How Zipcar’s Gen AI Marketing campaign Drove Model Consciousness and Web site Visits


Synthetic intelligence took the entrance wheel in automobile rental agency Zipcar’s newest marketing campaign, saving time on viewers analysis and driving extra individuals to its web site to make use of its companies.

Zipcar’s second “Zip If” marketing campaign within the U.S. aimed to spice up top-of-funnel model consciousness. The marketing campaign ran from June to September this yr and aimed to place the model as the popular rental automobile alternative for various wants, whether or not or not it’s working errands or embarking on out-of-town getaways.

Gen AI was ingested by the marketing campaign planning and execution, together with model aggressive evaluation, technique growth, preliminary temporary writing, and drafting headline copy, all based mostly on viewers and class information gathered from its earlier marketing campaign in 2022.

“[Gen AI] saved our advertising group months of analysis and evaluation and helped spark concepts, dialogue and path,” Justin Holmes, head of promoting & public coverage, Zipcar, mentioned in a press release. “Whereas gen AI saved time upfront, the time it takes to contribute inside data and the human contact is irreplaceable.”

Within the final 10 months, a Gartner survey of 1,400 govt leaders discovered that greater than half of corporations have ramped up their gen AI efforts. Though some manufacturers battle to completely embrace AI, others, together with Coca-Cola, have included it into their advertising efforts. In the end this expertise is proving to save lots of time for each manufacturers and businesses whereas assembly marketing campaign targets.

AI for viewers personas

Zipcar, with the assistance of advert company Supernatural, created a couple of dozen gen AI-driven artificial viewers representatives, a course of that took a couple of weeks. These personas included characters like Samantha—a 31-year-old lady in D.C.—and had been created from Zipcar’s present information units, and had been designed to reply questions particular to the town they lived in. This knowledgeable the car-sharing model on how residents throughout totally different U.S. cities used transport.

Supernatural’s AI device Merlyn recommended bespoke advert copy, which was then checked by human copywriters, to encourage individuals to hire Zipcar. For instance, the device generated the copy “Zip if artwork’s cooler al fresco,” referring to D.C’s Glenstone Museum (the place the artwork is open air).

The AI-generated advert copies had been introduced again to the viewers to check messaging and establish areas for enchancment.

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