Harnessing AI in Content Marketing: The KitKat and Kantar Success Story
Can AI Stir Emotions and Win Awards?
How do you balance creative instinct with AI-powered precision? This compelling question was at the heart of a recent discussion between Wael Jabi, KitKat’s Global Head of Marketing and Communications, and Duncan Southgate, Kantar’s Global Creative and Media Lead. Their insights, shared at the prestigious Cannes Lions festival, revolved around the audaciously successful “Break Better” campaign, where the iconic Queen track, "I Want to Break Free," nearly didn’t make the cut.
Behind the Scenes of the ‘Break Better’ Campaign
The Pressure to Play It Safe
Jabi recalls the moment when he faced intense scrutiny from upper management. “I was pressured by our CFOs and management, asking, ‘Do we really need to pay this money? Could the ad not work with just a generic piece of track?’” This illustrates the tug-of-war between creativity and budget constraints in today’s advertising landscape.
AI as a Creative Companion
In collaboration with Kantar, Jabi found a way to navigate this pressure. The use of AI technology played a pivotal role in decision-making, helping to select a soundtrack that resonated with audiences. “It is really powerful. Without the confidence from the testing, we weren’t able to move ahead,” Jabi emphasizes. AI was not just a tool; it was a game-changer—guiding creative decisions from concept to execution.
Achieving Creative Effectiveness with AI
The campaign successfully embodied Kantar’s esteemed ‘5Cs of Creative Effectiveness’: courageous, catastrophizing, candid, consistent, and comical. Jabi acknowledges, “Consistency is for sure a superpower. Candidness is another… we like to show humans a little mirror of what’s happening in their lives.”
Decoding Creativity with AI
“What we’re proving is that you can actually pick apart really good creativity,” says Southgate. He presents AI as a creative co-pilot, explaining that it’s evolving to understand emotional signals better than ever. “With every year, we validate and improve our models, enabling them to pick up nuances that make a difference,” he adds.
The Human Element in AI-Driven Creativity
Yet, the secret ingredient remains human intuition. “Try to put yourself in the shoes of the consumer,” Jabi advises. “What would your mother say? Following your gut is really, really important.”
Southgate concurs: “Pull together a cohesive set of creative development research throughout the process, leading to invaluable insights for this campaign. Make sure you’re applying human insights or AI testing throughout that entire creative journey.”
Concluding Thoughts: AI and the Future of Creativity
The full session reveals a crucial takeaway: AI did not replace creativity; instead, it made it braver. By integrating human instincts with AI-powered analysis, marketing campaigns can resonate on deeper emotional levels, leading to innovative and effective advertising.
Take the Next Step!
Want to explore more? Dive deeper into this conversation by checking out The Drum for in-depth marketing insights and strategies.
Join the Conversation!
In the evolving world of content marketing, what other examples can you think of where technology and creativity harmoniously coexist? Share your thoughts and let’s continue this vital discussion!
