MediaSpark commissioned a DCO campaign for Sight Scotland, a national charity dedicated to meeting the challenges of visual impairment.
This campaign reflected an increasing desire to address changing audience needs with relevant display advertising.
“DCO strategies have emerged as a critical campaign tactic to create connections with audiences that resonate at a more personal level,” offers Stephen Lee in an Exchange Wire article. “Audiences are not one-size-fits-all and their experiences with brands shouldn’t be either”
Sight Scotland is one of Scotland’s oldest charities - 230 years old this year. They are committed to providing community support, residential care, specialist education and outreach programmes as well as document transcription and accessible format services to people with sight loss.
MediaSpark asked us to target a dynamic campaign at four distinct audiences: A ‘Control’ group of families suffering from sight loss. ‘Professionals’ experiencing deteriorating eyesight. ’70 plus’ individuals struggling to keep their independence. And ‘Relations’ trying to understand the impact of sight loss on a loved one.
We wrote unique copy for each of the four audiences: for ‘Professionals’ we emphasised possibilities over barriers, for ‘70 plus’ we stressed the value of independence with a bold, enlarged font, and for ‘Relations’ we highlighted the supportive services available through the charity.
We included geo-targeting within this dynamic campaign, with the ads automatically optimising to the most receptive postcodes within the Edinburgh and Lothians area.
The ad targeting the 'Relations' audience within the EH3 postcode performed best with a click-rate that was three times higher than the industry average.
"It’s challenging to maintain relevancy with our different audiences, at scale," said Richard Kelly, Director of MediaSpark. "Dynamic campaigns are a scientific way to deliver engaging, creative content that adapts based on data."