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2019 | |

A $60K Shell Fuels Campaign Delivers 220 Million Litres of Sales

Advertiser: Shell Fuels
Brand: Shell Fuels
Creative Agency: -
Credits: -

The Challenges
We had an ambitious goal: drive 220M litre fuels volume within only 9 days during the high travel season of Ramadan. We needed to find bulls eye moments during Ramadan amidst Malaysian’s busy schedules in which to drive home a winning proposition.

Insight, Strategy and the Idea
Ramadan requires physical and mental preparation for one whole month. We observed the following disruption to the daily routine during this season: Zakat, Five daily prayers and 4pm to 6pm relaxation. With the insights, our campaign’s spotlight was on the “zakat” sentiment: one cent went to charity for every pump at Shell. We geo fenced all mosques – and presented them a convenient chance to perform good deeds outside prayer time. We also targeted malls from 4pm to 6pm when they were the most relaxed, out of their intense routine, to convince them into “zakat”. We cleverly stroked the balance to ensure our ads were temporally and hyper locally opportune to drive the “Zakat” element.

Media Execution
1. We worked with Factual and Google to geo fence all the malls and mosques and showed Shell ads when Malaysians were not engaged in any praying activity or when they were relaxing.
2. Youtube bumper ads were scheduled to run outside the prayer time frame to create awareness and frequency.
3. For high intent users, we reached them via Waze, a driving app that sent Shell zakat messages whenever the drivers were close to Shell stations.

Results and Effectiveness
Over 2 million MYR (478K USD) were donated in charity in just 9 days. This was a definitely a win win situation as Shell reached its sales targets of 220 million litres while our customers were given an outlet to fulfill their zakat.

2019 | |

Optimization on Steroids

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

The Challenges
Come 2018, KFC Delivery faced a unique problem. When our ads drove hungry Malaysians to our online delivery platform, often their chosen KFC store couldn’t fulfill the order. Stores had a threshold of supply and the demand was often too high.

Insight, Strategy and the Idea
We discovered: Insight #1: Hangry consumers are the most unforgiving. Our cart abandonment rates were outrageous. Consumers who had started the ordering process dropped off the website, when they learned that their order could not be fulfilled by the neighborhood KFC. They refused to hang around & seek an alternate KFC store (Google Analytics). Insight #2: 20% of our stores contributed to 74% of sales. So, while few of our stores were overwhelmed with online orders, we had a huge number of ‘quiet’ stores which could accommodate online orders but had no requests. The solution? We built the first ever agile ad delivery system to bridge demand and supply. A system that dynamically altered spends and messaging in accordance to the store’s capacity to fulfill orders; all in real time.

Media Execution
Partnering with Google we set up pinpoint targeting and integrated KFC’s store level data to govern our search ad bids & ad copies. We dynamically deprioritized ads in areas where stores were overwhelmed with orders and shifted the media spends to boost stores with the appetite to supply. We also managed consumer expectations by tweaking our ad copies. In areas where stores were unable to fulfill orders, ad copies encouraged in store dining vs online delivery. All this in real time!

Results and Effectiveness
Better Efficiency: For every click that our campaign garnered post the implementation of the agile ad delivery system, there was a 50% drop in cost. Happier customers: Thanks to the customer expectations that we managed, CTR shot up from 24.6% to 35.8%, a benchmark for Google itself!

2019 | |

Bounce Rates or Bountiful Returns?

Advertiser: BMW Malaysia
Brand: BMW Malaysia
Creative Agency: -
Credits: -

The Challenges
The digital marketing industry suffers from high bounce rates, our client BMW is no exception. With certain page bounce rates running up to 80+%, we decided to take a deep dive into our site analytics to discover the truth about our digital marketing initiatives.

Insight, Strategy and the Idea
Bounce Rate data allowed us to analyses website efficiency via heat mapping. The agency was able to identify 6 key areas that a potential customer goes to the site for, Product, Pricing, Financial Options, Maintenance, Product Updates and Dealerships. Up to 80% of total traffic on site circulated around these pages. This indicated that we needed to cater our web experience into what our customers what. That meant flipping the consumer journey around from an Impression>Clicks>Page Views model into a Page View>Clicks>Brand Impression model.

