About Smarters
Smarters is a B2B digital campaign solutions company specializing in innovative marketing activations for major consumer brands. The business designs and executes end-to-end campaign mechanics for MNCs — including lead capture, engagement funnels, and experiential digital activations.
This campaign was executed for Unilever's Knorr brand in Mexico, featuring popular singer and rapper Malilla as the campaign face. ImagineArt provided the generative AI infrastructure that made personalized, celebrity-integrated content possible at a scale of hundreds of thousands of concurrent users.
Mass Reach Without Sacrificing Personal Connection
Consumer campaigns for MNCs face a fundamental tension: mass-market reach requires scale, but scale kills personalization. Generic content drives awareness; personalized content drives action. Smarters needed a campaign mechanic that delivered both — individual-level creative for hundreds of thousands of people, simultaneously.
- Standard campaign assets don't create enough incentive for users to opt in to communications
- Celebrity campaigns typically produce one set of assets for all users — no personalization
- High-volume campaigns require infrastructure that can handle concurrent requests without degradation
- The opt-in rate on similar activations in the region averaged well below 68%
Why ImagineArt
The campaign's core mechanic required real-time generative inpainting: users upload a portrait, which is merged with a pre-selected celebrity image (Malilla) to produce a unique, shareable visual — instantly. No waiting, no queue, no degraded output under load.
ImagineArt's low-latency infrastructure was selected specifically for its ability to handle this at scale. The platform processed concurrent requests from hundreds of thousands of users without quality loss — a requirement that ruled out alternatives without enterprise-grade throughput.
Real-Time Personalization at Consumer Scale
The campaign mechanics were powered entirely by ImagineArt's generative AI:
- Portrait inpainting — user selfies merged with celebrity imagery in real time, creating unique assets per user
- High-concurrency infrastructure — 586K users served without latency spikes or output degradation
- Lead funnel integration — personalized content used as the incentive driving opt-in communications
- Shareability loop — users sharing their generated assets organically extended campaign reach beyond paid media
A Campaign That Converted at Scale
Personalized Generative Campaigns as a Core Offering
The Knorr campaign proved the model works at MNC scale. Personalized generative activations are now a core part of Smarters' offering — a campaign mechanic that drives conversion precisely because each user receives something that feels made for them.
- Celebrity or brand-integrated personalization deployable at six-figure user volumes
- Opt-in acquisition through content incentive — applicable across CPG, FMCG, and entertainment campaigns
- Real-time infrastructure capable of handling consumer-scale concurrency for any market
