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Travel and Hospitality2022

RAD’s AI EQ Guides Top Las Vegas Travel and Resorts into Today's Modern Marketplace

Why RAD AI EQ?

One of the leading Las Vegas Travel and Resorts brands came to RAD AI to develop a fresh, authentic creator campaign. Authenticity was paramount given the delicate nature of integrating diversity and inclusion into a branded campaign. Large brands know to tread softly when it comes to "Marketing D&I" and our expertise in this area, along with our technology, was why we were chosen for the task.

This campaign was designed to highlight the company's sincere commitment to represent itself as a diverse, inclusive and welcoming resort. Promulgating a diverse and inclusive message wasn't just the principled thing to do, it was also good for business.

Where we Started

RAD AI started pre-campaign by using Maya, it's AI platform (named after Maya Angelou), who said that “people will forget what you said, forget what you did but never forget how you made them feel” by diving deep into the web to triangulate persona data representing truly authentic creators that authentically enjoy this particular resort.

This difference, between someone saying something they get paid to say VS something the creator truly feel passionate about, is the fundamental difference between RAD AI and most influencer marketing activations.

Key Challenges

Remove biased opinions about what type of creators will have the most significant impact for D&I audiences.

Validate strategy with AI EQ backed data that will guide marketing decisions across content deliverables such as best channel and media type.

Demonstrably show the value of AI EQ informed creator activations through easy to digest and understand performance data.

Setup and deliver a scalable, multi-department feedback loop that provides AI EQ informed content ranking models for paid advertising.

Provide on-site support for the activation to coordinate talent schedules, compliance and quality assurance.

What we did

Examples of RAD AI EQ Informed Content

Marketing Objectives

To establish an authentic voice for the client that demonstrates an inclusive environment welcoming to a diverse universe of guests.

Create awareness around on property experiences tailored to new and returning guests.

Communicate the infinite array of special experiences any guest can enjoy across multiple brand owned properties.

Provide the brand with an arsenal of AI EQ informed content the brand can use to enrich their brand across multiple digital channels.

Encourage guests to participate new experiences that they might not otherwise know are available.

What we did

Our RAD Humans X AI EQ Methodology

On staff RAD team members created brand approved TikTok challenges amongst the participating creators. The creative concept and challenge(s) connected several resort experiences while using the RAD AI EQ analysis to guide strategy"

Authenticity delivers better creators and more impactful content

5.8M

Organic Impressions

8%

Engagement Rate

233k

Total Engagements

AI EQ Results

by the numbers

Why these numbers matter

203

Unique pieces of AI informed content


The content was created to feed the entire marketing mix. RAD used its AI EQ to guide what type of content needed to be created per channel. The brand approved each piece of content prior to it being published.

13

Total creators activated


The brand had biased opinions about which creator would or wouldn’t work. RAD AI EQ was used to validate selections and remove biased opinions about which creators should be activated to achieve the best results.

250%

Engagement rate improvement


We benchmarked the brands previous performance averages at 2.5%. RAD AI EQ informed content averaged an 8% engagement, which was an increase of over 250%.

What we did

AI EQ Informed Content Performed 250% Better

RAD AI EQ removed the biases around what type of content should be created and which creators should be engaged for diverse and inclusive audiences.

RAD AI EQ further guided the overall campaign strategy around what type of content diverse and inclusive audiences resonate most deeply with. The AI EQ identified creators that had deep connections with the brand, audience and campaign objective.

Content Ranking Feedback Loop

Use RAD AI EQ to unify messaging while measuring performance of authentic, creator made content for the entire marketing mix.

Ranks the content by the predicted performance objective

Is scalable, RAD AI EQ models can include previous generation data and inputs new creator made assets.

Can be set up per unique advertising channel, in this case the RAD AI EQ model was built for Facebook paid advertising

Has input variables for the objective, interest, audience type and targeting features

RAD AI EQ models are available for paid advertising, blogs, emails and web pages

See how RAD AI EQ can be used to infuse authenticity into your next campaign.

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