A renowned global cosmetics brand recently expanded its presence in Thailand, targeting the 18-24 and 25-44 age groups. Known for its high-quality makeup products and innovative approach to beauty, it aims to cater to the diverse beauty needs of Thai consumers.
In a market as competitive as cosmetics, capturing audience attention is no small feat. Dentsu Thailand partnered with Adzymic DCO to find the perfect blend of creativity, relevance, and interaction to stand out amidst the noise. The challenge was not only to engage the target audience but also to analyse the performance of different ad formats under real-world conditions.
Dynamic Creative Optimization (DCO) was applied to drive higher engagement, consideration and conversions in their programmatic display campaign.
THE ADZYMIC SOLUTION
With the entire range of cosmetics and skincare products to promote, there was a need for a systematic creative strategy. Dentsu Thailand partnered with Adzymic DCO to simplify the process of creating, serving and optimizing the client’s display campaign.
>> Mapping Creative Messaging to Client’s Desired Customer Journey
A creative strategy was devised at both the Prospecting and Retargeting phases of the campaign. At the Prospecting stage, rich media banners with impactful images and interactive functions were activated. Variants of the banner ads were targeted at the audience based on their age groups and affinity for skincare and beauty, attracting more top-funnel traffic to the website.
At the Retargeting stage, a meticulously planned communication logic was devised by the brand and brought to life by DCO. Relevant products were shown to users, powered by Predictive AI capability through user behavioural learning, combined with business objectives to promote key products in each category.
>> Personalized Remarketing to Customers with DCO
The brand activated ‘shoppable’ Carousel ad templates by Adzymic which have demarcated placeholders for branding and taglines, followed by a series of card panels to contain multiple products. The Adzymic DCO Smart Tag implemented on the website determined the products within the banners that reached the retargeted consumers, based on a well-thought-out remarketing journey determined by the brand.
Each user was retargeted with their own last browsed products plus new recommendations that the brand wanted to cross-sell for customers’ consideration. DCO enabled the client to dynamically generate and display different variations of their ads for each user, at speed and scale.
>> No Product Feeds Required
Adzymic proprietary Smart Tags implemented on the client’s e-commerce website allowed the automation of ad creation by directly extracting product information (i.e. product images, description and landing page URLs) from the website. Therefore there was no longer a need to maintain an external feed, cutting down time and resources for such manual effort.
Overall, the campaign achieved: