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2021 | |

Malaysia’s First Ever 12-Hour Virtual Beauty Festival

Advertiser: L’Oreal Malaysia
Brand: L’Oreal Luxury
Creative Agency: IDOTYOU
Credits: -

23_BRONZE_OC2_VIRTUALBEAUTYFESTIVAL REC

Objective & Challenge
Prior to the pandemic, more than 95% sales of luxe brands stemmed from offline, but lockdown rules made them untenable and an ordinary digital activation would not excite the luxe shoppers in the same way. We need a breakthrough formula to disrupt the typical mode of live streaming.

Insight & Strategy
Luxe shoppers love beauty events, the joy of browsing through attractive deals, delightful packaging and interacting with experts. Not forgetting the attentive service and personalised consultation, which usually lead to higher impulse purchases and basket value. However, COVID19 has disrupted the joy. While the retail joy shifted from offline to online, we wanted to go further and disrupt the ordinary mode of live streaming which have developed over the COVID19 year. It was a challenge to bring all 8 luxe brands under 1 virtual festival, but the biggest challenge is to make this 12hour virtual festival interesting for people to tune in, to engage with the brands and to ultimately buy the product during the festival. We creatively tied in Facebook live streaming and messenger capabilities to simulate a physical event with impeccable customer service, digitally. An exceptional virtual beauty experience was delivered, featuring celebrities and influencers hosting giveaways and flash sales. We deployed an end to end social commerce and shopper engagement platform within the messenger that allow shoppers to use the brand’s dedicated hashtag to trigger a private conversation on messenger. The customer can opt for self shopping or to interact with a real life beauty advisor personally, place orders and make payment all within the chat. This sped up the conversion process while the purchase intent is high, driven by the live excitements simulated after a physical event. The virtual event offered shoppers curated content mirroring a physical event, in the comfort of their own home while mix modelling of bot and real life advisors gave the assisted joy of physical shopping.

Execution
To bring 8 brands to Facebook live all within 12 hours, audience precision was key to ensure that the awareness of the event is widely spread to the targeted luxe audience. To ensure we were able to reach and recruit high interest audience, we deployed a CRM and CRM LookaLike audience strategy, which have contributed to higher attendance and conversion rate. Other channel consisting of PR content and print titles were also used to boost event awareness beyond Facebook platform. Pre event Activation
• To build the excitement of the festival, we consolidated the voice of all brands into one event hub page 10 days prior to the actual event
• We increased signups to individual brand pages by highlighting the limited time promotions and exciting lineups of KOLs, giveaways, tips, and tutorials during their respective brand show.
• To collected leads for each brand via messenger ads
• Boost PR content and use offline print titles to extend the reach beyond the Facebook platform Event Day
• Drive live stream views via video ads 30 minutes prior to brand’s live session
• Engage audience with flash sales and prizes to stay through the session
• High persuasive content such as crash test, efficacy proof, live demo and consultation are included to deepen brand engagement and drive instant conversion
• Activated social commerce triggering a personalized conversation via Messenger. Customers could then interact with a beauty advisor for a one on one consultation, place orders and follow guided assistance to make payment. Post Event Retargeting
• Following the event, we deployed different remarketing strategies for purchased users and cart abandoner to drive the effectiveness on conversion.

Effectiveness
The first ever 12 hour virtual beauty festival achieved an overwhelming response amidst the pandemic. It has made a feature in Forbes.com and listed as Facebook Business Case Study: Integration of social commerce. Strategic Business Achievement One month’s worth of online sales in 24 hours 5x omni customer penetration vs. YAGO +95% sell out weekoverweek 3x uplift of transactions vs. daily average 6x conversion rate higher than legacy channel Total leads generated at 94% above set target Media achievement: Activated over 15,000 chats Reached 2.6 million people 47,000 live video views 85 times higher engagement (4.28%) vs. global beauty industry standard (0.05%) 12% post engagement rate “Experimenting with new sales formats always requires meticulous planning and planning an allday virtual beauty festival with multiple brands was an incredibly ambitious effort. Thanks to our partners and agencies, we were able to host an outstanding live event that deepened our engagement with our audience and boosted sales. It was a great success!” Eda Lim, Head of Digital and eCommerce, L’Oreal Luxury Malaysia.