Media Execution
On Display, we adapted the Dealership Search CTA into banners through location tagging to the 2 nearest dealerships. On Rich Media, we adapted the financial calculator into a sliding banner that informs users of their best models based on their financial status. On social, we used custom audience to identify users that needed car maintenance services. Programmatically, we combined price, features and colors via DCO for personalized communication. We integrated Google Search with Google My Business to address dealerships and using image extensions to highlight the latest offerings. We then revamped the website to have all featured prominently displayed on the home page.

Results and Effectiveness
170.9 million effective new page views, reaching out to 9.6 million users. 20% increase in test drive leads submission and 15% increase in goals triggers (contact us, service appointments, more info). 500% increase in engagement on Facebook and 200% increase in Instagram engagements. Video completion rates improved by 103%. Average time spend on site up to 4 minutes, bounce rate on site reduced to 21.1%.

2019 | |

AIA (Algorithmic Intent based Acquisition) for AIA

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

The Challenges
Talking about insurance is cluttered, thus being relevant, simplified and agile is your only way out. Merging live events (live stages & lifestyle) data with your performance strategy can unleash its true potential for higher interest in the relevant type of insurance produtcs

Insight, Strategy and the Idea
Based on the insight that people only react when sh!t hits the fan i.e 87% of the people only look for insurance when they are in the middle of a crisis/tradegy, we created a Smart Query Bot that scrapes real time medical/life containing searches from all over the web. Putting automation at the forefront of our strategy, we created Smart Query Bot integrable with search Engines.

Media Execution
Combining these 200K+ real time intent queries, we devised a comprehensive search strategy to target insurance ads against auto collected searches. E.g anyone reading about “critical illness”, tool picks up query, buckets into auto scrappersheet and being added to search. 5000+ contextual queries were scrapped and bucketed into tight themes. Using dynamic keyword insertion we then incorporated automated and yet tightly themed ads for relevant keywords bucket.

Results and Effectiveness
“Inquiries for Life and Medical Insurance grew by 50% resulting into 1200+ overall lead submission on Website. Sales grew by 30%. Campaign saw an ROAS of 12X. Automation also helps agency spending 70% less time on doing manual labour.”

2019 | |

Print & Digital: Like Peanut Butter & Jelly

Advertiser: Giant
Brand: Giant
Creative Agency: -
Credits: -

The Challenges
Giant, the retailer was ailing from flatlining sales. With Print owning the lion’s share of media spends, we had to nudge it to work harder to revive sales.

Insight, Strategy and the Idea
Through Econometric modeling, we learned: with 81% of spends, Print drove 16% of Giant’s sales, while digital with 9% of spends drove 1.3%. Digital bearing the ‘cost efficient vs print’ tag, the customary next step was to migrate print budgets to digital. However, we chose to probe the data further. Scrutinizing the print mix we saw, English titles with 50% of the print budget contributed to a mere 1% of sales, while vernacular titles with 31% print budget drove a meatier 15% sales. Explicitly English titles were the loose cannons. We wondered if we could find the audience reading English titles, online & make a better bang for the buck? Another question for data. We studied the various audiences segments that we could pursue on digital via third party audiences and partner tool data. Bingo! There existed a 15 million segment on digital that also reads English titles. We could pursue the same audience reading English titles on digital at half the cost – too good to be true.

Media Execution
1. Based on the point of diminishing return, we reallocated our budgets. We trimmed English titles spends to 10%, increased vernacular spends to 61% and digital spends to 19%.
2. Pursuing the segments on digital, we used the interest targeting in grocery, fresh, recipes, cooking, supermarket (Tesco, AeonBig).
3. We deployed a platter of 6 creatives mapping them to the corresponding interest buckets.
4. We optimized on the fly, tweaking interests, Cost per 1,000 Reach & dayparts.

Results and Effectiveness
With the same budget, we drove 10,000,000+ incremental sales. As the industry wrote off Print and Digital as foes, we worked on the chemistry between them to make every dollar spent count.