Fighting Creative Fatigue with Generative AI • Producing High-Performing Creative at Record Speed

Telefónica Argentina is one of the country’s major telecommunications companies, providing a wide range of services including fixed-line telephony, mobile telephony, internet and television. In 2023, they set a key objective for their flagship brand, Movistar: to strengthen its market position in regions where it holds a market share of over 45% by focusing on customer acquisition and cross-selling of its services. However, despite their well-optimized campaigns and continuous learning process, the brand and their partners at Meta encountered a significant challenge: creative fatigue led to a decline in impact over time.

To combat creative fatigue, it’s crucial to introduce distinct creative elements into ad sets that have high spending. This, however, is easier said than done. Using Monks.Flow, our AI-centric professional managed service, we collaborated closely with Meta to find areas of opportunity. Our process began with a thorough consulting stage, where we studied Movistar’s performance campaigns over the past year and gathered data on their content features. Upon discovering that the creatives exhibited a highly similar style, we set out to uncover fresh audience insights that would foster creative expansion. 

Equipped with this knowledge, we weaved best-in-class talent with the greatest AI tools to maintain a rotation of pieces with a high likelihood of success on Meta’s properties. Through the data gathered during the consulting stage, we developed a predictive model that identifies segmentation patterns, ranks creative pieces based on their performance and predicts the success of future ones.These insights became valuable for making creative decisions, including determining optimal graphic parameters in accordance with Meta’s recommendations. In the final stage of our process, we seamlessly integrated our data with our generative AI layer, which produced customized outputs at scale, greatly enhancing the team’s productivity.

By leveraging AI and Meta’s analysis, we were able to conduct tests faster and on a larger scale, which allowed us to experiment with campaign creatives without affecting our budget. As a result, we achieved creative diversification in a much shorter time period, leading to higher lead volume, lower cost per lead and improved conversion rates. Additionally, by establishing a continuous feedback loop, we can consistently identify new factors that contribute to creative diversification, ensuring that creative fatigue remains minimal in the long run.