The analysis of the behaviour of the full audience cohort unlocked a surprising but clear audience preference. A preference which totally redefined how Eve approached their campaign. Codec uncovered that the target audience valued long-form articles, reviews and looked to seek out as much information as possible when making the sort of expensive purchases that impacted their everyday life.

Codec was only able to uncover this game-changing insight by learning the preferences of Eve’s target audience in relation to global content trends across thousands of different audience segments.

We determined that Eve’s high-opportunity content pillars revolved around wellness, mindfulness, and performance - in business, health, fashion, and life. These audiences hungered for content about maximising their potential in every waking hour, particularly around leadership and business, and sports and fitness.

This led to Eve adopting the strapline “Every great day starts the night before”, focusing on the performance enhancing properties of a good night’s sleep, and a core focus on the qualitative benefits behind their product - producing a portable content strategy which translated past digital, into high-performing out of home and London Underground campaigns.

Key innovations and features include:

Codec’s Audience Engine tracks real-time social and content interactions for thousands of validated online audiences based around common interests and sub-cultures across multiple platforms.

Codec’s AI Platform combines a variety of natural language processing, deep neural nets, and other machine learning techniques to achieve two things: 1) understand the meaning and context of online content at a fundamental level (i.e. down to the individual word word or pixel) and 2) learn the various content features that drive specific behaviour across different audiences.

Sitting on top of Codec’s Audience Engine, our AI Platform compares standardised metrics across thousands of different audiences in real-time. With Codec, creatives are no longer bound to a one-dimensional view of online behaviour through the lens of a single audience. Codec thinks in thousands of dimensions at once in order to surface the most counterintuitive, up-to-date, relevant and actionable insights.

The campaign has been transformative for Eve. Sales are at record levels and are growing at 20% month on month since the campaign has been rolled out.

The campaign was expanded from its original form and resulted in a significantly increased media spend.

The campaign has driven an increase in prompted awareness from 18% to 41%, an advertisement recall of 24% and an overall consideration of 65%.

Eve now operates in Germany and have adopted a very similar advertising approach. The success of the campaign has encouraged them to undertake a significant expansion into new territories and launch new product lines.

The advertising campaign is now being expanded into audio and television using the same data insights provided by Codec.