AI-Powered Performance Case | Hatch

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data-component="cf-a5-text" data-allow-outlines="false" class="body-label sans-serif meta-value"><span class="meta-list-value">Artificial Intelligence</span><span class="meta-list-value">Paid Search</span><span class="meta-list-value">Media Strategy & Planning</span><span class="meta-list-value">Performance Media</span><span class="meta-list-value">Performance Creative</span></p> </li> </ul> <div class="component-links"> <div data-component="o8-share" data-ref="share" data-href="https://www.monks.com/case-studies/hatch-dreams-to-reality-monksflow" data-copied-label="Copied!" aria-live="polite" class="share"> <button data-component="cf-m1-button" data-ref="trigger" data-label="Share" data-icon="plus" data-responsive-behaviour="default" data-hover-behaviour="default" data-enable-transition-in="true" data-enable-load-more-transition="false" type="button" class="share-trigger is-themed size-small"> <span data-ref="button-icon-hover-wrapper" class="button-icon"> <span 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data-ref="content" class="grid-col-4 grid-col-l-6" > <ul class="result-list"> <li data-ref="result-item" class="result-item"> <h5 data-ref="result-item-copy" data-component="cf-a1-heading" data-outline-show-delay="0" aria-label="50% fewer design &amp; production hours" class="display-s serif result-item-copy"> <em>50% fewer</em> design & production hours </h5> </li> <li data-ref="result-item" class="result-item"> <h5 data-ref="result-item-copy" data-component="cf-a1-heading" data-outline-show-delay="0" aria-label="31% better cost-per-purchase" class="display-s serif result-item-copy"> <em>31%</em> better cost-per-purchase </h5> </li> <li data-ref="result-item" class="result-item"> <h5 data-ref="result-item-copy" data-component="cf-a1-heading" data-outline-show-delay="0" aria-label="+80% CTR" class="display-s serif result-item-copy"> <em>+80%</em> CTR </h5> </li> <li data-ref="result-item" class="result-item"> <h5 data-ref="result-item-copy" data-component="cf-a1-heading" data-outline-show-delay="0" aria-label="+46% more engaged site visitors" class="display-s serif result-item-copy"> <em>+46% more</em> engaged site visitors </h5> </li> </ul> </div> </div> </section> <section id="c07-hero-media-40706" data-component="c7-hero-media" data-block-spacing-top="normal" data-block-spacing-bottom="normal" class="grid-row"> <div class="grid-col-4 grid-col-l-6 visual-wrapper"> <div data-component="o1-video-player" data-ref="video" data-video-preview-length-in-seconds="5"> <video src="https://www.monks.com/data/2024-06/Media_Hatch%20Monks-Flow%20Case_20062024.mp4?VersionId=PUovzrgO5MEIFExGAuQtrlA1G7zGeZ5l" data-ref="video-element" preload="metadata" title="Media_Hatch Monks-Flow Case_20062024.mp4" playsinline></video> <video playsinline data-component="a2-video" data-ref="video-preview" src="https://www.monks.com/data/2024-06/Media_Hatch%20Monks-Flow%20Case_20062024.mp4?VersionId=PUovzrgO5MEIFExGAuQtrlA1G7zGeZ5l" preload="metadata" muted="muted" loop="loop" 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<circle r="48" cx="50" cy="50" class="total" data-ref="total"></circle> <circle r="48" cx="50" cy="50" class="progress" data-ref="progress"></circle> </svg> <span data-component="cf-a2-icon" data-name="cross" aria-hidden="false" class="icon"><svg viewBox="0 0 70 70" xmlns="http://www.w3.org/2000/svg" fill="none" stroke="currentColor"> <path vector-effect="non-scaling-stroke" d="M40.6569 40.6569L29.3432 29.3432" /> <path vector-effect="non-scaling-stroke" d="M29.3431 40.6569L40.6568 29.3432" /> </svg> </span> </button> <div class="video-legend"> <p data-component="cf-a5-text" data-allow-outlines="false" class="body-label sans-serif-medium">Case Study</p> <p data-ref="external-duration" data-component="cf-a5-text" data-allow-outlines="false" class="body-label sans-serif-medium duration">0:00</p> </div> </div> </section> <section