Personalised online video campaign for Original Wagner Stone Oven Piccolinis

No need for meat

Task

To convince five different target groups, with a wide range of interests, needs and demands, about three new Original Wagner Stone Oven Piccolinis varieties.

Challenge

Development of a campaign that reaches all target groups – and which introduces the two new vegan Piccolinis varieties along the way.

Quick to serve, perfect for sharing, tasty and crispy: Original Wagner Stone Oven Piccolinis are just right for every occasion – and so versatile that they simply taste delicious to everyone. But how do you get everyone to have a bite? With a campaign concept that combines personalised videos and dialogue elements and, thanks to data-based distribution, always reaches the right person at the right moment with the right content. Or as the Max Award jury put it in their gold award: “Delicious data, tastefully stirred together and lovingly served in a bite-sized way.”

Involved crafts
Consulting
Creative Concept
Copy
Art
Motion Design

Original Wagner Stone Oven Piccolinis for everyone

 

What do mums and dads, television junkies, football fans, people who don’t like to cook, vegans, flexitarians, pleasure seekers have in common? Original Wagner Stone Oven Piccolinis are made for them! And we make them want to taste them: Variable videos stage typical Piccolinis moments of our target groups as triggers and combine them with different headlines, delicious food porn as well as pack shots of our target groups' favourite products. Variable videos stage typical Piccolinis moments of our target groups as triggers and combine them with different headlines, delicious food porn as well as pack shots of our target groups' favourite products.

These are constantly recompiled via Google's YouTube Director Mix using Dynamic Creative Optimisation (DCO) and played out in a data-based, personalised and ultimately performance-optimised way.

Person holding a phone mock-up with a screenshot of Piccolinis Wagner
Person holding a phone mock-up with a screenshot of Piccolinis Wagner

In this way, a total of almost 250 videos address our target groups in a specifically targeted way and also take into account gender, relationship status, eating habits, hobbies and interests as well as the time of day and current search queries.

Conversation elements such as the accompanying influencer campaigns with raffles and discount codes as well as supporting newsletter campaigns channel attention and initiate personal contacts. From the segmentation of target groups to the personalised distribution and optimisation of assets to the evaluation of user preferences in the communication channels – the smart use of data is the basis for the success of the campaign.

For every taste:
247 videos, 247 headlines

 

247 modular videos with just as many headlines were constructed with AI support and played out based on data – personalised according to time of day, occasion, and target group, for example:

The effect? Not only delicious, but also extremely successful with phenomenal results along the entire sales funnel!

+11,1%
Advertising recall
vs. +7,3% Google Benchmark
+40%
Return on investment
vs. previous campaigns
+4,1%
Purchase interest
vs. +1,5% Google Benchmark

Golden like Piccolini's dough:
MAX AWARD and DPOK

 

The concoction not only appealed to the target group, but also to two juries at once: at the MAX AWARD it won gold in the category Data Management and at the German Award for Online Communication in the category Launch.

Max Award and DPOK Award Logo
Max Award and DPOK Award Logo
Award show at the OMR Festival in Hamburg
Award show at the OMR Festival in Hamburg
Get in touch
Email of the end user
Marc Kutschera
Marc Kutschera
Executive Board
+49 69 972 69 - 0
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