DCO Case Study: Hawaiian Tropic
Hawaiian Tropic Shows Sunscreen Ads At The Right Time In The Right Place Through Jivox Contextual Personalization
A contextually relevant dynamic video campaign for Instagram stories, personalized for individual consumers across different cities in the UK based on contextual triggers such as weather, temperature and local events.
The main objective was to encourage the 18-34 female demographic to think about sun protection more broadly. Rather than purchasing the sun care products exclusively for holidays abroad; they should consider it throughout their summer schedule.
This made it a perfect fit to trial Jivox’s contextual decisioning capabilities; swapping video footage and text copies out based on the viewers situation.
The campaign was nominated for Most Effective Use of Video in the 2018 Effective Mobile Marketing Awards. Read more here.
Location: Liverpool (City)
Temperature = 20°C-25°C
Location: Norfolk (Beach)
Temperature => 25°C
Temperature <= 20°C