Elespacio, as DoubleClick partner, has been working with Nespresso markets to build dynamic retargeting campaigns based on DoubleClick technology. The framework we built for them is an always-on tool that delivers customized messages to users who have engaged with Nespresso’s website, with the aim of bringing them back to the site and closing conversions for coffee, machines and accessories.
The dynamic framework allows Nespresso markets to activate different retargeting campaigns, with both generic and campaign-specific messages targeting specific audiences (coffee, machine and accessories users), and have them run in parallel.
It’s also possible to A/B test the creative while optimizing performances on the go. As well as displaying products that users had seen, added to cart or purchased, it can integrate complex creative strategies based on data signals such as the weather, day-parting and geo-location to show personalized ads.
All together now
It was, as ever, a collaborative process. Acting as the creative agency, we worked with the client and the markets performance agency to define the retargeting strategy, find out the requirements and definitions for the campaign, and plan for production.
Once the strategy was clear, our task was to create the storyboards, the dynamic HTML templates and the asset library, and design and populate the feed. Then we set up the dynamic profile and carried out quality assurance.
While our technical team worked on the feed, our designers got to work on the storyboards. We devised a range of retargeting messages, from the generic, based around the coffee or the machines, to the campaign-specific focusing on Black Friday or “Awaken Your Senses”.
Once the designs were approved, we started to produce the assets that would populate the dynamic banners – between 200 and 300 assets per campaign. To produce this huge number of assets we had to work smart and efficiently, so we created a complex automated source file monitored by a rigorous QA process.
The dynamic framework
While the creative work was going on, our technical team built a dynamic feed based on DoubleClick technology, robust enough to accommodate several campaigns running at the same time.
This dynamic feed builds audiences from remarketing data using floodlights (it can also use other platforms such as GA 360 or DBM) and relies on “moments” to trigger and stop messages automatically. You can also split the budget for two or more campaigns that share the same audience, such as homepage visitors.
The dynamic feed checklist
Sets start and end date for campaigns
Sets daily slots (morning, afternoon and evening)
Defines the floodlights values for key user interactions (viewed page, added product)
Defines banner sizes, asset library location and values for banner animation, number of frames, loops, etc
Always on and always fresh
We faced an interesting challenge with this project. How do you produce creative that’s ‘always on’ at the same time as being interesting, non-repetitive and relevant?
The answer was to design and develop a template with a robust HTML structure that was flexible enough to display unique-looking ads, no matter the campaign. Animations were dynamically triggered through an independent file and each campaign had its own unique style, look and feel.
The Dynamic Template
Nespresso branding usually has a fixed position but it can be adapted
All assets are dynamically pulled from the asset library, and each campaign has its own set of unique images
Each opening frame has a unique message
We made the call to action stand out by adding a unique background and hover colour
“Setting up the dynamic campaign was a real challenge; it started off as something small, built for the purpose of testing and then it turned out into a great project. Our local and international campaigns reported back good results. The positive outcome is a direct consequence of Elespacio’s proficient work in collaboration with NeoOgilvy and their skilful planning of campaigns and audiences.”
MEDIA & DIGITAL MARKETING SPECIALIST, NESPRESSO
The results are in
When we compared a conventional retargeting campaign from 2017 with the dynamic retargeting ads of 2018, we saw a significant increase in the KPIs across the board. It’s official: better targeted and personalized messages lead to better results!