Archives




2017 | |

Media Math: Multiplying Sales by adding New audiences

Advertiser: Lazada
Brand: Lazada's Online Revolution 2016
Creative Agency: -
Credits: -

The Challenge
Lazada was launching their biggest annual sales – Online Revolution. From past projects, they wanted to advertise exclusively on FTA (high GRPs). Astro’s low GRP yield was deduced to have no effectiveness. New owners (AliBaba) and unprecedented growth targets meant we needed to win new customers… but how?

Insight, Strategy and the Idea
In-depth analysis found that Astro delivered a total of 45% reach on audience. And, 31% of that was unique to Astro alone (unduplicated with FTA). This new audience was a full 12% richer (HHI) than those that we had acquired prior and that they had a 27% higher frequency of purchasing online in the past 6 months. Furthermore, we saw this audience was spread out across AstroChinese and AstroMalay. The idea: Audience Discovery.

Media Execution
Agency distributed investments to 3 platforms, MediaPrima, AstroMalay and AstroChinese. To ensure clarity in attribution, we strategically scheduled the 3 in unique timebands (MP = 11-1pm, AC = 1-3pm and AM = 3-5pm). During Primetime on sale days where all channels had to air, we ensured at least a 5 minute time difference between spots aired across the 3 channel groups.

Results and Effectiveness
In total, we achieved 500k transactions in 24 hrs, traffic increased 2.5x vs. 2015, shoppers spent average 12 mins on Lazada (2x vs. 2015), 60% of the GMV sold was from mobile and 3 million new customers downloaded the Lazada app. Astro advertising generated 11x more new unique visits (vs. FTA) to the Lazada site app on OLR sales days. The Cost per Visit Increase (CPVI) was a fraction of that of FTA (9x lower) in addition to driving a CPRP 3x lower than FTA. Overall Pay TV deliver a 22% additional unique reach and within Pay TV, we saw that Malay channels drove a 35% better CPVI performance vs. Chinese.

2017 | |

Hunting Unicorns in a valley of Donkeys

Advertiser: AIA
Brand: AIA
Creative Agency: -
Credits: -

The Challenge
We worked with AIA towards Online to Offline lead-gen. Get a simple form filled out online, then AIA LifePlanners follow up and close sales. It took our darndest to lower 2015 CPLs by 53% vs. 2014. For 2016, we needed to beat our best and lower lead costs.

Insight, Strategy and the Idea
Platforms were differentiated by quality and cost. FB costs were low, but quality lower. Programmatic had higher CPLs but better conversions. GSP & SEM drove average CPL, above average conversions. Breaking it down, we saw bottom 50% performing ads driving upto 15x lower CTR’s than average… we called these boys, Donkeys. We also noticed some Unicorns (top performers) were actually performing upto 7-8x higher CTRs. This led to the realization that Quality/Relevance Scores could possibly improve positions, SOV and most importantly our CPL… Strategy: Elimination.

Media Execution
The hunt was on. We descended the hypothetical Performance Valley. Ripped through hordes of Donkeys, deleting every bad ad we could find and identified our top picks for Unicorns. Next, we tasked team members and even interns to go through each Unicorn ad to note what they thought made it special. Again, we eliminated isolated feedbacks to agree on a formula to make more Unicorns. We added BM copies, increased our bids where it mattered, made our ad writing snappier and reworked our entire top 20% deliverers. We optimized available channels to funnel effectiveness and remarketing to penny to pile efficiencies.

Results and Effectiveness
We achieved a 1.6 AveragePosition, 56% SOV on SEM. GSP delivered an unprecedented 11.4% CTR. FB costs went down even further (-18%) and RTB delivered 1.02% click-to-lead ratio. The CPL improved by a further 17%. That’s Real Results. Delivered for AIA, The Real Life Company.

2017 | |

API-responsive SEM drives Coway sales

Advertiser: Coway
Brand: Coway Air Purifiers
Creative Agency: -
Credits: -

The Challenge
For the last 10 years, Coway has been the leading air purifier brand. However, rising API levels have also resulted in more competition. The category grew by 9% -giving consumers plenty of choice. How can we make Coway stand out, and drive sales?

Insight, Strategy and the Idea
Air purifiers are a solution purchase – bought only when there’s haze. No haze, no need for an air purifier. Data showed promoting air purifiers without haze produces little to no results. But how can we predict where and when the haze will strike? Answer: By listening to consumers. We came up with a list of keywords that people typically search for during the haze. For relevancy, we added words describing possible symptoms or illnesses caused by the haze: cough, congestion, blurry vision and more. Diagnostics also showed a high correlation between API levels and volume of queries for these search terms.

