Reckitt Benckiser (RB) wanted to test out a pilot scheme for Dynamic Creative Optimisation across three of their biggest brands, Finish, Vanish and Airwick.
Over 7 weeks, we created three campaigns and over one thousand assets were live tested. Focusing on different target audiences, different times of day and of course, different messaging, we optimised our message and continuously improved it to better target the right people.
As lead creative working in a small team that included producers, editors, strategists, we worked daily to produce an unprecedented suite of assets for each brand. It was a benchmark piece of work for RB and for Havas and became a new offering for the agency and their other brands.
Here’s a little case study to explain the entire thing.
The DCO project for RB was initially meant for social media and display banners. But the work for Airwick and Vanish proved to be so successful that they became TV ads.
Below is an example of how a single idea for Air Wick was recreated for each persona based on time, place and interest.
Credits:Senior Creative Lead Copywriter: Fouad HammoudSenior Creative Lead Art Director: Tushar MenonAgency: Havas London