Magpie: a 100% AI-driven multi-channel marketing campaign

Merkle

 

To transform the way Twitter does digital marketing. We were challenged to create a cross-channel strategy that leveraged the best of Twitter – it’s high-quality, real-time conversations - to reach users off platform with relevant, personalised ads that drive both new user acquisition and increase user engagement. Taking a proof of concept developed in 2018, we built a fully realised, custom campaign management tool, Magpie, that uses bespoke AI to analyse trending topics in real-time, and curate personalised trend recommendations, delivering them as digital ads across display and search formats within 15 minutes of a trend breaking.

To achieve this, we developed several industry-first solutions to create visually coherent creative for multiple channels, with dynamic, AI-driven messaging. This allowed us to serve users personalised ads based on their interests at scale across a range of digital touch points, at scale; all with minimal human intervention.

Implementing Magpie significantly improved the performance of our digital campaign, increasing conversions by 212% year on year, with cost per conversion falling by 51%. More than this, Magpie has aligned Twitter’s marketing strategy with their core brand values of being the source of real-time news and conversions.
 

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