Case Study

AI-powered design for summer travel insurance campaign

Services
Design, Performance Marketing
Client
Europ Assistance Belgium
Year
2024
AI powered Summer Campaign design

How our growth agency used AI-powered creatives for performance campaigns in Google, Meta and Youtube

Before AI tools came out, our designers would traditionally use stock photos to create summer campaign creatives for our clients, or plan a costly photoshoot with real life models. 

Now that AI tools have stepped up their game and the images are almost indistinguishable from real photos, our team decided to use a blend of different tools to create visually compelling, on-brand images for various target groups and products for Europ Assistance.

These AI-powered performance creatives were used for Google’s Pmax and Meta and they delivered great ROI for our summer campaign!

Our growth agency’s challenge : Mastering AI Design tools to create high performing campaigns

Europ Assistance wanted to break away from traditional “stock image” look and embrace a fresh, striking approach to grab the attention of a broader audience during the competitive summer season. 

The key challenge was to create a series of visual assets for our Pmax campaign in Google Ads. The assets needed to be on brand, visually appealing and also resonate with the target demographic, compelling them to take action and drive revenue.

Additionally, our growth agency needed a variety of creative options to conduct A/B testing with different audiences, ensuring we could optimize the campaign for the best performance. These visuals had to align with Europ Assistance’s brand values while standing out in a crowded digital space. Furthermore, they needed to be adaptable across various digital platforms, maintaining consistency in both quality and messaging.

Our growth agency’s process behind creating AI-enhanced performance campaigns

To meet this challenge, our designer, Farah, spearheaded the creative process, utilizing a range of AI tools to craft the perfect visuals. Let’s dive into this process : 

Our creative AI Concept Development and Ideation

Before selecting the final concept, we brainstormed and presented 7 different ideas to our client, based on their strategic brief. Without AI, we would have only had time to create mock-ups for 3 concepts, as this process is typically quite time-consuming. However, with the help of AI, we were able to present all 7 campaign concepts with full visual representations, significantly speeding up the process and having a larger variety of creative options.

Here are few of the mock-ups of strategic concepts our growth agency created with the help of AI tools :

AI design mockup for Europ Assistance
AI design mockup
AI design mockups

We finally built the summer campaign around the concept of a “no luck budget,” aiming to emphasize the reliability and security of Europ Assistance’s services in case of unforeseen events during holidays. This theme drove the creative direction, focusing on visuals that communicated trust, safety, and preparedness. The main idea was to illustrate the contrast between a person who subscribed to Europ Assistance’s travel insurance VS the person who didn’t subscribe to travel insurance. 

Our growth agency’s AI driven creation process for marketing campaign design

Our designer Farah began by generating initial visual concepts using MidJourney, an AI tool that helps bring imaginative ideas to life. To enhance the quality of these visuals, she employed the ChatGPT MidJourney plugin, which allowed her to refine and improve the prompts for generating images, ensuring they were perfectly aligned with the campaign’s vision.

In the early stages of using MidJourney, generating detailed twins was a challenge. To work around this, Farah had to generate two separate women. To do so, she used the –creff and –cw 100 prompts to create facial similarities between them.

AI driven creation process for marketing campaign design
ChatGPT MidJourney plugin used to refine and improve the prompts for generating images
AI driven creation process for marketing campaign design
Process to generate two separate women with the --creff and --cw 100 prompts to create facial similarities between them in Midjourney

Detailing and Refinement of AI visuals in Photoshop

While AI tools like MidJourney provide a solid foundation, they often miss finer details such as texture and specific elements (e.g., an arm cast in a medical context). Farah used Adobe Photoshop’s generative fill capabilities to meticulously add these details, creating visuals that were not only vibrant and eye-catching but also contextually accurate and aligned with the campaign’s messaging.

Upscaling for Quality Pmax, Meta & YouTube Ads Assets

Once the base visuals were perfected, they were upscaled using Midjourney & Freepik Mystic with Flux based to ensure they maintained high quality across all platforms. This step was crucial for maintaining consistency in visual appeal, whether the visuals were displayed on a mobile device, desktop, or a large digital screen.

AI powered Summer Campaign design
Our main Summer Campagn AI visual for Pmax, Meta & YouTube
Pmax Summer Campaign Ad Visual
Pmax Summer Campaign Ad Visual

AI Video Creation with Runway and After Effects

To make the campaign even more dynamic, certain images were converted into short videos. This process involved removing the subject from the background in the initial image and then animating the background using Runway, an AI-based video tool. The final touches were added in Adobe After Effects, where the visuals were polished to ensure a seamless blend of motion and still elements, creating an immersive experience for viewers.

She also ensured the designs were formatted for landscape, square, and portrait visuals, making them ready for YouTube and social media ads.

AI VIdeo in Runway
AI VIdeo Creation in Runway
Adobe After Effects to create an AI video
Final touches with Adobe After Effects

Here is the final result !

Ad Performance of our AI-powered Summer Campaign Visuals

The collaboration of human creativity and AI innovation resulted in a visually stunning campaign that significantly boosted Europ Assistance’s online presence. The outcome was more than visuals—it was a campaign that told a story. 

Our AI-powered Pmax visuals didn’t just blend in; they broke through, making Europ Assistance a standout during the crowded summer season.

+25%

Conversion rate*

+32%

Conversions*

+31%

Click-through rate*

*Comparison of our new AI-generated creatives with the previous non-AI-generated creatives running in Pmax, focusing on summer results versus the rest of the year.

Should you find a marketing agency to work with AI tools ? Our learnings

This summer, we successfully harnessed AI to deliver a highly effective and innovative marketing campaign for Europ Assistance. By blending our creativity with advanced AI tools, we were able to create visuals that not only captured the essence of the brand but also engaged and converted their target audience. 

However, let’s be realistic :  this was far from a “one click” job. 

AI tools definitely helped us realize the exact design we had in mind. No need to organize a professional photoshoot or try to find “the” stock images that would be as close as possible to the creative concept. On that matter, it’s an important save in time and cost and a next level experience in terms of creativity. 

On the other hand, the process is still quite long as it’s all in the details : verify that the faces look as natural as possible, that everyone has 5 fingers and above all, get approval from the client and meet their expectations. One AI tool to achieve the desired result will never be enough, at least for now. At The Growth Agency, we see AI not as a replacement but as a partner in creativity. 

So, why would you work with an agency for your design projects? Because we understand both the potential and limitations of AI tools. This understanding can make a big difference in your project. It ensures that your project benefits from AI’s efficiency while maintaining the high-quality creative standards your brand deserves. 

Staying Up to Date with the Latest AI Tools is Crucial for Design projects

The tools are evolving, and so are we. Our growth agency is always staying updated with the latest AI tools. Here are some visuals we’ve enhanced using new technology or better tools. For instance, this MidJourney visual from our initial campaign (left) was upgraded with Freepik Mystic (right).

Midjourney VS Freepik Mystic
MidJourney VS Freepik Mystic

With the continuous evolution of AI technology, The Growth Agency is steadfast in its commitment to harnessing these innovations to drive growth and achieve exceptional outcomes for our clients.

Want to see how AI can optimize your creative process, save time and increase marketing budget efficiency? We’re happy to have a chat!

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