A couple years ago, they got into programmatic advertising in a big way – and really wanted to explore the limits of personalized content.
So, they decided to do just that for their white label line in Brazil, basing the campaign on the story of Romeo and Juliet, with a twist.
They called it ‘generative storytelling’ and it involved creating 100,000 unique 1 minute trailers that were based on their users’ individual tastes.
Instead of showing the same video to every user, now every user would get their own video – personalized just for them, based on their data and profile.
This was personalized content marketing using programmatic technology for enhanced delivery.
Content was created to resonate with specific market segments, and if the user was tagged as having one of their traits, the video storytelling engine would customize it in real-time.
On launch, some 43,000 unique videos were created every day. This non-linear form of storytelling surpassed client and agency benchmarks by 10-20%.
We thought this was a really interesting programmatic advertising example that leveraged video advertising!