Salling Group, a top Danish retailer with brands like Skagenfood, needed a data-driven way to optimize thousands of digital ads yearly.

Previously relying on opinions and experience to guide design, they turned to Neurons for clear insights on what holds viewer attention.

Neurons gave the team instant, actionable feedback that played a role in making creative decisions faster, replacing guesswork with confidence, and cutting customer acquisition costs with more effective advertising assets.

‍

‍

The Client: Salling Group

Salling Group is one of Denmark’s top retail companies, managing popular brands like Føtex, Netto, and Skagenfood. Salling Group’s internal Digital Marketing Agency teams run thousands of digital ads yearly. Their focus is on capturing attention and driving online engagement through optimized assets while working closely with internal marketing departments.

‍

The Challenge: Optimizing Thousands of Assets Yearly

Each year, Salling Group’s internal Digital Marketing Agency produces about 4,000 digital assets across multiple brands. The agency consists of four teams: Paid Media, Owned Media, Partner team and Creative Team. They need to create campaigns that keep viewers engaged in a crowded space, while also collaborating with multiple in-house brand teams and external agencies.

Previously, decisions often came down to subjective discussions, making it harder to align on data-driven design choices before launching campaigns. Katrine Marie Klitgaard, Head of Creative at Salling Group, put it simply:

‍

‍

For digital-first brands like Skagenfood, the team focuses on campaign goals like:

• capturing attention
• communicating the offer, and
• reducing the cost of acquiring new customers (CAC).

‍

The Solution: Rapid AI Feedback

The team, including graphic designers and campaign leads, got started with Neurons to test advertising assets and get instant feedback on images and videos.

Neurons supports reporting and creative testing, which Katrine uses to demonstrate campaign effectiveness to her stakeholders, such as in large branding campaigns. Neurons is used for both new and historical assets to improve effectiveness.
‍

"At Salling Group, digital campaigns for brands like Skagenfood focus on getting new customers online, so every creative choice has to count.

We’re competing for attention, and Neurons takes the guesswork out by giving us clear data on what actually grabs it, meaning fewer opinions and faster decisions at meetings.

For Skagenfood, Neurons helped us launch the brand's most successful campaign yet, cutting customer acquisition costs and reaching our goals faster. In the past, we’d rely on personal opinions and sometimes long discussions, but now, Neurons gives us tangible feedback that makes decision-making easier and our work more effective."

– Katrine Marie Klitgaard, Head of Creative at Salling Group

The Skagenfood campaign was a collaborative effort among Salling Group’s in-house teams, including the paid media team and the creative team led by Katrine. Key roles included campaign strategists, paid media specialists and creative producers like Morten Overgaard who directly worked with Neurons to test and refine creative elements.

‍

‍

‍

Result #1: Lower Customer Acquisition Costs with Better Creatives

The Skagenfood campaign achieved standout customer acquisition rates, with lower customer acquisition costs (CAC) compared to previous campaigns. Neurons also simplified the creative process by providing clear, actionable data that cut down on subjective debates, allowing the team to make quicker decisions and focus on refining key elements.

‍

‍

Result #2: Less Guesswork with Instant Feedback Loops 

With Neurons, the team to optimize creatives iteratively based on the AI’s instant feedback and recommendations. They tested different variations of ad elements like text placement, product visuals, and color contrasts.

‍

‍

This real-time feedback loops helped the team push creative boundaries while grounding decisions in predictive data, making the process both agile and precise.

‍

Result #3: Proving and Promoting Creative Value Internally

Katrine found Neurons especially useful when she needed to prove the value of the creative work her team’s doing. This included justifying the reuse of a major brand video, and using it on other channels, saving time and creative resources.

With Neurons data, Katrine could quickly show that the brand assets were doing their job. She could point at how well key brand elements held viewers' attention and had data on how effectively the video delivered its message.

‍

‍

Data-Driven Recommendations for a Fast-Moving Industry

Salling Group plans to continue using Neurons as a key part of their creative strategy, taking its predictive insights into future campaigns to drive efficiency and focus. Katrine suggests that other retail teams consider tools like Neurons if they want to work smarter and eliminate guesswork in their creative process.

‍

‍

For Salling Group, Neurons has become a strategic AI partner that helps their creative teams to create impactful ads with more confidence.

‍

See how Neurons can help your team optimize retail ad performance. Book a Neurons demo today!

‍

‍