An OTC Brand Delivers Hyper-Personalization Using Granular Data

Campaign Overview

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.

Data-Driven Personalization

  • 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.
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