Rich Kivell
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Polestar 4 - AI & Creators

Polestar - AI & Creators

Role: Product Strategy, Creative Direction, Art Direction, XFN Leadership

Context & Business Challenge:

Polestar, the luxury EV brand from Volvo Group, launched the Polestar 4, a futuristic luxury SUV. Despite its innovative product, the company's ad campaigns faced challenges due to a lack of creative diversification.

The primary objective was to drive an increase in test drives for the new Polestar 4 model by creating diversified ads that truly resonated with their target audience.

The Approach:

Polestar utilised AI-powered Sentiment Analysis to uncover insights from Meta ad campaign comments on Facebook and Instagram.

Comments offer valuable insights into customer needs, revealing product barriers that hinder their experience, motivators that drive purchasing decisions, and opportunities to create authenticity through resonant marketing messages.

These insights were used to develop agile, concept led, creator briefs that directly addressed the comments.

By doing so, Polestar aimed to build brand resonance, design new ways of working, and connect deeply to unlock brand and performance results.

Global Pilot: Meta x Polestar – How it works

Today, most steps in the AI-powered Sentiment Analysis are done manually. Here's a breakdown of how it works:

Step 1: Collect all comments

Gather all comments from campaigns on both Facebook & Instagram by using Ads Manager to preview ads and copy comments into a Google Doc. Structure the document by country if the campaign is international.

Step 2: Analyse comments with Meta AI

Utilise Metamate's /SentimentAnalysis command to analyze all comments. Add your Google Doc to Metamate for a comprehensive analysis based on client comments.

Step 3: Prompt for insights

Engage with Meta AI to unlock deeper insights and actionable strategies to enhance campaigns. Effective prompts include:

  • Identifying sentiment differences by country

  • Highlighting ads that deviate from overall trends

  • Listing topics/motivators/pain-points for creators

  • Generating IG Reels hooks based on analysis

Step 4: Create new ads and conduct a test

Use insights to inform creator briefs and new assets to test against BAU creatives in both Brand and Conversion Lift Studies. This process is part of a broader AI-driven workflow aimed at improving creative quality, increasing diversification, and reducing costs .