Advertiser: Unilever Malaysia Brand: Corporate Creative Agency: - Credits: -
Lazada Online Revolution,is the biggest e-commerce festival and advertisers will clutter the space with different tactical promotion during this period. Unilever strive to gain maximum number of sales, finding the right audience and right approach to maximize every penny is a great challenge, considering competitive deals that happened in the same period
Insight, Strategy and the Idea
We learnt that online activity during the online sales period is high among Malays. They start to collate ideas and actively shop online to chase the exclusive deals that happened only during this period. Instead of ordinary performance platform, we want to reach out to a pool with higher intent. Partnership with Lazada as it is the biggest e-commerce platform in Malaysia comes with big pool of audience. Instead of normal display ad, we did Custom Audience targeting, based on actual user activity in the platform, aimed to be more agile and adaptive to maximize performance.
We worked closely with Lazada by deploying custom messages in accordance to different audience definition and product: 1. Passion & Affinity– Audience defined based on interest, reach out to audience with high likeliness to respond with the featured product. 2. Shop-in-Shop Brand Visitor – Retarget audience who has visited brand’s shop in shop pages in the past 30 days before campaign period. 3. Brand Purchaser – Re-engage audience who has bought Unilever product in the past 30 days before campaign period Campaign optimized by multiple Audience definition and creative adjustment based on the actual sales data throughout the campaign period. Nonetheless, other optimization include mixed of traffic and conversion traffic.
Results and Effectiveness
Campaign reached out to 3.6mil unique audience within 8 weeks, successfully generated sales 80 times (8901%) compare to average period of the year, with 50% of sales happening during the 4 key Online Revolution dates. Cost per Transaction has been optimized from RM103.5 to RM43.57, perform 57% more efficiently.