data-component="c6-copy-block" id="c06-copy-block-40707" data-block-spacing-top="normal" data-block-spacing-bottom="normal" class="grid-row"> <script type="application/json">{"linkedItemsLabel":{"singular":"Link","plural":"Links"}}</script> <div class="grid-col-4 grid-col-l-4 component-content"> <h2 data-ref="title" data-component="cf-a1-heading" data-outline-show-delay="0" aria-label="Managing the cost of consumer education." class="display-m extended component-title"> Managing the cost of consumer education. </h2> <div data-ref="primary-copy" data-component="cf-a4-rich-text" data-enable-transition-in="true" class="primary-copy size-body-l"> <p>Hatch, a sleep wellness company that teaches families how to develop better sleep habits with its restful technology devices, sought to engage new audiences for their <a href="http://www.hatch.co/restore" data-tooltip="true" target="_blank" data-category="Press Article">Restore 2</a> product. Operating in a unique product category, Hatch needed their ads to balance consumer education with performance. They opted for an audience-first approach to advertising that helps users envision an unfamiliar product slotting into their lifestyle. However, this comes with challenges. Namely, digital ad platforms require more creative assets to perform effectively, but photoshoots, customized ad ideation and design for multiple personas can be both expensive and time-consuming. To tackle this, we partnered with Hatch to leverage AI to strategize, concept, produce and launch personalized ad creative across diverse audience segments in a matter of weeks.</p> </div> </div> </section> <section data-component="c18-quick-view-case" data-block-spacing-top="normal" data-block-spacing-bottom="normal" data-scribble-arrow-variant="handDrawnArrow2" class="grid-gutter"> <div data-ref="drag-wrapper" class="slide-wrapper"> <ol data-ref="drag-list" class="cards-list"> <li class="card-item" data-ref="card-item"> <div data-component="m10-quick-view-case-introduction"> <div class="card-content"> <p data-component="cf-a5-text" data-allow-outlines="false" class="body-label sans-serif-medium label">The Process</p> <p data-component="cf-a5-text" data-allow-outlines="false" class="body-l serif text"><em>Monks.Flow In Action </em>• Our AI-assisted workflows took us from research and concepting to ad launch in just six weeks using Monks.Flow and Google Gemini.</p> </div> </div> </li> <li class="card-item" data-ref="card-item"> <div data-component="m13-quick-view-case-media" data-direction="horizontal" data-phone=""> <div class="card-content" data-ref="card-content"> <canvas data-ref="canvas" width="16" height="9"> </canvas> <figure data-component="m22-visual"> <picture data-component="cf-a3-image" data-ref="visual-image" data-enable-fade-in="true" data-enable-transition-in="true" fill-absolute="true" border-radius="true" class="fit-cover fill-absolute border-radius card-image"> <img data-ref="image-element" alt="Conversation with Google Gemini LLM to create personas for Hatch" data-src="https://www.monks.com/data/2024-06/Media_Hatch%20Monks-Flow%20Gemini%20Conversation_Case_18062024.gif?VersionId=XQP4UWLE1WhO3A1lh.BZhgKoXB7lD68_" class="lazyload" /> </picture> </figure> </div> </div> </li> <li class="card-item" data-ref="card-item"> <div data-component="m11-quick-view-case-media-copy"> <figure class="media-wrapper" > <figure data-component="m22-visual"> <picture data-component="cf-a3-image" data-ref="visual-image" data-enable-fade-in="true" data-enable-transition-in="true" fill-absolute="true" border-radius="true" class="fit-cover fill-absolute border-radius image"> <img data-ref="image-element" alt="Moving images of generative AI ad components for Hatch including pictures of a bedroom and a yoga studio" data-src="https://www.monks.com/data/2024-06/Media_Hatch_Monks-Flow%20Asset%20Design_Case_18062024.gif?VersionId=pybfctL.oCZ2.8jmbQNZbuvyyF2Nb4gt" class="lazyload" /> </picture> </figure> </figure> <div class="grid-row"> <div class="grid-col-3 grid-col-l-2"> <p data-component="cf-a5-text" data-allow-outlines="false" class="body-m sans-serif">From AI "conversations" with our new personas, we came up with a new modular creative platform we could customize to each.