Archives




2022 | |

SDP: The science behind the Homebuyer Hunt

Advertiser: Sime Darby Property
Brand: SDP
Creative Agency: M&C Saatchi
Credits: Datuk Lai Shu Wei - Sime Darby Property, Chief Marketing & Sales Officer Syamtriyanti Salleh - Sime Darby Property, Head, Media, A&P & Agency Management Dede Pong Wai Ling - Sime Darby Property, General Manager, Branding & Communications Anis Afiqah Ismail - Sime Darby Property, Senior Exec, Media - Township Irnita Ibrahim - Sime Darby Property, Assistant Manager, Campaigns Sai Phaik Cheng - mSix & Partners Malaysia, Head of Agency Neal Pravin Joseph - Mindshare Group, Associate Director, Strategy Dayang Haniza - Mindshare Group, Associate Director Putri Hazirah - Mindshare Group, Associate Director Aeryn Ng - Mindshare Group, Manager

Objective & Challenge
With the economy opening up and the potential of the country opening its borders, there was a sense of heightened optimism in the air as Malaysians prepared to celebrate Chinese New Year (CNY) 2022. During CNY, revenge spending on big ticket items like TVs, white goods and cars were on the rise1. This OPTIMISM was also seen in the property market as 4 in 5 Malaysians intended to buy properties in the next 6 to 24 months2. Sime Darby Property (SDP), welcomed this optimism after a bleak 2 years, as property sales took a nosedive during the peak of Covid-19. To capture this latent intent, CNY presented the perfect opportunity SDP to launch a festive campaign with a sales purpose. The objective was to usher the new year with a ROARSOME promotion that allowed homebuyers to make their dream home a reality. However, SDP was not the only real estate advertiser that saw CNY as the opportunity to win customers. UEM Sunrise, Gamuda and Mah Sing also launched their own festive campaigns to build emotional appeal and push sales. Challenge: The agency’s task was to sell 192 units, new and leftover properties across 8 townships and 20 developments (from high rises, terrace homes, bungalows and semi-Ds). Each development had 2 or 3 of such units left which we needed to sell

Insight & Strategy
SDP’s core target audience (TA) were PMEBs who had the ability to take long-tenure home loans and afford a SDP property averagely priced at RM900k. But beyond this, we knew that when it came to home buying, everyone had a different imagination and reasons for a ‘dream home’. From price points to home location, to township, to size of unit and life stages, the trigger to purchase differed from person to person. Unlike traditional property launches where sales launches were specific to a particular development; the leftover units were extremely hard to sell and undesirable for various reasons. And as the saying goes, “One man’s meat is another man’s poison.” We needed to make each leftover unit desirable, and we needed to develop a campaign that covered different aspirations & motivations to purchase the various properties that SDP had on hand. Strategy: Blending Established Planning Techniques With Innovative Audience Systems to serve hyper-personalised messages to each customer. To develop deep understanding of property buyer beyond macro aspirations, we knew we needed to also understand micro motivations and behaviour, thus we blended 1st , 2nd and 3rd party data through our proprietary platform. 1. Usage of 1st party data: We conducted an online survey of 10,000 home buyers across Malaysia to understand their homebuying aspirations, motivations and purchase intention. 2. Usage of 2nd party data: Then used mobile device matching to link each individual’s results to their browsing behaviour. This allowed us to create a bespoke audience segmentation based on property buying life stages (e.g FirstTimeHomeBuyers, Upgraders and Investors). 3. Usage of 3rd party data: We then overlaid additional insights from 3rd party data providers (e.g YouGov, Eyeota and Mobilewalla) to create richer target group profiles. Using the methodology above, we broke down homebuyers into 7 audiences across 3 strategic groups: 1. First time home buyers (Newly-weds,Living Alone,Govt Servants) 2. Upgraders (Mature Families,Empty Nesters&GovtServants) 3. Investors Drilling deep into data we could see which triggers and touchpoints were relevant to our target groups, which types of properties appealed to them, which features and specifications mattered to them – as well as their general interests. We developed a mapping tool that: – Quantified the groups to ensure they were sizeable – Matched and prioritised SDP types of properties and features for each group – Provided a framework for tailored creative messaging

