CASE STUDY - FMCG COMPANY

How a Global FMCG Brand Leverages AI to Improve Impact of Social Media Video

As social media becomes an increasingly vital growth driver, brands are investing more of their media budgets into these channels. But with hundreds of assets running across fragmented platforms and agency ecosystems, one challenge stands out: how can teams ensure consistent creative effectiveness—at scale?

Challenge

For this global FMCG brand, social media had become a core pillar of brand communication. Yet traditional pre-testing approaches were too slow, too costly, and incompatible with the agile workflows needed for high-volume campaign development.

With multiple agencies involved and a growing variety of formats across platforms, implementing best practices was nearly impossible. The brand needed a scalable, consistent way to assess creative quality—before campaigns went live.

Solution

To address this, the brand partnered with Brainsuite to configure a bespoke Social Media AI App, designed to automatically monitor and predict creative effectiveness across assets.

The first step was scientific: we collaborated with the client to analyse a representative set of social media videos along with in-market KPIs such as brand lift and brand recall. Combining neuroscience insights, platform-specific best practices, and our suite of over 200 effectiveness KPIs, we identified the variables most strongly linked to performance.

Through this machine learning process, Brainsuite uncovered the key drivers of in-market effectiveness. These insights were then used to configure a tailored AI App, capable of identifying and scoring assets based on their likelihood to perform well.

Validation results were compelling: videos that aligned with the identified effectiveness drivers had a 200% higher chance of achieving strong in-market results compared to those that did not.

Results

The impact was immediate and global:

The AI App was rolled out across markets, enabling brand teams to optimise video assets before launch.
Within the first three months alone, over 10,000 videos were tested.
The client now conducts quarterly meta-analyses to track performance trends across brands and countries.
These insights are used not only to inform future creative but to measure adherence to best practices—ensuring campaigns become more effective over time.