</p> </div> </div> </div> </li> <li class="card-item" data-ref="card-item"> <div data-component="m13-quick-view-case-media" data-direction="horizontal" data-phone=""> <div class="card-content" data-ref="card-content"> <canvas data-ref="canvas" width="16" height="9"> </canvas> <figure data-component="m22-visual"> <picture data-component="cf-a3-image" data-ref="visual-image" data-enable-fade-in="true" data-enable-transition-in="true" fill-absolute="true" border-radius="true" class="fit-cover fill-absolute border-radius card-image"> <img data-ref="image-element" alt="Media.Monks team discussing Performance Max ad strategy on a virtual meeting" data-src="https://www.monks.com/data/2024-06/Media_Hatch%20Monks-Flow%20Pmax%20Design_Case_18062024.gif?VersionId=f8TlFoiDryy4VJp.0CRqyIc80XClCVjm" class="lazyload" /> </picture> </figure> </div> </div> </li> <li class="card-item" data-ref="card-item"> <div data-component="m12-quick-view-case-copy"> <div data-component="cf-a4-rich-text" data-enable-transition-in="false" class="size-body-m"> <p>Layouts and designs were crafted with Google Performance Max campaigns in mind, then our Generative AI workflows produced huge quantities of assets in a matter of hours.</p> </div> </div> </li> <li class="card-item" data-ref="card-item"> <div data-component="m13-quick-view-case-media" data-direction="horizontal" data-phone=""> <div class="card-content" data-ref="card-content"> <canvas data-ref="canvas" width="16" height="9"> </canvas> <figure data-component="m22-visual"> <picture data-component="cf-a3-image" data-ref="visual-image" data-enable-fade-in="true" data-enable-transition-in="true" fill-absolute="true" border-radius="true" class="fit-cover fill-absolute border-radius card-image"> <img data-ref="image-element" alt="Generative AI production workflow from Monks.Flow" data-src="https://www.monks.com/data/2024-06/Media_Hatch_Monks-FlowGenAIAssetProduction_Case_18062024.gif?VersionId=kZPTpgM5M0FhLXr.oB4MpRxat2MAEM6s" class="lazyload" /> </picture> </figure> </div> </div> </li> <li class="card-item" data-ref="card-item"> <div data-component="m14-quick-view-case-end"> <h3 data-component="cf-a1-heading" data-outline-show-delay="0" aria-label="Ready to integrate AI into your ad creation workflows?" class="display-s sans-serif-medium card-title"> Ready to integrate AI into your ad creation workflows? </h3> <ul class="cta-wrapper"> <li class="button-item"> <a data-component="cf-m1-button" data-label="Chat with our AI experts." data-icon="right-arrow" data-responsive-behaviour="small-to-medium" data-hover-behaviour="default" data-enable-transition-in="false" data-enable-load-more-transition="false" href="/connect" target="_self" rel="noopener" class="is-outlined is-themed size-small-to-medium"> <span data-ref="button-icon-hover-wrapper" class="button-icon"> <span data-component="cf-a2-icon" data-name="right-arrow" data-ref="button-icon-hover" aria-hidden="false"><svg viewBox="0 0 70 70" fill="none" stroke="currentColor" xmlns="http://www.w3.org/2000/svg"> <path d="M35.1033 27L43 34.8967L35.1033 42.7934" vector-effect="non-scaling-stroke"/> <line x1="43" y1="35.0714" x2="26" y2="35.0714" 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data-component="c6-copy-block" id="c06-copy-block-40745" data-block-spacing-top="normal" data-block-spacing-bottom="normal" class="grid-row"> <script type="application/json">{"linkedItemsLabel":{"singular":"Link","plural":"Links"}}</script> <div class="grid-col-4 grid-col-l-4 component-content has-secondary-content"> <h2 data-ref="title" data-component="cf-a1-heading" data-outline-show-delay="0" aria-label="Incorporating AI from end to end." class="display-m extended component-title"> Incorporating AI from end to end. </h2> <div data-ref="primary-copy" data-component="cf-a4-rich-text" data-enable-transition-in="true" class="primary-copy