Execution
For digital communications, our earlier work with our proprietary platform became invaluable. We could serve them creatives specifically tailored to their home-buying motivations and attitudes, following the framework in our mapping tool. What’s more, we could build lookalike audiences at scale, and target those individuals too. 1. Using DCO to speak to different homebuyers: To deploy the creatives, we used the DynamicCreativeOptimisation (DCO) technology, which had been integrated within our proprietary platform. We created a comprehensive system of modular creative elements (images/copy/videos) that covered various township scenes, property types, sale promotions, etc. which was dynamically populated when each ad was served. 2. Geofencing our hunting grounds: At an even deeper level, we also used live data signals like geolocation to drive traffic to showrooms and SDP roadshows. We geofenced customers who were within 2km of a showroom or roadshow, and served them ads as soon as they entered the catchment areas. 3. Using AI to optimise the hunt: In view of that it would take more than one message to trigger a person’s consideration for home purchase, we had to ensure that the next ad messaging that our audience saw, was optimized based on their level of intention to buy a property. To create an intent scoring framework, we looked at multiple signals (e.g number of page visits, dwell time, page views and incomplete lead forms) and weighted it using a machine learning algorithm. Once we gauged their intention, we retargeted page visitors with different creative messaging, to drive quality lead generation. In total over 3,360 personalized creative variations were delivered dynamically as animated banners. This level of campaign personalisation was the first for SDP, enabling us to speak effectively to each individual.

Effectiveness
We exceeded all targets and exceeded industry benchmarks. 1. Overachieved units booked target by 380% (730 vs target of 192) 2. High volume of leads generated: 14K leads vs target 7.5K leads 3. High quality of leads generated: 73% of bookings converted to sales vs industry benchmark 30% 4. Improved conversion rate from leads to unit bookings (5.22% vs previous benchmark 2.53%) 5. Drove 2,438 Footfall to roadshows and sales galleries Spending less for more. 1. Costperlead Cost efficiency by 21% reduction: RM71 CPL vs industry benchmark RM90 CPL (21% reduction) 2. RM1370 CPA vs industry benchmark RM1500 3. Total Clicks of 374K and CTR 0.95%

2022 | |

Lifebuoy COVID Infection Alert system

Advertiser: Unilever
Brand: Lifebuoy
Creative Agency: Havas
Credits: Suhaila Hamid - Unilever, Marketing Manager Lenny Chua - Unilever, Marketing Director Jafri Javed - Unilever, Head of Media & Digital You Ning - Unilever, Senior Brand Manager Uzair Asif - Mindshare, Senior Manager Syamin Yusop - Mindshare, Associate Manager Nisha Mogan - Mindshare, Media Master

Objective & Challenge
In the second half of 2021, while the rest of the world moved towards a reformative situation on the COVID front, Malaysia still struggled with more than 20,000 reported cases daily -the highest since the pandemic began. The importance of hygiene, particularly hand hygiene (Hand Washing and Sanitizing) became most Important than ever before. Lifebuoy as a germ protection brand wanted to be at the forefront of COVID-19 in rural and urban communities. Its mission is to inform and educate Malaysians on the importance of handwashing – as it is our first line of defence against the deadly virus. The challenge: Lifebuoy’s strongest USP is a direct defence against hard to kill germs. Although the timing was perfect to reiterate Lifebuoy’s USP, commercial advertisers are banned from associating or advertising any covid-19 related communication. How did Lifebuoy navigate this precarious challenge in the digital space?

Insight & Strategy
The nation was in a state of panic. Even the slightest symptom like sneezing will send a panic attack and a frantic Google search to validate the next course of action. Based on this insight, we analysed the “Google Trends” data searched on Covid topics compared against the number of daily/weekly reported cases in Malaysia. These two data sets showed a strong Co-Relation of 80% accuracy, which indicated that covid outbreak locations can potentially be forecasted based on Covid searches. We then concluded that if we marry those data points with our media execution, we will be able to activate more targeted education efforts on Hand Washing. This strategy immediately circumvented the digital platform limitations and offered extreme agility and speed to market keeping within the regulated advertising code. THE BIG IDEA Introducing, “The Covid 19 Infection Alert System” – A solution that uses the search data to build a PREDICTIVE ALERT SYSTEM that dynamically activates campaigns across 10 major geographies in Malaysia. In collaboration with the Google team, we designed a first-to-market predictive machine that used a custom-built data script to dynamically trigger Lifebuoy Ads based on the real-time signal.

