Project Water

While freelancing at Cast, Haleon's in-house creative dept, I was tasked with launching Haleon’s Dynamic Creative Optimization (DCO) pilot program program better known as “Project Water”. The goal was to create consumer-centric, personalized ads at scale, starting with the Advil brand.

In close collaboration with Senior partners from Haleon’s Performance Marketing and CX teams, Dentsu Strategy, and Advil’s brand team we created a series of modular OLV display templates targeting potential consumers suffering from pain triggered by various weather conditions from the moment they wake up until bedtime. The objective was to generate brand awareness for a select range of Advil products, including Advil PM, Advil Liqui-Gels, Liqui-Gel Minis, and PM Liqui-Gels while emphasizing Advil's brand message of rapid and powerful pain relief through customization and real-time testing.

I designed the look, structure, and function of all of the OLV display templates and the various dynamic content libraries. Additionally, I wrote over 80 unique headlines based on weather and time-of-day triggers. We leveraged pre-existing OLVs while making some updates to better serve the different products and triggers.

Although the pilot program is fairly new, DCO optimization has already increased CTR by 20%,  Ad Recall by 30%, and a 36% reduction in costs. Haleon plans to expand the DCO program in 2025 to include its other brands, such as Nicorette, Flonase, and PrepH.