size-body-l"> <p>We used an end-to-end AI-driven approach to tackle these challenges—from the audience research and ideation stage through the production and launch. Here’s what that process looked like:</p> </div> <div data-ref="secondary-copy" data-component="cf-a4-rich-text" data-enable-transition-in="true" class="secondary-copy size-body-m"> <ol> <li><strong>Persona Development: </strong>We leveraged Google’s AI tool, Gemini, to identify three distinct audience personas that would help us reach beyond the historical core buyer. By having “conversations” with the AI personas, we could better understand their lifestyles and preferences, from how they decorate their bedrooms to their hobbies and routines.</li> <li><strong>Creative Framework: </strong>We accelerated the creative process by teasing out insights from the AI on what a good night’s rest means for our target personas. This led us to a new creative framework for the campaign that our human creative team could expand and run with quickly. The AI-assisted ideation helped us land on a fresh platform to test, positioning Restore as “the everything machine” that enhances daily performance through better sleep. Plus, this gave our team a springboard for new taglines, concepts and test themes.</li> <li><strong>AI-Driven Asset Design: </strong>Building on this data-driven platform, our team crafted immersive visual environments that were tailored to each persona. Conversations with AI personas allowed us to marry visual cues from our personas’ lifestyles—from their aspirations and behaviors to their bedroom decor—with performance-first best practices, while honoring Hatch’s brand guidelines and their typical look-and-feel. Freed from the costs or logistics of location shoots and the limitations of repetitive and uncustomizable stock image libraries, generative AI helped us take relevance and personalization to a whole new level.</li> <li><strong>Rapid Production:</strong> <a data-entity-substitution="canonical" data-entity-type="node" data-entity-uuid="3237928f-9dae-4efa-81dc-924222dc3344" href="/node/19583" data-tooltip="true" title="Monks.Flow" data-image-src="/data/styles/540x210/s3/2024-01/Monks.Flow-media.monks-artificial-intelligence.png?VersionId=uk13vutkNfkr0emYRiaVJ7nWObJqG3_i&h=bbd42174&itok=ypOUoQ-H" data-image-alt="Monks.Flow" data-duration="<strong>2 min</strong> read" data-category="Page">Monks.Flow</a>, our proprietary AI workflow technology, facilitated the rapid generation of high-quality ad variations tailored to each persona. We quickly generated dozens of new ad variants in a matter of hours, designed specifically for Google’s Performance Max (PMax) campaigns. <p> An effective PMax strategy isn’t just about imagery; it involves video and many text assets too. We used AI to create custom soundscapes using Hatch’s base audio and multiple descriptive text variants to ensure the algorithm had plenty of assets to choose from when serving tailored ads to each user.</p></li> </ol> </div> </div> </section> <section data-component="c31-client-quote" data-block-spacing-top="normal" data-block-spacing-bottom="normal" data-foreground-color="#191715" data-background-color="#DEDFE5" data-scribble-arrow-variant="handDrawnArrow3"> <div class="client-quote-header grid-row"> <picture data-component="cf-a3-image" data-ref="image" data-enable-fade-in="true" border-radius="true" class="fit-contain border-radius primary-image"> <img data-ref="image-element" alt="hatch restore on a nightstand" data-src="https://www.monks.com/data/2022-07/topperformingcontent-hatch-performance-media.monks-2-updated.png" class="lazyload" /> </picture> </div> <div class="content-container grid-row"> <div data-ref="partnership-container" class="grid-col-width-4 grid-col-l-width-2 partnership-container"> <p data-ref="partnership-title" data-component="cf-a5-text" data-allow-outlines="false" class="body-label sans-serif partnership-title">In partnership with</p> <ul> <li class="partnership-item"> <span