What Happened
Yogurt brand Actimel is using context-based targeting to offer people a little pep talk when they need it the most. As part of its #StayStrong campaign, the company is using multiple ways to target users who express dissatisfaction and frustration in real time across social media, digital out-of-home, and TV. For example, the brand is serving people who are stuck in traffic with ads with positive messaging via popular navigation app Waze, targeting drivers who been stationary for a while.
What Brands Need To Do
This Actimel campaign serves as an example of how brands can leverage contextual targeting to reach customers at key moments to make an emotional connection with tailored messaging. More brands can benefit from this type of real-time micro-targeting and reach customers in moments that truly matter.
Source: Digiday