万事达卡和 IBM 沃森广告

万事达

万事达卡是支付行业的全球科技公司。它的使命是通过使交易安全、简单、智能和可访问，连接并推动一个包容性的数字经济，让世界各地的每个人都受益。

随着我们的国家和世界努力解决我们这个时代一些最具挑战性的问题，品牌需要调整他们与消费者接触和沟通的方式。

考虑到这一点，万事达卡求助于 IBM Watson Advertising，向消费者宣传他们与“挺身抗癌”的合作以及他们捐赠高达 4,000,000 美元以资助癌症研究的活动。

万事达卡利用 IBM Watson Advertising Accelerator 作为 IBM Watson Advertising 的创意呼吁计划的一部分，该计划为 5 位优质广告商提供了一个 Accelerator 实例，只要它以开放和有目的的方式使用，即可免费使用。

加速器使用 AI 快速、持续地了解哪些创意元素将与每个受众产生共鸣，不仅基于消费者的反应，还基于大量其他关键信号，如 DMA、设备类型和一天中的时间。

• The use of IBM Watson Advertising Accelerator allowed Mastercard to effectively reach and engage with their consumers. The AI-driven tool enabled them to predict and serve ad units with creative elements that were most likely to be relevant and engaging for consumers. This not only increased engagement and action but also educated consumers about their campaign. Furthermore, the insights gained from this campaign, such as the effectiveness of action-based headlines and unique CTAs, can be used to inform future advertising strategies. The success of this campaign showcases the power of AI in advertising and its potential to bring about positive change.

• 81 creative variations were used
• 144% lift in CTR from start of campaign
• +54% campaign CTR above their benchmark