Data-Driven
Data-driven media is the application of data and technology to identify and match the right audiences to the right message at the right moments.
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2020 SILVER
Your Pepsi Home Video
From connecting with everyone with ONE brand video to MILLIONS of different, tailored brand videos for every individual, Pepsi’s 2019 Chinese New Year campaign became a viral sensation, made possible by Alibaba’s 10 years of database of 800 million Chinese youths and data-tagged footages shot across China by Pepsi. When consumers launch the Taobao app, a homecoming video capturing their life from start to present, threads together memories from their hometown childhood to current city life, featuring personal experiences. The campaign result: 20 million user-generated videos with 72% sharing rate.
Brand:
PepsiCo
Client:
PepsiCo China
Agency:
VMLY&R China
Language:
English
2020 SILVER
Colonel KI
As the world’s most popular eSports event, League of Legends draws interest from brands around the world, looking to tap into its valuable IP. As one of its 16 sponsors, KFC needed to find a way to deliver ROI, despite not being the key event sponsor. To do this, KFC identified and delivered on gamers needs – the ability to predict match winners in real time – ensuring that KFC delivered 70 minutes of brand exposure as the focal point of our target audience, for 1/5 of the investment.
Brand:
KFC
Client:
Yum! China
Agency:
Mindshare Shanghai
Language:
English
2020 BRONZE
Nudging customers deeper into the organics category
Sales data showed PC Organics growth was being outpaced by the category. Analyzing PC Optimum data, we discovered a pattern to organics purchasing behaviour. Buyers start with produce. From there, they move to the dairy, meat and finally packaged goods categories. Leveraging the same PC Optimum data, we targeted customers based on existing organics purchase behaviour and served messages nudging them sequentially toward the next category. With $830k incremental sales, 216k incremental units sold, and 6% new customers directly correlated to this campaign, PC Organics is now the category leader.
Brand:
President's Choice Organics
Client:
Loblaw Companies Ltd.
Agency:
john st.
Language:
English