Execution
“The Covid 19 Infection Alert System” is an alpha initiative developed by the Agency and Google – which combined Google Trends & other Google proprietary signals to measure outbreak potentials and automate communications served based on these signals. – Google search data on Covid related queries and mobility data get tracked at the system backend in real-time – Through an API-based solution, we input data sets that contained daily search volumes of the top 10 cities with the highest daily Covid cases. These data sets are automated for daily updates – the higher value of the set indicated the greater number of the searches – We created a customized Google ads Script, that automatically served ads based on the covid heatmap dynamically. This was all done WITHOUT manual intervention. – The campaign was activated via YouTube and Google Display ads. Using geo-target ads, independent assets were customized for each city that was impacted. Each ad contained a message to remind our audience to exercise caution and stop the spread of Harmful Germs.

Effectiveness
“This Covid Alert System” allowed us to be laser-sharp with our message delivery, high-risk regions and audiences, without infringing on Covid-19 related topics and keywords. The relevance and efficiency of our message delivery using the predictive alert system resulted in improvement in brand, business and media: – The search intent for Lifebuoy increased by 50% YOY during the campaign period – Lifebuoy’s market share increased by 20% YOY in Peninsular Malaysia. and specifically in the targeted high-risk regions such as Kuching, Kuala Lumpur, Kota Kinabalu, Petaling Jaya, Puchong, Johor Bahru, Georgetown, Shah Alam and Ipoh. – Due to higher relevancy and efficiency in delivery, our YouTube ads achieved 27% improvement on CTR at 0.25% vs. 0.2% industry benchmark, and lower CPM at RM5 vs. our usual campaign of RM6.5 (30% cost savings) – The display ads achieved RM1.33 CPM vs. the industry benchmark of RM4.50 and hence delivered 70% more impressions at 3.4 million With all the achievements in commercial and media, Lifebuoy is proud to be an advocator for Covid-19 prevention for Malaysians.

2022 | |

Driving Record Sales With Data: Shiseido Creates 7 Levels Of VR To Bring Tokyo Ginza Street To Malaysia

Advertiser: Shiseido Malaysia
Brand: Shiseido Ultimune
Creative Agency: Ampersand Advisory
Credits: Janice Kiew - Ampersand Advisory, Head of Creative Services Jeff Ng - Ampersand Advisory, Art Director Mei Yun Chan - Ampersand Advisory, Performance Specialist Manager Mandy Liew - Ampersand Advisory, Planning Director Mandy Chan - Ampersand Advisory, Head of Performance Josephine Hendriks - Ampersand Advisory, Media Manager Joanne Tan - Ampersand Advisory, Creative Director

Objective & Challenge
/* OBJECTIVE AND CHALLENGE: 2021’s COVID 2.0 — CATEGORY BATTLE WORSENS */ One year into the pandemic, Malaysian women had adjusted skincare rituals, sought new brands, simplified routines as they WFH and traded down to hedge against an uncertain economy. Traditional channels like department store retail counters were still closed. Shiseido’s competitors had ramped up marketing spends eg Lancome spends were 3x-5x those of Shiseido. Facing these challenges, we had to re-launch Shiseido Ultimune Power Infusing Concentrate, building strong connection with younger women 16-34. The objective: drive engagement and sales.

