Challenge
A beverage manufacturer was wasting money on ads that did not reach their target audience. They decided to create smart ads that automatically tailor content to the interests and behavior of each customer.
Action
- Collecting data on consumer behavior
The iPresso system collected data and monitored viewed products and interactions with content needed to personalize messages. - Segmentation
Users were divided into dynamic segments, such as:
- Those interested in premium products: people browsing high-quality beverages.
- Parents looking for healthy products: users interested in products for children labeled “sugar-free.”
- Fans of large packages: people who had already purchased 1.5-liter and 2-liter bottles several times.
- Creating and sending dynamic ads
The beverage manufacturer prepared Marketing Automation scenarios. The system dynamically selected texts for the segment and consumer behavior and sent messages only when a given consumer performed an action. In this way, lovers of new products saw ads for the latest beverage collection, and parents saw a special line of sugar-free fruit juice with colorful graphics for children. - “Here and now” promotions
Dynamic ads also included current local promotions, displaying them to consumers who lived near a specific store.
Results
- The company saw a 22% increase in CTR.
- The number of product purchases increased by 20%.
- The average order value increased by 13%.
- The company's marketing campaign expenses decreased by 14%.
