The TEFL Academy challenged Merkle | Periscopix to investigate using different purchase intentions and reasoning within their creative content strategy, focusing on the motives for taking a TEFL course like travel and cultural impacts. Due to the scale of cultural reasoning, creative content and the global scale of trade, personalising content proved tricky. Pulling together Google’s new smart technology with a bespoke cultural and emotive ad solution allowed Merkle | Periscopix to execute a more personalised and culturally appropriate ad strategy. The strategy enabled 640 ads with 27,000 combinations to be tested in six months less time and saving 10 hours of build time. This improved the CTR of the paid media by 18% and conversion rate by 85%, beating last year’s target.