Using Data Driven Creative to Drive Scale & Performance Improving Media Efficiency for Multichoice Brands
Multichoice, through it’s DStv & GOtv brands showcased the FIFA World Cup 2022 live on SuperSport to millions of fans across the African continent. This major Global event was a significant sales opportunity, particularly to drive new and reactivated subscribers for DStv and GOtv.
Our ultimate goal was to create a hyper localised experience to drive awareness and gain new subscribers through data driven dynamic creative for DV360.
In order to capitalize on the fervour and engagement generated by the FIFA World Cup, we developed a marketing solution which focused on using real-time game fixtures and geolocation of football fans, to create a hyper localized experience driving awareness and encouraging new subscriber engagement for Multichoice brands – DStv And GOtv.
Incubeta, in collaboration with media activation partners, Dentsu, developed Data Driven Creatives to dynamically populate the HTML5 Rich Media Banners. The mechanism enabled copy and imagery message elements to be personalized according to the identified audience across nine targeted African countries. Communication conveying information about the relevant upcoming match, in the local language and timezone was served to the target audience through the integrations of the GMP stack, specifically Google Studio, Campaign Manager 360 and Display & Video 360.
The Audience Framework was split into two data segments, leveraging Multichoice’s 1st party data to re-engage returning users and develop lookalike audience, which was used alongside Third-Party data segments to prospect for new users.