Case Study: T-Mobile achieves higher message association and brand consideration with Smartly.io

T-Mobile Drives Message Association with Personalized Creatives

T-Mobile, the telecommunications provider, needed a way to refresh its long-running TVC creative for social channels without increasing production costs or lead times. The brand wanted more relevant, audience-specific messaging and fresh creatives at scale to combat ad fatigue, and it partnered with Smartly.io to help solve the challenge.

Using Smartly.io’s Modular Approach and creative automation, T-Mobile and iProspect turned one source video into 234 ad variations by mixing video, images, copy, and different story concepts across Feed and Stories templates. The result was a 3.1-point lift in message association, a 0.6-point lift in brand consideration, and double the lift in people adding products to cart versus using the TVC asset alone.

T-Mobile

Soumia El Allali

Senior Paid Media Consultant