Think about you obtain this inventive temporary:
You’re a inventive content material marketer. Develop a advertising and marketing marketing campaign that you’ll pitch to purchasers for the launch of LuminaEdge – a fictional VR platform that gives immersive, multi-sensory experiences.
Your goal is to introduce the product and generate curiosity and adoption by showcasing its limitless prospects as a medium for leisure, schooling, and productiveness.
Your goal audiences are:
- Avid gamers and leisure fanatics
- Educators and college students
- Professionals in distant collaboration and coaching.
Your marketing campaign pitch ought to embody a strategic concept, an idea for a video advert, and a social media content material plan define.
How would you develop this marketing campaign? May generative AI instruments do it for you, or ought to your human group deal with the duty?
CMI and its sister website Streamly just lately created this train to see if AI might rival a human group within the creativity, strategic focus, and material experience it takes to supply distinctive content material advertising and marketing worthy of the viewers’s consideration.
Right here’s the experiment and some teachable moments gathered from the expertise.
AI vs. human: The content material problem
At Content material Advertising and marketing World 2023, three content material advertising and marketing leaders participated in a inventive marketing campaign problem impressed by the British TV present Taskmaster. The train concerned two groups – human and AI. Crew Human included advertising and marketing leaders Mark Kats and Geoffrey Director from the company Manifest. Crew AI featured Advertising and marketing AI Institute’s Cathy McPhillips and her chosen AI instruments (ChatGPT, Bard, and Claude).
Each groups had 45 minutes to satisfy the inventive temporary. Within the video under, co-hosts Andrew Davis of Monumental Shift and Jordan Thorne of Streamly introduce the problem and question the groups about their ideation and growth processes. The groups then pitch their campaigns, which Streamly dropped at life with movement seize graphics and AI-generated audio content material.
I’ve summarized the marketing campaign ideas, tag traces, and concepts the groups pitched for his or her hero movies and social media plans.
A number of ideas, reminiscent of transcending actuality, spanned each displays. In a little bit of irony, Crew Human centered on LuminaEdge’s thrilling technological capabilities, whereas Crew AI locked in on the tech’s capability to create stronger human connections.
Crew Human
- Strategic idea: Actuality is proscribed and disappointing – why would you need know-how that mimics or simulates it? Our technique is to push towards the realities of actuality and take away its boundaries.
- Tag line: LuminaEdge is Un-Actual.
- Hero video description: We open on a video of a person in a swimsuit using a dolphin. The digicam slowly pans out to indicate that it’s a bunch of individuals in enterprise garments using dolphins as they conduct a gathering (see picture under).
- Voiceover: “Bear in mind actual conferences? How a lot you liked them? Didn’t suppose so. So why does know-how maintain making an attempt to duplicate them? Why attempt to make on-line schooling like faculty within the Fifties? Neglect the digital actuality. LuminaEdge is Un-Actual.”
- Social media plan: Totally different executions would examine the actual and the unreal, exhibiting a boring classroom the place children are sitting at desks and listening to a trainer speak on the blackboard versus exhibiting children climbing the Eiffel Tower and going contained in the pyramids – the kind of interactive actions that may remodel the classroom expertise.
Crew AI:
- Strategic idea: On this digital world, we’re all so disconnected. What might Lumina Edge do to convey folks nearer collectively?
- Tag line: New actuality, shared humanity: Making a digital world that brings folks collectively for participating experiences.
- Hero video description: The video would spotlight varied actions at Intergalactic Recreation Jam – an immersive hybrid gaming occasion the place the bodily and digital worlds collide.
- Voiceover: “Think about a world the place distance doesn’t divide however connects. Recreation with buddies with out boundaries, spanning states, nations, and worlds. Collaborate face-to-face with colleagues, irrespective of the place they’re on the planet. Reconnect with family members, bridging the miles between you. LuminaEdge: the immersive new social universe that transcends actuality, bringing humanity nearer within the digital age.”
- Social media plan: For TikTok, we might create clips of individuals within the VR gameplay moments. We’d package deal footage from the occasion as pre-roll advertisements for Instagram Tales, Fb, and YouTube.
Who or what received?
The CMI group shared the presentation video in our day by day publication and on social media, encouraging group members to vote for the group they felt got here up with the very best total idea.
Crew AI’s marketing campaign got here out forward, incomes 68% of the votes.
Don’t infer an excessive amount of from that consequence. The experiment didn’t show (and even assess) the campaigns’ real-world viability. The purpose was to disclose and study from the completely different approaches to the duty and the strengths and limitations every group encountered.
Each groups talked in regards to the expertise within the video under. The takeaways they shared provide precious classes for all content material entrepreneurs within the age of generative AI.
