Breaking into new markets with social listening driven ads at scale: How Automated Creative’s work with Durex in the Philippines maximised acquisition by optimising empathy
“Automated Creative’s unique approach made us challenge our assumptions and biases about our audience. The results were well beyond our expectations.”
Working with Durex’ South-East Asia team, Automated Creative were tasked to help the brand run an acquisition campaign on Meta / Facebook, collecting first-party data that revealed important insights about the consumer base in the Philippines.
The approach?
We started off with social listening research to understand how the target audience talked about intimacy from a personal, couple and societal perspective. This helped us identify themes that would inspire the creative content and shape the role Durex can play in their audience’s lives.
Using our proprietary tool, we then created a huge number of dynamic ads that responded to each conversational theme we had uncovered in the research. Using our system, we analysed the data and creatively optimised the ads. Our creative insight provided the foundation for a content series that strengthened the audience’s relationship with Durex.
The result?
A staggering 4x more leads than expected and a performance of 286% cheaper CPA than the target benchmark number.
This approach was a highly cost-effective way to gather first-party data while also delivering consistently higher CTR and lower cost per lead thanks to continuously optimising content with each new sprint.
Through the insights gathered during this campaign, Automated Creative was also able to show Durex the best types of content that consumers were receptive to and to define new and exciting ways to approach sex education in the Philippines.
And here’s what the client had to say about it:
“Automated Creative’s unique approach made us challenge our assumptions and biases about our audience. We proved how data and machine learning could be introduced into healthcare communications to get us closer to our consumers and deliver empathy at scale. The results were well beyond our expectations – both in performance and learning.”
(Sumati Nagrath, Global Content Manager, Reckitt)
Read about our work with Brandwatch to gather insights for this campaign
Discover our blog about working with Brandwatch and Reckitt for Durex in the Philippines