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Variety
  • 2 months ago
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00:00Do you feel also that you maybe can give us a specific example of a campaign you worked on
00:07or a challenge you faced in one of the processes where AI helped you get your way out of it?
00:16Well, the one I remember we did in Christmas last year, something called Create Your Own Magic.
00:22It was basically the idea of empowering people to use Gen AI to create things.
00:26Instead of we doing it for them, we said, again, you're going to do it.
00:30Of course, we had to sort a lot of technical considerations, legal considerations, data privacy considerations.
00:36But it was nice. At the end of the day, it was people scanning QR codes on Coke
00:40and then having a live conversation with Santa, which is something that was really cool.
00:47And I had a couple of conversations with Santa.
00:50And at the end of the day, that would create a branded snow globe that you can send with family friends.
00:55And it's very consistent with the idea of Coca-Cola at the end of the day.
00:59It's just trying to put a smile in people's face.
01:02It's that little moment of happiness every day and taking that into the Gen AI solution.
01:08That's a great idea. What about you, Zach?
01:10A fun one. Who here saw the Canva wrap last year? A few people.
01:17So we launched our enterprise products last year at our big event, Canva Create.
01:21And we were trying to come up with a fun way to do so.
01:24And we actually had this community member, Roger Coles, who was making all these social videos,
01:29like fan videos and songs about Canva.
01:33And so we actually approached him to do a rap about enterprise.
01:38Can you see it?
01:38I'm not going to try.
01:44It's definitely worth having a listen.
01:46It got a mixed response.
01:48I think it definitely divided people.
01:49Some people loved it.
01:50Other people thought it was very, very cringed.
01:52But it was incredibly impactful and drove a ton of virality.
01:57It was shared all over social.
01:58I think we had like 50 million engagements.
02:02It went all over the press as well.
02:04It drove two and a half thousand percent uplift in search for Canva for enterprise at that
02:09point in time.
02:11And actually, that was actually created and sort of built out with AI sort of taking the
02:15story and what we were launching.
02:17We sort of mood boarded it and tested it as well.
02:19So that was a fun one.

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