Reckitt’s Airborne brand wanted to personalize ads based on two messaging categories, benefits and ingredients. Reckitt wanted to quickly adapt their media strategy and targeting toincrease engagement, but did not have the time or bandwidth to produce multiple creative variants and personalize each to identify the right messaging category per audience segment.
Reckitt partnered with Ad-Lib.io to generate new creative variants to compare their benefits and ingredients messaging categories by using their AiReckittorne concept as the core template. Ad-Lib.io's DCO and personalization capabilities allowed AiReckittorne to change their benefits or ingredients sequence, product SKU, and packshot to enable multiple iterations for testing.
Ad-lib.io.io transformed 4 base assets into 165 creative variants allowing Reckitt to test and learn which creative elements drove the most impact. Coupling this with in-flight optimizations to rotate in new creative periodically drove CPC down 51%.