November shopping holidays in 2020 occurred within a short period of time. The ELC team wanted to deploy creative concepts that clearly aligned with each holiday through, using dynamic creative optimization (DCO). With these tight deadlines, the team needed to be efficient with in-flight content updates to ensure that the workflow was easy so they could remain agile and make fast decisions.
Estée Lauder UK partnered with Ad-Lib.io to launch creative refreshes in a timely manner that personalized content across 4 audiences with 9 creative refreshes over the 4 weeks holiday season. Together the teams executed Test and Learn campaigns by defining hypotheses to guide the learning priorities. During the campaign the Ad-Lib.io team identified top and bottom performing creative variants that drove optimization.