{"id":4951,"date":"2018-06-14T16:54:59","date_gmt":"2018-06-14T15:54:59","guid":{"rendered":"https:\/\/www.keyade.com\/?p=4951"},"modified":"2019-08-02T14:32:45","modified_gmt":"2019-08-02T13:32:45","slug":"rexona-unilever-met-en-place-des-campagnes-dco-dynamic-creative-optimization-sur-facebook","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/rexona-unilever-met-en-place-des-campagnes-dco-dynamic-creative-optimization-sur-facebook","title":{"rendered":"Rexona (Unilever) met en place des campagnes DCO (Dynamic Creative Optimization) sur Facebook"},"content":{"rendered":"<p style=\"text-align: justify;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-4953 size-large\" src=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2018\/06\/DCO-Facebook-Rexona-2-1024x348.jpg\" alt=\"DCO Facebook Rexona\" width=\"750\" height=\"255\" srcset=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2018\/06\/DCO-Facebook-Rexona-2-1024x348.jpg 1024w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2018\/06\/DCO-Facebook-Rexona-2-300x102.jpg 300w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2018\/06\/DCO-Facebook-Rexona-2-768x261.jpg 768w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2018\/06\/DCO-Facebook-Rexona-2-294x100.jpg 294w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/><\/p>\n<p style=\"text-align: justify;\">A l\u2019approche des beaux jours, la marque Rexona accompagne les fran\u00e7ais dans leurs d\u00e9placements tout au long de la journ\u00e9e avec des messages contextualis\u00e9s pr\u00e9sentant les produits de leur nouvelle gamme d&#8217;anti-transpirant : Protection Active+ Anti-trace. L\u2019agence Mindshare (GroupM) a imagin\u00e9 un dispositif cross-media personnalis\u00e9 au sein duquel Keyade est l\u2019agence en charge de l\u2019activation digitale et social media. Keyade recommande ainsi le d\u00e9ploiement d\u2019un dispositif DCO (Dynamic Creative Optimization\/ voir la DCO en <a href=\"https:\/\/www.keyade.com\/dynamic-creative-optimization-facebook\">vid\u00e9o<\/a>) qui permet, gr\u00e2ce \u00e0 la donn\u00e9e utilisateur et au machine-learning, de cr\u00e9er des publicit\u00e9s personnalis\u00e9es en fonction de l\u2019utilisateur (\u00e2ge, sexe, localisation\u2026) mais aussi en fonction de l\u2019horaire de diffusion.<\/p>\n<p style=\"text-align: justify;\">Pour un ciblage large mais pertinent \u00e0 l\u2019\u00e9chelle ultra-locale, Rexona souhaitait d\u00e9ployer ce dispositif sur Facebook. Arm\u00e9e d\u2019\u00e9tudes \u2018consumer journey\u2019, la marque connait les habitudes de connexion de ses cibles (horaires, devices\u2026) et a identifi\u00e9 les lieux de sorties et de f\u00eates des citadins pour accentuer la pression publicitaire dans un p\u00e9rim\u00e8tre d\u00e9fini autour de ces zones. Cependant, comme Facebook ne propose pas nativement la technologie DCO sur sa plateforme, Keyade et Unilever ont collabor\u00e9 avec Spirable (ex Photospire) pour trouver une solution qui permet d\u2019utiliser la technologie DCO sur l\u2019inventaire Facebook. Ainsi, les cr\u00e9as publicitaires Rexona sont d\u00e9clin\u00e9es en visuels ou vid\u00e9os-gif aupr\u00e8s des utilisateurs Facebook, incluant l\u2019horaire en temps r\u00e9el au sein de la publicit\u00e9.<\/p>\n<p style=\"text-align: justify;\">D\u00e9ploy\u00e9 pendant quatre semaines, le dispositif obtient une couverture sur cible de 17,4%, avec une r\u00e9p\u00e9tition de 4,12, soit une vue par semaine en moyenne pour un individu de la cible.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A l\u2019approche des beaux jours, la marque Rexona accompagne les fran\u00e7ais dans leurs d\u00e9placements tout au long de la journ\u00e9e avec des messages contextualis\u00e9s pr\u00e9sentant les produits de leur nouvelle gamme d&#8217;anti-transpirant : Protection Active+ Anti-trace. L\u2019agence Mindshare (GroupM) a imagin\u00e9 un dispositif cross-media personnalis\u00e9 au sein duquel Keyade est l\u2019agence en charge de l\u2019activation [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4929,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,295],"tags":[383,109,381,59],"class_list":["post-4951","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","category-fil-actualite","tag-dynamic","tag-facebook","tag-social","tag-socialmedia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Rexona (Unilever) met en place des campagnes DCO Facebook | Keyade<\/title>\n<meta name=\"description\" content=\"DCO permet de cr\u00e9er des publicit\u00e9s personnalis\u00e9es gr\u00e2ce \u00e0 la donn\u00e9e utilisateur et au 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