Case Study: Old El Paso boosts Friday night brand recall with Captify's search-powered dynamic creative

Combining search data and dynamic creative to spice up date night for Old El Paso audiences

Old El Paso, a brand of make-at-home Mexican food owned by General Mills, faced the challenge of cementing its role in consumers' weekly meals and making Friday nights synonymous with its products. They partnered with the vendor Captify to leverage its Search Intelligence Platform and Creative Studio service. The goal was to connect with relevant audiences at key moments, drive brand recall, and convey the ease of using their fajita kits.

Captify implemented a search-powered Dynamic Content Optimization (DCO) strategy. They used real-time search data to identify and target high-intent audiences, such as those searching for recipes on Friday evenings, and developed dynamic video ads with personalized messaging. This solution resulted in a 4x brand search uplift on Thursdays and Fridays and an engagement rate of 0.95%, surpassing the 0.60% target. Captify's approach also uncovered a highly-engaged "Date Night Enthusiast" audience, for whom new creative was developed, driving a 35% higher engagement rate.

Old El Paso

Aditi Hilgers

Head of Meals