Data-driven creative with Danet Danone

with

Teamwork makes dream work

Danone Group is a global brand with a strong presence in the food market in Spain. Elespacio partnered with DoubleClick, Young & Rubicam and Mediacom to develop and implement a Data Driven creative strategy to launch a new product called “Danet Doble Placer”. The goal was to generate lifts in brand awareness and purchase intent through increased interaction with highly relevant personalized ads among male consumers.

Segmentation and data signals

Danone wanted consumers to associate Danet Doble Placer with fun moments. This was achieved by identifying a set of situations and linking them to affinity groups within the DoubleClick audiences. These affinity groups were carefully chosen based on client´s own 1st party data about their consumer's demographics. The goal was to target the audience with a relevant message that spoke to them directly about something they were doing in that moment while introducing Danet Doble Placer.

The client revealed us a series of insights
based on their own 1st -party data:

Target Audience
(demographic & affinities)

“Moments”
(Weekday & time)

Messaging matrix

We crossed demographic data with affinity segments
and moments to generate multiple messaging opportunities.

Demographic Data

Affinity
Segments

“Moments”

Data-driven dynamic creatives

Young & Rubicam (Y&R) was the creative agency responsible for designing the assets for the campaign. Based on their delivered material we developed a dynamic master ad using PNG sequences to simulate video transitions while optimizing for ad performance. Next, we built a dynamic feed for forty-one dynamic messages containing parameters like time of the day, audience ids, copy and visual assets within DoubleClick studio that would trigger a personalized message on the go.

Better engagement with personalized messages

We compared the results of the data-driven brand awareness campaign with a standard one and the difference was very notable. The dynamic creatives were able to improve the average view time from 17 to 28 seconds, which indicates a higher level of interaction with the ads. In addition, the CTR also improved, with numbers going from 0.73% to 1.07%, which is a 32% increase. Finally, the cost per impression (CPM) dropped significantly from about 5€ to 3.9€. Our conclusion from the results is that if we show relevant ads to our target audience, the ads will perform better.