Captain Morgan’s research showed that customers who used a drinks coupon would never have another touchpoint with the brand afterwards. Captain Morgan wanted to get closer to their customers, drive on-trade sales and close the loop between the online and offline experience. They achieved this by using our Contextual Video platform.

From a single video template the platform automatically created and delivered 54 geo-targeted ads across the UK on Instagram and Facebook, which drove users to Captain Morgan’s Messenger chatbot. Once there, they had a conversation with the Captain, who gave them a coupon for a free drink. They were then able to see their nearest bars to redeem the coupon. Once redeemed, a personalised video with a simple message “Cheers!” was sent, celebrating the moment.

Our platform enabled the automated generation and delivery of 54 geo-specific ads to 54 adsets across the UK. By collaborating with EagleEye, we were able to deliver personalised video messages to users through Facebook Messenger.

A series of APIs automated the flow of data to make this campaign possible. The platforms used were Facebook/Instagram Ads, Facebook Messenger, Eagle Eye for coupon codes and redemption and us for the creation of localised video ads and personalised videos within Messenger.

We generated a unique localised ad to each location through the Facebook Marketing API. When customers clicked through to Messenger they received a coupon automated through Eagle Eye. When the coupon was redeemed an API call to validate and an API to us with the name and location was generated. In seconds a personalised video was sent to the customer on Messenger. The campaign ran throughout March and April

Driving brand awareness and footfall to offline venues are key objectives within the drinks industry. Doing this in an automated and scalable way is key for global brands. The ability to reuse existing creative assets and create content that increases engagement using our platform is critical for brands as they look for smart way to improve performance. Creating localised ads increases engagement and recall and results in driving more customers through to Messenger.

With a 9.6% redemption rate for coupons the campaign delivered great results for the brand.