Case Study: Colgate achieves improved upper-funnel video performance with Smartly.io

Colgate's elmex activated DCO to successfully drive upper funnel media performance on video

Colgate’s elmex brand wanted to change oral health routines in the German market across four distinct audience groups on YouTube, each with different life-stage needs. To deliver personalized messaging at scale and improve consideration while reinforcing Colgate as a science-backed trusted brand, the company partnered with Smartly.io and used dynamic creative optimization (DCO) for its video campaign.

Smartly.io helped Colgate create 25 unique YouTube video ads with tailored messaging, frame copy, clips, and landing pages for each audience segment. The campaign drove strong upper-funnel performance: 100% of the ads beat the VTR benchmark, and ad recall increased by 24.7%, while Smartly.io’s reporting enabled in-flight creative optimization and post-campaign learnings.

Colgate