{"id":1564,"date":"2025-08-01T13:59:00","date_gmt":"2025-08-01T11:59:00","guid":{"rendered":"https:\/\/brainsuite.ai\/?p=1564"},"modified":"2026-01-22T15:42:43","modified_gmt":"2026-01-22T14:42:43","slug":"how-unilever-scaled-creative-quality-and-brand-lift-with-brainsuite-ai","status":"publish","type":"post","link":"https:\/\/brainsuite.ai\/en\/resources\/how-unilever-scaled-creative-quality-and-brand-lift-with-brainsuite-ai\/","title":{"rendered":"How Unilever Scaled Creative Quality and Brand Lift with Brainsuite AI\u00a0"},"content":{"rendered":"\n<p>When you are one of the biggest FMGC companies in the world, the stakes are high. Every ad has to perform, every campaign must scale, and creative quality cannot be left to guesswork.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Learn How Unilever Boosted Brand Lift and Scaled Creative Quality with Brainsuite AI\" src=\"https:\/\/player.vimeo.com\/video\/1106041201?dnt=1&amp;app_id=122963\" width=\"500\" height=\"281\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Challenge<\/h2>\n\n\n\n<p>For Unilever, the challenge was clear: <em>\u201cOne of the key challenges was how to measure overall creative quality at a global scale so that it&#8217;s data-driven. And teams have a clear idea of what they can improve,\u201d says <\/em><strong><em>Ramanathan Vythilingam, Senior CMI Manager at Unilever.<\/em><\/strong>&nbsp;<\/p>\n\n\n\n<p>Unilever needed a way to <strong>predict creative performance before launch<\/strong>, enabling faster and more confident decisions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Solution<\/h2>\n\n\n\n<p>That is where Brainsuite came in.&nbsp;Brainsuite offered a new framework for creative effectiveness at scale, one that combined AI, neuroscience, and radical accessibility.&nbsp;With this approach, Unilever could:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&nbsp;<strong>Test assets in minutes instead of weeks<\/strong>, dramatically accelerating workflows.&nbsp;<\/li>\n\n\n\n<li>Understand <strong>what worked, why it worked, and how to make it better<\/strong>\u2014before any media spend.&nbsp;<\/li>\n\n\n\n<li>Use neuroscience-validated metrics, including <strong>attention, persuasion, branding, processing ease, strategic fit, and emotional engagement<\/strong>, trained on over a billion data points and validated with an impressive 90 to 98% accuracy.<\/li>\n<\/ul>\n\n\n\n<p><em>\u201cIt is amazing to actually see the amount of new updates. You can start testing almost at the click of a button, and you get a detailed report that clearly tells you how your ad is performing and what to improve,\u201d says Vythilingam.<\/em>&nbsp;&nbsp;<\/p>\n\n\n\n<p>This shifted Unilever from a <strong>reactive<\/strong> to a <strong>predictive<\/strong> approach\u2014transforming how creative quality was evaluated and optimised.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Results<\/h2>\n\n\n\n<p><strong>From Predictions to Proof<\/strong>&nbsp;<\/p>\n\n\n\n<p>Unilever began using Brainsuite to predict campaign effectiveness, and what they found was powerful.&nbsp;<\/p>\n\n\n\n<p>\u201c<strong>We clearly saw that campaigns with higher creative quality scores, predicted by Brainsuite, were more successful in the market, and lower scores, less successful. That was the link,\u201d says Vythilingam.<\/strong><\/p>\n\n\n\n<p>This gave Unilever what every marketer wants: confidence to invest in the right ideas, optimise early, and scale what works.&nbsp;<\/p>\n\n\n\n<p><strong>Beyond Results: Driving a Culture of Creative Quality.