Haleon’s DCO Campaign Delivers a 30% Increase Over Innovid Benchmarks

Panadol, owned by Haleon, is a well-known painkiller in Hong Kong. Initially recognized for headaches and migraines, it aimed to reposition itself as a solution for all types of pain. 

Partnering with Zenith (Strategy), Innovid (Creative Execution), and The Trade Desk (Targeting), Haleon launched a dynamic creative optimization (DCO) campaign to deliver personalized messaging to all pain sufferers, focusing on driving video completion rates and site traffic. 

“Working with Innovid was an incredibly smooth experience, largely thanks to their seamless collaboration and partnership with Zenith and The Trade Desk,” said Annie Lau, Business Director, Zenith. “Their team assisted us with the CTV creative when our creative partner was unavailable and completed it in time to meet our launch date. The team provided exceptional support and expertise throughout the entire process. We couldn't have asked for a better partnership!"

Strategy

To address pain sufferers’ needs, the team developed more than 600 ad versions tailored to specific daily moments. 

Using Innovid’s custom templates, ad elements were personalized for each audience, generating over 600 videos within hours. Innovid’s rendering engine ensured publisher specs were met, all while cutting costs. By leveraging this approach, Haleon spent 20x less on creative production costs by using Innovid’s dynamic template instead of manual production for the same number of creatives. 

Innovid also partnered with The Trade Desk to implement publisher macros passback for audience-targeted messaging. These were segmented with contextual data, third-party data, custom affinity, and retargeting, enabling broad reach across two campaigns. 

Results

The results of the campaign were impressive, with figures exceeding Innovid’s benchmarks by 30%:

• 81% video completion rate for DCO video
• 96% video completion rate for CTV retargeting
• 87% video completion rate for DCO on CTV

Read the full case study.

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