HOW KELLANOVA USES AI TO PREDICT CREATIVE PERFORMANCE AND DRIVE KPIS

Summary from the TLDR Marketing newsletter

Kellanova, the marketer of Pringles, Cheez-It, and Pop-Tarts, built a predictive scoring system that ties creative elements directly to campaign performance. After analyzing over 443 assets across Meta platforms and billions of impressions, the company identified 19 high-impact variables from more than 20,000 creative decisions. Top performing ads featured branding in the first few seconds, positive emotion, product consumption cues, characters, and overlays that reinforced key messages. The system had 83% accuracy in predicting view-through rates and an 11% lift in ROI.