Award-Winning Dynamic Video
”Pure Michigan” Campaign

Problem

Universal McCann was looking for a creative strategy that supported their Travel Michigan initiative to encourage safe summer travel in 2021. They ran a consumer study to measure willingness to travel in-state and regionally, which found that their 2 audiences were willing to drive as far as 6 hours for an outdoors summer destination.

Task

As the lead creative strategist on the campaign, I used the consumer research study results to inform the dynamic creative strategy to personalize their 1 video asset across 20 DMAs, 2 audiences and multiple destinations.

Impact

Over 1,100+ personalized videos were produced that drove 25,000+ qualified site actions and engagements. This execution won the 2022 Digiday Award for Best Use of Data - the only creative-driven nominee in the category.