How UNTOLD scaled creative output with AI and high-impact digital strategy
UNTOLD, Romania’s leading live entertainment brand, needed a faster way to produce high-quality newsletters while running targeted campaigns to global audiences.
Grapefruit delivered a dual solution: a custom AI model trained on UNTOLD’s brand voice that cut newsletter creation time by 80%, and a full-funnel performance media strategy that reached hundreds of thousands of fans across multiple platforms, turning major moments into measurable sales.
Global festival powerhouse
UNTOLD is Romania's largest live events organizer, famous for immersive, world-class music festivals that attract hundreds of thousands of people from around the globe. In 2025 alone, over 470.000 people attended the festival, and we made sure their energy resonated online.
Our collaboration with UNTOLD covered two major areas:
1.AI-powered newsletter creation: building a custom model to speed up and scale content without losing personality.
2.Performance media strategy: orchestrating every touchpoint, from CRM to Meta and Spotify, to spark excitement, amplify engagement, and turn data into unforgettable moments.
Faster, on-brand, targeted
For newsletters: Creating a single edition took an entire day, limiting how often the team could communicate with fans. Generic AI tools like ChatGPT couldn’t replicate UNTOLD’s unique tone or maintain message consistency.
For campaigns: With such a massive and diverse audience (local first-timers, loyal repeat attendees, international travellers), “one-size-fits-all” messaging would waste budget and miss conversion opportunities. The strategy had to be stronger than ever, connecting fans across geographies, purchase behaviours, and languages.
AI + segmented performance
AI newsletters
We built a custom-trained AI model on GPT-4.1, fine-tuned with UNTOLD’s newsletter archive to learn tone, structure, and style. Two separate models were created, Romanian and English, for maximum fluency. Prompt templates ensured output matched campaign goals, and after testing, an earlier training checkpoint for Romanian was selected for its superior creativity
The AI now transforms a short brief into a near-final draft that feels in-house, freeing the copywriter to focus on editing, calls to action, and segmentation logic rather than starting from scratch.
Digital campaigns
In parallel, we designed a segmented, multi-platform ad strategy:
• Audience mapping: local vs. international, first-time vs. repeat attendees, browsers vs. loyalists.
• Sales trigger campaigns: ticket type launches, headline artist announcements, and program reveals are treated as high-conversion moments.
• Platform mix: Meta, Google, TikTok, Reddit, and Spotify for maximum reach and channel-specific storytelling.
• CRM & WhatsApp Marketing: to connect directly with fans, personalize messaging, and drive conversions.
• Creative alignment: messaging adapted to each stage of the funnel, from “Discover the vibe” for new users to “Don’t miss your chance” for cart abandoners.
One-week MVP, lean team
The AI MVP was delivered in just one week, with a lean team of one AI engineer and one copywriter. Newsletters were cleaned, formatted, and fed into the model; prompts were tested and refined; and performance was tuned through temperature and sampling adjustments.
The campaign strategy was orchestrated across Meta, Google, TikTok, Reddit, and Spotify, supported by CRM and WhatsApp touchpoints. Creative libraries were built for each audience segment, ensuring that every ad and message matched the right person, on the right platform, at the right moment.
Faster output, smarter spend
• 80% faster newsletter creation - what took a day now takes hours
• Reaching hundreds of thousands of UNTOLD fans with tailored creatives across five major ad platforms.
• Higher campaign efficiency - audience segmentation and multi-channel orchestration improved relevance and reduced wasted ad spend.
Extend AI, evolve media
The AI newsletter project proved that custom-trained models can integrate seamlessly into creative workflows and deliver immediate, measurable results. Combined with a precision digital ad strategy (spanning Meta, Google, TikTok, Reddit, Spotify, CRM, and WhatsApp), UNTOLD’s marketing team can now work faster, target smarter, and convert more effectively.
UNTOLD remains a key innovation partner, with plans to extend AI use into other communication channels while continuing to evolve their campaign strategies for future editions.
Want to see how AI and strategy can amplify your brand’s performance? Let’s talk.