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
Publisher execs talk AI licensing deals, new applications for AI in latest earnings calls
Publicly-traded media companies touted new deals with generative AI tech companies and other new applications for the technology in their Q1 2024 earnings calls.
Transparency shift: CMOs navigate new norms in agency profit models
Many CMOs seem to be okay with their agencies finding new ways to increase margins, as long as the process is transparent, or at least openly acknowledges a lack of transparency.
Media Briefing: Publishers’ Q1 earnings show promise, but also room for improvement
Publishers’ Q1 earnings show some promise in the digital ad market.