VOLVO Programmatic DCO

Project Overview

Luxury car manufacturers like VOLVO offer the highest level of safety and quality of vehicles. As programmatic advertising has rocketed recently, VOLVO engaged Hogarth and other digital agencies to work on a pilot project for Poland. The goal was to create a master toolkit and internal capability for creating programmatic digital presence and roll it out globally.

As part of the VOLVO Programmatic DCO (Dynamic Creative Optimisation) initiative I delivered personalised content to all Volvo consumers interested in different car lines such as: safety, luxury, environment, tech and design.
The ‘Always on‘ approach involved A/B testing and continual optimisation based on the Reach & Retargeting strategy.

Challenges

Global aspect of the campaign with multiple stakeholders in different regions
International digital agencies with little or no DCO experience
Market specific technical requirements
Market specific consumer needs
High number of dynamic ads to produce, test, implement and optimise
Localization and transcreation complexity across many regions

Solution

Truly global digital approach
Clearly-defined delivery model
Strict governance structure
Precise requirements and creative brief

Team

As a Project Manager/Scrum Master I delivered the campaign in collaboration with multiple agencies including:
GreyWorks as a creative agency, Hogarth – production agency, Mindshare – media agency, Sizmek – ad server on a local and global level. I led a team of designers, UX/UI, tech lead, developers, QA and managed all senior stakeholders expectations.