As with many of our campaigns, our internal marketing team at GfK-NIQ collaborated closely with creative agency partner Huble. Led by Ben Murphy, Global Head of Solution & Audience Marketing at GfK-NIQ, and Margaret Ady, VP of Strategic Marketing Services at Huble, a compelling video campaign idea was conceived featuring a debate between our CMO, Gonzalo Garcia Villanueva, and ChatGPT.
The debate revolved around current industry trends and how marketing leaders should adapt to them, addressing the intriguing question: "Can AI truly replace our roles?" The debate covered five pivotal marketing questions, with Margaret Ady moderating and awarding points for the winning responses.
Beyond the video debate, the stellar internal and agency team driving execution leveraged a multi-channel approach to ensure the campaign and paid media plan encompassed a range of components: teaser videos for advertisements and social media, meticulously crafted landing page content, social media posts and captions, paid search and social media content, various collateral materials (banners, emailers, newsletters), programmatic advertising, online publications, and collaboration with B2B influencers.
These elements converged harmoniously to form a comprehensive and impactful campaign. Making GfK-NIQ the first business to launch a marketing campaign featuring a debate between a human CMO and an AI.
Watch Huble’s case study on the Human vs AI campaign: