Vodafone Ireland, the country’s largest mobile network, was hugely challenged in the devices market and wanted to improve its position. The company decided to partner with Spirable, a cloud-based video personalisation and optimisation platform, to change the way it communicated with consumers by creating a data-driven, personalised video ad campaign.

With the AI-powered Spirable platform, Vodafone created and delivered precision marketing at scale, by automating the creation and delivery of thousands of contextually relevant, unique videos across social, display and YouTube. The videos exceeded all KPI’s and led 100% uplift in sales.

Vodafone was challenged in the devices market. Spirable enabled them to change the way it communicated with their consumers by creating a data-driven, personalised video devices campaign.

The campaign objective was to increase website traffic and footfall to Vodafone stores to drive consideration of their new own-brand smart devices, the N9 and the N9 Lite. The target audience was value-focussed buyers and consumer insight showed that this audience wanted tangible features with real-world benefits.

The challenge for Vodafone was that to create, distribute and update content in real-time traditionally requires a huge amount of human and financial resources. Without Spirable, they would have been limited in the number of creative variants - and then to update these daily and use hyperlocal targeting would have been near impossible. Furthermore, as Spirable’s platform is fully automated, it enabled Vodafone to experience a high level of accuracy, whilst drastically decreasing the process time.

Vodafone Ireland was hugely challenged in the smart-devices devices market and wanted to improve its position. The prime goal of the Vodafone devices campaign was to drive consideration of two new own-brand smart devices, the N9 and the N9 lite, among value-focussed buyers. For a KPI, traffic to Vodafone stores and Vodafone Ireland website were measured, as well as the secondary KPI of sales uplift. The consumer insight was that these audiences wanted tangible features with real-world benefits.

Vodafone chose Spirable for its cutting-edge technology. The self-serve Spirable platform combines data, storytelling and AI to create contextual and personalised videos at scale that reflects the present time and environment. Updates to videos are implemented in-the-moment whenever there is a change in data. The platform is capable of automatically generating millions of personalised videos in minutes and delivering them across social media, display and CRM channels.

Spirable was founded in 2014 by brothers Ger and Dave O'Meara, and built on their desire to create a better future for marketing - one where content is no longer generic, but exciting, relevant, useful, and most importantly inspires customers to take action.

The Vodafone campaign strategy was created in February-March 2018. The campaign was launched in June 2018 and run for 6 weeks.

Spirable is a pioneering self-serve video automation platform that empowers marketers to create and optimise thousands of data-driven personalised videos in minutes, tailored to the individual, but delivered at mass scale across social, email, display and messenger channels.

The Spirable platform is uniquely built to integrate video creative with an unlimited amount of data feeds including CRM data, social audience data, location data and live contextual data. Tailoring the content to each customer’s unique set of personal attributes, likes, dislikes, preferences and behaviour in the context of what’s going on around them in real-time.

Spirable is the only platform that gives marketers the creative freedom to dynamically personalise all aspects of their video creative and optimise in-flight to tell the most compelling story to drive action. Marketers can create their own on-brand videos from scratch or using pre-built templates - each layer fully customisable allowing users to build unique creative that stands out and inspires their customers to engage and take action online and in-store.

Spirable enabled to leverage creative assets and data, implement hyperlocal targeting and use audience insights in a way they had never done before. Without Spirable the creation of data-driven personalised videos would have been expensive, time-consuming and ineffective for Vodafone.

The dynamic contextual ads were run in a split test against generic ads on Facebook. Spirable’s videos drove 3 times more landing page views and experienced a 28% decrease in cost per page view. This ultimately led to a 1.5 times higher share of sales and 100% uplift in sales since the devices campaign was launched.

On YouTube, the dynamic videos had a view through rate of 28%, compared to an 18% benchmark.

Overall, the campaign surpassed its goals of driving footfall and website traffic. Due to the success, the campaign was extended for 4 further weeks and similar campaigns are being rolled out across international Vodafone markets.