{"id":3631,"date":"2022-09-14T01:25:15","date_gmt":"2022-09-14T05:25:15","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/09\/14\/how-2-brands-and-an-agency-proved-the-power-of-custom-creative\/"},"modified":"2022-09-14T01:25:15","modified_gmt":"2022-09-14T05:25:15","slug":"how-2-brands-and-an-agency-proved-the-power-of-custom-creative","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-2-brands-and-an-agency-proved-the-power-of-custom-creative\/3631\/","title":{"rendered":"How 2 Brands and an Agency Proved the Power of Custom Creative"},"content":{"rendered":"\n

By Rion Austin<\/em><\/p>\n\n\n\n\n\n

If you ask a room full of advertisers, \u201cWhat makes a good video ad?\u201d you\u2019ll likely get a wide range of responses. But most will agree that good creative drives results. According to Nielsen, creative is responsible for almost half of a campaign\u2019s success.1<\/sup>\u00a0And when I recently ran a YouTube CMO roundtable, many clients spoke to creative customization and\u00a0<\/a><\/p>\n\n\n\n\nexperimentation<\/u>\n\n\n

Advancements in technology have led viewers to expect more relevance, thanks to a proliferation of choice. Now, ad creative must transform to meet those expectations. We developed\u00a0<\/a><\/p>\n\n\n\n\nAds Creative Studio<\/u>

Test to find out what boosts brand perception<\/h2>\n

Customization has always been a key part of PepsiCo\u2019s marketing strategy, but their sparkling water brand bubly\u2019s impact on brand associations still had to be tested. The team wanted to find out how customized video ads for the brand might encourage their ideal audiences to associate it with house parties, barbecues, sports viewing, and other consumption moments. The goal? To deliver on a brief to better understand the consumer and eventually win them over.<\/p>\n\n\n\n\n\n

With this experiment, PepsiCo wanted to gauge which of those occasion-specific messages, when aimed at relevant audiences, would resonate the most. With Ads Creative Studio, the process of building out a collection of customized assets became smoother and more efficient. The suite of tools allowed the teams to keep production internal by housing all design elements on a single platform.<\/p>\n\n\n\n\n

Teams can craft stories around themes they know resonate with audiences they want to reach.<\/blockquote>\n

\u201cPrior to using Ads Creative Studio for video customization, we planned a high-level creative and targeting approach,\u201d said Terrence McLaughlin, associate marketing manager at PepsiCo. However, after using the tool to inventory creative variables to personalize, each with its own designated audience, they realized they had to adapt their creative process to be more tactical. \u201cAfter seeing the Ads Creative Studio user flow, we had to break down the elements of our proposed creative to mimic the framework in the platform.\u201d<\/p>\n\n\n\n\n\n

With a single tool, the PepsiCo team was able to standardize processes across functions. As a result, the team found that campaigns with creative depicting social gathering and food pairing situations were most effective at driving brand lift. Equipped with that knowledge, teams can now craft bubly\u2019s stories around themes they know resonate with audiences they want to reach.<\/p>\n\n\n\n\n

Cut costs, not viewers<\/h2>\n

When General Motors South America wanted to boost brand awareness of the Cruze 5 model, they decided to lean on customization beyond the basics. Drawing on Google insights, they created an audience strategy that relied on a collection of 14 different groups, including\u00a0<\/a><\/p>\n\n\n\n\naffinity audiences<\/u>\n

\u00a0like \u201coutdoor enthusiasts,\u201d \u201cthrill seekers,\u201d and \u201cbeachbound travelers,\u201d as well as contextual audiences: those watching various types of auto-related content on YouTube. Each of these 14 groups would see an ad customized specifically to what would resonate with them.<\/p>\n\n\n\n\n\n

The team was faced with the question of how to produce 14 unique ads, without sacrificing time, budget, or resources. They opted to try Ads Creative Studio.<\/p>\n\n\n\n\n

We reduced costs by 30%, and, after the campaign, we noticed an increase in product searches.<\/blockquote>\n

\u201cIt allows you to increase productivity and efficiency, both creatively and from media costs and metrics,\u201d said Gianluca Schinocca, media coordinator for GM Argentina. \u201cAmong the many benefits of Ads Creative Studio, production time saving and the large amount of videos produced are the ones that we found most impactful. We also reduced 30% in terms of costs, and, after the campaign, we noticed a huge increase in product searches.\u201d<\/p>\n\n\n\n\n\n

For a true win, GM knew they would need measurable results in brand lift and search. In the end, with a 56% increase in Google searches for \u201cchevrolet cruze\u201d2 and a cost per view 32% less than the industry benchmark, the experiment was a success.<\/p>\n\n\n\n\n

Facilitate creative collaboration<\/h2>\n

From the agency perspective, Ads Creative Studio can eliminate the swirl that sometimes comes with ambitious undertakings. Creative agencies around the world are constantly dealing with gridlock in approvals and workflows. Men in Green, a Dutch creative agency, found that the suite of tools made it\u00a0<\/a><\/p>\n\n\n\n\neasier for designers to share and edit work<\/u>\n

. \u201cIt is the perfect solution for our challenge,\u201d said Jaap den Hertog, founder and CEO of Men in Green. \u201cIt gives a risk-free environment for designers to build<\/p>\n\n\n\n\n

[ad]<\/p>\n\n

creatives. It also allows for easy collaboration between multiple designers.\u201d<\/p>\n\n\n\n\n\n

Previously, to maintain high production standards, Men in Green had strict quality controls in place that only allowed for senior designers to produce data-driven ad creatives within\u00a0<\/a><\/p>\n\n\n\n\nDisplay & Video 360<\/u>

Creative is fundamental to campaign success. No matter what your goals are, a centralized suite of tools can be used to drive both efficiency and scale.<\/blockquote>\n

To their clients\u2019 delight, the data-driven ad creatives with tailored messaging decreased production costs significantly. When leading bath and body brand company Rituals was looking for a way to promote their Easter collection, Men in Green used templates to create personalized messages for each market. Not only did they save time and resources, but they also saw a 278% higher click-through rate, 64% lower cost per thousand impressions (CPM), and 103% higher conversion rate compared to standard IAB banners.<\/p>\n\n\n\n\n\n

Creative is fundamental to campaign success. No matter what your goals are, a centralized suite of tools can be used to drive both efficiency and scale. By reducing barriers and enhancing efficiency, Ads Creative Studio makes it easier for teams to collaborate and create personalized assets quickly, at low cost. Coupled with\u00a0<\/a><\/p>\n\n\n\n\nvideo experimentation<\/u>\n\n\n

This article first appeared on\u00a0Think with Google<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Creative is fundamental to campaign success. No matter what your goals are, a centralized suite of tools can be used to drive both efficiency and scale.<\/p>\n","protected":false},"author":7,"featured_media":3632,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-3631","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"\nHow 2 Brands and an Agency Proved the Power of Custom Creative | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/how-2-brands-and-an-agency-proved-the-power-of-custom-creative\/3631\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How 2 Brands and an Agency Proved the Power of Custom Creative\" \/>\n<meta property=\"og:description\" content=\"Creative is fundamental to campaign success. 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