Kellanova, in collaboration with data firm Vidmob and MMA Global, has discovered a way to quickly link campaign creative with business outcomes using artificial intelligence to power predictive impact scoring. This innovative approach analyzes past performance data to identify creative criteria that drive specific Key Performance Indicators (KPIs).
Through an examination of over 443 Kellanova creative assets, which include popular snack brands such as Pringles, Cheez-It, and Pop-Tarts, predictive impact scoring has demonstrated an impressive ability to forecast three-second view-through rates (VTR) with 83% accuracy. This has led to a performance improvement of more than two times and an 11% increase in ROI.
Charisse Hughes, Senior Vice President and Chief Growth Officer at Kellanova, emphasized the uniqueness and power of predictive impact scores, stating that they act as creative fingerprints that are tailored to the brand and can drive both brand distinctiveness and performance. With the aid of AI, this process can be executed with enhanced speed and accuracy, leading to transformational growth.
The study, conducted between March 2024 and March 2025, focused on analyzing assets across Meta platforms in the U.S. using Vidmob’s Aperture technology. This analysis identified 19 company-wide and 11 category-specific scoring criteria that are now being utilized to inform Kellanova’s advertising creative strategies moving forward.
Nicole Vinson, Vice President of Digital, Media, and Omni-Shopper Experience at Kellanova, highlighted the shift towards more precise and predictive analytics in creative decision-making. By leveraging large datasets and advanced analytics, marketers can now anticipate business outcomes with greater accuracy and efficiency.
The predictive scoring process at Kellanova began with the implementation of Vidmob’s platform-specific best practices and scoring capabilities. This initial step laid the groundwork for connecting scoring metrics with specific KPIs, enabling a more targeted approach to creative development.
The analysis of high-production value branded creative assets on Meta platforms allowed Kellanova to identify key variables that significantly impact performance. By narrowing down decisions to 19 variables, such as emotional cues, audio or text overlays, brand logos, and characters, the company could optimize its creative strategies for enhanced effectiveness.
Moving forward, Kellanova plans to apply the same framework and methodology to other digital media platforms, tailoring creative decisions based on platform-specific criteria. This iterative process aims to uncover insights that drive success for specific brands and target audiences.
In collaboration with Vidmob and MMA Global, Kellanova engaged a cross-functional team spanning insights and analytics, media operations, and full-funnel marketing leads to conduct the predictive scoring analysis. Clear goals, objectives, and methodologies were established at each stage to ensure a data-driven approach to decision-making.
As the implementation of predictive scoring progresses, Kellanova intends to maintain a continuous feedback loop with its agencies to optimize creative performance. By holding agencies accountable to utilizing the insights provided by the scoring criteria, the company aims to maximize effectiveness and drive net sales volume in a competitive business environment.
Overall, Kellanova’s innovative use of AI-powered predictive impact scoring represents a significant advancement in the realm of creative performance analysis. By leveraging data-driven insights to inform creative decisions, the company is poised to drive transformational growth and enhance brand performance in the ever-evolving digital landscape.
