The objective was to build on an initial launch in selected European markets, expanding into a global roll out across 4 regions, spanning G9, LATAM, AMI and Eurasia.

In all regions, it was vital for the creative strategy to reflect the nuances of each individual market, allowing all models and audiences to be represented whilst retaining the Renault brand identity. In addition to the above, the Renault core value of ‘Marketing to Individuals’ had to be upheld.

Furthermore, the solution needed to account for promotions, special offers and limited-edition models whilst still enhancing the always-on activity.

Renault therefore needed a display solution which allowed them to market to individuals and consider their point in the purchase funnel – but in an efficient manner. When considering a global display solution, ensuring this can be achieved at scale is a key consideration.

Renault’s purchase funnel stages were observed and split up into each stage:

• Awareness = little exposure to brand but correct demographic

• Traffic = some exposure to the brand and with in-market signals

• Leads = direct brand interaction

All data sets and triggers were ranked in accordance with the funnel to produce ‘Decision Trees’ for each model, driving creative design.

Next, a set of dynamic creative templates was produced to match the stages of the funnel, with the aim of encouraging the user to graduate to the next stage of the journey. Each of the templates had a distinct look and feel to communicate each funnel stage:

• Discovery template = showcasing USP and design features

• Configurator template = highlighting the model personalisation

• Offers template = a concise design to focus on model value

• Conversion template = encouraging users to complete their journey

To ensure the ‘Marketing to Individuals’ approach was at the heart of the strategy, we had to interpret that to work alongside our own root value for the solution. Our strategy was therefore centred around one unifying mission statement: ‘showing the right message, to the right person, at the right time’.

This was then split into the three main pillars of activity:

1) ‘Right message’ = Creative Strategy

2) ‘Right person’ = Audience Targeting

3) ‘Right time’ = Purchase Funnel

Each of the three aspects above are inextricably linked, so the overall strategy needed to reflect this.

Using the set of dynamic templates, all three values within the mission statement were met within each creative variation.

After framework design of the dynamic creative templates was signed-off, these were then plugged into a global content management platform which all local Renault teams could access.

Within the platform, teams could create new variants or adapt master content within the framework of the templates, with the ability to send for approval/receive feedback on creatives within the tool.

Furthermore, all ‘Decision Tree’ audience segments were directly connected to the platform, allowing teams to assign creatives directly to user groups.

Using this platform, Renault were able to roll-out localised dynamic creatives in each market, efficiently and within brand guidelines.

The results were two-fold; performance and production.

From a performance perspective, we observed a 64% decrease in CPL (Cost Per Lead) from initial launch. In addition, a 9% uplift in CTR (Click Through Rate) was observed across all regions with a 39% CTR uplift from special edition templates.

From a production efficiency perspective, the number of creatives from initial launch was increased by 21 times, with a total of 13,489 creatives authored across 27 markets by the end of 2018.