2021 | |

Unifi: Connecting 198,000 buyers & sellers during Ramadan-Raya

Advertiser: Telekom Malaysia
Brand: unifi
Creative Agency: Grey Malaysia
Credits: -

13_SILVER_EC7_UNIFICOMMERCE REC

Objective & Challenge
In March 2020, Malaysians started preparing for April’s RamadanRaya. For over 100,000 Ramadan traders across the country, it is the most lucrative occasion because the profits earned during the month are enough to sustain businesses for the rest of the year1. However, on 18th March, to contain the spread of COVID19, the government announced a Movement Control Order (MCO) that included a ban on Ramadan bazaars and the closure of all nonessential businesses. We soon found out that an important core of Ramadan would be missing. To celebrants, the hunt for the perfect buka puasa delicacies, the ideal baju Raya, and festive décor, would all be taken away by MCO. As for businesses that were unable to operate, they’d incur an estimated 70%* loss in income. Our challenge: In a drastic situation which required drastic measures, how could unifi become the bridge between consumers (buyers) and micro seller, social sellers, and cottage industries to keep the economy alive during RamadanRaya.

Insight & Strategy
Firstly, we sought to understand what would change for Muslims during a pandemic affected RamadanRaya: Small businesses and petty traders needed visibility to drive demand and grow. Small businesses are knowledgeable about their craft, but struggle when it comes to marketing themselves. 76% of small businesses felt the most important way to grow their business was to increase their digital presence.1 and they had the bare minimum of WhatsApp and social media as a means to transact with customers. However, unlike their big business counterparts, small businesses were not digital savvy to promote their business, let alone set up a new channel for sales. Muslim consumers: Families separated; traditions interrupted: Lockdown resulted in families being separated. Which meant traditions that shape the spirit of the season would have to be paused. Mosque Closures: Without the mosque or their community, Muslim consumers would need to find alternatives to keep their faith strong and to connect to God, as an individual. Therefore, there would be no more spiritual guidance from the congregation physically, which would lead to a greater feeling of isolation. A simpler RamadanRaya: No more massive iftar feast, no more family buka puasa, no more sedondon Raya. The tension: Celebrants were left feeling overwhelmed with uncertainty and frustration without knowing how to deal with the unfamiliarity of the occasion Our solution: Being true to unifi’s purpose as a technology and connectivity enabler, we needed to inspire isolated individuals and help SMEs make the best of lockdown. So, we created 2 solutions to ensure that #RamadanTetapRamadanRayaTetapRaya (despite challenges, the spirit of RamadanRaya will always remain): 1) SME & Petty Traders: We created an ‘online marketplace’, bringing buyers and sellers together to help local businesses gain visibility and grow. 2) Consumers: We transformed unifi from a ‘broadband provider’ to a ‘virtual content platform’ to help isolated individuals connect with the essence of RamadanRaya.

Execution
For SME and Petty Traders, we created a marketplace: cari@unifi The first step was to leverage on unifi customers base by connecting 2.5 million Malaysians with businesses who sell products during RamadanRaya. The agency recommended and created cari@unifi: A platform conceptualized from drawing board to launch within 2weeks prior to Ramadan. From inception, we decided to create a new platform from scratch, rather than an off the shelf solution. So, we brought together our agency team of experts, which included website developers, UI/UX designers, and an eCommerce strategist to build a marketplace that could accommodate multiple sellers. Cari@unifi, materialized into an SME finder/ecatalogue that connected consumers and businesses for RamadanRaya essentials. This far transcended the usual, cold “catalogue” type approach (i.e. YellowPages), as we created a vibrant community of homegrown sellers and homebound buyers. Why is cari@unifi different from all other ecommerce platforms? a) We provided offline to online migration support Since we created cari@unifi from scratch, we sourced for SMEs and petty traders across 6 Raya essential categories (food/fashion/home & living/health & beauty/hobbies/arts & crafts) and onboarded them directly to our platform. We provided technical guidance to handhold SMEs throughout the online migration process and created simple educational steps to enable transactions through their social platforms (i.e. Facebook/Instagram/WhatsApp). We also curated engaging, entertaining content weekly (e.g. advice on choosing the perfect baju raya or a guide to best place to find raya kuih) and played matchmaker by connecting customers to sellers by interest and geolocation. b) We provided visibility and exposure at no costs We promoted cari@unifi to consumers and drove traffic to the site. As for the SMEs, we provided advertising support. We got SMEs to submit their inspiring business stories, in their preferred dialect, and weekly winners were entitled to use unifi’s FacebookLive channel, unified, and AstroAwani to promote their products at NO cost. Two grand prize winners were then selected and featured on AstroAwani for a ‘live’ interview on air. For consumers, we developed a virtual content platform a) We created a community. We amplified the spirit of RamadanRaya throughout the festive period by curating engaging content twice daily to drive lead generation for cari@unifi sellers. These Virtual Sessions were anchored by 20 popular influencers from media (RadinAmar), entertainment (DianaDanielle), music (SamBunkface), and religion (Mawi) who kept up the festive spirit despite pandemic challenges. It all added up to a vibrant, interactive, and authentic community that gave a big voice to small businesses.