Media Execution
sing SEM, we were now able to reach consumers who are (almost) ready to buy an air purifier. We created a campaign that would only run on days when API levels hit a certain mark. Zero wastage, maximum reach. API Air Quality Budget SOV Target 0-50 Good – - 51-79 Low moderate – - 80-100 High moderate Low 30-40% 100-149 Unhealthy Medium 40-55% 150-200 Very Unhealthy High 55-75% 200+ Extreme Air Pollution All-in 75-90%

Results and Effectiveness
We drove 3,353 clicks at an average 1.6 position with a 36% SOV delivery converting to 1,223 sales. We were active for only 37 days (that had Haze) in 2016, saving our client RM65,260/- Branded keywords drove a 13% CTR while Air pollution keywords carried 36% SOV Sales expanded by 6% expanding our lead to 36% market share

2017 | |

Battleship strategy wins the lead-gen battle for Coway

Advertiser: Coway
Brand: Coway Water Purifiers
Creative Agency: -
Credits: -

The Challenge
Coway is a direct-selling water purifier brand. They have over 3,500 agents nationwide who rely on leads through WOM, assignments and trade activities. But people people don’t like salespeople approaching them. We were challenged us to find a way to increase leads and ultimately sales.

Insight, Strategy and the Idea
Water purifiers aren’t top of mind. People are getting busier and busier. But, have you noticed how we are busier for other people, not for our mobile devices? Mobile has an 87% reach. They wake up and sleep . This observation led to our big idea: Make the sale before the sale. What if we could find out who is thinking of buying a new water purifier? Could we use technology lure customers ever-closer to our salespeople?

Media Execution
Existing technology allowed us to serve ads at any one location. But, salespeople move around alot. And with 1,000 of them, the tech couldn’t aim at so many moving targets. We had to ‘reimagine’ the solution as Battleship… a boardgame where players deduce the location of opposition’s battleships. This breakthrough thinking led to us collecting device ID’s, future schedules and study agents’ locations. Then, we served Virtual Pitches to smartphones within a 200m proximity of agents. Post pitch, customers could call our salespeople or walk over to our agent for a demonstration. We killed two birds with one solution… exponentially improved Coway’s lead-gen scale and fast-tracked the customer journey from awareness to sales.

Results and Effectiveness
We achieved 168k clicks with 1.84% CTR getting our agents 32,475 calls. Cost Per Lead (including activation, HR and advertising) went down significantly. We were able to accurately pinpoint surging demand in JB. More importantly, Coway closed the year with 40% growth in water purifier sales. So, we ask… why stop at lead-gen? When we say we play to win, we mean it… literally!

2017 | |

An Online Revolution driven by Offline Media

Advertiser: Lazada
Brand: Lazada's Online Revolution 2016
Creative Agency: -
Credits: -

The Challenge
Lazada is an online shopping and selling destination. Takings in their annual Online Revolution Sale can equal 3-4 months of sales. From experience, they wanted to advertise exclusively on FTA (high GRP) and told us to forget ASTRO (low GRP and overlapping spots with FTA). Not only that, management has drastically increased sales target. Not only did we have to pick out the right media, but also to devise a measurement system that allowed us to directly attribute visitation to each media.

Insight, Strategy and the Idea
We first worked with Lazada to study visitation data. As we studied this, we found a large chunk of visitation still remains unattributed i.e. neither sourced from digital nor TV. Armed with this, our strategy was to isolate the impacts from each media touchpoint. Print (55%) and OOH (85%) had high reach while Radio had high audience affinity (118).

Media Execution
For sale day, we strategically scheduled media to hours so we could isolate impact on visitation by hour of day. Based on reach and ratings metrics, the best suited time slots for all the mediums were identified: – 6-9am – Radio – 9-11am – Print & Office TV – 11am-1pm – Media Prima – 1-3pm – Astro Chinese – 3-5pm – Astro Malay – 5-8pm – LRT Screens – 8-11pm – Non-exclusive TV push In addition, we launched unique promo codes for Karaoke ads and tracked traffic to mobile app from geo-tagged office locations for Office TV.

Results and Effectiveness
TV CPVI went down 50% thanks to Astro, Print had no impact on visitation, Radio indexed 170 vs. TV, LRT screens indexed 270 & OfficeTV indexed 350. OnlineRevolution2016 was a resounding success: 500k transactions in 24hrs, more time on app (12 mins), 1st order came from Kelantan, 60% mobile GMV and 3 million new app downloads.