Macmillan turn to AI for 'World's Biggest Coffee Morning' signups

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Macmillan Cancer Support is partnering with technology platform Automated Creative to drive signups for its World's Biggest Coffee Morning campaign.

The cancer charity is leveraging the platform's machine learning tools to optimise brand assets that have been repurposed for use as digital advertising.

The campaign will use Automated Creative's 'Creator' tool to generate creative variants to be run across multiple social channels. Ongoing user feedback is used to continually optimise the creative.

The agency say this will ultimately drive down Macmillan's CPA.

Imogen Stead, senior marketing manager at Macmillan Cancer Support said: “Automated Creative’s proven results in making content work harder to drive traffic and conversions were impossible to ignore. I’m confident that working with a team who understands the importance of creative as well as the opportunities that technology presents will help us reach more people and make this year’s World’s Biggest Coffee Morning a huge success, enabling us to continue to support people living with cancer.”

Automated Creative’s Tom Ollerton added: “We’re delighted to have the opportunity to work with Macmillan on this important event. Attracting people’s attention in the digital world can be difficult with the huge quantity of content in circulation, so it’s essential to stand out. This is particularly true within the not-for-profit sector when you’re often looking to convert a specific action, in this case, the World’s Biggest Coffee Morning sign ups.

"The term ‘artificial intelligence’ may sound futuristic and a bit of a gamble but in fact it’s the exact opposite. Our technology can help ensure that every word and image will have the maximum possible impact and offer the best value for money.”

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