Personalised online video campaign for Original Wagner Stone Oven Piccolinis
No need for meat
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.”
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.
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!
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.