Insight & Strategy
/* INSIGHTS & STRATEGY: TRANSFORMING LIMITATIONS INTO DIFFERENTIATIONS */ Due to limited budgets, it was critical to find the right audience. Three key data insights guided us: Insight #1 — Malaysians gravitated towards online entertainment and gaming, viewing increased x5 times for casual gaming videos from March 2020. (source: Google Malaysia) Women outnumber men for casual games by 3:1. (source: YouGov, Rakuten Insight) Insight #2 — Skincare searches include growing informational intent, signalling a behaviour shift towards elf-discovery fuelled by the rise of ‘prejuvenation’ — preventing tell-tale signs of skin aging before they begin. (source: Google Trends) Insight #3 — Covid-19 cases soared in Q1’2021. Consumers were more pessimistic about 2021 vs 2020 (Invoke poll: Statista) /* HONING IN ON ULTIMUNE™’s PRIME PROSPECTS */ We discovered significant data-driven insights: The gaming tribe had high affinity for skincare, wellness, technology and had strong passion for understanding how things work. They admire brands that innovate, embrace trends in an authentic way and actively empower. · I research before buying, 65% Non-gamer Females vs. 73% of Gamer Girls (12%+ Overindex difference) · I am confident using new technology, 38% Non-gamer Females vs. 51% of Gamer Girls (34%+ Overindex difference) · I have personal interest in beauty / cosmetics, 63% Non-gamer Females vs. 72% of Gamer Girls (14%+ Overindex difference) · A brand role in consumer’s life should be: Innovative, 53% Non-gamer Females vs. 63% of Gamer Girl Tribe (19%+ Overindex difference) · A brand role in consumer’s life should be: Improve knowledge & skills, 40% Non-gamer Females vs. 51% of Gamer Girl (28%+ Overindex difference) · I tend to buy premium version of products, 13% Non-gamer Females vs. 17% of Gamer Girls (31%+ Overindex difference) (GWI Q1’2020 to Q1’2021) In a world embracing ‘skinimalism’ and ‘prejuvenation’, it was clear that Shiseido’s Ultimune™ had superior relevance. Prime prospects: female 16 – 34, interested in games,.22 million in Klang Valley (source: GWI) THE STRATEGY: Shiseido Ultimune’s needed to cut through the digital clutter. A legacy brand amongst the older generation, in an era of k-beauty prominence, Shiseido had to WOW the younger cohorts. /* LIFTING BRAND PRESTIGE THROUGH CREATIVE TRANSFORMATION */ We devised our communicative objectives: “LEARN & YEARN” · LEARN: It was imperative that our audience learn of this much-awarded product’s formulation and superiority · YEARN: Analysis of past campaigns revealed that while video ads generated awareness, ultimately product trials drove highest conversion. We needed to convert learning to yearning experience for consumers (via purchase or trial) Given the target audience (gamer girls), the experience needed (smooth and engaging) and the drawbacks of traditional video (don’t convert, slowburn) we decided to bring the glamour and stye of Shiseido’s flagship store in Tokyo to Malaysia by launching a category-first Virtual Reality Tokyo Ginza Street. /* HOW: REENGINEERING BRAND DELIGHT */ We crafted a premium, cool yet geeky experience with gamification to skincare edutainment, instilling charm together with science via a new, interactive, immersive medium.

Execution
Our VR world had 7 engagement levels: 1. The Ultimune™ Museum uncovered the secrets behind previous generations of this prestigious product, creating credibility. 2. In the Botanicals Boutique, users interacted with key Ultimune™ ingredients learning of the brilliant anti-aging effects of Reishi Mushroom Extract and Roselle Extract, to help achieve their personal prejuvenation goals. 3. The Beauty Lab provided users a front seat into understanding Shiseido’s technological prowess in science and botanical expertise fusing together in pure skincare synergy. Users were then quizzed to give them a chance to win the product itself. 4. Shiseido Virtual Store gave users a novel experience of shopping in a VR world. At the beauty product bar a user could browses products just like in a physical store. 5. To lower barrier to entry, samples were offered. Prospects could register when they learnt of Ultimune™’s key USP of ‘visible change in 3 days’. 6. We built an Entertainment Hub, a virtual arcade ‘Red Power Game’ situated on Tokyo Ginza’s Game Street for Gamer Tribe to try their hand at winning prizes worth RM450 each. 7. Recognising women’s interest towards holistic wellness, the platform offered FOC Freal world Flow Studio Class invites for pilates and yoga. We drove traffic to our VR platform using paid search, Facebook and Instagram ads, targeting Gamer Girl Tribe by age, gender, geo-locations, handset type, psychographics, and more.We constantly optimized the process, based on feedback data from our platform, to drive better quality traffic.

