Teenagers are a fickle audience. While they’re constantly on their mobile devices, their attention is constantly being divided between things like messaging apps and social networks. The only constant is they’re inconsistent.
Since Cornetto’s core audience is teenagers, they’re constantly adapting how they can connect with them through different digital channels. The reality is, what worked yesterday might not work today.
To launch its new “Unicorn” variant, Cornetto created a beautiful, 6-minute short film, depicting a typical teenage romance. But getting a teen to watch an entire 6-minute video online is a near impossible task. To build awareness for their new variant, increase engagement, and ultimately drive sales, Cornetto developed an innovative programmatic strategy to drive their product launch.
Cornetto’s strategy focused on adapting their single, 6-minute asset into short, dynamic, programmatic video assets. These different creative variations of the video would then be triggered based on different audience variables.