Drop8 relies on programmatic dynamic ads for Clyde

The car subscription provider Clyde has only been offering electric cars since the beginning of 2024. With this "All Electric. All Inclusive." approach, the company wants to set a clear signal for electromobility. In collaboration with Drop8, communication on this repositioning within the car subscription market has been supported by an online campaign since the beginning of the year.

Drop8 has been developing campaign strategies to promote Clyde's car subscription since the end of 2022. In the current campaign, in addition to a conceptual link between different communication phases, a content distribution strategy is also being pursued to support the campaign's performance goals. In addition to a multi-stage cookieless targeting approach, a dynamic advertising solution is also used to reach the right target group in order to be able to react as quickly as possible to the changing fleet inventory and the fluctuating pricing of the various models.

In three phases, the relevant target group is informed about the benefits and messages of Clyde, stimulated and encouraged to take out a subscription. In the first phase, special attention is paid to ensuring that the campaign is placed as often as possible at touchpoints relating to the topic of electromobility by means of environment-specific coverage of the major Swiss news platforms. In addition, contextual targeting ensures the coherence of the 100% Electric positioning with the content consumed. Following the common thread of the campaign framework, interested users were transported to the final phase by means of content-related messages and encouraged to complete predefined conversions. These interlocking and coordinated communication phases provide the campaign with the necessary structure to efficiently reach the target group relevant to Clyde with online advertising.

Clyde's blog features content on the topic of electromobility. In order to use this effort synergistically, the regular distribution of the blog content is included in the advertising playout as part of native ads. On a monthly basis, Drop8 adapts new blog content in a variety of native ads and generates traffic from interested users to the individual articles. In this way, Drop8 uses Clyde's knowledge transfer on the topic of e-mobility directly in operational campaign optimization. In addition to strengthening the positioning as the only 100% electric car subscription, the content distribution also had a positive effect on the quantitative performance of the campaign. Because interested users come into contact with Clyde in a relevant context, a positive perception of the brand is promoted and they can be integrated into further campaign phases.

In order to take account of Clyde's constantly changing fleet inventory, it was already clear in the run-up to the campaign that a dynamic creative process was necessary. Drop8 worked with a technology partner to develop a comprehensive solution that allows all creative elements to be adapted within a very short space of time. In addition to changing promotional prices, new car models can also be included in the delivery. At the same time, this flexibility allows campaign performance to be taken into account and campaign-relevant KPIs to be improved by means of dynamic creative optimization. As a bonus, the video-based advertising media are played out in 4K quality and without loading time using adaptive streaming technology, resulting in a saving of several tons of CO2 emissions.

Responsible at Clyde: Fabian Huber (Senior Manager Performance Marketing), Livia Decurtins (Marketing/Communications). Responsible at Drop8: Miguel Pinto Alves (Junior Campaign Manager) & Fabrice Lalive (Director Innovation & Technology). Visual campaign appearance: Pop Creative.