Background & Challenge
A tertiary education client needed to promote 15 different courses with a banner-focused brief. Running separate campaigns and creative sets per course created production overhead and made optimisation harder. (pp.1–2)
15 course lines
Multiple creative sets and builds to maintain.
Operational drag
Time and resource strain across trafficking and reporting.
Strategy
- DCO template design — dynamic template pulled course name and imagery, removing separate creative sets.
- Centralised setup — a single line item dynamically served impressions/creative to audiences by performance.
- Performance-led optimisation — managed effective reach and frequency to lift efficiency.
- Comprehensive reporting — course-level insights within an overall campaign view. (p.3)
Results
Lower production costs
No need for 15 separate creative sets.
Faster setup & delivery
Reduced operational load through centralised builds.
Maintained performance
Comparable outcomes to previous campaigns with greater efficiency.
Richer insights
Granular course-level reporting improved future planning. (p.4)
What We Did
Planning
- Mapped common elements across courses to design a reusable DCO template.
- Standardised naming and UTM taxonomy for clean analytics.
Activation
- Launched one consolidated line item with dynamic feeds.
- Optimised delivery for effective reach and frequency.
Measurement
- Rolled up results to campaign level with course-level breakouts.
- Used insights to prioritise creative and audience variants.
Need to Simplify Multi-Line Campaigns?
We’ll design a DCO-led approach that reduces overhead and keeps performance on-track.