Effectiveness
/* NEW MEDIA BRILLIANCE SURPASSING TARGETS */ The virtual world surpassed all expectations within the campaign period July 12 – August 31 2021 · Over 1.8 million reach on social (Facebook and Instagram) · Over 9 million impressions · 1.16 million video views, +677% achieved vs booked KPI · 102,100 link clicks, +240% from booked KPI · Over achieved Shiseido member registrations Visitors purposefully engaged with the VR experience: · Low bounce rate <1% on landing page vs. category average of 20% to 30% · Average time spent: around 3 minutes · 93% of virtual visitors completed the games · Sample registrations, overachieving 116% against target · Garnered highest interest in its largest-volume 50ml set at the Shiseido Virtual Store Above achievements directly contributed to jump in Shiseido’s online sales, with double digit growth during the campaign, its highest ever. PR coverage worth RM150,000+. The campaign has won 5 awards so far (D-awards 3, Marketing Excellence 2) Shiseido Ultimune™ Ginza Tokyo Street delivered A CATEGORY FIRST OF ITS KIND data-driven innovation via VR.

2022 | |

Zip through the boredom

Advertiser: Mondelez International
Brand: Cadbury ZIP
Creative Agency: Ogilvy Malaysia
Credits: Boon Siew - Mondelez International Malaysia, Senior Marketing Manager, Chocolates MYSG Arpan Sur - Mondelez International Malaysia, Director Marketing MYSG Nikhil Nicholas - Mondelez International Malaysia, SEA Chocolates Lead Sharon Pong - Mondelez International Malaysia, Brand Manager Chocolates MYSG Yvonne Lee - Mondelez International Malaysia, CX Media Lead MYSGTH Vinod Kumar - Spark Foundry, General Manager Irene Teo - Spark Foundry, Media Planning Manager Kanika - Ogilvy Malaysia, Regional Business Director

Objective & Challenge
Our objective was to win back the share of the beloved childhood favorite Cadbury ZIP in 2000s, the biggest share loss came from GenZ’. The challenge was to win the minds of GenZ’s who have the attention span of a goldfish, the same ones who can’t even sit through a Netflix intro and who skip every single ad.

Insight & Strategy
We identified there are many moments in the daily life of a Malaysian GenZ that feel like forever and they sometimes wish they could just zip through it. But to engage with them it’s critical to learn to speak GenZ visual language as they are addicted to and plagued by social media / games and are compelled to live a carefully-curated and full digital life. They have a constant need to feed their Instagram’s, they are glued to their cameras and want to be seen as doing many things all the time that they share online in a moment’s notice. Also tired of being talked at and sold to, They desire a more personal connect with brands and communication needs to be entertaining, concise, visual and personalized. The strategy was built for zipping through GenZ’s feel like forever moments by disrupting GenZs in places we know they get bored and serve them assets that are relevant to them in those moments of boredom tailored with data-driven hyper-personalized messaging. Make it visual – Shine a spotlight on the moments that “feels like forever” in a GenZ’s daily life. Make it real – Leverage on technology to identify and create hyper-personalization messages based on audience locations (out-of-home). Make it now – Use DCO technology to trigger out-of-home consumption and provide instant opportunity to purchase by leveraging live location triggers and convert them by directing them to purchase both online and in out-of-home on the go moments – based on where they are at. We worked closely with creative team to create the most relevant four out-of-home and four In-home forever moments of a GenZ’s daily life to address based on what we identified. Out-of-home moments, – Waiting for token number: When you are waiting for your token number to collect your license. – Waiting to eat: When you want to dig in when the food arrives at a café but your girlfriend wants to take pictures for Instagram first. – Waiting in queue: When you’re next in line for bubble tea but the person in front is all fickle. – Waiting in elevator: When you hurrying to go up but someone pressed all the buttons on the elevator. In-home moments, – Waiting to re-spawn: When you die in game and waiting for the re-spawn countdown. – Waiting to buffer: When you’re about to drop the beat but the music buffers. – Waiting to watch: When you are watching a movie at home and your gf/sister pause the movie to finish a call with a friend. – Waiting to charge: When your phone battery is dead, you plug and wait for it to hit 1% to switch on.

