Algida: Real-time targeting with dynamic creatives

Algida, an ice cream brand, collaborated with Mathrics agency to execute a 360-degree DCO plan that allowed the adaptation and customisation of assets, tailored to various weather conditions, to suit the real-time needs of consumers in Turkey.

Brand: UnileverAgency: PHD TürkiyeRegion: EMEA



Our strategy was designed to respond to rapidly changing consumer habits. However, challenging variables such as daily fluctuations in weather conditions and iftar times made this task quite demanding. Tracking these variables manually was nearly impossible. Therefore, we developed a modular creative strategy to respond to real-time consumer habits. What sets our strategy apart from other DCO approaches is not only publishing content based on multiple dynamic variables but also creating a 360-degree DCO plan. By combining data such as consumers preferring home-style products during cold and rainy...

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