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2017 | |

Stalking Malaysian Females…To Drive Ecommerce For Clarins

Advertiser: Clarins Sdn Bhd
Brand: Clarins
Creative Agency: -
Credits: -

The Challenge
Retail sales for Clarins were slumping and e-commerce giants like Zalora, Lazada,11th Street were taking lion’s share in E-sales. Clarins decided to launch its own E-commerce platform, agency’s task was to make E-sales at least 0.3% of the pie in just 1 month.

Insight, Strategy and the Idea
Malaysian women are hard to impress especially for e-commerce brands but once a product is purchased they tend to stay loyal for a long time. Plus, they are multi-tasking throughout the day, hence have the tendency to be forgetful. So we decided to persuade purchase by creating a LOOP that first got them interested in Clarins with precise targeting and then re-targeted following through the purchase funnel. Our strategy literally stalked females across their digital journey. Agency’s CX loop modelling used automated targeting & re-targeting to sell, cross sell and upsell Clarins products.

Media Execution
We executed the CX loop with two key mediums with distinctive roles: Facebook – with creative ad formats Link Ad, Carousel Ad and Search: Aspirational terms to recruit new female e.g. Younger skin. And delicately defined arbitrage between mobile (higher conversion rate at lower cost) vs desktop. Tactics deployed to increase conversion: • Custom Audience & Look-Alike (“Exclusion Strategy” of existing CRM database to avoid cannibalisation) • Re-targeting to drive conversion to those who did not purchase during their first visit • Re-marketing to drive repeat purchase after a certain usage cycle e.g. 90 days for Body Firming. • Client’s FB Page audience Insights to drive higher conversion – expanding from 3 to 6 groups • Seasonal bundling to entice cross-selling e.g. festive

Results and Effectiveness
• E-commerce constitutes to 1% of total Clarins’ sales within 1 month • Brand consideration +11 % • Recruited 73% new, younger users • 2,000,000+ Page views • Web traffic increased with a total of 565,000+ session • Time spent on the website +42% • Bounce rate reduced by 23%

2017 | |

Singles Day was our Best Day!

Advertiser: GuoLine eMarketing Sdn Bhd
Brand: GEMFIVE
Creative Agency: -
Credits: -

The Challenge
SinglesDay, the Alibaba driven annual shopping bonanza, has seen a rapid uptake outside China. Malaysia, unsurprisingly has also jumped onto the bandwagon. To capitalize on SinglesDay and capture market share, Lazada and 11street will aggressively flood the online sphere with massive discounts on the event date. Our task was to compete with these goliaths during 11.11 while ensuring positive ROI. A local Malay proverb aptly describes our situation; ‘When two elephants fight, the deer in the middle dies’. How can we be like the smart mouse deer that emerges victorious?

Insight, Strategy and the Idea
Knowing that consumers will be attracted by massive promotions that are thrown out by competitors, we responded quickly by employing a push strategy to acquire users. The catch? We did it a month before the event date. This enables us to capture accurate audience data which guided us in executing a real time marketing strategy along with GEMFIVE by responding to the most relevant offers and promotions a consumer wants – during SinglesDay

Media Execution
A month before SinglesDay, we heavily executed a CPM campaign using Facebook and Google Display, generating massive reach while driving consumers to our website. Utilizing the captured cookies, we further segmented our customers programmatically in analytics by determining different bucket values based on their spending behavior. Combining real time marketing response ads, we activated those previous learnings and leveraged on lookalike audiences and time targeting to create demand for products. This further enabled us to dynamically inject customized EDMs during key hours to drive additional purchases. While there were consumers who were converted earlier at a higher cost, overall this has contributed to a higher ROI.

Results and Effectiveness
Organic traffic grew 147%, transactions grew 243%, new users grew by 410%, daily ROI grew 2,000%. Achieving 5X the daily sales average! It was the most profitable date in GEMFIVE history!

2017 | |

Hauling in the biggest catch of the season by using the right bait, at the right time.

Advertiser: GuoLine eMarketing Sdn Bhd
Brand: GEMFIVE
Creative Agency: -
Credits: -

The Challenge
Competitors in the ecommerce industry typically adopted an aggressive push strategy by offering big incentives or discounts to shoppers. As a newcomer in this category, lesser scale meant that our client struggled to match the level of incentives that the competitors were giving out. Our task was to entice consumers to shop with GEMFIVE although prices were less competitive. An illogical challenge but we took it up anyway!

Insight, Strategy and the Idea
Many of the competitors shared one thing in common, which worked perfectly to our advantage. They were all putting their best offers or prices up front, creating a perception among online shoppers that no further value could be derived. We, on the other hand, staged our incentives by offering different values at different points of the consumer journey. Not only was this strategy effective in masking GEMFIVE’s lesser competitive offers, the gradual increase in incentives given out convinced consumers that they were receiving more value from the purchase. Furthermore, where there were consumers who converted during earlier stages with lesser incentives, this contributed to higher overall ROI.

Media Execution
A simple but effective retargeting and copy sequencing strategy was executed. For each time that the consumer visited our site and left without purchasing, the level of incentive grew. 1. Consumers visited site • Initial offer shown 2. Left site without exploring further • Recommendation of other similar but better offers 3. Revisited site and spent more time but did not purchase • Additional discount given for app purchases 4. Added to cart but did not proceed to purchase • Further incentives provided such as extended warranty 5. Made purchase • Conducted cross-selling and repeated cycle.

Results and Effectiveness
25% rise in average monthly revenue. 47% higher conversion rate. 95% increase in ROI! Busted the previous daily sales record by 175%. Finally, an impressive 569% increase in monthly new customer acquisitions.

2017 | |

GoShop Goes Guerilla in a Commerce Jungle

Advertiser: Astro GS Shop Sdn Bhd (1081077-X)
Brand: Go Shop
Creative Agency: -
Credits: -

The Challenge
Increasing competition from existing online and new e-commerce companies in the TV shopping space have challenged GoShop to maintain its market leadership and steal competition’s users. How can GoShop entice viewers on competitors’ channels to switch to GoShop?

Insight, Strategy and the Idea
Insights: 85% of Malaysians have the habit of multi-screening, i.e. using their mobile devices while watching TV to do online research on the products they see on TV. Additionally, online video consumption has skyrocketed to 200 videos/month. Brands are usually unable to keep up with this pace, primarily due the high turnaround time and cost to create real-time, topical and adaptive videos. Strategy: With these insights, we devised a guerrilla marketing tactic that steals viewers watching GoShop’s competitors TV channels by displaying relevant GoShop products on their mobile devices. We supplemented this strategy with real-time “life hack” videos that solve problems users face in their daily lives. Idea: The idea was to convert viewers to GoShop with irresistible offers and promos displayed on their mobile screens whenever they watch competitor’s products and FTA channels. To strongly position GoShop as a video commerce brand, we also produced daily videos during the campaign period to maximise our SOV and ensure consumers notice our differentiators.

Media Execution
When competitor’s programs aired on TV, a programmatic trigger would simultaneously display on the user’s mobile device ads showcasing GoShop’s relevant product and promos. Additionally, we also distributed relevant “life hack” videos across social media channels. To produce relevant videos in high-volume, we leveraged artificial intelligence to create videos on a real-time basis by marrying daily hot trends with relevant products and promos available on GoShop.

Results and Effectiveness
• Number of purchases doubled, significantly increasing revenue. • eCP0’s were 2.3 times lower than industry benchmarks • 3 times higher engagement rate than industry benchmarks • 4 times higher interaction rates than industry benchmarks • VTR: 20% higher than industry benchmarks

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.