Execution
In-home and out-of-home assets were executed with Mondelez empathy @ scale personalization approach to maximize relevancy and when the user is out-of-home and in the radius of our OOH mapping they will not be exposed to In-home assets due to custom audience exclusion but will be exposed to an OOH asset relevant to the real-time moment. Out-of-home campaign was executed with location based messaging delivered in real-time with asset prioritization by moment and platform. Firstly we worked closely with DeltaX tech partner to extract locations details of Malls, Cafes, Restaurants, Universities and Government offices (ID/Passport/Driver’s license) and adapted the four OOH creatives into 717 text-overlayed creatives making it relevant when the user is exposed based on the geo-fenced location and each of the creatives are link to the nearest store location ZIP is available. Example: In Malls the “waiting in queue” asset text-overlay will changed to “waiting in queue to pay instead of shopping” and mention the nearest store location to purchase including the address in visual. When the user click on the CTA button it will direct them to the store location via google maps. Then we prioritized the platforms relevance to the moments by understanding the user’s platform usage behavior by moment. FB/IG : Malls – waiting in queue / Universities – waiting in elevator / Cafes – waiting to eat / Restaurants – waiting to eat / Government offices – waiting for token number YouTube : Universities – waiting in queue / Cafes – waiting in queue / Restaurants – waiting in queue In-home campaign was executed to build relevance on a broad spectrum on FB/IG & YouTube by segments Gaming – waiting to re-spawn, Music – waiting to buffer, Movie – waiting to watch and Mobile & Tech – waiting to charge and these asset will not be exposed while the users if in the radius of our OOH campaign. Furthermore we selected GenZ KOL’s to create real life forever moments they want to zip through on their day-to-day life to further strengthen on our core communication of zip through forever moments with Cadbury ZIP.

Effectiveness
We reached 81% of GenZ in Malaysia within 6weeks and monitored 78% positive sentiments through our social handles. With personalized messages, our audience not only recalled our ads more (+4.6ppt) our product searches for Cadbury ZIP grew (+1.23x) and we smashed our previous view through records on YouTube (32%). The OOH campaign drove over 142 thousand people to the nearest stores via the CTA. But most important highlight is the revenue went up by 2.6x vs YA and ZIP market share doubled with the support of this campaign.

2022 | |

KFC gets Malaysians hungry before they even know it

Advertiser: QSR Stores
Brand: KFC
Creative Agency: Entropia Global
Credits: Rina Low - Universal McCann, Managing Director Clarice Lee - Universal McCann, Business Director Tan Li Peng - Universal McCann, Senior Media Planner Lee Yan Joe - Universal McCann, Media Planner April Toh - Entropia Global, Principal, Integration Albert Tang - Entropia Global, Director, Integration Marina Anwar - Entropia Global, Senior Associate, Integration Wong Wai Sun - Compass Interactive Sdn Bhd, Managing Director Joel Chin - Compass Interactive Sdn Bhd, Business Account Director

Objective & Challenge
The ever-changing consumer expectations in recent years continues to reshape the Quick-Service-Restaurant industry. Being good is just not enough. Consumers are spoilt for choice from a plethora of delivery players, and their irresistible promotions pose a risk to KFC’s delivery orders. Established competitors like McDonald’s, Pizza Hut and Domino’s have decades of experience in the food delivery segment. KFC is the new kid on the block. With digital marketing, targeting is core, but finding the most relevant users online was difficult. To top it off, a legacy MMP (Mobile Measurement Partner) posed a huge challenge, showing inadequate insights into previous campaigns, making campaign optimisation challenging. There were two main objectives here: – Drive more online sales and transactions via KFC’s website and app. – Encourage more Malaysians to utilise KFC’s other owned channels – self-collect and curb side pick-up services.

