AI Case Study

YouFirst optimises video campaign and brand strategy through emotion tracking

YouFirst evaluates the success of a brand's video campaign to optimise its marketing campaign and branding strategy. The company runs a focus group where video viewers are shown videos while their facial expressions are monitored through a webcam. By analysing consumer's facial and emotional reactions to content, the system can identify if a campaign is successful at targeting and engaging its target audience and help brands better understand the impact of their marketing initiatives. With the insight provided throughout two years, one of YouFirst's client was able to save money in the production of new video content.

Industry

Professional Services

Consultancy And Business Services

Project Overview

"That’s what video insights company YouFirst is offering, and a recent study of one of its clients, spanning 13 video campaigns over two years, is revealing. Even with the latest and greatest analytics tools at the brand’s disposal, AI and emotion tracking are opening up new insights.

More importantly, AI is showing where to make changes to a campaign so it hits its exact target market — and when to pull the plug.

YouFirst works by allowing a focus group of video viewers access to the content through its player, which — with permission — monitors the facial expressions of the consumer via a webcam.

The AI and platform YouFirst developed can determine whether the video is eliciting an emotional response during playback, and it can understand the difference between six main emotions; anger, disgust, fear, happiness, sadness, and surprise.

In its investigation of the brand’s videos, YouFirst discovered something interesting and, ultimately, money-saving for the client organization.

Despite the brand targeting a mainly female audience, the data showed clearly that its initial campaigns were scoring much higher with a male audience. As all marketers know, after these insights are surfaced, they still need to be acted upon.

And while the content being measured did hit a sweet spot during video production, it was the use of AI pre-launch that helped the customer make the right decisions.

YouFirst’s AI is also helping brands determine where the high and low points of a video sit, which can be used to create powerful trailers and social ads.

Reported Results

"What is unique about this study is the long-term nature of the data. These video campaigns were released across a two-year period, and the insights made available through AI and emotion detection have helped the brand save money in the production of new video content. By better understanding which parts of a video effect which audiences and genders, brands can save valuable time and resources from the outset."

Technology

"YouFirst works by allowing a focus group of video viewers access to the content through its player, which — with permission — monitors the facial expressions of the consumer via a webcam."

Function

Marketing

Digital Marketing

Background

"Marketers have plenty of ways to measure video campaign success, but artificial intelligence is uncovering new methods for determining whether the dollars you’re spending are being applied optimally."

Benefits

Data

facial expressions