The campaign uses data to scale personalization, with each spot built from three clips pulled from the collection of 100 interchangeable clips to reflect a Facebook user’s specific interests while also highlighting the RAV4’s product attributes. The campaign is an example of how savvy marketers are looking to create content that addresses the unique characteristics of mobile and social.
“The majority of Facebook consumption is done through mobile devices,” said Chris Pierantozzi, creative director at Saatchi & Saatchi LA. “So we crafted a campaign that took into the considerations of not just the platform, but also the delivery mechanism.
“Everyone is unique,” he said. “So why tell everyone the same thing.
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