2018




2018 | |

Craving powered Selling

Advertiser: QSR Stores Sdn Bhd
Brand: KFC
Creative Agency: -
Credits: -

The Challenges
As Malaysians we take pride in being the biggest food ‘know it alls’, so pursuing variety comes instinctively to us. Come 2017, with the likes of Foodpanda & UberEats surging in popularity, KFC’ ‘once robust’ online delivery business took a hard jab. The task was clear – Restore popularity by improving transaction volumes.

Insight, Strategy and the Idea
Everyone loves KFC. But different people love KFC for different reasons, and in the digital world identifying these reasons was a cakewalk. Mining 2.4Mn social conversations & subjecting them to cluster analysis, we identified 8 distinct KFC cravers aka KFCKakis such as the CheezyChampion, KakSlaw etc. We then set out to fish for these 8 types of cravers through digital experiences, wooing them with KFC products that met their craving. Thus was born the first ever campaign where cravings piloted media planning.

Media Execution
#1 Discovery We built an online video series on the 8 cravers, playing up their secret lives and explaining why KFC Delivery was essential to them. The videos was promoted via interest targeting. Through a social contest, people were encouraged to vote for their alter egos & tag their friends. We also created Tinder profiles for the 8 cravers, stirring conversations. #2 Transaction We segmented the 1.8Mn delivery customers into 8 cravers too. Through custom audience targeting on Google & FB we wooed each craver with ads of their favourite KFC product. Learning from convertors, the DSP fished for look-alikes. A performance campaign inclusive of prospecting & retargeting with tailored messages was deployed to nudge transactions.

Results and Effectiveness
Cravings prevailed! – We delivered 55K transactions in a month – 2X the monthly average – Conversion volumes from competitor keywords grew by 14% – The window between consecutive transactions shrunk to 26 days – 4 days lesser than before! – Brand love grew by 4 points beating McDelivery

2018 | |

Don’t buy a brand, buy a story

Advertiser: Mudah.my Sdn Bhd
Brand: Mudah.my
Creative Agency: -
Credits: -

The Challenges
Sellers growth for eBay have been slow. With the continued growth of other e-commerce giants, eBay’s new features helping merchants to sell more go unnoticed and hence Sellers think it’s harder to sell on eBay than on other platforms. We needed to change that. Fast.

Insight, Strategy and the Idea
The Sellers market just doesn’t have the patience for tutorial videos. Its either too long, or they don’t quite have a clear grasp of the language to be able to sit through the tutorials. We needed to get them to unlearn and relearn in the shortest time possiible. Our strategy is simple: Give sellers a QUICK WIN with our educational content. Not just through communications but also through the medium of our campaign. Everything has to be quick and easy. The idea was to REINVENT TUTORIAL VIDEOS into a snappy, entertainment platform with all tutorials being less than a minute!

Media Execution
We produced a series of pocket content on achieving the sellers’ dreams within 4-steps. Within these 4-steps, we demonstrated snapshots of eBay’s tools and website features helping the sellers get richer! We showed them the dream from: [1] 4-steps to getting rich quick [2] 4-steps to becoming your own boss [3] 4-steps to be a baller These tutorial videos were released on social media & online video sites, where sellers were searching for tutorial videos. We went further and expanded our content into bite-sized social images, We built our social pages into a seller education community, cranking out content every week on trending items to sell, business tips from real-life successful Malaysian eBay sellers, and even more snapshots of the website’s feature for sellers!

Results and Effectiveness
KPI was for +40% YoY growth of new sellers. We overdelivered with +71% YoY growth instead! We reached out to 7.5Million sellers. View-through rate of our videos went up to 38% (industry benchmark 17%). Generated 21,941 seller traffic to the website.

2018 | |

Don’t buy a brand, Buy a story

Advertiser: Mudah.my Sdn Bhd
Brand: Mudah.my
Creative Agency: -
Credits: -

The Challenges
For 9 years Mudah had been the largest online marketplace in Malaysia. Ironically Mudah’ strength that it sells everything under the sun turned into its biggest weakness with the influx of hordes of vertical specialists (such as carlist, iproperty etc) in 2017, impairing visitor volumes. We set out to recover the 20% loss in daily active users (DAU) & thus touch the DAU base of 250K.

