Campaign Summary

Magnum's data-driven campaign aimed to understand and leverage the vast amount of data acquired through promotional campaigns to engage with audiences. By implementing a consumer journey fueled by data, the campaign delivered personalized messages to target audience segments through customized videos on YouTube. The campaign achieved significant results, including improved video completion rates, increased Magnum-related searches, and higher participation in a promotional draw.

Strategy

Objective:

The brand aimed to leverage the extensive data acquired from promotional campaigns over the years, to gain insights into the target audience's interests and online activities. The goal was to create meaningful messages that resonated with Magnum lovers, connecting them to Magnum products in a way that appealed to their daily lives.

Target Audience:

The campaign targeted Magnum lovers across all gender groups and those interested in an annual promotional lottery.

Creative Strategy:

A consumer journey was planned, using end-to-end data to link all occasions to Magnum products. The strategy involved combining target audience segments from CODA, Google's Audience Profiling Tool, with YouTube's Director Mix feature. This allowed for the delivery of customized messages to each audience segment. The campaign directed the audience to the brand's website for purchases.

Context:

The brand had previously struggled to integrate the data collected from promo campaigns into its communication efforts. This campaign aimed to utilize data and visual assets efficiently for measurable and data-driven communication.

Execution

Overall Campaign Execution:

The brand utilized 31 audience segments from CODA to create 31 videos tailored to the interests and habits of the target audience. YouTube's Director Mix feature enabled the delivery of customized messages to specific target audiences. This marked the first time CODA and Director Mix were used together.

The integration of CODA and Director Mix allowed viewers with known data and interests to see relevant ads on YouTube and participate in the campaign. The Shopalist tool was used to create a landing page, directing viewers to make purchases from various e-commerce channels.

Business Impact (including context, evaluation, and market impact)

The campaign achieved significant results in delivering targeted messages and engaging the audience:

• Video completion rate increased by 38 percent compared to the previous year.
• Cost per completed view rate decreased by 24 percent.
• Magnum-related searches increased by up to 180 percent in different regions of Turkey.
• Visitors to the promo website increased by 21.7 percent, and participation in the draw increased by 50 percent compared to the previous year.
• Over 3 million promo participations were recorded within the three-month campaign period.

The innovative use of CODA and Director Mix in the same project demonstrated the brand's commitment to data-driven communication. The campaign's effectiveness was proven through significant participation numbers, showcasing the brand's close understanding of its consumers.