NEW YORK--(BUSINESS WIRE)--Family-owned Italian Lingerie Brand Cosabella is almost 35 years old, yet on the cutting edge of technology, thanks to its recent foray into artificial intelligence. Today it announced the results of its first three months working with AI platform “Albert,” created by Adgorithms (LSE: ADGO). Now responsible for autonomously executing Cosabella’s digital ad and marketing efforts, and driving online sales in the U.S., U.K., Australia, Germany, France, Italy, and Canada, Albert produced a 336% return on ad spend (ROAS) and a 155% increase in revenue in Q4 of 2016.
Cosabella’s partnership with Albert is part of the brand’s three-year business transformation strategy, which, in its final year, is now focused on using technology, such as artificial intelligence, to extend the brand’s reach. As the first test of their new partnerships, Albert was charged with identifying and converting high-value audiences, and driving Cosabella’s digital marketing efforts on paid search and social media. Cosabella’s ambitious Q4 goal was to increase ROAS on these channels by 300%. Between October 1 and December 31, 2016, Albert autonomously executed Cosabella’s digital marketing efforts using creative and KPIs provided by the brand.
In month one alone, Albert increased Cosabella’s social and search ROAS by 50% while decreasing its ad spend by 12%. And on Facebook specifically, Albert produced a 565% increase in ROAS within his first month. By month three, Albert had increased Cosabella’s ROAS 336%--a 155% increase over the previous quarter. Albert’s work in just Q4 contributed to the company’s 50% year-over-year increase in overall ROAS. This success represents a 37% increase in overall website sessions, a 30% increase in new users, and 1,500 more transactions.
Prior to Albert, Cosabella credited social media with 5 – 10% of its paid ad revenue; with Albert, social media now consistently accounts for 30% of the brand’s total paid ad revenue. Albert’s success driving conversions on Facebook resulted in a 2000% increase in purchases originating from the channel.
“Adgorithms is a truly revolutionary technology. We immediately saw results upon launch and truly trust Albert to make critical campaign decisions. There are other AI companies, but it’s important to distinguish between those that just offer insights and those that actually execute,” said Courtney Connell, Marketing Director at Cosabella. “Now, instead of manually adjusting our campaigns on a granular level, we tell Albert where and who we want to target, set our KPIs and offer high-level parameters. From there we trust him to fine tune and scale.”
In 2016, Cosabella eliminated the use of traditional advertising and marketing agencies for the execution of digital marketing activities, deciding that their manual efforts weren’t scalable or cost effective. In their previous agencies’ places, they brought on several key AI partners including Albert (autonomous cross-channel campaign execution) and Sentient (website content optimization).
“After working with Albert and our other AI partners, I would never hire a human to manage the technical aspects of our ad campaigns ever again,” said Cosabella CEO, Guido Campello. “We’ll leave the tech stuff to the tech and hire humans for the high-level strategic and creative. That let’s our team get back to what we love and makes us more human, which is maybe ironic.”
Cosabella is currently working with Albert to launch high-level Valentine’s Day and Spring campaigns, and then letting Albert conduct “micro refreshes” or content additions targeted at paid social media. This strategy resulted from Albert’s insights into high rates of creative fatigue and the need to refresh content more frequently, even during a single campaign.
For more information about Albert’s work with Cosabella, or to speak with executives from Adgorithms and Cosabella, please contact Gretel Going at gretel@channelvmedia.com. To learn more about Albert, please contact Amy Inlow at amy@albert.ai.
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ABOUT ALBERT
Albert, created by Adgorithms (LSE: ADGO), is
the first-ever fully autonomous artificial intelligence marketing
platform, driving digital marketing campaigns from start to finish for
some of the world’s leading brands. Albert’s mission is to liberate
businesses from the complexities of digital marketing—not just by
replicating their existing efforts, but by executing them at a pace and
scale not previously possible. He serves as a highly intelligent and
sophisticated member of brands’ marketing teams, wading through mass
amounts of data, converting this data into insights, and autonomously
acting on these insights, across channels, devices and formats, in real
time. This eliminates the manual and time-consuming tasks that currently
limit the effectiveness and results of modern digital advertising and
marketing. Brands such as Harley Davidson, EVISU, Planet Blue, and Made.com credit
Albert with significantly increased sales, an accelerated path to
revenue, the ability to make more informed investment decisions, and
reduced operational costs. Visit meet.albert.ai