Effectiveness
Media’s impacts on:
1. SMES
• SME acquisition: The agency team acquired 2000 listings on cari@unifi
• unifi’s SME customer acquisition growth rate increased by 17% in two months
2. Consumers
• The content platform drove 211,693 visitors to cari@unifi, of whom 75% were new. 3. unifi business
• Organic sales: 13,600 new plans sold (unifi RM59 SME mobile plan), 11% higher than our KPI.
• Achieved a Media ROI of 3.17 based on a spend of RM1.1M, with a cost savings of RM2.5M
• KOL postings throughout the unifi RamadanRaya Campaign generated 829K views, 3.4x more views then initially planned
• CostPerCompletedView (CPCV) for video assets was RM0.06, 88% lower than the benchmark (RM0.50). 4. unfi brand We received excellent PR coverage (media value of RM1.5M) from various media, e.g. from Astro Awani, plus testimonials from grateful SME owners.

2021 | |

Lazada’s 9.9 Chief Discount Officer Live show – the first offline to online (O2O) TV show in Malaysia!

Advertiser: Lazada Malaysia
Brand: Lazada
Creative Agency: UM
Credits: -

179_FINALIST_EC2_LAZADA9.9SALE REC

Objective & Challenge
Double digit sale shopping festivals like 9.9, 10.10, 11.11 have become a key growth driver for the nation’s ecommerce space, as well as having a direct hand in revolutionising the way people shop. However, Malaysians were seeing fatigue from these festivals from all ecomm players. Furthermore, Lazada was facing aggressive competition from all players especially Shopee. And to top it off, we had just launched LazMall (branded, Lazadaverified stores) and we wanted to drive levers of trust with that platform. In 2019, Shoppertainment was the big format but in 2020, it had become the norm. The challenge was how do we stand out and sharpen our Shoppertainment show for the first festival of the year end, 9.9? Our objective was clear, standout with 9.9′s shoppertainment live show and garner more sales during 9.9 via LazMall stores. Was there a new innovation and consumer insight we could utilise to build that show? Could we change the way consumers shop on our platforms for 9.9?

Insight & Strategy
TV viewership increased 32% during MCO vs pre MCO. Digital consumption increased during MCO as people were confined to their homes. The rise in ecommerce shopping became a new norm habit for all Malaysians and the upcoming mega ecom sale festivals (the first being 9.9) was the start of the battleground between Lazada and Shopee. With TV viewership increasing, we wanted to create a breakthrough experience that merged TV and digital together seamlessly through technology. So what we did was linked TV and digital together we allowed TV audiences to directly interact with the live show ( collect vouchers, add to cart and buy) via the Lazada app. In essence, we drove audiences from offline to online creating a true omnichannel experience to the audience where they can instantly buy items from the live show there and then. The creative concept of the Live Show was “Chief Discount Officer” (CDO Show) because let’s face it, most people look forward to 9.9 for all the discounts and who better to curate these discounts than our “Chief Discount Officer”, Malay TV personality Ain Edruce. She will be Malaysia’s trusted shopping connoisseur, with a keen eye for the best deals in the market as Lazada’s CDO, to guide Malaysians in becoming smart shoppers. Her CDO liveshow will stretch Malaysia’s digital Ringgit to its absolute limits, with exclusive offers on the latest products and goods from Malaysia’s favorite brands and local sellers as well as drive levers of trust with a LazMall (Branded, Lazada verified stores)

