CASE STUDY
ABM Campaign for the Sporting Goods Industry
How Generative AI Enabled Full Visual Control and Creative Flexibility in a Campaign Targeting the World's Largest Sporting Brands
01.
Introduction
RTB House is a global leader in advertising technology, specializing in deep learning-based solutions. With proprietary algorithms, the company delivers advanced marketing strategies that enable brands to effectively reach their audiences, increase engagement, and maximize return on investment.
As part of its strategy to strengthen its presence in key market sectors, RTB House developed an ABM campaign targeting the world's largest Sporting Goods brands, including both multibrand e-tailers and monobrand producers operating their own e-commerce platforms. The campaign aimed to position RTB House as the preferred technology partner in e-commerce, engage key decision-makers, and create opportunities for deeper, personalized communication.
To ensure the campaign stood out in a competitive landscape, it was essential to develop a modern and adaptable key visual that not only conveyed the energy and dynamism of the sports industry but also maintained brand consistency with RTB House. A pivotal element of this approach was the use of Generative AI, which provided both full control over the visual identity and the flexibility to tailor creative assets to different campaign narratives.
Project details:
Role
CREATIVE DIRECTION
ART DIRECTION
CONSULTINGAssets design
DELIVERABLES
Creative Concept
CREATIVE STRATEGY
Key Visual
SOCIAL MEDIA
GUIDE DESIGN
ANIMATED VIDEOS
TOOLS
Midjourney
Photoshop
Illustrator
INDESIGN
After Effects
Client
RTB HOUSE
Year
2024
02.
The Challenge
Developing an effective visual identity for a one-to-many campaign required striking a balance between two crucial aspects:
Maintaining strong brand recognition for RTB House, ensuring consistency across all campaign touchpoints,
Capturing the essence of sports, creating an aesthetic that would resonate with the target audience and enhance engagement.
Given that the campaign addressed a broad range of stakeholders—from global multibrand e-tailers to monobrand manufacturers—it was critical to create a visual system that was both cohesive and adaptable. This approach would allow for seamless customization of messaging while preserving the campaign’s brand integrity.
MIDJOURNEY BASE IMAGES BEFORE RETOUCHING:
03.
Creative Process
The campaign's visual strategy was developed through an extensive research phase, during which industry aesthetics were analyzed, and a mood board was created to define the desired look and feel.
The next step involved leveraging Generative AI to establish a coherent yet flexible visual identity. Midjourney played a crucial role in generating high-quality images of athletes. By refining AI prompts, we ensured that all visuals maintained a consistent aesthetic while allowing for modifications in characters, sports disciplines, and compositions—without compromising brand recognition.
A defining feature of the campaign was the dominant use of red, a key element of RTB House’s branding. Every athlete depicted in the visuals incorporated this color scheme, reinforcing brand association and enhancing visibility.
The AI-generated images were further refined and finalized in Photoshop, where adjustments were made to:
Harmonize color schemes and refine backgrounds,
Integrate RTB House logos into athletes’ apparel,
Ensure consistent design elements across all campaign assets.
Typography played a crucial role in reinforcing the campaign’s high-energy sports theme. Proxima Condensed was selected as a bold and dynamic typeface that complemented the brand’s existing Proxima Nova while enhancing the visual impact. Additionally, signature RTB House gradients were applied to text elements, further strengthening the campaign’s branding.
Once the key visual system was established, the production phase commenced, resulting in a range of assets, including:
Static and animated social media posts,
Doc-ads and promotional materials,
A comprehensive campaign guide/report,
Multiple graphic variations tailored for different campaign channels.
By meticulously planning the creative workflow, we ensured efficient and scalable production, enabling quick adaptation of assets while maintaining a strong, unified visual identity.
04.
Final Outcome
The resulting key visual system not only ensured brand consistency but also allowed for dynamic adaptation of messaging. Each creative asset was tailored to specific aspects of the campaign:
Sprinters symbolized the speed of RTB House’s deep learning algorithms,
Pole vaulters emphasized campaign efficiency,
Strength athletes represented the power of RTB House’s deep learning versus traditional machine learning approaches.
This modular approach enabled seamless adjustments to the campaign while maintaining a strong, recognizable brand presence.
LINKEDIN DOC-ADS EXAMPLES:
Results
The campaign achieved record-breaking engagement rates on LinkedIn, generating the highest interaction metrics in RTB House’s history. The visually compelling sports-themed assets successfully captured the attention of key decision-makers in the Sporting Goods sector, resulting in increased brand awareness and accelerated sales processes.
By leveraging Generative AI, we not only optimized the creative workflow but also ensured complete control over visual consistency. The integration of AI into the design process allowed for the creation of modern, distinctive campaign assets that stood out in a competitive digital marketing landscape while resonating deeply with the target audience.