Insight & Strategy
To execute this campaign successfully, we needed to drive mental availability. Audience targeting context is core, fighting for attention to drive brand recall and being the brand with recency in the right channel and the right menu is our road to success. After all, the way to everyone’s heart, IS through their stomach. So, we deployed a strategy to whet user’s appetites. Given our lower penetration base, cutthroat competition and new adoption of food delivery, we utilised a full-funnel media strategy to dial up on emotional vs. rational messages to make all Malaysians hungry even before they know it. Firstly, driving brand recall to maximise reach is important to get awareness and expand new user base. Using highest impact formats, we wanted to increase consideration to mass audiences (adult 15+). With driving purchases, we had to narrow down audiences to focus on the Quick-Service-Restaurant category to increase conversion with shorter formats to drive recency. With the help of a consumer intelligence platform, we identified new users with high affinity to order food, shopping and food apps. These users were acquired both on app and web via a unified approach within 5 core media channels: 1. MAAS Exchange = Ad network/ direct publisher 2. mDSP = Programmatic buys on Ad Exchanges 3. OEM = Ad placements on Oppo Vivo Xiaomi / app discovery 4. Social = FB IG Tiktok and up to 50 other social channels 5. Apple Search Ads = by running fixed Cost per Install buys on Apple Search Ads The CPA campaign optimised towards “First Orders” to get audiences yet to utilise the website/ app for first purchase. Thus, we increased online sales and app downloads. This first of its kind activation meant once we successfully got the first order, customers are 50% more likely to be KFC loyal. For users with app, but yet to make first purchase, we deployed targeted reach using performance-led mouth-watering messages to push First Order conversion. All target audiences are harvested, and lookalikes created to ensure full funnel strategy. To ensure full coverage, non-installed users were targeted with separate messaging to ensure a consistently flowing funnel. The app install to first order rate was measured to indicate accurate targeting. And with custom audiences, we profiled existing audiences based on purchase/ browsing behaviours.

Execution
We deployed our full funnel media strategies in three phases: (1) Inspire first transaction by appearing in the environment they are engaged in using a proprietary consumer intelligence platform. (2) Convert new users by predicting what they will like through using algorithmically curated menus based on preference and likelihood to click on and purchase. (3) Remind existing KFC customers to order with us again based on their purchase cycle and history. These phases are executed in 6 major steps: Inspire (category reach) Step 1: Inspiring and tempting first time users with mouth-watering offers based on historical browsing behaviours beyond the Google/ Meta environment. Step 2: Activated these audiences through strategic contextual targeting based on mobile app inventories to trigger cravings during gaming, browsing and streaming activities. Top funnel ROI increased by +36%. Convert (targeted reach) Step 3: Audiences are harvested, and with dynamic social activations, users are targeted with specially curated menus based on their food preferences and previous browsing behaviours. Dynamic product ads work in such a way where the first visual is usually based on food options so users will have a higher tendency to convert as they have previously browsed similar food options across the web. Step 4: Based on insights obtained in step 3, we identified up to 30 variations of personalised mouth-watering options. These offers were activated for users to choose from, and this contributed to +57% incremental number of cravings satisfied (conversion). Remind (performance) Step 5: To ensure total coverage, engagement on existing users were activated via retargeting with In-app ads and dynamic social activations. Step 6: Highly relevant and targeted messages based on previous purchase habits were served. This resulted in an incremental growth of +13% in sales uplift versus the prior month. Throughout the campaign, we identified highest performing creatives on mobile that worked in line with our objectives. We curated personalized menus based on KFC’s offerings based on user’s preferences. This allowed us to decide on the best creative types and sizes to maximise efficiency, thus minimizing creative wastage and maximising ROI on ad spend. Finally, KFC ran a split test comparing its performance against its business-as-usual photo ads that were deployed with the conversion objectives.

Effectiveness
With personalised dynamic ads and full funnel seamless strategy from anticipation to seeding purchases, we successfully increased online purchases: – 185% more transactions, vs 5-months prior campaign deployment – Overall, CPA reduced by 46%, vs 5-months prior campaign deployment Overall, KFC successfully increased both online purchases and operational efficiency. The brand’s split test provided the following results (15 Jun-5 Jul): – 57% more purchases (both web + app) vs. business as usual – 84% more in-app purchases vs. Business-As-Usual – 37% lower cost per action vs Business-As-Usual