Reckitt's MegaRed brand was targeting multiple audiences with one of their retail partners in August 2020. However, mid-flight the media strategy changed when Reckitt experienced retailer pressure, encouraging them to accelerate that investment in a short timeframe. Internal processes were not equipped to turn around the number of creative variants needed across multiple channels, particularly with the added requirement that the ads be personalized.
By partnering with Ad-Lib.io, a single base asset was quickly transformed into 32 creative variants and 2 video lengths for 2 different channels. Personalization allowed the company to test 4 different frame positions for the $2 off coupon and the retailer logo, enabling Reckitt to drive the best outcomes by applying learnings from each asset variation to live campaigns.