Ice cream brand and Unilever subsidiary Algida targeted Muslim shoppers with creative that was adjusted based on the temperature and the timing of the Ramadan periods of fast-breaking.
Objective
The strategy of ice cream brand Algida was designed to respond to rapidly changing consumer habits in Turkey. However, challenging variables affecting these habits, such as daily fluctuations in weather conditions and iftar times, made this task quite demanding. Tracking these variables manually was nearly impossible. Therefore, Algida developed a modular creative strategy to respond to real-time consumer habits.
What set Algida's strategy apart from other dynamic creative optimization (DCO) approaches was not only publishing content based on multiple dynamic variables, but also creating a 360-degree DCO plan.
The data harnessed by Algida carried revelations such as the facts that consumers preferred home-style products during cold and rainy weather, opted for single items outdoors on hot day, and ordered desserts after iftar during Ramadan — revelations that guided Algida's strategy. This approach allowed the brand to swiftly adapt to changing consumer needs and achieve positive business results.
Context
While this campaign wasn't Algida's first, it marked a departure from its previous strategies. In the past, Algida employed simpler methods to reach its audience. However, for this particular campaign, the brand expanded its DCO approach to include Ramadan-specific occasions, in addition to considering weather conditions. Furthermore, Algida followed a media-first strategy and, for the first time ever, designed a 360-degree DCO campaign by including communication channels such as Google display, radio, programmatic outdoor, and performance marketing channels in the media mix. Through its dynamically changing discount codes, Algida also engaged its retailer audience.
Target Audience
Algida's target audience, aged 18 to 44, exhibited a shopping-savvy and adaptable nature, favoring online engagement. They sought convenience and responsiveness, making them receptive to timely offers and environmental influences. These city-dwellers were also active on digital platforms.
Creative and Media Strategy
Combining DCO with real-time creative adaptation based on weather conditions and "iftar" times during Ramadan allowed Algida to amplify visibility and effectively convert interest into sales. The brand's media strategy was carefully chosen to align with its audience's unique behaviors during Ramadan, using both online and offline channels. Algida continuously adapted its communications strategy based on real-time results, ensuring its message remained relevant and engaging for the audience.
Algida's approach to creative resulted in a diverse array of over 5,000 visuals at a significantly reduced production cost of 88 percent.
Google Display provided the brand with expansive reach and visibility in the online sphere. Algida extended its brand presence into the physical world through programmatic OOH, ensuring its message was seen where it mattered most. Additionally, Algida utilized radio, an enduring yet influential medium, to further connect with its audience.
When it came to the critical aspect of driving sales conversion, Algida chose to partner with two major players in the digital advertising space: Meta and Criteo. This strategic collaboration allowed Algida to employ performance marketing techniques that effectively transformed consumer interest into tangible sales results. Through this comprehensive and dynamic approach, Algida's campaign successfully navigated and responded to the ever-changing landscape of consumer preferences, effectively achieving its objectives in terms of brand recognition, audience engagement, and, ultimately, sales growth.
Through consumer analysis, Algida found that its Ramadan DCO visuals achieved a 121 percent higher click-through rate, resulting in double the return on ad spend (ROAS). Its weather-targeted DCO visuals outperformed with a 53 percent higher click-through rate, delivering 3.5 times higher ROAS. On Google, in addition to a low cost-per-click of 0.29 Turkish lira, Algida achieved a 27-fold higher click-through rate compared to the Google FMCG benchmark, with a click-through rate of 6.61 percent.
