Mannings embraces the future with AI-driven Double 11 campaign

In the dynamic landscape of eCommerce, maintaining customer engagement is no easy feat. Yet, Mannings Online Store has managed to rise above the noise with its innovative Double 11 campaign, aptly named "11.11 Boundless Celebration". Spanning from 27 October to 16 November 2023, this campaign highlights the transformative potential of artificial intelligence (AI) in redefining the online shopping experience. 

At the heart of the campaign is the strategic use of AI. Mannings taps into the potential of AI to generate key visuals and content (AIGC), optimise advertising strategies, and personalise the online shopping journey via AI-recommended products and targeted content. Each element has been carefully designed and implemented to enrich the user experience, making the shopping process more interactive and engaging. 

A centrepiece of the campaign is the AI-generated key visual (KV). The KV, a captivating visual, was crafted by manually merging an AI-created backdrop with an Infinity symbol. This innovative visual not only sets the tone for Mannings' immersive and futuristic shopping experience, but also demonstrates the extraordinary capability of AI in creating unique, impactful visuals.

By leveraging AI to generate product images set against varying backgrounds and elements, the campaign offers a vibrant, engaging platform for Mannings to showcase a diverse range of products available during the period, curated and presented in a manner that resonates with individual customer preferences with cost efficiency. 

Mannings has also successfully utilised AI for ad optimisation, implementing a comprehensive AI ad optimisation strategy on both Facebook and Google Ads. The Facebook ads have capitalised on the Advantage+ Shopping Campaign (ASC) and Catalog Ads, recommending products via the Mannings Product Feed.  

Concurrently, Google Ads have employed the performance max format for the lower funnel, a conversion-driven strategy, as well as the new format for the upper-middle funnel, primarily on Display and YouTube inventory. This sophisticated strategy ensures that the right ads reach the desired customers based on audience signal and AI-powered prediction model, thereby amplifying the campaign’s reach and effectiveness. 

Moreover, Mannings has elevated their website’s user experience by incorporating AI product recommendations and targeted in-web banners. The AI Product Recommendation feature adopted the AI-powered recommendation and prediction model based on first-party data. This results in a dedicated section on the website, showcasing items that customers are likely to purchase based on insights from AI-driven CRM tools.  

On the other hand, the targeted in-web banners showcase how Mannings leverages first-party data to deliver personalised content to specific audience segments, allowing customers to view products and offers that are aligned with their preferences and shopping habits, thus adding a personal touch to their shopping experience. 

To complete the customer journey, the AI product recommendation model has also been implemented across communication channels including eDMs, delivering personalised content tailored to users’ purchasing behaviours. 

In conclusion, Mannings Double 11 Campaign is not just a shopping event, but also a testament to how AI can revolutionise the digital marketing landscape. By offering a more personalised and engaging shopping experience, this campaign marks a significant step forward in the evolution of digital marketing, underlining the pivotal role AI will continue to play in steering the course of eCommerce. 

This article is sponsored by Mannings.