PERSONALIZATION AT SCALE BY LEVERAGING REAL TIME SIGNALS TO RE-PURPOSE EXISTING CONTENT
To create the awareness and consumption of the new taste of Tang in key seasons; Ramadan and Summers.
To build its new communication around new refreshing taste, whilst still being associated with recipes. Created brand impact by utilizing the old recipes inventory pool in an innovative manner.
Through an innovative programmatic strategy, Tang would communicate leverage weather and real-time API to deliver customized messaging, gaining relevance and affinity. Top 15 cities in Pakistan were targeted during peak seasons:
Ramadan: Sehri and Iftar live countdowns
Summers: Spreading the message of staying “hydrated and refreshed with Tang”
Both banners portrayed an image of Tang recipe as a call to action, relevant to each moment and directing the traffic to our YouTube channel.
We reached over 25.6M individuals with 451M impressions. Resulting in a 64% penetration of our TA
A total of 1.19M clicks were recorded with a CTR of 0.27%
Resulted in 22 % increased views on pre-existing library of Tang recipe videos on YouTube.