As businesses increasingly expect personalised, relevant digital experiences, marketing teams face the dual pressure of delivering tailored messaging at scale while keeping production efficient and on‑brand. Adobe Document Management Experience (DME) and dentsu B2B set out to solve this challenge in the ANZ market by elevating its targeting strategy on LinkedIn.
Harnessing Personalisation: Driving high-intent leads with Dynamic Creative Optimisation (DCO)
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Leads
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CPL
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Engagement Rate
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Increase in Relevant Member Interactions
The Challenge
In Q4 2024, Adobe DME launched targeted campaigns on LinkedIn designed around specific professional functions - HR, Legal, and Sales. This approach performed strongly, delivering:
- 50% increase in leads
- 35% rise in clicks
However, scaling personalisation beyond functional targeting posed a challenge. Creating and managing numerous creative variations added significant production complexity, while maintaining consistency across campaigns became increasingly difficult. Adobe needed a solution that could deepen relevance without multiplying manual workload.
The Solution
To advance their personalisation strategy, we collaborated with LinkedIn during the Alpha testing phase of Dynamic Creative Optimisation (DCO).
DCO enabled dynamic customisation of ad copy using first‑party professional metadata, including member name, company name, and job profession. This allowed Adobe to serve more personalised messages at scale, without additional creative development.
With DCO, we achieved:
- Automated personalisation: Custom messaging tailored in real time to each member’s profile.
- Operational efficiency: Reduced reliance on manual creative trafficking.
- Higher engagement: More relevant ads that better reflected each user’s professional context.
Results
The introduction of LinkedIn DCO delivered a strong performance uplift compared to non‑DCO campaigns in the ANZ market:
- 55 Leads (+20% vs. Non‑DCO)
- $181 Cost Per Lead (44% lower vs. Non‑DCO)
- 0.89% Engagement Rate (Higher vs. 0.75% Non‑DCO)
Overall, Adobe DME successfully scaled personalisation, reduced workload, and delivered measurable improvements across cost efficiency and engagement - all through the power of automated message relevance.
Innovating to Impact
By embracing emerging technology during its Alpha phase, we didn’t just adopt a new tool, we reimagined what personalised digital engagement could look like at scale. This experiment‑driven mindset allowed us to transform a complex personalisation challenge into a streamlined, high‑performing solution that drove measurable business results. The success of this initiative demonstrates how innovation becomes meaningful only when it delivers real‑world impact - improving efficiency, elevating relevance, and ultimately enabling our customers to achieve more.
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