Director Mix is a creative multiplier provided by Google, it enables us to create customized video ads at scale.
The tool uses our base video creatives and hyper-relevant copy to produce unique video variations customized for specific audiences across YouTube.
We used D-Mix for Zalando’a Sreetwear campaign, to automate and scale 12 base videos into more than 500 bumpers.
role
Creative project lead.
Working closely with the Google & Zalando teams to build the correct set up for the automation, ideating on the variations we wanted to create, ensure Zalando Brand is not harmed while automating, and assist in creating the trip.
THE TEAM:
D-Mix: Google Creative Works
Streetwear Video Production: Convoy
Zalando production lead: Naomi Sholz
Marketing Manager: Aakash Jain
The Task
To scale our creative production and allow for automated translations directly into Youtube ads;
The usual process of video production is manual and is rendered individually for every market; here we wanted to avoid this costly and length process - utilise our clean videos - and automate all 25 markets translated copy directly through Google’s tools.
In addition, we wanted to test copy variations per market - and highlight their respective influencers. This meant that not only was the master copy translated into the markets, we also created costumized variations that are market specific and relevant.
Local relevance plays a big role in Zalando’s marketing approach, to ensure the users feel we are speaking directly to them, and avoid being seen as a monster enterprise that lacks connection to their roots.
The process
To create the scale production we worked with the Google team, as well as our internal production managers, marketing managers, copywriters and designers;
Google created a “trix” set up in google sheets - in which our copywriters sectioned their copy variations. This feed was directly updating the clean video assets for the respective audience and markets.
The internal team had to ensure brand accuracy on all assets, as automation can easily cause bugs and problems with text scaling - especially since we work with a dual type system.
The videos
Well, some of them