Personalization at Scale (P@S) digital branding campaign with data-driven creativity
Communicational objective:
Drive awareness and consideration to the brand's growth consumer on key moments using contextual variables.
What did we achieve by this?
Improved creativity-related performace KPIs (CTR, VTR). Brandlift studios consistently outperformed brand awareness results in all Social Media platforms where P@S was available comparing to CPG benchmark.
How did we do it?
We procesed the available data to define cluster audiences and as a result, we were able to design data-driven creativity.
Step 1: Identify audience clusters
Through data science, we were able to process data and identify 4 main interest clusters within the brand's growth consumer profile.
Step 2: Create Key Messages
Once the topics of the audience interest were defined, working alongside brand's specific communicational needs, we crafted those hyper-relevant key messages responding to each interest.
Step 3: Define dynamic signals
With knowledge of brand's needs and moments of consumption, we then selected the dynamic signals, in this particular case: weather and time of day. These contextual variables personalized the messages to be delivered according to the context.
DIGITAL CONTENT
P@S DCO Google Banners
P@S Facebook and Instagram content - through Smartly
TVC digital adaptation YouTube
This digital asset reached YouTube Ads Leaderboard on January 2020
Additional actions: TikTok activation
The TVC and other main assets relied on trap music genre to engage with the audience.
Since trap music was a one the major assets on this campaign, we created a TikTok challenge alongside with one of the most relevant local trapper.
What was the result?
With ~10 main videos and/or pictures, through P@S we were able create +400 digital assets that were accurately-delivered to the correct cluster audience at the right moment, becoming a hyper-relevant messages and content.
And what about the brand awareness?
2x lift in Ad Recall and Favorability vs. standard creative and 2.6x better creative-related KPIs (CTR, VTR) vs. CPG benchmark.
This was the first Personalization at Scale branding campaign ever done in Argentina and LATAM by any Mondelēz brand.
P@s proved to be a key technology asset to maximize branding and enable a new way of branding delivering hyper-relevant content, reaching the right person at the right time.
Creative Agency: +Castro Innovation House
Year: 2020
Company: Mondelēz
Brand: Tang Argentina
