Kellanova, in collaboration with data firm Vidmob and MMA Global, has discovered that utilizing artificial intelligence to drive predictive impact scoring can help connect campaign creative to business outcomes more efficiently. This technology analyzes past performance data to identify specific creative elements that can drive key performance indicators (KPIs).
Through an examination of over 443 Kellanova creative assets for snack brands like Pringles, Cheez-It, and Pop-Tarts, it was determined that predictive impact scoring can accurately forecast three-second view-through rates (VTR) by 83%, leading to a performance improvement of over two times and an 11% increase in ROI.
Charisse Hughes, senior vice president and chief growth officer at Kellanova, expressed, “Predictive impact scores are like creative fingerprints – unique to our brand, actionable, and incredibly powerful for enhancing brand distinctiveness and performance. With AI, we can achieve this at a faster pace and with higher accuracy.”
The study, conducted from March 2024 to March 2025, analyzed assets on Meta platforms in the U.S using Vidmob’s Aperture technology. The findings led to the identification of 19 company-wide and 11 category-specific scoring criteria that are now informing Kellanova’s advertising creative strategies.
Nicole Vinson, vice president of digital, media, and omni-shopper experience at Kellanova, stated, “Creative has always been a mix of art and science. With the ability to process large sets of data and build advanced analytics, we can achieve more precision and predictiveness in driving business outcomes.”
The Process Unveiled
Kellanova’s journey with predictive scoring began by implementing Vidmob’s best practices and scoring capabilities for digital platforms. When MMA Global proposed testing predictive scoring, Kellanova was ready to align scoring with specific KPIs.
Vinson highlighted the advantage for marketers in unlocking brand-specific insights that serve as a competitive edge. The study focused on high-production value, branded creative assets from 10 brands in Kellanova’s North America business on Meta platforms, analyzing billions of impressions. Vidmob’s AI tool helped distill 20,000 creative decisions into 19 variables.
Vinson explained, “This power is not about creating a one-size-fits-all solution but about understanding the variables with the highest predictability of improving performance to inform future creative decisions and scale them across our business.”
After assessing creative on Meta platforms, Kellanova extended the analysis to all digital media platforms and reevaluated creative against new criteria tailored to each platform. This iterative process allows Kellanova to identify what works best for specific brands and audiences.
Exploring Internal and External Collaborations
Collaborating with Vidmob and MMA Global, Kellanova engaged a cross-functional team spanning insights, analytics, media operations, and marketing leads to conduct the predictive scoring analysis. The teams set clear goals, objectives, and methodologies at every stage.
Vinson emphasized the importance of data-driven decision-making over intuition, especially with the involvement of AI. Kellanova prioritized the 19 variables identified in the study and collaborated with various teams to refine the criteria. The company is now briefing agencies on utilizing these insights.
Kellanova plans to review agency scorecards quarterly to assess performance and seek improvements. This feedback loop aims to adapt to changing platform algorithms, consumer behavior, and campaign objectives over time.
Vinson concluded, “By embracing data-driven strategies, we can maximize effectiveness and success in driving net sales volume, ensuring responsible stewardship of brand budgets in a challenging business landscape.”