Redesigning programmatic into a work of art
Cities Collection: Buenos Aires
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While older millennials found Absolut aspirational, they also found that its premium and expensive nature made them feel disconnected from the brand. We had to close that gap, improve engagement, and turn 82,000 limited-edition Cities Collection: Buenos Aires bottles into a must-have product.
We built audiences using first and third party data, which guided our dynamic creative strategy. Our programmatic display strategy started with dividing the city into hot zones and collecting geolocalization data in real-time to serve specific creative. When users clicked on the messaging, they landed on a mobile-first site, where they could rotate a bottle 360°, purchase it in just two clicks, or pin a collaborative city map of memories by adding Instagram images and Spotify songs, or by writing a quick passage.
82K Bottles sold
55% Higher CTR than
23% Higher CTR