Malaysian Media Awards Winners Showcase

2018 | |

Finding Innovation in Automation

Advertiser: Axiata Digital eCode Sdn Bhd
Brand: Boost
Creative Agency: -
Credits: -

The Challenges
All brands strive to standout in the competitive app-marketing scene, especially a mobile e-wallet brand where its core usage lies within the app. With the app itself being a crucial marketing asset, Boost faced the challenge to cost-efficiently drive installs in the long run being a relatively new player in the market. With limited mobile vendor in the market, Boost utilised Google Universal App Campaign (UAC) to run app-installs which is fully automated on searching for the ‘best’ audience to drive installs. No optimisation allowed on the platform made it hard to gauge cost-per-installs (CPI) which peaks its highest at RM8.

Insight, Strategy and the Idea
Without the option to optimise delivery on targeting, Boost can only rely on creative refresh and testing to seek optimum CPI. However, churning creative set after set plus conducting trial and error exhaust sizable effort & time. As the digital space are always surrounded with abundance of data on a daily basis, we strategized its journey to bypass automation with automation, in order to find a solution to optimise the UAC campaign.

Media Execution
Google Smart Display Campaign (SDC) was deployed which the system is fed with multiple images and text up to 20 where the system will churn the best performing asset combinations with machine learnings automation. Agency analyzed the data results from the variation of permutations and learnings from SDC are then translated into UAC creative to drive the most effective install campaign. The continuation of learning and feeding UAC with the best performing assets successfully optimised the campaign from a creative perspective and provided long term cost efficiency.

Results and Effectiveness
Google UAC performance improved over time: 1. All time lowest CPI achieved at RM0.90. 2. Conversion rate increased from 0.61% to as high as 20%. 3. Average Sessions in app increased by 200% over the period – indicating higher quality users