ExchangeWire: Old El Paso, Mindshare and Captify Partner On Innovative Dynamic Creative Optimisation (DCO) Strategy Powered By Search Intelligence
Campaign fused search-driven insights and dynamic creative to prospect new audiences, establish ease of use and drive deeper brand association of Old El Paso with key moments
Old El Paso, the market leading Mexican food brand from American food producer General Mills, and Mindshare, the media services company that is part of WPP, today announced a joint partnership with Captify, the leading Search Intelligence Platform for the open web, to leverage Captify Studio, the first search-powered creative studio, where dynamic data meets dynamic consumer experiences.
Captify and Mindshare built and activated a DCO strategy powered by real-time search data from across premium publishers, designed to keep Old El Paso front of mind for audiences and establish connections that educate and inspire consumers to integrate Old El Paso fajitas into their weekly routines. The data uncovered the most receptive audiences to target, the most relevant moments to reach them and critical insight into creating a series of high-performing, creative assets.
Creation and delivery of multiple creative designs were informed by Search Intelligence in order to:
- Adapt in real-time to ensure relevant messaging for a range of audiences to appeal to unique lifestyles; each creative communicated specific moments and needs in order to connect different audiences to Old El Paso
- Incorporate dynamic creative driven by specific days of the week, ultimately driving a search uplift for Old El Paso of four times the normal increase for audiences.
- Drive associations with pre-planned moments such as “Fajita Friday,” to make Fridays synonymous with Old El Paso
- Keep a pulse on real-time data to target beyond OEP’s core audience to reach smaller households and a new ‘date night’ audience, ultimately resulting in an increased engagement rate of 1.3%, compared to industry benchmark of 0.5%.
“As a brand, we are on a mission that goes well beyond driving sales; we want to play an important role in our customer’s weekly meals, spanning across all household types. Tapping into real-time search data to amend creative on the fly and deliver highly relevant content, without immense production costs, enabled us to establish a seamless moment that consumers now associate with our fajitas,” said Aditi Hilgers, Head of Meals, General Mills UK. “We look forward to collaborating with Mindshare and Captify for future campaign innovations, learning from post-campaign insights to tackle further pain points and barriers, and bringing new families into our vibrant brand.”
“For brands, DCO strategies have emerged as a critical campaign tactic to create connections with audiences that resonate at a more personalized level,” said Stephen Lee, Account Director at Mindshare. “Today’s consumers demand experiences that are meaningful to them, which means brands need to know what content to deliver to a specific consumer in the moment. Partnering with Captify’s Studio to fuse DCO with search data enabled a better understanding of the motivations, mindsets, and emotions that drive consumer decision-making, resulting with Old El Paso’s ability to establish a key moment with audiences and stay top of mind.”
“Audiences are not one-size-fits-all and their experiences with brands shouldn’t be either. Captify has long activated search intent to help advertisers uncover and target their most relevant audiences, and within the past couple of years we’ve been able to apply that power of search to creative with Captify Studio,” said Steve Pereira, President of UK at Captify. “It’s exciting to partner with innovative companies like Old El Paso and Mindshare that prioritize the role of data-driven creative in their marketing plans to drive engagement across prospects into meaningful brand experiences.”
About Old El Paso
Old El Paso™ has been on a mission to bring loved ones together through delicious and fun Mexican-inspired meals since 1938. From tortillas and seasoning mixes to full meal kits – we have something for everyone. Old El Paso is fun, tasty, informal, and designed for sharing – ideal for connection –as a brand we remain strongly associated with triggers related to shared moments with friends and family (1) . Since the range of products came to the UK in 1984, Old El Paso has become and has remained the #1 Mexican food brand in the UK (2), consistently outperforming the Mexican category (3). Our range of products is stocked in shops and supermarkets all over the world. Old El Paso is part of General Mills and you can find more information about us by clicking here.
 Nielsen Homescan Panel, Total GB, 29th January 2022
 Nielsen, 52 w/e 8th Oct, 2016, Nielsen Scantrack GB Coverage, WE. 30.01.22
 Nielsen Scantrack GB Coverage, WE. 30.01.22
Underpinned by our values of Empathy, Energy and Impact, Mindshare offers clients full-service media agency capabilities. Together we generate growth for our clients that is enduring, diversified and sustainable. We drive this Good Growth by placing people at the heart of what we do through the intentional use of media. We work with some of the most famous businesses and brands in the UK – such as Unilever, KFC, UK Government, LV=, Ford, Vinted, Marks & Spencer and TK Maxx. We are fiercely proud of our open and inclusive culture – everyone, and their opinion, is respected and welcome. Mindshare is part of GroupM and ranked 5th by billings in the UK. Visit us at www.mindshareworld.com/uk and follow us on LinkedIn, Twitter, Facebook and Instagram.
About Captify Technologies
Captify is the leading Search Intelligence Platform for the open web and the largest independent holder of first-party search data outside of walled gardens, connecting the real-time searches from over 2 billion devices globally. Its Search Intelligence technology powers omnichannel programmatic advertising and real-time insights for the world’s biggest brands, such as Disney, Unilever, eBay, Mercedes-Benz, Microsoft, Nestlé, GSK, Uber, Mars, P&G, Sony and Toyota—without reliance on third-party cookies. Captify brings brands more customers, publishers and content providers greater yield and consumers the most relevant digital experiences. For more information, visit captifytechnologies.com/