Pain Relief Brand Panadol Taps CreativeX For Help Making Its Ads More Diverse

There is a connection between dei and return.

Research suggests that more than half (54%) consumers You don’t feel culturally represented In online advertising, which makes it less likely to buy from certain brands.

Therefore, some brands, including Haleon owned over -the -counter painkillers of Panadol pain, make their efforts to be more inclusive in their reports.

Along with the AI ​​Creativex platform, Haleon has developed a product called Health scenario, which scans and analyzes the digital advertising creative for diversity, inclusivity and accessibility. Panadol uses a tool that was first launched in November.

The idea said that Lisa Jennings, the global head of the Haleon Over -the -counter category, is to integrate the inclusivity “as the expectation of our work in the future”.

In addition to Panadol, Haleon owns a large portfolio of pain relief brands, including Advil, Tums, Excedrin and Therafl.

Panadol’s screening of diversity

It is not always possible to tell someone a race or ethnicity, just by looking at them. Haleon’s inclusion scenario uses AI to categorize people in advertising based on gender, four different age groups and six skin tones.

This tool also scans creative for text overlaps, simplified language and situational settings, said Alim Mukhida, director of a strategic account at Creativex. Analysis where advertising is set can often reveal a potential stereotypical depiction of certain demography.

But rather than scoring creative based on whether it is “diverse”, Mukhida said, the aim is to mark the opportunity to introduce greater diversity into future creative.

For example, advertisers may know that they should portray men in multiple domestic scenes or make it easier to read messages. These adjustments could have a real difference in the brand’s ability to generate a higher return on advertising, Mukhida said. However, it is useful to have data to support this creative choice.

Through the conservative will against the initiatives of dei, and Recent study Performed by Facebook in 2021 suggests that about 59% of consumers prefer to buy from brands that are worth diversity and integration into online advertising.

Ads are also more efficient when reading is easier. According to Haleon, an advertising copy written at the fourth grade reading shows 1.6 times a higher brand withdrawal compared to other Haleon reports written above the fourth grade reading level. According to the same data, video ads with text overlay also have 1.2 times higher video completion than advertising without text.

Pain relief ages

It is only logical that if consumers can relate to representation in the brand report, they will be more involved with this brand.

“We definitely expect ROI to increase” as a result of the introduction of greater diversity and availability in the advertising creative, Jennings said.

One of the specific goals of Panadol is to increase the representation of adults over 60 years. Recently The Creativex study suggests Only 4% of global ads include people in this age group.

“There is a huge opportunity to capture the affinity and purchasing power of this demographic group,” Mukhida said.

Diversity can also be distinguished from the competition, he said. Although some advertisers in the current political climate are coming back to the initiative of diversity, others may emphasize the fact that it is still behind the initiatives in the diversity.