Algida: Real-time targeting with dynamic creatives

Algida, an ice cream brand, collaborated with Mathrics agency to execute a 360-degree DCO plan that allowed the adaptation and customisation of assets, tailored to various weather conditions, to suit the real-time needs of consumers in Turkey.

Brand: UnileverAgency: PHD TürkiyeRegion: EMEA

Strategy

Objective

Our strategy was designed to respond to rapidly changing consumer habits. However, challenging variables such as daily fluctuations in weather conditions and iftar times made this task quite demanding. Tracking these variables manually was nearly impossible. Therefore, we developed a modular creative strategy to respond to real-time consumer habits. What sets our strategy apart from other DCO approaches is not only publishing content based on multiple dynamic variables but also creating a 360-degree DCO plan. By combining data such as consumers preferring home-style products during cold and rainy...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands