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.

Results:

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. We achieved:

1. 97% decrease in Benchmark CPA 

2. 29% decrease in benchmark CPC  

3. 94% conversions post click

4. 679,459 total Conversions

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.