Hyper-Personalization for brand growth

Вікторія Мисюк, WPP, Account Director Оксана Константинова, Bayer,  Marketing Operations Manager, Senior Brand Manager Bepanthen, Aerius Олена Босик, Bayer, Brand Manager, Media and Digital, CASF and Nutritionals Марія Морозова, Admixer Advertising, GMP Senior Client Service Manager Олександра Антоненко, WPP, Media Planner

After a disastrous market share drop due to a prolonged out-of-stock situation, the Aerius brand returned but lacked the budget for a traditional media war. We skipped mass advertising, opting for a hyper-targeted, data-driven strategy. ThЗБЕРЕГТИe campaign was activated only on the days and in the cities where pollen levels were dangerous, turning advertising into a personal warning and an instant solution for the consumer. Aerius – Your Personal Allergy Radar. We transformed a standard ad banner into a useful and personalized service. Using API integration with real-time pollen data and Dynamic Creative Optimization (DCO) technology, the system automatically showed users the threat level in their specific city and offered an immediate solution with a direct path to an online purchase. Instead of "shouting" at everyone, we "whispered" to each person individually at the most crucial moment. This innovation allowed us to double our market share (from 1% to 2%) and achieve a 322% ROAS.