In an effort to address bias, hate, and discrimination within the United States, KERV Interactive (KERV), the leading AI-powered digital advertising platform, and the Ad Council, a national nonprofit organization at the forefront of driving change through social impact marketing, partnered to extend the Ad Council’s iconic Love Has No Labels campaign. Utilizing interactive technology to create opportunities for viewers to take meaningful action, the campaign partnership resulted in an overall clickthrough rate of 0.67%, exceeding the industry benchmark by 123%.
Leveraging the award-winning Love Lives On creative developed by R/GA for Love Has No Labels, the Ad Council and KERV transformed videos of real stories that showcase how acts of love can drive inclusion, equity and justice into interactive media. The technology allowed viewers to experience how individuals acted with love following instances of hate and injustice, such as the murder of George Floyd, alarming rise in violence and harassment toward the Asian and Pacific Islander (API) community and the deadly 2016 shooting at Orlando’s Pulse Nightclub, prompting meaningful actions to take in support of different communities.
Marketing Technology News: MarTech Interview with Piero Pavone, CEO at Preciso
KERV directed traffic resulted in 12.3% engaged sessions—users who spent 30+ seconds on site. Additionally, users interacted with the KERV’d assets—interactive objects within the video—at an average of 27.9 seconds, indicating a high level of attention and engagement. The Ad Council and Love Has No Labels also utilized KERV’s TikTok integration capabilities to reach unique audience members whose interests, beliefs, and behaviors resonate with the stories featured in the creative assets. The dynamic TikTok campaign resulted in an overall clickthrough rate of 3.08%, exceeding industry benchmarks by 516%.
KERV’s unique interactive technology turns any object in a video into an interactive element, fostering high engagement and clickthrough rates. Additionally, KERV’s technology is able to capture object-level data, which allowed the Ad Council to sequentially target based on the parts of the messaging that viewers were engaging with.
Marketing Technology News: AI Should Mean More Than Just ChatGPT for Brand Marketers
“Engaging with users on a deeper level is always a priority for the Ad Council and KERV’s breakthrough technology made it simple to transform our video campaign into an interactive experience that clearly resonated with users. We’re grateful to KERV for their partnership and commitment to helping drive actions that combat bias and discrimination,” said Laura Wilson, Senior Director, Strategy & Media Engagement at the Ad Council.
“KERV was honored to utilize our interactive technology to build awareness and encourage audience involvement with such an important campaign from the Ad Council,” said Marika Roque, COO and Chief Innovation Officer at KERV. “We’re always eager to take on opportunities where our technology can bolster strong awareness and positive engagement for causes like this.”