data-ref="partner" data-component="cf-a1-heading" data-outline-show-delay="0" aria-label="Hatch" class="display-s sans-serif"> Hatch </span> </li> </ul> </div> <div data-ref="client-quote-container" class="grid-col-width-4 grid-col-l-width-4 client-quote-container" > <div data-component="m16-quote" data-ref="client-quote" data-enable-transition-in="true" > <div class="quote"> <span data-ref="label" data-component="cf-a5-text" data-allow-outlines="false" class="body-label sans-serif quote-label">Client Testimonial</span> <q data-ref="quote" class="quote-value">Monks.Flow is helping our creatives focus more on being creative, and less on rote production tasks—amplifying our team’s mission to bring craftsmanship, speed, and a sense of relevance and culture to our marketing. Not to mention, more time for sleep!</q> </div> </div> <div data-ref="client-reference-container" class="grid-col-width-4 grid-col-l-width-4 client-reference-container" > <picture data-component="cf-a3-image" data-ref="client-image" data-enable-fade-in="true" class="fit-cover client-image"> <img data-ref="image-element" alt="Eric Pallotta, CMO of Hatch" data-src="https://www.monks.com/data/2024-06/Media_Eric%20Pallotta%20Client_18062024.jpeg?VersionId=vnL_cMcsHUbhmjA2ARuo0Kh7uaJPMQMI" class="lazyload" /> </picture> <div class="client-reference-info-container"> <p data-ref="client-reference-name" data-component="cf-a5-text" data-allow-outlines="false" class="body-label sans-serif-medium client-reference-name">Eric Pallotta</p> <p data-ref="client-reference-title-and-company" data-component="cf-a5-text" data-allow-outlines="false" class="body-label sans-serif client-reference-title-and-company">CMO</p> </div> </div> </div> </div> <div class="client-quote-footer grid-row"> </div> </section> <section data-component="c6-copy-block" id="c06-copy-block-40743" data-block-spacing-top="normal" data-block-spacing-bottom="normal" class="grid-row"> <script type="application/json">{"linkedItemsLabel":{"singular":"Link","plural":"Links"}}</script> <div class="grid-col-4 grid-col-l-4 component-content"> <h2 data-ref="title" data-component="cf-a1-heading" data-outline-show-delay="0" aria-label="AI-assisted creative proves efficient and effective." class="display-m extended component-title"> AI-assisted creative proves efficient and effective. </h2> <div data-ref="primary-copy" data-component="cf-a4-rich-text" data-enable-transition-in="true" class="primary-copy size-body-l"> <p>By integrating AI workflows into the creative process, we produced:</p> <ul> <li> Three original audience personas</li> <li> One innovative creative idea</li> <li> Three videos</li> <li> 60 unique ad variants</li> </ul> <p>…at faster speeds and lower costs than ever before. Overall, this campaign represented a <strong>5</strong><strong>0% reduction in hours and 97% reduction in costs</strong> from legacy approaches, freeing up massive resources for creatives and marketers to focus on areas where the human touch is more critical. From ideation to campaign launch, the entire process was completed in <strong>half the time</strong> of a standard campaign, thanks to AI-powered marketing.</p> <p>The Hatch team was thrilled: "Hatch is a company that is uniquely positioned to help so many different people and personalities develop better <em>personalized</em> sleep habits. Partnering with Monks to test AI integrations in our ad workflow that will appeal to all these different types of people and their interests, without spending a ton on net new shoots for every single one, has been incredibly exciting to test out," says Eric Pallotta, CMO. "Monks.Flow is helping our creatives focus more on being creative, and less on rote production tasks—amplifying our team’s mission to bring craftsmanship, speed, and a sense of relevance and culture to our marketing. Not to mention, more time for sleep."