Malaysian Media Awards Winners Showcase

The Challenge
When Nippon Paint wanted to aggressively push its textured paint series, Nippon Momento, the brief was clear, “I want people to tear down their wallpapers and use our ‘wallpaper paint’”, but the task was challenging. The campaign was not focused on outdoing Nippon Paint’s paint competitors, but rather entering a whole new market, the category of wallpapers!

Insight, Strategy and the Idea
Insight:

Home improvement’s searches grew 34.4% YoY. CTR grew 48% YoY. This indicates the quality response consumer have towards the answers they find on Search. (source: Google)

Strategy:

Using Search Engines and the capabilities it has today, our strategy was to engage audience from every form possible when they seek information and ideas on wallpaper. Idea: Create a bespoke consumer path that influences each individual audience.

Media Execution
We created an advanced consumer path model with web analytics, social and search data that matched different types of audiences. We made the data actionable by utilizing it in our search campaign. We created multiple audience personas with customized keywords, communications, and filters to know exactly when to push the type of messaging like trial kits, testimonials, catalogues, and such. Our algorithm allowed us to address to more than 50 permutations efficiently. With the data modelling, we identified series of content on forums, websites, apps and blogs where we could trigger the audience’s passion points. Being native in their information discovery, it created an “in-the-moment” effect towards Nippon Momento.

Results and Effectiveness

• We achieved 2,500 qualified clicks a day
• Nippon Momento’s SOV on Wallpaper rose to 36%
• Purchase intent increased to 55% (IPSOS)
• Dealers stocked up on Nippon Momento, pushing sales up by 181%!