Personalisation at ScaleUK
- A trial of personalisation messages
- Consumer participation campaigns to enable data capture
Cadbury Roses wanted to grow salience of the through an association with gifting with the launch of ‘Another Way to Say Thank You’ campaign. We spotted that this would be the perfect opportunity to trial personalisation because people often say ‘Thank You’ in different ways for different things at different times. We targeted five different audience segments with many different six-second bumpers featuring different ‘Thank Yous’ based on their interests. For example, ‘Beauty & Fashion’ audiences were served ‘Roses for teaching me not to dress like my dad’ or Sports audiences ‘Roses for letting me scream at the telly this season’.
“ Cadbury had a best-in-class data-driven marketing approach, a bright spot example of how a CPG brand should be using digital capabilities to put the consumer at the heart of its marketing strategy. The campaign leveraged advanced site analytics, CRM integrations, and artificial intelligence to amplify and entice submissions and reveal new and critical consumer. Working with Mondelēz and Carat, we’re proud to have supported this advanced initiative.”Erika Hagberg Director of Global Client Partnerships, Google