Creativa’s video ‘personalisation’ leads lost Bulldogs back to the ‘kennel’

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MELBOURNE-BASED creative agency, Creativa, has shown how clever personalisation of marketing – including personalised video – can deliver extraordinary results.

Creativa has won accolades for its campaign that used video capability – allowing the individual personalisation of content – to successfully help the Western Bulldogs AFL club drive lapsed members to sign up again. 

The Western Bulldogs asked creative agency MMR to develop a campaign that would encourage lapsed members to re-sign. The campaign, titled Lost Bulldogs, used personalised digital content to re-engage these former members.

MMR partnered with Creativa to develop a unique video, the hero of the campaign, and 10,000 individualised videos were sent to lapsed members.

“These dynamic videos used data from multiple sources to automatically create a highly personal experience for users,” Creativa director Damian Blumenkranc said.

The club’s member marketing campaign aimed to leverage content personalisation – targeting content to individuals based on who they are or where they are – and Creativa delivered a unique video platform to drive the campaign.

Mr Blumenkranc said the campaign sent members to a microsite, which allowed supporters to create a ‘Lost Bulldogs’ poster and personalised video for their friends, then share this content on social media and via email.

“The play button is one of the most compelling calls to action on the web and becomes even more powerful when combined with the fact that we as individuals crave personalised experiences,” Mr Blumenkranc said. 

“Personalised videos are being used to great effect for superannuation statements, bills, quotes and client onboarding.

“During this campaign, over 700 custom videos were generated in real time.”

The Western Bulldogs recently announced they had reached 30,000 members, 5,300 members ahead of the same time last year, including the welcome return of ‘some old dogs to the kennel’.

“These numbers are exciting and prove that truly engaging content delivers results and helps achieve business objectives,” Mr Blumenkranc said. “It demonstrates that viewers don’t just want a story; they want their story and it suggests content personalisation has arrived in terms of usage, acceptance and effectiveness.”

Mr Blumenkranc believed 2016 would usher in a new era of personalised marketing, calling it ‘the year of personalisation’.

“And it certainly might be the year of the dog, given the goals the Western Bulldogs are kicking both on and off the field,” he said.

* Creativa is an executive member of Victorian Leaders, the organisation helping to mentor and connect the next generation of leading companies based in Victoria.

www.creativa.com.au/dynamic-videos

 

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