</p> </div> </div> </section> <section id="c04-media-40749" data-component="c4-media" data-block-spacing-top="normal" data-block-spacing-bottom="normal"> <div class="grid-row"> <div class="grid-col-4 grid-col-l-6 grid-col"> <div data-component="o1-video-player" data-video-preview-length-in-seconds="5"> <video src="https://www.monks.com/data/2024-06/Media_Hatch_Monks-Flow%20Example%20Video%20Ad_Case_18062024.mp4?VersionId=6OudmCdbySV46JdZWT1YMK53qENtRXRi" data-ref="video-element" preload="metadata" title="Media_Hatch_Monks-Flow Example Video Ad_Case_18062024.mp4" playsinline></video> <video playsinline data-component="a2-video" data-ref="video-preview" src="https://www.monks.com/data/2024-06/Media_Hatch_Monks-Flow%20Example%20Video%20Ad_Case_18062024.mp4?VersionId=6OudmCdbySV46JdZWT1YMK53qENtRXRi" preload="metadata" muted="muted" loop="loop" title="Media_Hatch_Monks-Flow Example Video Ad_Case_18062024.mp4" class="fit-cover video-preview"></video> 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data-ref="primary-copy" data-component="cf-a4-rich-text" data-enable-transition-in="true" class="primary-copy size-body-l"> <p>Even better, these AI-generated ads are already outperforming legacy tactics. When combined with the power of Performance Max’s AI-fueled audience targeting and ad delivery, these campaigns are driving <strong>31% better cost-per-purchase</strong> (CPA) than comparable campaigns.</p> <p>Additionally, users are engaging more with the Monks.Flow-generated assets and <em>staying</em> engaged after the click: we're seeing <strong>80% higher CTR</strong> and<strong> 46% higher site engagement rate </strong>than other campaigns.</p> <p>Monks.Flow and Google Gemini were critical in enhancing efficiency without compromising creativity or impact. By integrating AI-assisted workflows into every step—from persona development to asset creation—we delivered an extraordinarily personalized and effective ad campaign for Hatch in record time.</p> <p>Good nights indeed make great days—and exceptionally effective ad campaigns.</p> </div> <div data-ref="secondary-copy" data-component="cf-a4-rich-text" data-enable-transition-in="true" class="secondary-copy size-body-m"> <p> </p> <p> </p> </div> </div> </section> <section id="c16-monk-contact-40727" data-component="c16-monk-contact" data-block-spacing-top="normal" data-block-spacing-bottom="normal" data-form-name="sales_lead ;; Global ;; Performance Sales Form" class="grid-row"> <div class="grid-col-4"> <h2 data-ref="title" data-component="cf-a1-heading" data-outline-show-delay="0" aria-label="Want to try generative AI that performs? Get in touch." class="display-m extended"> Want to try generative AI that performs? Get in touch. </h2> </div> <div class="grid-col-4" aria-live="polite"> <div data-component="o2-personal-contact" data-ref="personal-contact" data-message="Hi, I am {firstname} {lastname} from {company}. Contact me at {email}." data-form-name="sales_lead ;; Global ;; Performance Sales Form"> <div data-component="m4-chat-intro" data-ref="intro" data-response-title="Thanks {firstname}." data-response-message="Keep an eye on your email. One of our monks will be in touch with you soon." data-desktop-logo="dot-monks-logo" data-mobile-logo="media-monks-m"> <div class="chat-messages" data-ref="messages" aria-live="polite"> <div data-component="chat-message" data-ref="initial-message" data-source="server"> <span class="dot" data-ref="dot"></span> <div class="background" data-ref="background"></div> <p data-ref="title" data-component="cf-a5-text" data-allow-outlines="false" class="body-m sans-serif title">Hey 👋</p> <p data-ref="message" data-component="cf-a5-text" data-allow-outlines="false" class="body-m sans-serif message">Please fill out the following quick questions so our team can get in touch with you.</p> </div> </div> <div data-ref="logo-wrapper" style="--themed-foreground:#BCFFEF; --themed-background:#001D38;"> <div data-ref="logo-background" class="logo-background"> <span data-component="cf-a2-icon" data-name="dot-monks-logo" data-ref="logo" aria-hidden="false" class="logo"></span> </div> </div> </div> <div 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