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Lux uses AI for new campaign to reduce content integration risk

PHD China has developed a media strategy for Lux which incorporates AI technology into online video advertising, enabling effective and relevant brand content delivery while reducing the risks involved with media content integration.

In the newly launched ‘More Than You Can See’ campaign, developed in partnership with PHD, the brand revealed its new line-up of fine fragrance shower gels within one of China’s popular dramas of 2017, ‘三生三世十里桃花’ on video hosting website Youku. Differing from conventional content integration that entails high investment, long lead times, limited programming and complex working coordination, PHD developed an innovative solution to integrate content consistently across multiple channels delivering scale, efficiency, reach and control.

The new content integration strategy combines AI technology into online video advertising. The system utilises image recognition, as well as data and video content analysis to identify every frame of business opportunity, allowing for the accurate placement of ad content. PHD implemented this technology to map out all possible storylines across a broad range of targeted shows and dramas with creative post production techniques, allowing brands like Lux to display content in a native and non-invasive manner.

As the leading beauty brand in the Chinese body wash market, Lux specialises in the creation of exquisite aromas. Known for its skin cleansing properties, rich ingredients and world class perfumery expertise, Lux empowers every woman to express their femininity through indulgent skin treatments and exceptional experiences.

“Video consumption habits are shifting, especially in China. More and more viewers are willing to pay to avoid ads or access premium content. Consequently, a regular 15 second TV commercial may no longer be sufficient to deliver against client KPIs. People prefer brands that appear authentic and natural, hence the rise in native content and ad formats that require a clearer strategic approach,” said Mark Bowling, Head of Strategy at PHD China.

Vincent Zhao, Marketing Director of Skin Cleansing at Unilever China shared, “PHD’s innovative approach has alleviated many of the risks involved with content integration and introduced a systematic and efficient way to invest in content. This has helped elevate Lux’s brand equity, awareness and engagement with our consumers.”

Jezzebel Gu, Group Business Director at PHD China commented on the campaign, “Our objective was to find a better way to integrate the brand into content, proving that it is possible for brands to dictate exactly where, when and how their messages will appear, guaranteeing the desired results”. Gu continued, “AI enabled us to deliver a consistent brand message across various channels and maximize target audience viewership and engagement”.

Jezzebel Gu, Group Business Director
Mimi Lu, Communications Planning Director
Ruby Bi, Associate Digital Director
Elaine Zhu, Associate Planning Director
Rebecca Wang, Senior Digital Manager
Kail Chen, Digital Manager