Programmatic's Perfect Pairing - Audience + Addressable Creative
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1) The document discusses a campaign by Neutrogena to target their loyal customers who only buy one of their product segments and to get them to purchase another Neutrogena product. 2) The campaign leveraged shopper loyalty card data to identify these customers and target them with personalized ads presenting perfect product pairings. 3) The results showed lifts in brand awareness and favorability and the campaign achieved a high return on ad spend, demonstrating the power of using addressable media and personalizing creative content.
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Programmatic's Perfect Pairing - Audience + Addressable Creative
- 1. Programmatic’s Perfect Pairing – Audience + Addressable Creative
- 2. 2 Agenda • Establishing the Audience • Perfecting the Pairing • Driving Results • Unlocking the Power of Addressable Communications
- 4. 4 Brand obstacle 75% of NEUTROGENA® shoppers only buy ONE NEUTROGENA® segment How can we isolate this audience and drive a +1 brand purchase
- 5. 5 Three step approach Leverage shopper loyalty card data to find the needle in the haystack Establish brand specific contextual targets to drive breakthrough Create personalized messaging to present the perfect product pairing
- 6. 6 Finding the needle in the haystack Isolate loyals who are buying one NEUTROGENA® SKU and a competitive product that NEUTROGENA® can fulfill
- 7. 7 Establishing contextual relevance Beauty & Fashion Retail Entertainment Formats VideoRich Banners Vertical Health *logos are FPO
- 8. 8 Presenting the perfect product pairing Display Video
- 9. 9 Results 4.04% lift in aided awareness 5.53% lift in brand favorability Control N: 391 Exposed N: 618 18.1MM households reached $5.84 ROAS – 289% above benchmarks
- 10. UNLOCKING THE POWER OF ADDRESSABLE COMMUNICATIONS
- 11. NEUTROGENA ® only scratched the surface To establish breakthrough in today’s overstuffed media climate, creative must move beyond being two dimensional Now we can personalize the message to the right person, in the right place & at the right moment To do this effectively, collaboration between media and creative has never been more paramount 11
- 12. 12 LINEAR engagement model where creative leads to media activation AUDIENCE INSIGHT MEDIA ACTIVATIONElement CREATIVE IDEA & PRODUCTION Brand Business Objective Party BRAND or STRATEGY CREATIVE AGENCY MEDIA AGENCY
- 13. 13 DATA INPUTS Move to a COLLABORATIVE model that uses data to inform creative production and media activation AUDIENCE INSIGHT MEDIA ACTIVATIONCREATIVE IDEA & PRODUCTION Brand Business Objective BRAND or STRATEGY CREATIVE AGENCY MEDIA AGENCY PERSON PLACE MOMENT Element Party
- 14. 14 PERSON CREATIVE IDEA & PRODUCTION Element PLACE MOMENT Brand Business Objective MEDIA & CREATIVE AGENCIES CREATIVE AGENCIESParty BRAND or STRATEGY MEDIA ACTIVATION MEDIA AGENCY PERSONALIZE PERSON PLACE MOMENT Collaboration drives creative and media synchronization, which leads to consumer personalization
Editor's Notes
- Stress brand and agency workshops
- Who your consumer is, where they are (i.e. media property) and the brand moment (i.e. point of suffering) informs creative direction and is personalized at point of media activation