Execution
We worked together with TV3 to conceptualise the best 9.9 live show like no other and worked together with Lazada’s internal technology team to see how we can intergrate an offline to online experience: Users can like, add to cart, or just buy items advertised during the TV live show via their Lazada App seamlessly. Using TV sync technology, we also gave away prizes worth up to RM100,000 to those who tuned in to the TV3 and used their Lazada App to shop. With TV sync technology embedded into the Lazada App, specific sound markers were intergrated into the live show. As soon as the Lazada App, picked it up, all app users had to do was answer the question to win vouchers! To promote the CDO show, we executed with 360 fully intergrated media plan and strategy to ensure campaign effectiveness and reach out to all Malaysians Phase 1 objective : To drive awareness at mass media + digital TV Promo spots dominant in across high ratings programs across media prima channels Radio 30s commercial ads at high listenership radio channels nationwide Digital Social postings across media prima FB & IG, YT Content write up generated the buzz across Rev Asia portals Phase 2 objective : Digital: CDO shows lived on TV3 fb 2 days before live show generate the exitement then the third day live on TV3 generated further the hype and reach TV: Live CDO show on TV3

Effectiveness
Overall CDO live program on TV became No 1 entertaiment show across all TV channels which successfully reach out total 4.03 mil viewers. Live steams on digital have garnered a whopping 580,000 views and over 72,000 engagements in just 3.5 hours on 9.9 CDO did marverlous job in splashing the price and Malaysian Love it! 4000 units of Xiaomi Note 8 were sold by CDO in just 30 mins. Over 100,000 surgical masks were sold in 8 mins during the show. Sales during this 9.9 Live show exceeded 2019′s 9.9 Live show.

2021 | |

IC Now Grab The Happiness

Advertiser: Unilever
Brand: Walls
Creative Agency: Havas Immerse Malaysia
Credits: -

7_FINALIST_EC7_ICNOW REC

Objective & Challenge
‘The COVID19 outbreak has impacted almost every aspect of people’s lives in Malaysia. With most people needing to stay home more, Malaysians have been adapting to both the outbreak and the regulations. It is also started when Malaysia’s government announced the Movement Control Order (MCO) in midMarch which triggered the panic buy trolls for the necessary products throughout the whole of Malaysia. MCO was then extended into phase 2 in April that resulted in frustration & an increase of stress in Malaysians who have been in #stayathome environment for a long period. But with the environment being so different to preCOVID times, how Walls Icecream as a brand tackled this and maintain our operations through the crisis, and prepare for growth in a new normal.

Insight & Strategy
Demand patterns are changing. As the crisis hits countries around the world, we see upswings in sales of hygiene and inhome food products, combined with some household stocking, and near cessation of out of home consumption which is particularly affecting our foodservice and ice cream business. We are adapting to new demand patterns and are preparing for lasting changes in consumer behavior, in each country, as we move out of the crisis and into recovery. Although the world almost came to a halt during the lockdowns, indulgence did not stop. Instead, it shifted shape as consumers sought reassurance from the familiar and sought out the delicious comfort in their homes. The industry saw a move away from singleserve impulse buys, which were replaced by a striking trend towards multipacks of premium ice creams instead. Generally, ice cream has underutilized ecommerce channels in the Asia Pacific, particularly in emerging markets. Lagging logistics capabilities and geographical factors have made it challenging to penetrate farreaching areas. However, COVID19 has led to urgency even for ice cream to penetrate ecommerce. We saw an opportunity by looking at the situation and decided to bring sweetness and joy into the new normal living by reminding consumers to spend time with loved ones through a sweet treat. We have structured our immediate response in eCommerce for ice cream by amplifying the efforts to convert via eCommerce platform to drive icecream bundle offers.

Execution
We take these actions in the knowledge that we enter the crisis with a strong balance of create demand and convert demand position. We are systematically reviewing all possible area in existing plan and reevaluating all costs in the light of the current circumstances, so that we can continue to invest in our Walls brand and reallocate funds towards the best opportunities which through Lazada & Shopee using Facebook CPAS as the main channel driver. Facebook CPAS as a form of push marketing to communicate and encourage consumers to shop at their convenience from home via multiple personalized creatives to capture their attention. Multiple set of creatives with attractive bundle series and tapped into tentpole moments to induce trial and close the purchase via Lazada & Shopee. Additionally, free delivery has been offered as a gesture to make it easier for Malaysians to purchase icecream in just a click! In terms of targeting mechanic, we take the past campaign learning to further identify the best audience segments and taylored the CTA for each audience segments: 1 Broad audience aged 1845yo captured about 15mil 2 LookALike gained at 3.4mil 3 Retargeting or Past engager from the previous campaign.

