that creative and brand contributes to an advertiser). We also recognise that there’s a right time and place to use AI, where it adds value and makes us more efficient and effective.
By partnering with cutting-edge data platforms like Brandwatch, GlobalWebIndex (GWI), and Pi Datametrics, we’ve been able to enhance our marketing strategies and deliver incredible results for our clients. Just like working with a big team of humans, it all comes down to the ability to see the big picture, ask the right questions, and brief properly.
Through our partnerships, we’ve unlocked a hell of a lot of benefits. By utilising the vast amounts of public opinion data from Brandwatch, we’re able to understand our target markets, gather valuable insights, and inform creative briefs. GWI’s panel data helps us profile consumers across the globe and ask data-driven questions, while Pi Datametrics enables us to synthesise insights about consumer search behaviours into brand, strategy, innovation and content projects.
These technologies have allowed us to streamline our processes, fostering a shared truth between the client and the agency. A great example of this is our work with the RMIT Mental Health campaign. By working with the client and leveraging data-driven insights, we were able to exceed campaign KPIs by over 210% on average.
Another great example is our collaboration with Tipple, an alcohol delivery service. By using insights from our data partners, we were able to identify the target audience’s preferences and behaviours, helping us to shape a highly effective marketing strategy. Our creative campaigns resonated with the audience, driving an impressive 42% year-on-year growth in sales and customer acquisition for Tipple.
Being an early adopter of AI-enabled technologies has had its challenges, but we’ve always been committed to pushing the envelope. As our creative director, James Procter, puts it: “Data-driven creativity is not about replacing creativity; it’s about making sure the input to the creatives is as good as it possibly can be. Creatives want the best information about the problem before they try to provide a solution. Data is the platform creativity jumps from.”
If you want to talk more about the way data-driven creativity works and how it can make processes and end product better, hit us up for a chat.