This article was originally published on February 28 2022 by HBW Insight.
Designed with “highly targeted and contextual adaptation at its heart,” according to Reckitt, the campaign ran across a range of digital and social platforms through the summer months. A partnership with creative management platform Ad-Lib.io enabled Reckitt to quickly adapt the campaign and it's targeting in response to a number of variables, including pollen count and weather, or to reflect news, cultural events or trending topics.
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Shell took home top prize for "most effective campaign" at the VIA Programmatic Awards 2022