Creative Intelligence at Scale - How NEM Engineered an AI-Led Social Trend for Dulux on Children’s Day
Children’s Day is a moment marked by nostalgia, innocence, and personal storytelling.
Challenge
Children’s Day is a moment marked by nostalgia, innocence, and personal storytelling. For Dulux — a brand rooted in colour, imagination, and transformation — the ask was to create a culturally relevant digital moment that would:
- Drive high engagement
- Ignite participation
- Encourage user-led creativity
- And position Dulux as a future-forward, AI-enabled brand
However, the challenge lay in rising above standard celebratory posts and tapping into a format with viral potential, while ensuring relevance to Dulux’s brand ethos.
Insight
At the heart of Children’s Day lies one universal emotion:
Who we were as children vs. who we’ve become.
This contrast, fuelled by curiosity, nostalgia, and personal aspiration, offers a powerful trigger for social participation. And with AI becoming mainstream, people are increasingly excited to “see themselves” through a generative lens.
Our insight:
If we could give users a personalised, AI-generated narrative of their childhood dreams, we could turn Children’s Day into a shareable, participative, and emotionally resonant moment — powered entirely by the audience.
Idea
NEM conceptualized and launched Dulux’s first AI-powered UGC trend — a campaign that transformed childhood memories into AI-crafted “grown-up dream visuals.”
The mechanism was simple, intuitive, and participation-friendly:
1. React → Receive → Generate
Users interacted with Dulux’s Children’s Day post.
In return, Dulux shared a custom-built AI prompt developed by NEM.
2. Upload → Input → Create
Participants uploaded:
- A childhood photo
- Their current profession or the career they dreamed of pursuing as a child
They then pasted this prompt into Google Gemini to generate a personalised AI reinterpretation of their childhood dream.
3. Share → Feature → Amplify
Users posted their AI-generated outputs.
Dulux amplified the best entries on the brand’s official handle – driving ongoing participation and extended engagement.
The Conceptual Driver
The campaign turned Children’s Day into a co-created celebration, giving the audience ownership of the storytelling — and using AI as an emotional bridge between past and present.
Results
The campaign organically evolved into a trending format, driving participation far beyond anticipated engagement levels.
Performance Metrics
- Views : 579,836
- Reach : 332,377
- Interactions : 23,055
- Likes : 22,442
- Comments : 445
- Shares : 129
- Saves : 39
- Follows Gained : 42
Impact Highlights
- Transformed Children’s Day into a brand-led AI movement
- Delivered high emotional engagement through personalised content
- Achieved exceptional interaction-to-reach ratio driven by active UGC
- Established Dulux as an innovator in AI-based social storytelling
- Created a plug-and-play AI trend that continues to generate incoming entries
- Demonstrated the power of user-centred AI experiences for brand building
Conclusion
The Dulux Children’s Day AI Trend stands as a testament to how strategic AI integration can transform a simple cultural moment into a participative digital event.
By combining nostalgia, technology, and user creativity, NEM designed a campaign that was:
- Cost-efficient
- Scalable
- Emotionally resonant
- And inherently viral
This initiative reaffirmed NEM’s position as a creative engineering partner capable of translating cultural insight into AI-powered social momentum, setting new benchmarks in intelligent content experiences.
