Ad Council Leverages AI to Prompt Action in Love Has No Labels Campaign

By Little Black Book • March 30, 2023

In an effort to address bias, hate, and discrimination within the United States, KERV Interactive (KERV), the leading AI-powered digital advertising platform, and the Ad Council, a national non-profit organisation at the forefront of driving change through social impact marketing, partnered to extend the Ad Council’s iconic Love Has No Labels campaign. Utilising interactive technology to create opportunities for viewers to take meaningful action, the campaign partnership resulted in an overall clickthrough rate of 0.67%, exceeding the industry benchmark by 123%.

Leveraging the award-winning Love Lives On creative developed by R/GA for Love Has No Labels, the Ad Council and KERV transformed videos of real stories that showcase how acts of love can drive inclusion, equity and justice into interactive media. The technology allowed viewers to experience how individuals acted with love following instances of hate and injustice, such as the murder of George Floyd, alarming rise in violence and harassment toward the Asian and Pacific Islander (API) community and the deadly 2016 shooting at Orlando’s Pulse Nightclub, prompting meaningful actions to take in support of different communities. KERV directed traffic resulted in 12.3% engaged sessions – users who spent 30+ seconds on site. Additionally, users interacted with the KERV’d assets – interactive objects within the video – at an average of 27.9 seconds, indicating a high level of attention and engagement. The Ad Council and Love Has No Labels also utilised KERV’s TikTok integration capabilities to reach unique audience members whose interests, beliefs, and behaviours resonate with the stories featured in the creative assets. The dynamic TikTok campaign resulted in an overall clickthrough rate of 3.08%, exceeding industry benchmarks by 516%.

KERV’s unique interactive technology turns any object in a video into an interactive element, fostering high engagement and clickthrough rates. Additionally, KERV’s technology is able to capture object-level data, which allowed the Ad Council to sequentially target based on the parts of the messaging that viewers were engaging with.

“Engaging with users on a deeper level is always a priority for the Ad Council and KERV’s breakthrough technology made it simple to transform our video campaign into an interactive experience that clearly resonated with users. We’re grateful to KERV for their partnership and commitment to helping drive actions that combat bias and discrimination,” said Laura Wilson, senior director, strategy and media engagement at the Ad Council.

“KERV was honoured to utilise our interactive technology to build awareness and encourage audience involvement with such an important campaign from the Ad Council,” said Marika Roque, COO and chief innovation officer at KERV. “We’re always eager to take on opportunities where our technology can bolster strong awareness and positive engagement for causes like this.”

Love Has No Labels’ brand partners Bank of America, J&J and Walmart, in addition to funding the campaign, can show their support during the year through online and offline activations including social messaging, custom content creation, employee engagement, events and more. To learn more about the campaign and ways to fight bias and discrimination in your community, visit here and join the campaign’s social communities on FacebookTwitter and Instagram.

Read the original Little Black Book article here.

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