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Could Your Agency Train an AI?
Getting GPT-3 to output for an agency's process and style
One criticism of generative AI models like GPT-3 and ChatGPT is that they skew toward predictable outputs. A lack of originality is acceptable if you want AI to do something straightforward, like summarizing content or providing an accurate answer to a question. However, in the marketing world, this often leads to content that is too generic to be effective.
As we've demonstrated in previous posts, AI can get more creative when you feed it examples of award-winning ideas.
For agencies, this presents an exciting opportunity. Could you train your AI expert in the work your agency is known for?
We'll demonstrate how AI can learn to work for a specific advertising agency with a GPT-3-based AI we set up for our friends at the Advertising Agency DCX.
DCX is best known for its culturally provocative stunts. Some of you might remember their "Paylessi" campaign from a few years ago, where DCX duped fashion influencers into paying hundreds of dollars for Payless shoes at a fake popup store in LA.
They also employ a specific strategic approach that agency founder Doug Cameron wrote a book about called Cultural Strategy, which emphasizes having a culturally provocative strategy before briefing.
To teach the AI how to generate the types of ideas DCX is known for, we will "train" it on the agency's prior strategies and the resulting ideas. Once this system is configured, the AI will generate new strategies in the form of creative briefs, which we can send back to create DCX-style ideas.
To start, I'll provide the AI with a new project and ask it to generate a Creative Brief.
Goal: Increase sales of Ikea office furniture
After a few tries, it gives me a brief that I like. This one feels very DCX.
Brief: Get work-from-home professionals who are looking for a balance of comfort and productivity to choose Ikea home office furniture by highlighting the absurdity of corporate culture.
Now I can either edit the brief, or feed that brief to the AI to have it generate an idea.
Idea: We will create a campaign to get work-from-home professionals to choose Ikea home office furniture by highlighting the absurdity of corporate culture. We will partner with Ikea to create an immersive office space experience in a mall or other public area that recreates the experience of being in a corporate office. We will include all the typical elements of a corporate office such as cubicles, a break room, and a water cooler. To highlight the absurdity of corporate culture, we will include over-the-top elements like a giant gold fish tank, a large wall of office supplies, and an employee of the month wall. We will invite people to take pictures in the space and share them on social media with the hashtag #IkeaOfficeFurniture to generate buzz and attention. We will also create digital ads, print ads, and sponsor influencers to promote the experience and further spread the message.
Let's see how it does for another client.
Brand: Kraft Macaroni & Cheese
Goal: Increase consumption among new parents
Brief: Get time-crunched new parents who are looking for a convenient meal that their children will love to choose Kraft Macaroni & Cheese by mocking modern parenting trends.
Idea: We will create a campaign for Kraft Macaroni & Cheese that mocks modern parenting trends by creating a fake cook-off between “gourmet” macaroni and cheese recipes and Kraft Macaroni & Cheese. We will invite a group of new parents to participate in the cook-off and film the event. The gourmet recipes will be made with expensive ingredients, while Kraft Macaroni & Cheese will be the only “budget” meal. The parents will be asked to vote on which meal they like better. After tasting all of the meals, the parents will discover that their children actually prefer the Kraft Macaroni & Cheese. The content from the cook-off will be used to create commercials and social media posts that show how Kraft Macaroni & Cheese is both convenient and tasty. The message will be that Kraft Macaroni & Cheese is the smart choice for busy parents who want to give their children a meal that they will love.
Let's push the envelope by giving it a more mundane brand and see if it comes up with something interesting.
Brand: Florida Oranges
Goal: Increase consumption of oranges as a snack
Brief: Get health-conscious consumers who prioritize their well-being to snack on Florida oranges by highlighting the absurdity of fad diets.
Idea: We will create a campaign that highlights the absurdity of fad diets by creating a mock-fad diet called the "Florida Orange Diet". We will create a website and social media accounts for it and seed it with content like reviews, recipes, meal plans, and success stories, all of which will be exaggerated for comedic effect. We will invite influencers to try out the diet and create humorous content that is critical of fad diets. We will also create a series of commercials that take the diet to the extreme by having people eating nothing but Florida oranges in the most absurd ways possible. The campaign will culminate with a Florida Orange Festival where attendees can sample Florida oranges in a fun, healthy way. The event will be heavily promoted online and in the media and will feature celebrity endorsements, live music, and of course a lot of Florida oranges.
And just for fun, let’s pretend that DCX is working on a campaign for Chuck Norris.
Brand: Chuck Norris
Goal: Increase brand awareness among Gen Alpha
Brief: Get the next generation of rule-breakers who are looking for a new icon to follow to recognize Chuck Norris as a symbol of strength and courage by using humor to make him appear invincible.
Idea: We will create a campaign to make Chuck Norris a symbol of strength and courage by showing him in humorous and impossible scenarios. We will create a series of videos that depict Chuck Norris in impossible situations such as doing 1000 pushups in a single minute, winning a game of chess against a computer, and eating a bowl of nails. We will also create digital ads and social media posts featuring Chuck Norris in humorous and impossible scenarios that will demonstrate his strength and courage. The campaign will use humor to make Chuck Norris appear invincible and demonstrate that he is an iconic symbol of strength and courage for the next generation of rule-breakers.
Addition helps teams accomplish incredible things with Artificial Intelligence by training the latest models to work on your data, brand and business.
Visit our website to learn more or reply to this email if there’s a use case you would like to discuss.