Philips significantly drives engagement and awareness with personalised social videos

Personalised, location-based social videos to increase engagement

99%

Increase in View-Completion-Rate

38%

Decrease in Cost Per 10-Second View

400

Video Ads in Minutes

The challenge

Philips wanted to repurpose their TV campaign creative for social media and drive engagement by creating personalised videos tailored to audiences in different locations, and based on the pollen count in those areas.

The goal was to drive awareness of Philips Air Purifiers by creating automated videos that are useful and contextually relevant.


The solution

Philips selected 16 locations in the UK to target on social media.

Using Spirable they created a dynamic video template in minutes and a set of high level rules to map the creative.

Over the course of the campaign, Spirable generated over 400 unique videos, which automatically updated daily based on location, date, time and pollen count.

“By combining existing creative assets with contextual data, Philips used the Spirable platform to generate hundreds of video ads automatically. We saw a significant increase in engagement and video views thanks to delivering video content that was more tailored to different audiences based on location, time of the day and live pollen count.”

Louise Foster | Brand, Communications and Digital Director, Philips

The results

The Philips campaign was up-and-running within 2 weeks and through Spirable's innovative automation and personalisation technology, over 400 videos were created in minutes - changing the creative dynamically as the live pollen count and location changed. Engagement started to improve quickly.

- 99% Increase in View-Completion-Rate (vs. generic creative)
- 38% Decrease in Cost Per 10-Second View

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