Data-Driven / Programmatic
Data-driven / programmatic media is the application of data and technology to identify and match the right audiences to the right media at the right moments.
Aveeno’s Data Driven Masterbrand
Aveeno’s campaign objective was to deepen relevance with consumers and retailers, loyalizing existing buyers and growing their lifetime value by converting them to purchase Aveeno across multiple skincare categories. Leveraging shopper data, smart targeting and addressable creative within programmatic digital, we executed a campaign driving personalized cross product line promotions to consumers in relevant way. The campaign reached more than 10MM households, driving lifts in ad awareness, purchase intent, brand favorability and ultimately delivering a +7% sales increase.
- Brand: Aveeno
- Client: Johnson & Johnson
- Agency: J3
Creating Media Faster than the Flu
When you’re a cold and flu brand, your media needs to move quicker than a germ can turn into a sniffle. By using data in a new way, we were able to create media that moved faster than the flu, so that wherever the flu hit, Theraflu was top of mind and front of shelf.
- Brand: Theraflu
- Client: GSK
- Agency: PHD
Live Unboxed: Precision Marketing
The Smartphone category is a red ocean space with blurring differentiation. Galaxy S8’s post-launch campaign was Samsung’s first-ever data-driven campaign using programmatic at its core, with precisely engineered content targeting diverse audiences to drive conversion. One phone, over 9,000 targeted messages to segmented audiences customized to specific contexts, driving phenomenal results - 28X purchase intent KPIs.
- Brand: Samsung Mobile
- Client: Samsung Asia Pte Ltd
- Agency: J. Walter Thompson Singapore