Unilever and L’Oréal Brands Leverage the AI-powered Platform Memorable to Maximize the Memorability, Saliency and Conversion Potential of Their Ads

Memorable AI analyzes an advertisement created by the customer, L’Oréal, to predict how effective this particular visual will be to consumers.

Every content creator's dream is to be able to predict how consumers will react to advertisements they’ve spent countless hours and lots of money creating. Moreover, brands can't afford to throw media money away by investing on suboptimal or untested creative.

As we defined in our most recent LDV Insights report, the next decade of content creation will be shaped by two powerful trends – predictive AI with the ability to reason like human beings and a shift from manual content creation to AI-generated content. 

While ad creative is the number one contributor to increased sales, marketers and brand managers don’t have an automated solution to analyze media content and ads before publishing them.

Legacy solutions in this space such as surveys, focus groups for branding, and A/B tests for digital conversion can take weeks to give visible results and are not scalable.

Here at LDV Capital, we invest in people building businesses powered by visual technologies. A majority of data humans analyze is visual so the majority of data AI will analyze will have to be visual in order to succeed. We thrive on collaborating with deep tech teams leveraging computer vision, machine learning, and artificial intelligence to analyze visual data. Founded in 2012, we are the only venture capital firm with this thesis.

We are thrilled to partner and invest in the team at Memorable. They are a deep tech team that is building cutting-edge technology to optimize visual content for a higher impact on branding and conversion. Their AI models are based on cognitive science to maximize the memorability, saliency, and conversion potential of ads – for both videos and images.

Memorable compares advertisements created by Ben & Jerry’s to their competitor Häagen-Dazs to alert the advertiser that it would take 8% more spending to achieve the same amount of impressions.

Memorable’s platform automatically answers the following questions: 

• How likely are people to remember the content?

• What is more likely to attract attention?

• What assets will drive clicks and sales?

• Which assets are more likely to have organic growth on social media?

• How can I improve the asset to increase its branding and conversion potential?

With Memorable, brands not only save that time; they can also test and get data for all ads, and at all stages so all creative decisions are optimized from day 1.

To build highly accurate algorithms, Memorable collected more than 10 million human responses to over 1.2 million ads and trained their models to reproduce how humans responded to them. Their models have been tested against humans to measure their prediction accuracy and are significantly better than anything available in academia or industry.

From left to right: Sebastian Acevedo (CEO & Co-founder), Camilo Fosco (Co-founder & CTO)

Memorable won AdExchanger’s 2022 Award for Best Account Support by a Tech Company. They also received an honorable mention for Best Measurement / Analytics Capability.

Camilo Fosco (Co-founder & CTO) is one of the leading researchers in the cognitive impact space and is a member of the leading lab in this space at MIT Computer Science and AI Lab. He has published numerous papers to showcase his research and most recently, he was featured in MIT News in the article, “What jumps out in a photo changes the longer we look”. He and Sebastian Acevedo (Co-Founder & CEO) birthed the idea of Memorable after a discussion about the recent progress in computer vision and the rising capabilities of cognitive science.

Their conversation quickly turned into a brainstorming session about how valuable a product that could predict what any viewer would look at and remember with high accuracy would be for multiple industries such as marketing, design, and education. After initially incubating in Harvard Innovation Lab, MIT Sandbox Fund, and Creative Destruction Lab, the Memorable team now includes machine learning researchers and graduates from MIT, Stanford, and Harvard. 

Now, the world’s biggest brands are leveraging Memorable to make data-driven marketing decisions to increase their brand awareness, gain market share for new products, and create better campaigns than their competitors.

Memorable helped Unilever’s leading hair care brand, Sedal, extract key insights such as their “Sedal Care” claim and product stand out more when displayed in white font rather than in pink. 

When Unilever’s leading hair care brand, Sedal (also known as Sunsilk in some countries), wanted to bring attention to their new line of products containing trendy ingredients such as collagen and hyaluronic acid, using Memorable’s platform, they analyzed more than 130 assets from previous campaigns to determine which ads have the highest potential of increasing market share for their new line of products. 

Memorable’s sophisticated algorithms and detailed competition monitoring feature, provided insights in seconds about how to improve ads to make their products stand out to consumers. Using the recommendations from AI, Sedal’s team saw a 5.5% increase in ad recall potential, a 70% increase in their logo saliency, and 67% higher attention to their new product line. Without Memorable, testing a similar number of advertisements would have potentially taken months.

Hellmann’s, a global leader in the condiment industry, analyzes 5 variations of an ad using Memorable’s platform to determine which one will maximize the brand’s impact on consumers.

Sedal isn’t the only household name, turning to Memorable to ensure their ad campaigns are successful and to maximize their brand’s impact. 

To determine which ad portrayed their new product, slogan, and brand the best, Hellmann’s, a staple in the condiment industry, trusted Memorable’s algorithms to choose which key visual would have the most impact on consumers.

Not only was their AI able to help their team choose the best ad among the original ones, but it also provided recommendations on how to increase consumers' ability to recall the ad by 8%. 

Memorable AI helped to improve the expectedly top-performing key visual to enable the 8% increase in ad recall.

We are thrilled to partner with the brilliant team at Memorable and lead their oversubscribed $2.75M pre-seed round. TenOneTen Ventures, BDMI, AperiamVentures, and angels also participated in their round of financing.

This financing will be used to improve the company’s ads optimization technology. The co-founders are also excited to expand their team with new talent from all around the world. Check out their job openings.

“As the creation and distribution of visual content continue to exponentially grow, humans will need to continuously become more efficient and effective at creating contextually memorable visual content that drives engagement to take advantage of this trend. The impressive deep tech of the Memorable team is delivering cutting-edge cognitive science, computer vision and deep learning to help brand marketers create, analyze, edit and publish visual ads that are most memorable. We at LDV Capital are excited to partner with the brilliant Memorable team and we believe that their AI-powered platform will become ubiquitous not only for Fortune 500 companies but everyone who creates content,” says Evan Nisselson, Founder and General Partner at LDV Capital.

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