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Danone is an iconic company in today´s society

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One of the complexities that we come across 
in our business is the frequency in which 
purchasing decisions are made

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This implies that any creative strategy, 
any media strategy

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needs to be able to make an impact on these 
weekly micro journeys

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In the case of Danet, we wanted to boost 
the launch of the new Danet Doble Placer 
varieties

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The complexity of this launch comes from 
being able to identify those moments relevant 
to this product

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and in turn being able to influence these 
micro journeys.

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Following the brief we received from the 
brand,

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we identified the need to produce a communication 
adapted to different segments.

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For this we made a plan using DoubleClick 
Bid Manager

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which allowed us to segment audiences, identify 
these segments

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and make an impact on each of the targets 
with ad hoc communication

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From there we made a segmentation related 
to moments of the week,

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and that were linked to different insights,

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some had to do with football, others to do 
with leisure, others had to do with day to 
day life

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From then on we started to build a type of 
logical matrix of 41 messages associated 
with these special moments

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which we believed were going to make an impact 
on the target, essentially we were creating 
personalized messages for each of these moments

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Afterwards, we worked with Elespacio to consolidate 
everything,

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assemble everything, and then upload it to 
the DoubleClick Studio platform

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Elespacio is a digital creative agency, created 
in 2005

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We are certified partners of DoubleClick 
and we have years of experience working with 
their tools

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This year we have focused heavily on data-driven 
advertising projects

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This is great because you can reach the right 
person at the right time

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but also you can reach them with a completely 
personalized message and it’s all because 
of the data

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Speaking of campaign results, we've improved 
the visible time of ads

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by moving from an average of about 17 seconds 
in previous Danone campaigns to 28 seconds 
in this campaign

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In the visible CPM of the campaign we saw 
an improvement,  from 5 euros to less than 
4,

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that we haven’t obtained in traditional campaigns

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And the CTR indicator has really caught our 
attention, when compared to traditional campaigns

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there has been a considerable improvement, 
of about 1 - 1.1% in the total campaign, 
which is a very important improvement

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In short, if we can make creatives that are 
more relevant to our audience

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we will get a much higher level of interaction 
and visibility than with other campaigns.

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We are convinced that the use of data within 
Danone campaigns will significantly improve 
results

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and, more so, together with the use of technology 
will allow us to create a successful personalized 
message

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Looking ahead we will be integrating the 
use of data and technology in all Danone 
digital campaigns,

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obviously with the support of our partner, 
DoubleClick