Insight, Strategy and the Idea
Sifting through multiple data sources, we learned that:- • Only 40% of transactions online are planned, 60% are Impulse driven. While Mudah was an obvious choice for planned purchases (such as car), being a ‘for all’ destination the impulse segment was a promising bet to grow DAU. • In pursuit of understanding the interests of the impulse segment, we learned that Malaysians are 84X likely to buy items owned by celebrities. So we decided to connect Mudah, the ‘for all’ to the basic human nature of ‘impulse buying’ by using celebrities as baits. Introducing, the first ever content to commerce experience –Stories that Sell, by Mudah.

Media Execution
On Air – On Astro Ria , we launched a once a week 8 episode talk show series hosted by social media favourite & celeb rapper Altimet. Each episode featured a celebrity candidly sharing his/her story to success. At the end of each episode the celebrity would put one of their prized possessions for sale on Mudah, sparking fan frenzy onto the site. The show was promoted across the Astro network using on air promos On Screen – We created mini-sodes of the story series and took social media by storm. Articles, display banners,6 second videos, memes, gifs – you name it and we had it. We chose to target ‘idle time’ moments (perfect ground for impulse buys) such as streaming, page loading etc. The content pieces were refreshed weekly based on the item that the celebrity put up on sale. On Mudah.my we created a specific section displaying the array of celebrity possessions up for sale. On Road – On Hitz FM & Era FM we had RJ mentions and mini-segments to update listeners on the items that were up for sale on Mudah. Focusing our mentions to idle times such as high traffic timebands, we used radio to inject urgency amongst listeners to visit the website before a sell-out.

Results and Effectiveness
Malaysians flocked to their ‘for all’ Mudah. We hit a DAU base of 350K in 45 days ,a base higher than even the combined DAU of carlist & iproperty. We received 3X engagements on the celebrity items on sale Our very own TV show – Mudah Stories was watched by 800K viewers per episode. Its popularity found its way to even SG with broadcasters reaching out to us for airing rights. Hitz FM & Era FM enjoyed 8.4mil reach and massive engagements. While iProperty and Carlist had spent millions on advertising, our radical step in storytelling our way into sales gave us 2X more users at just 1/10th the spend.

2018 | |

How KFC honoured tradition to win Modern minds

Advertiser: QSR Stores Sdn Bhd
Brand: KFC
Creative Agency: -
Credits: -

The Challenges
Time honoured Raya traditions have given way to modern practices. Just like our KFC bucket, a product popular on the 3rd day of Raya when everyone is so sick of Raya food, was stumped with declining sales year on year during Raya.

Insight, Strategy and the Idea
In our pursuit for progress, things get left behind. Like playing congkak with your cousins, or cooking lemang over firewoord. Phones and Gas stoves threathen to take over. Likewise, “modern” food was replacing the KFC Bucket during the 3rd & 4th day of Raya. But Raya is about nostalgia and tradition, modern ways can’t take away that warmth. It was about time KFC Bucket, a traditional Raya item, did something about it. Our Idea: The return of Raya traditions from yester years starting with a KFC bucket

Media Execution
Invoke Nostalgia with a digital video: Joget Abah video centers on Aiman, a 10 year old boy who picks up the baton on Raya traditions after his father passes away, tearing up audiences online. We dominated digital with in-stream,native and out-stream video buys. Getting listeners to reminscent about the past: On Era FM, we created call-in segments for people to share their top “traditions they could bring back” for Raya. It was a joy to listen to interesting traditions such as lighting gas lamps, joget dancing with the family, flying kites with Abah or helping Mak slowly cook the rendang over a charcoal stove. Teaming up with Astro, we created a talk show on Ria with old & new celebrities sharing how differently they celebrate Raya, concluding with breaking fast with KFC buckets. Each episode was themed around a particular facet of Raya such as food, music etc to steer conversations around traditions. The show was actively promoted through on-air promos within the Astro network.We toured the city in course of the shoot of the talk show even stopping and makaning at key KFC outlets. We then picked up the traditions discussed in the talk show and turned them into content for social media – launching the ‘Warisi Tradisi series’, schooling the digital population on the long forgotten Raya traditions. As every episode aired, there was a fresh batch of content that would take the social space by storm – prodding conversations and shares. These content pieces were in the form of posts,banners and even articles boosted contextually to maximize reach & prod conversations.

Results and Effectiveness
1. We achieved RM22.5Mn in bucket sales, outperforming sales targets by 12%.
2. The TV show garnered a viewership base of 268K – a base equivalent to shows that have been running for 3 years.
3. Aiman’s video received 4Mn views entering Google’s most watched list.
4. The Warisi Tradisi content series (all 250 of them) sparked engagement rates exceeding 15% – a record in itself for FB & Instagram.
5. Searches for the KFC Bucket that had been flat for the last 10 years grew by 48%.