<\/strong>&nbsp;<\/p>\n\n\n\n<p>Brainsuite helped Unilever move beyond creative decisions based on instinct, guesswork, or post-launch feedback. Creative decisions shifted from reactive to predictive, from limited to a few to empowering everyone.<\/p>\n\n\n\n<p>But the most meaningful shift has not been just about technology. It has been cultural.&nbsp;Creative testing is no longer a bottleneck or a back-office function. It is part of the everyday language of marketers, strategists, and agency partners, no matter where they are.&nbsp;<\/p>\n\n\n\n<p><em>\u201cThat kind of democratization of testing has happened. Now we are seeing a lot more conversations around creative quality because we are able to test at scale, something we could not do before.\u201d<\/em><\/p>\n\n\n\n<p>With Brainsuite, creative quality is no longer subjective or siloed. It is measurable. Sharable. Scalable.&nbsp;<\/p>\n\n\n\n<div style=\"height:65px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Additional Case Studies<\/h2>\n\n\n<section class=\"bde-section-2028-100-2028-1 bde-section bde-section-2028-100\">\n  \n  \n\t\n\n\n\n<div class=\"section-container\"><div class=\"bde-post-list-2028-101-2028-1 bde-post-list bde-post-list-2028-101\"><div class=\"bde-loop bde-loop-grid ee-posts ee-posts-grid\">    <article class=\"bde-loop-item ee-post\">\n                                <a class=\"bde-loop-item__image-link ee-post-image-link \" href=\"https:\/\/brainsuite.ai\/en\/resources\/tvc-playbook\/\" aria-label=\"Pretesting TVC with AI \u2013 Opportunities and Limitations\">\n                <div class=\"bde-loop-item__image ee-post-image\">\n                    <img loading=\"lazy\" decoding=\"async\" width=\"1620\" height=\"1080\" src=\"https:\/\/brainsuite.ai\/wp-content\/uploads\/2026\/02\/Kopie-von-Blogpost_Vorschaubilder_Templates-27.png\" class=\"attachment-full size-full wp-post-image\" alt=\"\" srcset=\"https:\/\/brainsuite.ai\/wp-content\/uploads\/2026\/02\/Kopie-von-Blogpost_Vorschaubilder_Templates-27.png 1620w, https:\/\/brainsuite.ai\/wp-content\/uploads\/2026\/02\/Kopie-von-Blogpost_Vorschaubilder_Templates-27-300x200.png 300w, https:\/\/brainsuite.ai\/wp-content\/uploads\/2026\/02\/Kopie-von-Blogpost_Vorschaubilder_Templates-27-1024x683.png 1024w, https:\/\/brainsuite.ai\/wp-content\/uploads\/2026\/02\/Kopie-von-Blogpost_Vorschaubilder_Templates-27-768x512.png 768w, https:\/\/brainsuite.ai\/wp-content\/uploads\/2026\/02\/Kopie-von-Blogpost_Vorschaubilder_Templates-27-1536x1024.png 1536w\" sizes=\"auto, (max-width: 1620px) 100vw, 1620px\" \/>                <\/div>\n            <\/a>\n        \n        \n        <div class=\"bde-loop-item__wrap ee-post-wrap\">\n            \n                            <h3 class=\"ee-post-title\">\n                    <a class=\"bde-loop-item__title-link ee-post-title-link\" href=\"https:\/\/brainsuite.ai\/en\/resources\/tvc-playbook\/\" >\n                        Pretesting TVC with AI \u2013 Opportunities and Limitations                    <\/a>\n                <\/h3>\n            \n    \n                        \n                        \n    \n    \n    \n    \n            \n                    \n            \n            \n\n    \n    \n    \n    \n    \n    <a class=\"breakdance-link button-atom button-atom--custom bde-loop-item__button ee-post-button\" href=\"https:\/\/brainsuite.ai\/en\/resources\/tvc-playbook\/\" target=\"_self\" data-type=\"\"  >\n\n    \n        <span class=\"button-atom__text\">Read more<\/span>\n\n        \n        \n                <\/a>\n\n    \n\n\n\n\n            \n        <\/div>\n\n    <\/article>\n\n    <article class=\"bde-loop-item ee-post\">\n                                <a class=\"bde-loop-item__image-link ee-post-image-link \" href=\"https:\/\/brainsuite.ai\/en\/resources\/pretesting-tvcs-with-ai\/\" aria-label=\"Webinar: Pretesting TVCs with AI: Opportunities and Limitations\">\n                <div class=\"bde-loop-item__image ee-post-image\">\n                    <img loading=\"lazy\" decoding=\"async\" width=\"1620\" height=\"1080\" src=\"https:\/\/brainsuite.ai\/wp-content\/uploads\/2026\/02\/Blogposts_Vorschaubild_Template.png\" class=\"attachment-full size-full wp-post-image\" alt=\"\" srcset=\"https:\/\/brainsuite.ai\/wp-content\/uploads\/2026\/02\/Blogposts_Vorschaubild_Template.png 1620w, https:\/\/brainsuite.ai\/wp-content\/uploads\/2026\/02\/Blogposts_Vorschaubild_Template-300x200.png 300w, https:\/\/brainsuite.ai\/wp-content\/uploads\/2026\/02\/Blogposts_Vorschaubild_Template-1024x683.png 1024w, https:\/\/brainsuite.ai\/wp-content\/uploads\/2026\/02\/Blogposts_Vorschaubild_Template-768x512.png 768w, https:\/\/brainsuite.ai\/wp-content\/uploads\/2026\/02\/Blogposts_Vorschaubild_Template-1536x1024.png 1536w\" sizes=\"auto, (max-width: 1620px) 100vw, 1620px\" \/>                <\/div>\n            <\/a>\n        \n        \n        <div class=\"bde-loop-item__wrap ee-post-wrap\">\n            \n                            <h3 class=\"ee-post-title\">\n                    <a class=\"bde-loop-item__title-link ee-post-title-link\" href=\"https:\/\/brainsuite.ai\/en\/resources\/pretesting-tvcs-with-ai\/\" >\n                        Webinar: Pretesting TVCs with AI: Opportunities and Limitations                    <\/a>\n                <\/h3>\n            \n    \n                        \n                        \n    \n    \n    \n    \n            \n                    \n            \n            \n\n    \n    \n    \n    \n    \n    <a class=\"breakdance-link button-atom button-atom--custom bde-loop-item__button ee-post-button\" href=\"https:\/\/brainsuite.ai\/en\/resources\/pretesting-tvcs-with-ai\/\" target=\"_self\" data-type=\"\"  >\n\n    \n        <span class=\"button-atom__text\">Read more<\/span>\n\n        \n        \n                <\/a>\n\n    \n\n\n\n\n            \n        <\/div>\n\n    <\/article>\n\n    <article class=\"bde-loop-item ee-post\">\n                                <a class=\"bde-loop-item__image-link ee-post-image-link \" href=\"https:\/\/brainsuite.ai\/en\/resources\/is-your-creative-analysis-tool-actually-reading-your-ads-an-investigation-into-what-your-attention-prediction-software-isnt-telling-you\/\" aria-label=\"Is Your Creative Analysis Tool Actually\u00a0Reading Your Ads?\u00a0An Investigation\u00a0Into\u00a0What Your Attention Prediction Software\u00a0Isn&#8217;t\u00a0Telling You\u00a0\">\n                <div class=\"bde-loop-item__image ee-post-image\">\n                    <img loading=\"lazy\" decoding=\"async\" width=\"1620\" height=\"1080\" src=\"https:\/\/brainsuite.ai\/wp-content\/uploads\/2026\/01\/Kopie-von-Blogpost_Vorschaubilder_Templates-20.png\" class=\"attachment-full size-full wp-post-image\" alt=\"\" srcset=\"https:\/\/brainsuite.ai\/wp-content\/uploads\/2026\/01\/Kopie-von-Blogpost_Vorschaubilder_Templates-20.png 1620w, https:\/\/brainsuite.ai\/wp-content\/uploads\/2026\/01\/Kopie-von-Blogpost_Vorschaubilder_Templates-20-300x200.png 300w, https:\/\/brainsuite.ai\/wp-content\/uploads\/2026\/01\/Kopie-von-Blogpost_Vorschaubilder_Templates-20-1024x683.png 1024w, https:\/\/brainsuite.ai\/wp-content\/uploads\/2026\/01\/Kopie-von-Blogpost_Vorschaubilder_Templates-20-768x512.png 768w, https:\/\/brainsuite.ai\/wp-content\/uploads\/2026\/01\/Kopie-von-Blogpost_Vorschaubilder_Templates-20-1536x1024.png 1536w\" sizes=\"auto, (max-width: 1620px) 100vw, 1620px\" \/>                <\/div>\n            <\/a>\n        \n        \n        <div class=\"bde-loop-item__wrap ee-post-wrap\">\n            \n                            <h3 class=\"ee-post-title\">\n                    <a class=\"bde-loop-item__title-link ee-post-title-link\" href=\"https:\/\/brainsuite.ai\/en\/resources\/is-your-creative-analysis-tool-actually-reading-your-ads-an-investigation-into-what-your-attention-prediction-software-isnt-telling-you\/\" >\n                        Is Your Creative Analysis Tool Actually\u00a0Reading Your Ads?