Danone is an iconic company in today´s society

One of the complexities that we come across in our business is the frequency in which purchasing decisions are made

This implies that any creative strategy, any media strategy

needs to be able to make an impact on these weekly micro journeys

In the case of Danet, we wanted to boost the launch of the new Danet Doble Placer varieties

The complexity of this launch comes from being able to identify those moments relevant to this product

and in turn being able to influence these micro journeys.

Following the brief we received from the brand,

we identified the need to produce a communication adapted to different segments.

For this we made a plan using DoubleClick Bid Manager

which allowed us to segment audiences, identify these segments

and make an impact on each of the targets with ad hoc communication

From there we made a segmentation related to moments of the week,

and that were linked to different insights,

some had to do with football, others to do with leisure, others had to do with day to day life

From then on we started to build a type of logical matrix of 41 messages associated with these special moments

which we believed were going to make an impact on the target, essentially we were creating personalized messages for each of these moments

Afterwards, we worked with Elespacio to consolidate everything,

assemble everything, and then upload it to the DoubleClick Studio platform

Elespacio is a digital creative agency, created in 2005

We are certified partners of DoubleClick and we have years of experience working with their tools

This year we have focused heavily on data-driven advertising projects

This is great because you can reach the right person at the right time

but also you can reach them with a completely personalized message and it’s all because of the data

Speaking of campaign results, we've improved the visible time of ads

by moving from an average of about 17 seconds in previous Danone campaigns to 28 seconds in this campaign

In the visible CPM of the campaign we saw an improvement, from 5 euros to less than 4,

that we haven’t obtained in traditional campaigns

And the CTR indicator has really caught our attention, when compared to traditional campaigns

there has been a considerable improvement, of about 1 - 1.1% in the total campaign, which is a very important improvement

In short, if we can make creatives that are more relevant to our audience

we will get a much higher level of interaction and visibility than with other campaigns.

We are convinced that the use of data within Danone campaigns will significantly improve results

and, more so, together with the use of technology will allow us to create a successful personalized message

Looking ahead we will be integrating the use of data and technology in all Danone digital campaigns,

obviously with the support of our partner, DoubleClick