Background
- Project was completed in Q4 2023, using ChatGPT Plus (GPT-4 / custom GPT, $20/mo).
- Marketing team members had varying levels of AI experience and literacy — but all were given explicit instructions on which AI tools to use and how to use them. All AI outputs were reviewed and edited by professionals.
Our Approach
As soon as custom GPTs were announced by Open AI in November 2023, we jumped at the opportunity to improve efficiencies with AI- assisted copywriting.
The goal was to create a social media copywriter trained on:
- Brand standards: Using the brand's tone of voice and buyer persona context blocks, we outlined the brand's target audience, products, value proposition, and social media personality.
- Social content strategy: We'd previously worked with the client to standardize content types, so we were able to clearly outline different caption styles.
- Social media dataset: With years of content already organized into spreadsheets, we easily trained the GPT on the brand voice using hundreds of real captions.
Here's what we did, step by step:
- Selected use case, and identified how we could use a ChatGPT custom GPT to accelerate content creation.
- Outlined custom GPT goal and guidelines.
- Drafted custom GPT instructions and prepared dataset (old content to train content style and brand tone).
- Set up, configured, and tested custom GPT.
- Managed team training, rollout, and execution.
Results
- On average, decreased time to complete this recurring project by around 50%.
What It Means
AI enabled us to:
- Complete a weekly assignment in half the time, without sacrificing quality.
- Explore creative new copy ideas that still align with brand strategy and tone.
- Scale up social media publishing to share and engage with the community more frequently.
- Reinvest time savings into developing more creative content and campaign ideas.
Sound Good?
Want to see if you can get these results using AI? Contact us to talk about your specific needs.
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