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Recently, at the iResearch Summit held in Shanghai, the case study "AI-Powered Precision Marketing for Brands," a collaboration between Totole and InMobi, stood out and ultimately won the "Best AI Marketing Case" award.

As the first mobile advertising platform in the Chinese market to launch the Video 4.0 brand advertising solution, InMobi has strong capabilities in the field of AI + video advertising. From its inception, InMobi has been dedicated to AI research and exploration. Over the years, through team expansion, acquisitions, and other strategies, it has built an AI team of more than 600 engineers spread across its headquarters in India and Silicon Valley. InMobi’s continuous innovation in AI has led to the development of the Video 4.0 brand advertising solution, one of the key outcomes of its efforts.

For Totole’s May 27 “Wife’s Day” campaign, InMobi utilized its mobile-first promotion strategy and Retargeting technology, leveraging previous data and insights to precisely target Totole’s audience, identifying high-quality potential users. Additionally, it strengthened communication around usage scenarios, implemented full-category promotions, and used emotional marketing based on the “Wife’s Day” theme to enhance brand image and increase brand affinity among consumers.

Totole, as a well-established seasoning brand, holds a special place in the hearts of Chinese consumers. Observing that modern couples are increasingly losing connection due to busy lifestyles, the brand is committed to helping couples reconnect. This aligns perfectly with its brand slogan: “Totole Makes Life Better.”

With this in mind, Totole sought to create a special occasion on May 27, a date that phonetically resembles “I love my wife” in Chinese, to encourage closer relationships between husbands and wives.

InMobi's mobile-first solution for Totole aimed to create a personalized user experience for each individual user. The system was powered by AI and designed to bring couples closer together by utilizing five key elements: demographic information, location, interests, consumer intent, and retargeting. This created a comprehensive intelligent marketing chain of “capture-target-reach-influence-optimize.” Moreover, through AI-powered scene-based marketing and LBS (Location-Based Services) technology, anonymous user data was gathered from frequent life scenarios, enabling precise ad targeting.

It’s worth noting that, besides targeting female audiences, this campaign also incorporated male users. Totole aimed to increase its brand awareness among men, further reinforcing its presence and preference among female consumers, ultimately shaping a more complete and positive brand image.

Additionally, as part of mobile AI marketing, InMobi offered smart media selection and creative placement. Ads were customized based on the characteristics, preferences, and media habits of different audience groups, achieving true personalization for every user.

The results of the campaign were impressive: the overall CTR (Click-Through Rate) reached 4.61%, which is 15% higher than the industry average. The CTR for the splash ads was even more remarkable at 8.23%. The strategy of including male users also proved successful, with nearly 300,000 male users clicking on the ads.