Haleon Leverages Personalisation To Widen Awareness Of Panadol
Goal:
Panadol, owned by Haleon, is a well-known painkiller in Hong Kong. Initially recognized for headaches and migraines, it aimed to reposition itself as a solution for all types of pain. Partnering with Zenith (Strategy), Innovid (Creative Execution), and The Trade Desk (Targeting), they launched a dynamic creative optimization (DCO) campaign to deliver personalized messaging to all pain sufferers, focusing on video completion rates and site traffic.
Strategy:
To address pain sufferers’ needs, the team developed over 600 ad versions tailored to specific daily moments. For example, an office worker would see an ad showing a man experiencing back pain at his computer, followed by a relevant Panadol product (Panadol Joint Extend). Innovid’s rendering engine ensured publisher specs were met, all while cutting costs. Innovid also partnered with The Trade Desk to implement publisher macro passbacks for audience-targeted messaging. These were segmented with contextual data, third-party data, custom affinity, and retargeting, enabling broad reach across two campaigns.
Results:
- 81% Video Completion Rate for DCO
- 96% Video Completion Rate for CTV Retargeting
- 97% Video Completion Rate for DCO on CTV
