The Art of Lower Funnel Personalisation

In today's fast-paced digital landscape, personalisation has evolved from a "nice-to-have" to a non-negotiable strategy for brands aiming to drive meaningful engagement and, ultimately, conversion.

As consumers grow increasingly selective, expecting content that speaks directly to their needs and interests, brands must step up their creative game—especially at the lower funnel stages of consideration and conversion.
 

Overcoming Lower Funnel Challenges

Brands often face several hurdles when tackling the lower funnel. Timelines are notoriously tight, with frequent, last-minute changes due to the dynamic nature of businesses. Spontaneous ideas must become reality—fast. Additionally, there’s the challenge of standing out in a crowded digital space. Audiences today are bombarded with content, making it harder than ever for brands to capture attention and inspire action.

To cut through the noise, lower funnel creatives need to be laser-focused and impactful. High-performing digital assets tend to share a few key traits:

• Clarity and Brevity: Messaging is clear, concise, and straight to the point—because less is more.
• Sense of Urgency: Limited-time promotions and exclusive offers push users to act quickly.
• Personalised Angles: Content resonates more when tailored to users’ interests, daily lives, and pain points.
• Strong Visuals: Legible content paired with compelling product imagery grabs attention.
• Clear Calls to Action: Users know exactly what to do next—whether it’s “Shop Now,” “Learn More,” or “Redeem Offer.”

Marrying Speed and Relevance with Automation

Crafting impactful lower funnel digital ads start with defining user personas and tailoring messaging from different angles to speak directly to those personas’ needs. But it doesn’t stop at launch. Continuous optimisation—through A/B testing and format experimentation—ensures creatives stay relevant and effective.

While personalisation is essential, executing it at scale can be challenging. This is where tools like our proprietary platform Digital Creative Automation (DCA) step in. By automating workflows, DCA helps brands swiftly produce dynamic omnichannel creatives—whether it’s social ads, HTML5 banners, or video ads—across multiple sizes and languages. The result? Consistent, impactful creatives that maintain personalisation and quality across every channel.

Success stories

1. Grab Malaysia: Driving Connection Through Tailored Messaging

When Grab needed to ramp up their driver-partner acquisition, our strategy focused on highlighting the key benefits to speak directly to the pain points of potential drivers. These benefits were highlighted across three languages, ensuring the message resonated with a diverse audience. In just four days, over 300 video ads were produced—a process that would typically take 15 days—delivering sharp, impactful content at speed.

2. CelcomDigi: Real-Time Relevance

To help the telco brand showcase the power of its 5G network, we created ads that automatically detected each user's internet speed across different stated in Malaysia and generated personalised banners that displayed their speed results. This was seamlessly followed by a bold reminder of CelcomDigi’s ultra-fast 5G network. This real-time relevance kept users engaged and reinforced the brand’s promise of speed and reliability. More than 400 HTML5 banners were created in days, dramatically cutting the usual 20-day timeline.

3. Astro Malaysia: AI Meets Empathy

Our work for Astro proved that creative automation isn’t just about efficiency—it can create meaningful experiences too. The brand launched an initiative to combat negative emotions expressed online, leveraging social listening tools to identify distress signals from users on social media. With AI technology trained on voice recordings and footage from its original production Project: Exit stars, personalised video responses were generated—mirroring their unique styles and tones. Up to 50 custom AI-created videos were shared daily, sparking heartfelt conversations about mental health. With over 3,000 online mentions, this initiative showed how technology can be used to foster genuine human connection.

Ultimately, the key to lower funnel success lies in combining the art of personalisation with the efficiency of automation. By focusing on what truly resonates with audiences and delivering those messages at the right time, brands can turn consideration into conversion—one creative at a time.