An OTC Brand Delivers Hyper-Personalization Using Granular Data
An over-the-counter (OTC) brand of a large multinational pharmaceutical company successfully personalized their messaging through a series of dynamic creative variations. Focusing on highly granular data of different allergen types, this ad campaign tested the engagement lift of various calls-to-action (CTAs) based on location, day of week, allergens (by type and level), and weather conditions.
- 144 unique creative variations served across 6 different ad sizes
- Mobile devices such as smartphones and tablets were used to vary CTAs and click-through URLs.
- Granular data triggers enabled the brand to deliver relevant messaging consistently across devices in real time, achieving CTR at 7.2X the industry benchmark.