Fnac - Unrecommended by the Algorithm
Award: Wood Pencil
Wood Pencil / Commerce / Use of Data / 2023
Award: Shortlist
Shortlist / Digital / Use of Data
What if we used data to push irrelevant products? Fnac and Publicis Conseil developed a targeted campaign for digital and social that does the opposite of what targeted campaigns do. Based on data, the campaign pushed products that people are only 2% likely to buy. It might seem counterintuitive, but the campaign had an important message: to stop letting algorithms define our decisions.