Lesson 1: AI requires some meeting
As an skilled content material marketer, you acknowledge the extent of perception and strategic focus required to develop a profitable marketing campaign. AI lacks this innate understanding. Crew AI took steps to allow the know-how to offer a campaign-worthy output. To get responses that match the temporary, it crafted prompts that helped the AI engines perceive what it requested them to do.
“Outcomes obtained from every device may be unpredictable, so it wasn’t clear at the beginning which device would give me the very best consequence,” Crew AI’s Cathy says. She toggled forwards and backwards throughout three platforms (Google’s Bard, OpenAI’s ChatGPT, and Anthropic’s Claude) earlier than receiving correctly centered responses.
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Educate the AI engine
Arising with efficient prompts took appreciable thought – and fairly a little bit of trial and error – regardless of her important expertise with generative AI. “Typically it simply didn’t perceive what I used to be asking,” Cathy says. “It was a variety of, ‘Nope, not fairly. Let me repair this.’”
Although immediate engineering is as a lot an artwork as a science, Cathy gives three greatest practices to enhance the standard of the output:
- Be particular. Explicitly describe your target market, tone, copy type, and objectives to realize.
- Don’t count on perfection within the first try. Purpose to get a number of helpful nuggets from the preliminary immediate. Feed these insights to your AI platform to refine the output and get nearer to the specified outcomes.
- Create a dialogue. AI doesn’t simply study out of your prompts; it could actually train you to enhance them. Ask what info it must ship extra related responses to your question.
These steps took time. However Crew AI regained a partial benefit with the excessive quantity of inventive prospects the instruments generated – together with concepts Crew AI would by no means have considered.
Crew Human’s Mark Kats admits studying to craft extra considerate and strategic prompts may help content material entrepreneurs who sometimes don’t use AI. Sharpening these expertise will make us a lot better at writing briefs and guiding our human counterparts to supply simpler concepts,” he says.
Lesson 2: Lean into human inventive benefits
In distinction to Crew AI’s course of, Crew Human jumped proper into the ideation section. They discovered it difficult to generate concepts by working solely with one another. “Clearly, there’s worth in leveraging AI as a part of the method,” Mark says.
To search out marketing campaign inspiration, Mark and Geoff leaned into an AI limitation: It responds based on information from its coaching set, which may end up in generic and undifferentiated concepts. “To beat the AI, we knew we’d have to do the form of disruptive, inventive considering AI isn’t able to,” Mark says.
Disrupt dogmas to tell apart your concepts
Crew Human centered on a content material approach to use that weak spot – dogma and heresy. Mark described the method:
- Establish the dogmas related to the advertising and marketing problem – the associated beliefs accepted unconditionally and unquestionably as reality.
- Establish the heresies – the concepts at odds with the accepted beliefs and problem their accuracy.
By pushing on these heretical concepts, novel insights can emerge, taking the marketing campaign content material in thrilling or surprising new instructions.
Crew Human explored this dogma of their ideation course of: “Digital actuality know-how is the right automobile for simulating in-person conferences for attendees working remotely.”
They adopted with the heresy: “In-person conferences are fairly boring, and nobody likes attending them. As an alternative of replicating them, we must always rethink them altogether.”
That considering led them to the central precept for his or her marketing campaign: “Actuality is disappointing. Don’t mimic it; push towards it.” The catchy slogan turned “LuminaEdge is Un-Actual.”
Lesson 3: AI lacks strategic decision-making expertise
Whether or not your brainstorming is AI-enhanced or human-generated, you received’t essentially transfer ahead with the preliminary concepts. They normally should be finessed and fine-tuned to suit the marketing campaign temporary and align along with your model’s content material technique.
Each groups acknowledged the necessity to slim their concepts to pick the very best one to pitch. Mark stated he had the benefit of working with Geoff – an skilled strategist. Cathy lamented the shortage of a human companion to assist with decision-making.
She says the excessive quantity of data supplied by the AI instruments made it difficult to steadiness amount and high quality. She needed to sift by means of the concepts manually and use her advertising and marketing data to find out which of them have been price pursuing for a totally fleshed-out marketing campaign.
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Extra minds, higher content material
This experiment surfaced important benefits of incorporating AI instruments into your marketing campaign growth processes. But, it’s clear the creativity and strategic capabilities dropped at the desk by entrepreneurs are simply as important.
As Mark factors out, skilled creators can push concepts in thrilling instructions that machines wrestle to succeed in. However as AI know-how evolves, its skill to ship fascinating and efficient outcomes will possible develop in leaps and bounds.
This experiment doesn’t finish the AI-vs.-human debate. However no matter which inventive instruments and methods your group pursues, bear in mind these phrases of knowledge from Cathy: “We’re all reaching for a similar purpose – making an attempt to do what’s greatest for our companies and our clients.”
Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute
