Transforming Creativity into Measurable Business Impact

The Challenge

The main challenge faced by our FMCG client was incorporating creative quality into Marketing Mix Modelling (MMM) to better understand its impact on campaign performance. Traditionally, MMM focuses on measurable factors like media spend and reach, often overlooking creative attributes. To bridge this gap, the client partnered with Objective Platform and Vidmob to integrate AI-driven creative scoring into their MMM framework. This collaboration aimed to determine how creative quality influences key performance indicators, such as brand impact and sales, providing a data-driven approach to creative optimisation.

The Key Question

How does creative quality influence brand and performance KPIs?

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