AI in Marketing– the new global gimmick
Exploring Valentine’s Day in the year of AI
This Valentine’s Day, we saw a host of new different things —
focus on self-love, the upswing of Galantines, love letters drafted by ChatGPT, Miley Cyrus buying herself ‘Flowers’, single hearts pretending not to care (ouch), and a whole lot of interesting marketing campaigns.
While most brands focused on celebrating love and togetherness with a diverse and inclusive approach, some took on a unique path and stood out.
Special mention to beverage brand, Topo Chico, for launching a cheeky “send your ex a scorpion” valentine’s campaign. The edible scorpions arrive in a heart-shaped box, dipped in a strawberry guava coating inspired by the brand’s signature seltzer flavor.
One such digital campaign that caught my eye was “the perfect Valentine”, developed by Martech company, Wondrlab, for a matchmaking website, Bharat Matrimony, based in India.
Ten days before the 14th of February, the company created an Instagram profile of a man called Aaditya Iyer (cleverly initialed “AI”) and featured posts depicting his perfect personality and life.
With his chiseled look and interests ranging from biking, and dogs to the culinary, the man was touted by the internet to be the “perfect valentine” and gained more than 10k followers in just 10 days.
However, it was revealed that such a perfect man does not exist in real life. (no surprises here!)
A confession video launched by the company divulged that the face was created using AI and the profile was created using tools such as Midjourney and captions generated through ChatGPT.
They also engaged with around 100 micro and nano influencers to create awareness about the profile of Aaditya Iyer.
The campaign emphasized the message that “perfection is not real” and that the real beauty of humans lies in their flaws. It also encouraged its followers to find their “perfect match” on its website hosting real profiles of real people.
Watch the video here:
While Aaditya Iyer won a lot of hearts, quite literally, the campaign and its message won a lot of hearts for real.
The campaign fully leveraged AI to get its message across in a trend-setting and memorable way. I loved how the concept urges people to not seek perfection in a partner but to find someone perfectly suited for them.
With the emergence and rise of ChatGPT, the campaign personifies the best of human capability using technology. It makes a point that while AI is great and does revolutionalise the future, but when it comes to human beings, we are naturally imperfect and flawed, and that is what makes us authentic.
Overall, the concept was beautiful, clever, and a subtle way for the brand to reinforce its positioning as a reliable platform for finding a match amongst its vast pool of competitors.
Brb, creating a profile on BharatMatrimony. (lol)
