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
Apartment Therapy’s president Riva Syrop took the stage at the Digiday Publishing Summit to discuss the convergence of commerce and sponsorship revenue within its Small/Cool event.
Media execs took stage at the Digiday Publishing Summit to discuss the growing importance of ROI in ad campaigns this year.
CEO Satya Nadella said AI assistants will be as ubiquitous as PCs and will help users navigate across apps, operating systems and devices.