2,700+ 4.4% $4.4 Mn
Videos in 2024 Average Revenue
Conversion Rate Generated
My Year in Review
When I joined the marketing team, here, in October 2023, I arrived facing the reality of antithetical dynamics, limited resources and demanding performance expectations. What unfolded over 2024 was an unexpected journey of innovation that redefined not just our content production capabilities, but my entire approach to creative marketing.
The Beginning: Survival
The early months of 2024 presented a significant challenge: how could we produce more high-quality content with the no resources while improving performance metrics? The answer emerged through strategic experimentation with AI integration into our creative workflows.
I was forced to reconcile to the fact that technology wasn't a replacement for human creativity, but rather a powerful amplifier when used thoughtfully. This perspective became the foundation of our 2024 strategy.
The Transformation: AI-Enhanced Processes
The turning point came when we developed a specialized production methodology that leveraged artificial intelligence throughout the creative process. The results were remarkable. Let me explain what I mean through one example.
Last year, due to our target being the American Consumer, the hiring process of a model proved to be extremely difficult, so we sought to find a way maximise each shoot. The reasonable expectation, as most professionals would attest, is of about 10-15 short videos.
The results that were achieved, due to the methodology applied, in these two days, was astounding; highlights of which are listed below:
Two filming days transformed into 150+ unique video assets.
Production costs reduced to approximately Rs. 210 per video
40% of content meeting or exceeding the success benchmark of 3% CTR and 3% CVR.
Overall production of 2,700+ videos throughout 2024.
This wasn't just about quantity.
Our process, in this particular case, started after the operational insight that the structure of the ideal performance video, could be viewed and formulated in a modular manner.
Then, by leveraging some elementary mathematics, we were able to unlock results that are, hitherto, unheard of.
In 2024, our content maintained strong performance metrics across the board:
Total Videos tested: 2700+
Average Click-Through Rate: 2.7%
Average Conversion Rate: 4.4%
The Impact: Measurable Business Results
The creative transformation delivered tangible business outcomes:
Through equally diligent and excellent work from the Business Team and the Affiliate Team, we were able to generated $4.4 million in revenue
Established consistent performance across varied content types and campaigns
Developed a scalable, repeatable system for high-performance content
Leadership Insights: Balancing Technology and Creativity
Leading this transformation required a balanced approach:
Strategic Implementation: Integrating AI as an enhancement to—not replacement for—human creativity
Team Development: Guiding talented professionals to embrace new methodologies while maintaining creative standards
Process Innovation: Establishing workflows that balance efficiency with creative exploration
Looking Forward: Continuous Improvement
While 2024 brought significant success,
I recognise areas for ongoing development:
Enhancing data analytics capabilities to make even more informed creative decisions
Strengthening cross-functional collaboration to align creative initiatives with broader organizational goals
Refining time management during high-production periods
The 2024 Lesson: Creative Innovation Meets Technological Empowerment
My story of 2024 demonstrates how the thoughtful integration of technology can transform creative capabilities. By embracing AI as a creative partner rather than a replacement, we achieved results that neither technology nor human creativity could accomplish alone.
For marketing leaders and creative professionals navigating the evolving landscape, the message is clear: the future belongs to those who can harness technological advancement while maintaining the human creativity that connects with audiences.
Manu Sriram Kamath
Creative Director
2,700+ 4.4% $4.4 Mn
Videos in 2024 Average Revenue
Conversion Rate Generated
My Year in Review
When I joined the marketing team, here, in October 2023, I arrived facing the reality of antithetical realities, limited resources and demanding performance expectations. What unfolded over 2024 was an unexpected journey of innovation that transformed not just our content production capabilities, but the entire approach to creative marketing.
The Beginning: Survival
The early months of 2024 presented a significant challenge: how could we produce more high-quality content with the no resources while improving performance metrics? The answer emerged through strategic experimentation with AI integration into our creative workflows.
As a Creative Director, I, thankfully, recognized that technology wasn't a replacement for human creativity but rather a powerful amplifier when used thoughtfully. This perspective became the foundation of our 2024 strategy.
The Transformation: AI-Enhanced Processes
The turning point came when we developed a specialized production methodology that leveraged artificial intelligence throughout the creative process. The results were remarkable. Let me explain what I mean through one example. Last year, due to our target being the American Consumer, we hired a model to shoot for two days. The reasonable expectation, as most professionals would attest, is of about 10-15 short videos, that are testimonial adjacent.
The results that were achieved, due to the methodology applied, in these two days, was astounding; highlights of which are listed below:
Two filming days transformed into 150+ unique video assets.
