85% Faster Campaign Setup Across 329 Projects and 131 Brands, Engage Video Group’s Automated Optimisation Platform

What Problem Was EVG Trying to Solve?

Engage Video Group runs large-scale social media content campaigns for major brands. A typical engagement involves a brand buying a multi-million-view campaign. EVG sources content creators, split tests their content to find the best performers, and then optimises spend to maximise brand engagement. At scale, this involves hundreds of content pieces across multiple campaigns running simultaneously.

Every step was manual. Creating a single split test meant logging in, configuring demographics, uploading media, and launching it, then repeating the process for every content piece in every batch. QA meant watching every video and checking brand guidelines by hand. Budget allocation relied on intuition rather than data. Importantly, there was no metric beyond basic view counts to determine which content actually drove brand engagement.

Why Did This Have to Change?

Campaign volumes grew beyond what the manual process could handle. EVG was winning larger campaigns with more creators, more content, and more platforms. However, the team spent most of their time on repetitive operational tasks rather than on the work that differentiated them: sourcing great creators, building client relationships, and designing campaign strategies. To continue growing, they needed to automate the operational pipeline.

What Did NxGN Build?

NxGN built the platform incrementally, delivering value at each stage while evolving the architecture as requirements expanded.

Automated Campaign Pipeline

The platform replaced the entire manual workflow with a single interface. EVG creates a campaign, defines demographics, sets budgets, and uploads media in one step. Subsequently, the platform automatically handles all API interactions with TikTok and Meta: split test creation, configuration, media distribution, and results retrieval across all three platforms. Content creators now upload directly to the platform, and EVG personnel intervene only for genuine exceptions.

AI-Powered Quality Assurance

Google’s Gemini AI performs automated QA on every uploaded video. The system verifies brand guidelines, content quality, and suitability for submission. Content that passes moves through to the brand client sign-off via Frame.IO. As a result, manual review only happens by exception, not by default.

Proprietary Brand Engagement Metric

NxGN developed a proprietary metric for EVG that goes beyond standard view counts and watch time. This metric measures actual brand engagement within the content viewers watch. For brands investing millions in campaigns, this transforms the conversation from media buying to engagement optimisation. Importantly, it gives EVG a product that is measurably more sophisticated than competitors’ products, relying on standard platform metrics.

Automated Budget Optimisation

Campaign spend starts evenly across winning content from each creator. After a defined period, the system evaluates performance and reallocates budgets to the content that generates the best brand engagement. This iterative optimisation continues throughout the campaign, progressively concentrating spend on the highest-performing content.

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What Were the Results?

Metric	Before	After	Improvement
Per-asset setup time	30–45 minutes (manual)	~5 minutes	85% reduction
Split test creation	5–15 minutes per ad (manual)	Near-zero at scale (57 ads in one batch)	Batch automation
QA process	Watch every video manually	AI-automated with manual review by exception	Exception-only review
Budget allocation	Static, intuition-based	Automated iterative optimisation	Continuous optimisation
Platform scale	N/A (new capability)	329 projects across 131 brands	Proven at scale

The Commercial Impact

The proprietary engagement metric proved particularly valuable. EVG can now show clients exactly how their brand investment translates into actual engagement, not just views. This capability differentiates EVG in a competitive market and strengthens client retention.

Meanwhile, the elimination of manual processes across the pipeline freed EVG’s team to focus on the strategic and creative work that drives their business. The platform continues to evolve as EVG expands into new platforms and campaign formats.