How Macmillan is using artificial intelligence for coffee morning event

Macmillan is using tech developed by Automated Creative for a second year to ensure it maximises promotion for its annual World’s Biggest Coffee Morning event.

Joe Lepper | 10th Sep 19

Macmillan Cancer Support is using artificial intelligence (AI) to encourage people to take part in its World’s Biggest Coffee Morning event later this month.

The charity has deployed technology firm Automated Creative for a second year in a row to drive sign ups to host fundraising coffee mornings for the event, which takes place on 27 September.

Last year the fundraising event saw 200,000 people take part and raised £27m.

Automated Creative uses AI to look at the existing branding, such as visuals and copy, of organisations such as Macmillan to ensure its messages have the greatest impact on a targeted audience.

> See also: The best Artificial Intelligence resources for charities

The tool used is called ‘Creator’ which looks at limitless varients of advertising across digital channels, which are optimised based on ongoing results and user feedback.

 

Making content work harder

Imogen Stead, Macmillan Cancer Support Senior Marketing Manager, said: “Automated Creative’s proven results in making content work harder to drive traffic and conversions were impossible to ignore.

“I’m confident that working with a team who understands the importance of creative as well as the opportunities that technology presents will help us reach more people and make this year’s World’s Biggest Coffee Morning a huge success, enabling us to continue to support people living with cancer.”

> See also: Macmillan tops customer satisfaction table

Automated Creative’s Tom Ollerton said: “Attracting people’s attention in the digital world can be difficult with the huge quantity of content in circulation, so it’s essential to stand out.

“This is particularly true within the not-for-profit sector when you’re often looking to convert a specific action, in this case, the World’s Biggest Coffee Morning sign ups. The term ‘artificial intelligence’ may sound futuristic and a bit of a gamble but in fact it’s the exact opposite. Our technology can help ensure that every word and image will have the maximum possible impact and offer the best value for money.”

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