How Barilla tapped into creative data to transform their marketing measurement

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The Challenge

Barilla, a family-held company, and world leader in pasta, embarked on a multi-year creative transformation journey to put data at the heart of its marketing decisions. Used by over 12 brands operating in 34 markets, across 8 media channels, the Creative Quality Score has enabled Barilla to gain global visibility into their global content efforts and eliminate media wastage from underperforming assets.

Achieved with CreativeX

12

essential creative elements mapped to a single business metric

9.15%

cheaper CVTR per 10% increase in CQS

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See what your campaigns became and what to improve next.

Connect campaign intent, creative execution, media delivery, and outcomes in one independent view.

Orange cocktail held beside a swimming pool

96%

Meta

Woman cuddling a dog

93%

Meta

Two women enjoying drinks beside the sea

95%

Meta

Woman holding a skincare product

91%

Meta