Unilever seeks to accelerate the production of content for their home care brands, and for this it has launched SKETCH PRO by the hand of IPG Studiosthe Division of Creative Production of Interpublic Group. These are internal units of graphic design based on artificial intelligence and especially oriented for social networks.
The company’s brands, among which are Persil or CIF, have depended for decades of television to achieve a massive scope for their messages. However, they now face a panorama in which NUEVAS Consumer generations They barely tune in to traditional television. In a context in which brands are expectedOrmen part of the conversation and react rapidly to trendsa solid strategy in Social Media is fundamental.
Sketch Pro takes advantage of tools such as Adobre Firefly or Google I see 3
In this sense, Sketch Pro aims Communication for social networks. To do this, take advantage of capacities of the main AI platformslike Adobe Firefly and Google I see 3, with the intention of converting a concept of communication material in just a few hours.
From the company they consider the initiative as a bold jump to the future of creative innovation. “Sketch Pro allows our brands to collaborate with top -level design talents, perfectly integrating improved creativity by the human experience”; Said Mario Dughi, global media director, digital and design, through LinkedIn.”This launch marks an important milestone in the way we address the design, accelerating the marketing time and unlocking new levels of creative potential”
These design units function as an extension of Unilever’s existing marketing equipment to create attractive and culturally relevant content quickly. The company insists on the prevalence of Human talent and the work of designers, and emphasizes that there is no intention to replace it with artificial intelligence tools.
Each pro sketch is composed of graphic designers, animation designers and project managers. Its function is to generate content for a narrative model focused on social networks, where The content is molded according to users instead of being dictated by the brand. In this regard, the intention is to connect with a consumer who seeks pleasant experiences in Unilever home care products and services.
As collected Design WeekSketch pro units will not be responsible for the ideation of creative designs and worlds for brands, but will focus on execution. This will allow the creative agencies and partners of the brands to work on strategic briefings, and not so much in the production of materials.
Different Sketch Pro units have been activating throughout the year and are already available in Unilevers offices in London, São Paulo, Bombay or Yakarta, and the company plans to expand its offer to 21 markets for next year. As collected Marketing DiveDuring this year’s Ramadan, the Yakarta Sketch Pro team took advantage of the social trends related to the festivities to increase the visibility of brands such as Rinso and Sunlight in Tiktok by 22.5%.
Among other results shared by the company, it should be noted that the London unit, which works for the Comfort brand, delivered more than 30 design concepts at a speed seven times greater than before. The company says that the Bombay study completes design tasks 2.5 times faster than with previous solutions.