Effectiveness
Campaign successfully overdelivered a significant CTR of +366% with add To Cart Rate achieved at + 206% vs prepandemic period from 2019. Conversion Rate recorded at + 363% with Catalogue Sales uplift + 3,912% compared to Q1 2020. In a nutshell, we managed to close actual Sales at 10x higher than Q1 2020! In the longer term, however, there is potential for ice cream and Walls to take advantage of the global love for ice cream. We anticipates that overall consumption will continue to grow, with more planned purchases and less impulse purchases which led to eCommerce purchase activity.

2021 | |

Kiehl’s Magical Ingredients for e-commerce

Advertiser: L’Oreal Malaysia
Brand: Kiehl's
Creative Agency: N/A
Credits: -

28_FINALIST_EC7_MAGICALINGREDIENTS REC

Objective & Challenge
The brief was to grow the Kiehl’s ecommerce site. The skincare market is a cluttered market with multiple brands pushing different magical ingredients to great skin. We were also facing strong competition from ecommerce sites such as Lazada & Shopee that dominated the market and there were many skincare brands on it. This challenge was further compounded by global guidelines which specify “traditional” channels, like Display and Video, as not permitted over concerns about environment and brand safety. As these are arguably the easiest channels to gain incremental reach and subsequent growth, we were going to have to find another way.

Insight & Strategy
Luxury skincare has a highly involved purchase journey, with most customers actively researching solutions to their needs. As such, we identified Search & Content as 2 key channels. They both allowed us to convey technical information in detail to an actively interested audience without breaking the global guidelines. Although deal based messaging on Search has been effective at driving sales in the past, we wanted to go beyond as it wasn’t sustainable in the long run. We wanted to grab the audience’s attention by looking at their skincare queries to alleviate their concerns before then seeding our brand and product in their minds for consideration and eventual conversion. We started by analyzing their search behaviour:
1. You had those who actively search for the brand/product
2. You had another group searching for symptoms rather than the product For those who were searching for our brand/product are already inmarket, so we targeted them with value based messaging hoping to move them from consideration to conversion. As for those who were looking at it symptomatically, they would be the harder group to convince but ultimately, they represent the growth for Kiehl’s as new acquisition.
To convince them, our strategy wasn’t to sell them our product immediately. Instead, we had to soothe their concerns and made sure that we covered every possible query they may have. This was further supported by the extensive library of content on Kiehl’s website. Furthermore, when looking at Google Analytics, we discovered that their average session time on these contents were over 3 minutes, more than 5 pages per session and a bounce rate of 40%. Clearly, they were actively browsing these contents so there must be value in what they were seeing. To ensure that we could alleviate their concerns and moved them along the funnel to consideration, we built pools of keywords to target users based on the specific topic they were looking for a solution in but we didn’t just do this in English; we also included Bahasa Malaysia keywords so as to not neglect our Malay speaking consumers. This ensured that, in a country with high cultural diversity, we were able to talk to users in the language they preferred to use. It also had a secondary effect of opening up more inventory and helping us to reduce costs as many of these keywords saw reduced competition.
Topics targeted included:
• Antiaging
• Skincare
• Acne
• Skin moisturizer
• Pimple solutions
• Specific to Skin type (e.g. dry or oily skin)

Execution
We classified the audience into 2 groups: •Inmarket & brand searches – continued to serve value based messaging. •Query based searches e.g. How to reduce fine lines? – for this group, we built pools of keywords to target users based on the specific topic they were looking for a solution like Antiaging, Acne, Pimple solutions. Then customized creatives (based on the solution) were served. We included keywords in English and BM. We utilized these audiences in 3 key ways: Retargeted them through a custom bid strategy that increased our bid on any user within these audiences. Extended our keywords list through Dynamic Search ads, thus increasing the opportunity to reach them at key times in the consumer journey. Optimize creative to ensure previous non converters were given an additional incentive to convert (e.g. discounts, free shipping or free samples)

Effectiveness
Over the period the results were unprecedented. Answering our users’ questions as effectively as possible drove relevancy and increased our average google Quality Score by 10%. This meant we were consistently winning within the Search Auction and delivered an impressive average AdRank of 1.2. This subsequently drove performance with an impressive 10% CTR, a 100% improvement versus our benchmark of 4.5%. Overall traffic to the Kiehl’s page also increased by more than 35% over the campaign, maximizing our presence online. Our data driven retargeting and optimizations improved our conversion rate by over 100%. This delivered a 50% increase in sales and over 80% in revenue, achieving our objective, and showing that an integrated content and search approach is the magical ingredient for great ecommerce.