Case Study: Teads Boosts Garnier Pure Active Results with AI-Driven Creative Analysis

In an era where capturing attention is increasingly challenging due to the thousands of daily impacts consumers encounter, technology can support advertising creativity, which remains critical for campaign success. The growing complexity of the digital ecosystem pushes advertisers to make more adaptations with limited time and resources.

Teads has implemented tools based on neuromarketing insights and AI capabilities to help understand consumer behavior more quickly and effectively, aiming to improve the advertising experience by tailoring creative content based on the attention and cognitive response it receives.

“We are pioneers in integrating advertising within text paragraphs and in high-quality editorial contexts. We know that finely tuning messages enhances ad attention and brings significant increases in campaign effectiveness,” says Marta Antonelli, Industry Director at Teads.

In the summer of 2024, Garnier launched its new Air Cream, a mattifying moisturizer designed for acne-prone skin. Teads used AI to generate insights that the Teads Studio design team applied in adapting creative assets, boosting performance and, as a result, campaign outcomes.

The Importance of Adapting Creative

Most video creatives are designed for any audiovisual medium. However, the experience of an ad on a mobile screen is vastly different from that on a TV screen. Mobile is likely the first and last screen we view each day, and due to user volume and time spent, it’s the primary setting for digital consumption. It’s a complex environment where you can win or lose your audience in the blink of an eye. Often, spot adaptations are simply shorter versions, going from 20 seconds to 6 or 10 seconds.

AI and Creativity: The Key to Success

In Garnier’s case, the spot was analyzed for visuals, selecting those best suited for advanced display formats. According to AI analysis, incorporating optimized display assets increased branding impact by 92%. During the campaign, an effectiveness study revealed positive results across key branding indicators, with +10pp in brand awareness, +15pp in ad recall, and +9pp in consideration, compared to the control group. “The combination of video and optimized display formats enriched the advertising experience and significantly amplified the campaign’s impact,” says Joana Cruz, Digital Manager at Garnier.

Through the creative improvements developed by Teads Studio based on AI-driven insights, the ability to fine-tune creativity and advertising messages for relevance was enhanced, resulting in a more effective way to connect with audiences.

“At Zenith, alongside Garnier, we’re focused on bringing the brand closer to men—a target audience often sidelined in a beauty landscape where they are increasingly relevant. This type of action fosters brand memorability by targeting each audience specifically, leading to stronger brand recall than when creatives are generalized” says Rocío Zafra, Account Manager at Zenith. 

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