A campaign built on AI-generated visual variants that maintain a unified framework while adapting to different audience cohorts.
The Objective: Emotional Relevance & Creative Longevity
Our fundamental campaign was designed with a reach and frequency goal. We wanted to ensure that people not only knew about Heetch but also loved it. The objective was clear: to create an emotional brand link that resonated deeply with our audience. To achieve this, we needed to go beyond conventional promotional content and delve into the human side of our service.
Ideas & Strategic Direction
1- One Visual Template, Many Faces
Establish a consistent composition: subject holds a portrait, fixed background, same framing and copy placement.
This anchors brand recognition across variants.
2- Persona Variation via AI
- Use AI (stable diffusion, Midjourney, etc.) with prompts to morph age, gender, style, clothing cues.
Maintain lighting, camera angle, expressiveness to match the template.
3- Design System in Figma
Master layout file: text overlay zones, logos, CTA button, safe margins.
Drop in generated images, adjust masks, ensure alignment.
4- Cohort Mapping & Testing
Define target audiences (e.g. 60+, 25–35 male, 20–30 female).
Assign visual variants to segments and measure CTR, CPA, impression decay.
Execution & Creative Work
- Assets Produced
- Feed formats (1:1) and Stories (9:16) across three personas
- Localized copy versions (Arabic, French)
- Mockups and real-life placements to validate look & feel
- Workflow
- Seed reference image + style prompt
- Generate persona variants
- Import into Figma layout
- Final touch-ups (contrast, facial clarity)
- Export and tag variant IDs for ad delivery
- Visual Style
- Warm, inviting tones
- Emphasis on the subject’s face, clear eyes
- Overlay text with high legibility, consistent across variants
What Makes It Different
Through controlled creative testing, each demographic variant was matched to specific audience cohorts in Meta Ads Manager. Early results showed clear behavioral differences higher click-through rates among audiences exposed to relatable faces, stronger recall among those who saw localized details, and slower fatigue curves across rotations. More importantly, the campaign demonstrated how technology can amplify empathy rather than replace it: by using AI not to automate, but to multiply emotion.
By combining AI-driven persona generation with a stringent visual system (via Figma), we built a dynamic creative solution that’s both efficient and emotionally resonant. Rather than constantly reinventing the wheel, we rotate within a disciplined framework preserving identity while diversifying visual identity.