Hidden Words

Hidden Words: An agile social media campaign that surfed an AI trend to get closer to its audience

The social media strategy for Sanofi Consumer Healthcare Brazil brands (Allegra, Dulcolax, Enterogermina, Dorflex, Targifor and Novalgina) is data-driven, employing social listening to seamlessly integrate these brands into trending topics. In September, the term "hidden words AI" gained traction according to Google Trends, reaching its peak in early October. In response, a targeted social media campaign was launched for Sanofi. Imagery was crafted, correlating with each brand's message and visual identity to align with the trending topic.

More than 1000 AI-powered images were generated to get the six social media posts, blending key brand words into their visual landscapes. The campaign was highly successful, achieving an impressive 5.8% average ERR for each post. This figure is noteworthy, especially considering that the ERR benchmark for the health industry is typically 0.24%.