Joined by Kashmira Wagh, Google Germany’s Business Development Lead and Bea Strauss, Head of Digital Marketing at Multichoice – we unpacked how creative, specifically Data-Driven Creative (DDC) can fuel enhanced profitability, drive conversions and streamline media efficiency for your business. Kashmira set the scene by sharing two captivating campaigns that showcased how Cadbury (India) leveraged Machine Learning and the Google Marketing Platform (GMP), to serve data-driven hyper localized ads that helped drive traffic to local stores based on the audiences’ location. Her thought-provoking presentation explored the relationship between creativity and magic, revealing the secrets to crafting captivating, impactful campaigns.

Incubeta’s Creative Commercial Director (EMEA), Veronica Brits followed, delving into the intersection of data and creativity, where opportunities for innovation and engagement thrive. Echoing Kashmira’s insights, Veronica further unpacked the pivotal role of personalization in driving performance highlighting three core areas: the synergy between data and creativity, the importance of Data Ethics & Compliance, and the significance of measurement and iteration in the creative process. 

Key Takeaways:

1. Creative is the single strongest force multiplier: Improving your creative elements will lead to transformative gains in your marketing campaigns.
2. Data Informs Creativity: Data is the foundation of effective creative, but it must be used wisely. Strive for relevance and personalization without crossing into the realm of being intrusive.
3. Data-Driven Creative (DDC) and AI: Data-driven creative attributes prepare you for the next level of innovation, where artificial intelligence can take your campaigns to new heights.
4. Whole Brain Creative Approach: Adopt a ‘Whole Brain Creative’ approach that allows your creative elements to shine while optimizing your media investments for greater efficiency.
5. Keep it Fun: Remember, marketing is not open heart surgery! Have fun, do what you do well, and let your creativity flow.

Real-World Case Study

We were honoured to be joined on the panel by one of our clients and a familiar face to the Incubeta South Africa family, Bea Strauss – Head of Digital Marketing at Multichoice who shared key insights from our recent case study. During our webinar, Veronica touched on how we (in collaboration with Google) successfully achieved a 94% conversions post click and a 9:1 Return-on-ad-spend (ROAS) for Multichoice brands, by creating a hyper localized experience to drive awareness and gain new subscribers using data driven dynamic creative. This real-world example showcased how harnessing the potential of creative can significantly improve your media efficiency, performance and ultimately reshapes the very foundation of your campaign’s success. It’s not just about capturing attention; it’s about creating memorable experiences and connections with your audience. 

Stay tuned for more valuable insights and future events as we continue our journey of unlocking the full potential of data driven creative in the digital age.