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

“NxGN is more than just a service provider; they’ve become a reliable partner and invaluable support in delivering software solutions that are perfectly aligned with our business goals. Their efforts have played a critical role in our ongoing success, enabling us to grow while maintaining high standards.”
, Jonathan Ratcliffe, CEO, Engage Video Group

TL;DR: Engage Video Group runs large-scale social media campaigns for major brands across TikTok, Instagram, and Facebook. Every step was manual: split testing, QA, and budget allocation. As campaign volumes grew, the process couldn’t scale. NxGN built a campaign automation platform that handles the entire pipeline from creator upload through AI-powered QA, multi-platform split testing, proprietary brand engagement tracking, and automated budget optimisation. The platform now handles 329 projects across 131 brands, cutting per-asset setup time by 85%.

Fast Facts

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, splits 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.

What Were the Results?

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.

Frequently Asked Questions

Can NxGN integrate with social media platform APIs (TikTok, Meta)?

Yes. EVG’s platform integrates with both TikTok’s API and Meta’s Marketing API for Instagram and Facebook. The system handles campaign creation, split testing, media upload, and results retrieval automatically. Furthermore, the platform abstracts away the API differences, so EVG manages multi-platform campaigns from a single interface.

How does NxGN approach building platforms that need to evolve over time?

NxGN built EVG’s platform incrementally. Each delivery provided immediate operational value while creating the foundation for the next capability. In EVG’s case, the platform evolved from single-platform automation to a multi-platform, AI-powered campaign optimisation engine. Consequently, EVG received value from week one rather than waiting for a complete system.

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