Vibrant Media Branded Content: P&G Crest and MediaVest are using the power of contextual advertising to drive results. Click here and cast your vote for the winners of the 4th Annual Vibrant Awards, which recognize the best in contextual advertising. Voting must be completed by Oct. 27 for your selection to count.
Crest Turns Teeth-Whitening from a “Have-To” to a “Must-Do” with Dynamic Creative
Client/Agency: P&G Crest/MediaVest
Campaign: Crest 3D White 2 Hour Express WhiteStrips
Campaign objective: Crest sought to engage and educate its target audience of health and beauty conscious women about Crest 3D White 2 Hour Express Whitestrips.
Contextual Strategy: Last minute party or date? No problem. With this new innovation you can have white teeth in just 2 hours. The campaign was contextually targeted across 10 different content categories within beauty, fashion, travel, lifestyle and health web content. The creative changed dynamically to address critical “white-teeth life moments” such as job interviews, your wedding day and hot dates. It also highlighted two hour long activities during which you could whiten your teeth during, like yoga or a road trip.
Creative Execution: Vibrant and MediaVest created in-text and display ad creative that dynamically changed based on the keyword or subject of the article. For example, an ad appearing within a wedding planning article would dynamically change to “Hey Brides! There’s still time to obtain a perfect smile.”
More in Media
Google rolls out pay-per-value AI licensing program to publishers
Google has been quietly scaling a pay-per-value AI licensing scheme for publishers. But critics say the program looks less like a meaningful payout and more like a legal fig leaf.
What we’ve learned from the creator snafus at this year’s US Open
Everyone’s hating on creators at the US Open, but they’re here to stay in the tennis world, just perhaps with some adjustments.
Molson Coors ditches its TV-era workflow to move at creator speed, quadrupling engagement
Molson Coors partnered with Movers+Shakers’ new consultancy group to completely overhaul its approach to creators, and it’s working.