Production costs reduced to approximately Rs. 210 per video
40% of content meeting or exceeding the benchmark of 3% CTR and 3% CVR.
Overall production of 2,700+ videos throughout 2024.
This wasn't just about quantity
In 2024, our content maintained strong performance metrics across the board:
Total Videos tested: 2700+
Average Click-Through Rate: 2.7%
Average Conversion Rate: 4.4%
The Impact: Measurable Business Results
The creative transformation delivered tangible business outcomes:
Through equally diligent and excellent work from the Business Team and the Affiliate Team, we were able to generated $4.4 million in revenue
Established consistent performance across varied content types and campaigns
Developed a scalable, repeatable system for high-performance content
Leadership Insights: Balancing Technology and Creativity
Leading this transformation required a balanced approach:
Strategic Implementation: Integrating AI as an enhancement to—not replacement for—human creativity
Team Development: Guiding talented professionals to embrace new methodologies while maintaining creative standards
Process Innovation: Establishing workflows that balance efficiency with creative exploration
Looking Forward: Continuous Improvement
While 2024 brought significant success, I recognize areas for ongoing development:
Enhancing data analytics capabilities to make even more informed creative decisions
Strengthening cross-functional collaboration to align creative initiatives with broader organizational goals
Refining time management during high-production periods
The 2024 Lesson: Creative Innovation Meets Technological Empowerment
The story of my 2024 as a Creative Director demonstrates how the thoughtful integration of technology can transform creative capabilities. By embracing AI as a creative partner rather than a replacement, we achieved results that neither technology nor human creativity could accomplish alone.
For marketing leaders and creative professionals navigating the evolving landscape, the message is clear: the future belongs to those who can harness technological advancement while maintaining the human creativity that connects with audiences.
Manu Sriram Kamath
Creative Director
2,700+
Videos in 2024
4.4%
Average Conversion Rate
$4.4 Mn
Revenue Generated in 2024
My Year in Review
When I joined the marketing team, here, in October 2023, I arrived facing the reality of antithetical dynamics, limited resources and demanding performance expectations. What unfolded over 2024 was an unexpected journey of innovation that transformed not just our content production capabilities, but the entire approach to creative marketing.
The Beginning: Survival
The early months of 2024 presented a significant challenge: how could we produce more high-quality content with the no resources while improving performance metrics? The answer emerged through strategic experimentation with AI integration into our creative workflows.
I was forced to reconcile to the fact that technology wasn't a replacement for human creativity, but rather a powerful amplifier when used thoughtfully. This perspective became the foundation of our 2024 strategy.
The Transformation: AI-Enhanced Processes
The turning point came when we developed a specialized production methodology that leveraged artificial intelligence throughout the creative process. The results were remarkable. Let me explain what I mean through one example.
Last year, due to our target being the American Consumer, the hiring process of a model proved to be extremely difficult, so we sought to find a way maximise each shoot. The reasonable expectation, as most professionals would attest, is of about 10-15 short videos.
The results that were achieved, due to the methodology applied, in these two days, was astounding; highlights of which are listed below:
Two filming days transformed into 150+ unique video assets.
Production costs reduced to approximately Rs. 210 per video
40% of content meeting or exceeding the success benchmark of 3% CTR and 3% CVR.
Overall production of 2,700+ videos throughout 2024.
This wasn't just about quantity.
Our process, in this particular case, started after the operational insight that the structure of the ideal performance video, could be viewed and formulated in a modular manner.
Then, by leveraging some elementary mathematics, we were able to unlock results that are, hitherto, unheard of.
In 2024, our content maintained strong performance metrics across the board:
Total Videos tested: 2700+
Average Click-Through Rate: 2.7%
Average Conversion Rate: 4.4%
The Impact: Measurable Business Results
The creative transformation delivered tangible business outcomes:
Through equally diligent and excellent work from the Business Team and the Affiliate Team, we were able to generated $4.4 million in revenue
Established consistent performance across varied content types and campaigns
Developed a scalable, repeatable system for high-performance content
Leadership Insights: Balancing Technology and Creativity
Leading this transformation required a balanced approach:
Strategic Implementation: Integrating AI as an enhancement to—not replacement for—human creativity
Team Development: Guiding talented professionals to embrace new methodologies while maintaining creative standards
Process Innovation: Establishing workflows that balance efficiency with creative exploration
Looking Forward: Continuous Improvement
While 2024 brought significant success,
I recognise areas for ongoing development:
Enhancing data analytics capabilities to make even more informed creative decisions
Strengthening cross-functional collaboration to align creative initiatives with broader organizational goals
Refining time management during high-production periods