We smashed it out of the park!

The business goal was to maintain share we grew share.

Consideration increased by 57%.

Dynamo’s ‘Buy Now’ score increased by 10%.

1.2 million personalized ad units were dynamically produced!

A placebo group were targeted with standard ads and compared to the dynamic ad units. The level of engagement was 7X higher for the dynamic ads.

The geo-localised coupons downloads were 11X higher than industry norms.

For one website to shift the scale so effectively is a massive feat, but it all comes down to the fundamentals: deliver the right message, at the right time, in the right place.

Who says a laundry detergent can’t be personal?

Sporting Pulse is an online sporting community with a database of 30,000 teams. Every week 1.7 million Australian players and parents visit this site for fixtures, results and player stats. For sports Mums, it’s an essential resource.

With such a complex network of teams, Sporting Pulse offered data at an extraordinarily granular level. We were able to gain unique access to this data to fulfil the strategy of genuinely personalised messages.

So how did we do this?

We had Sporting Pulse add new DIV attributes on FSP, summarising the content of each page as additional metadata. In parallel, we produced an HTML5 dynamic set able to read and organise the one million data points we could access. We were scanning for 17 different variables e.g. Team name, wins/losses, the forthcoming matches, weather, sports code…. The set of super smart banners resulting from this master, automatically versioned personalised messages.

Using HTML 5 instead of Flash allowed the smart banners to run on mobile, increasing our reach by 30%. This was the first ever dynamic creative running on mobile.

When Mum clicked through to her kid’s team’s page, the team data was pulled into the banner to create the message. “Congratulations Marrickville Reds for defeating Leichardt Tigers!” or, “Good luck against the Gladesville Ravens tomorrow!”

Geo-localised data allowed us to communicate the weather for the next match. If rain was forecast, coupons were offered. In this muddy moment of truth, Dynamo was able to offer Mum genuine value.

Over 1.2 million unique ads were served to Aussie Mums, customised for their child’s team. Literally the biggest targeted ad campaign in category history