\u00a0An Investigation\u00a0Into\u00a0What Your Attention Prediction Software\u00a0Isn&#8217;t\u00a0Telling You\u00a0                    <\/a>\n                <\/h3>\n            \n    \n                        \n                        \n    \n    \n    \n    \n            \n                    \n            \n            \n\n    \n    \n    \n    \n    \n    <a class=\"breakdance-link button-atom button-atom--custom bde-loop-item__button ee-post-button\" href=\"https:\/\/brainsuite.ai\/en\/resources\/is-your-creative-analysis-tool-actually-reading-your-ads-an-investigation-into-what-your-attention-prediction-software-isnt-telling-you\/\" target=\"_self\" data-type=\"\"  >\n\n    \n        <span class=\"button-atom__text\">Read more<\/span>\n\n        \n        \n                <\/a>\n\n    \n\n\n\n\n            \n        <\/div>\n\n    <\/article>\n\n<\/div><div class='bde-posts-pagination' data-ssr-path='breakdance\/subplugins\/breakdance-elements\/elements\/PostsList\/ssr.php'>\n\n                                    \n    \n    \n    \n    \n            \n            <button type=\"submit\" class=\"button-atom button-atom--custom bde-posts-pagination-loadmore-button\"  >\n    \n        <span class=\"button-atom__text\">Load More Articles<\/span>\n\n        \n        \n            <\/button>\n    \n\n<\/div><\/div><\/div>\n<\/section>","protected":false},"excerpt":{"rendered":"<p>When you are one of the biggest FMGC companies in the world, the stakes are high. Every ad has to perform, every campaign must scale, and creative quality cannot be left to guesswork.&nbsp; Challenge For Unilever, the challenge was clear: \u201cOne of the key challenges was how to measure overall creative quality at a global [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":3762,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_breakdance_hide_in_design_set":false,"_breakdance_tags":"","footnotes":""},"categories":[20,18,19,21],"tags":[],"class_list":["post-1564","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-atl-brand-communication","category-case-studies","category-digital","category-social-media"],"_links":{"self":[{"href":"https:\/\/brainsuite.ai\/en\/wp-json\/wp\/v2\/posts\/1564","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brainsuite.ai\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brainsuite.ai\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brainsuite.ai\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/brainsuite.ai\/en\/wp-json\/wp\/v2\/comments?post=1564"}],"version-history":[{"count":4,"href":"https:\/\/brainsuite.ai\/en\/wp-json\/wp\/v2\/posts\/1564\/revisions"}],"predecessor-version":[{"id":3765,"href":"https:\/\/brainsuite.ai\/en\/wp-json\/wp\/v2\/posts\/1564\/revisions\/3765"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brainsuite.ai\/en\/wp-json\/wp\/v2\/media\/3762"}],"wp:attachment":[{"href":"https:\/\/brainsuite.ai\/en\/wp-json\/wp\/v2\/media?parent=1564"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brainsuite.ai\/en\/wp-json\/wp\/v2\/categories?post=1564"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brainsuite.ai\/en\/wp-json\/wp\/v2\/tags?post=1564"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}