Using Data Driven Creative to Drive Scale & Performance Improving Media Efficiency for Multichoice Brands

Client
Multichoice
Industry
Entertainment / Media / Sports
Solutions

Data Activation
Digital Media
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Decrease in Benchmark CPC

29%

94%

Conversions Post Click

MultiChoice is Africa’s leading entertainment company that creates and secures the rights to phenomenal content from all over the world. Their entertainment platforms – DStv, GOtv, Supersport and Showmax are a hub for approximately 14 million people across 50 countries.

This project, was inspired by the Google SSA team who identified the opportunity to showcase the power of Data Driven Marketing for Multichoice. As a Google Premier Partner, Incubeta was tasked with demonstrating this to Multichoice – with the intention of improving their personalization, user experience and campaign performance, plus increased (automation led) efficiencies.

Utilizing the full integrated Google Marketing Platform (GMP) stack to execute our Data Driven Creatives drove improved media efficiency and an over performance of our initial KPI’s, along with a significant reduction in operational and production time using dynamic creative. The campaign produced phenomenal scale and volume across both platforms resulting in improved media efficiency and performance over their existing campaigns when compared to Multichoice brand benchmarks. The pilot project’s success is a great proof of concept to demonstrate the benefits of Data Driven Creatives to more brands within the group.

“Running dynamic creative in our African markets has taken our creative execution and engagement to the next level. The ability to pre-populate dynamic elements like fixtures, scores and in-market, localised nuances means getting closer to our customer in a tailored and personalised way.”

Daniel Courtenay

Executive Head | Group Digital Marketing, Multichoice

Insights

Multichoice, through it’s DStv & GOtv brands showcased the FIFA World Cup 2022 live on SuperSport to millions of fans across the African continent. This major Global event was a significant sales opportunity, particularly to drive new and reactivated subscribers for DStv and GOtv.

Our ultimate goal was to create a hyper localised experience to drive awareness and gain new subscribers through data driven dynamic creative for DV360.

Strategy

In order to capitalize on the fervour and engagement generated by the FIFA World Cup, we developed a marketing solution which focused on using real-time game fixtures and geolocation of football fans, to create a hyper localized experience driving awareness and encouraging new subscriber engagement for Multichoice brands – DStv And GOtv.

Incubeta, in collaboration with media activation partners, Dentsu, developed Data Driven Creatives to dynamically populate the HTML5 Rich Media Banners. The mechanism enabled copy and imagery message elements to be personalized according to the identified audience across nine targeted African countries. Communication conveying information about the relevant upcoming match, in the local language and timezone was served to the target audience through the integrations of the GMP stack, specifically Google Studio, Campaign Manager 360 and Display & Video 360.

The Audience Framework was split into two data segments, leveraging Multichoice’s 1st party data to re-engage returning users and develop lookalike audience, which was used alongside Third-Party data segments to prospect for new users.