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Our Blog

2023 | |

Lifebuoy: #MariKitaBerhealthy

Advertiser: Unilever (Malaysia) Holdings Sdn Bhd
Brand: Lifebuoy
Creative Agency: MINDSHARE MALAYSIA
Credits: -

Objective & Challenge
The COVID-19 pandemic has significantly diverted public attention from other diseases, resulting in a decline in awareness and hygiene practices. In 2022, Malaysia faced a new challenge with a surge in Hand Foot Mouth Disease (HFMD) outbreaks, highlighting the importance of maintaining hygiene practices even during the endemic phase. It was a wake-up call for everyone with 82,846 cases reported from Jan – June 2022 (+32x vs 2021). Lifebuoy recognized the need to address this issue, particularly in rural areas where hygiene practices are often overlooked due to challenging living conditions. As a leading protection brand, Lifebuoy took action to establish handwashing as a necessity rather than a privilege, focusing on educating children from a young age. The Challenges: How would Lifebuoy overcome the barriers to adopt healthy hygiene habits and understand the importance of good hygiene practices among rural Malaysian youth? How would the brand make a dry, and largely didactic message engaging, interesting, and acted upon? How could we transform hand washing from something you HAVE to do to something you WANT to do?

Insight & Strategy
In many rural areas, high incidence rates of diseases can be attributed to inadequate sanitary conditions, limited knowledge about diseases, and poor hygiene practices. However, to convince children to adopt handwashing as an everyday routine isn’t a walk in the park, especially if they grew up in an environment where cleanliness is low on the priority list in the family. Moreover, the lack of access to health information and disempowerment to make informed decisions further exacerbate the situation. Recognizing these challenges, Lifebuoy embarked on a transformative campaign, centered on behavioral change, to educate children at a young age. By partnering with Tadika Kemas, a government-funded kindergarten network focused on low-income and rural areas, Lifebuoy aimed to address these issues. However, convincing children to adopt handwashing as a daily routine required us to innovatively use the greatest influencers in their lives – their dedicated teachers. To spread their message to the masses, Lifebuoy had to adapt their media strategy to use more media touch points to maximize their reach. Their message had to be both catchy and informed because we knew that Malaysian youth were averse to being schooled by anybody – especially brands. The reality is that the currency for behaviour change for our TAs is different. It’s not scare tactics but engagement and fun that works. Therefore, our campaign had to shift from statistical scares to enjoyable content Insight: Malaysian Youth have an immunity to brand education. They only act if engaged by brands that align with their values. Big idea: Make Hand washing enjoyable instead of brand-splaining about it. After all, handwashing can be seen as a ‘dance’ through the perspective of children. Topping it off with catchy music and lyrics, this led to #MariKitaBerhealthy- a movement spearheaded by teachers and credible KOLs such as Zee Avi, Hosaini Keewon and Layla Sania to educate children on the importance of personal hygiene.

Execution
Reaching the mases: We handpicked 51 Macro and Micro KOLs from every state in Malaysia to initiate the TikTok competition in their native language and dialect. With #MariKitaBerhealthy as a TikTok challenge, we aimed to attract micro-content creators’ interest – those who are likely within one to two degrees of separation from our audience. This created a second wave of content that went out to keep the challenge and content fresher and increasing more “personal”. Amplification on major social media platforms supported the campaign to drive greater awareness and participation for the competition beyond TikTok. Whether people knew they were spreading an educational message or not, Malaysian were replicating this message and it was transcending TikTok into other social media channels, further spreading the message of how to properly wash your hands. Reaching rural children: Lifebuoy penetrated 7200 kindergartens under Tadika Kemas in rural areas across Pen and East Msia. Following the 21-day rule to build a habit, we set up a 21-day program to instill the habit of handwashing into the pre-schoolers. Understanding that not every child speaks the same language, we created 24 versions of the jingle to ensure the diversity and inclusivity of the song. Teachers would get the children to sing to ‘Mari Kita Berhealthy’ in their own preferred languages while performing the correct handwashing steps as a daily activity after recess. We also prepared a coloring book for them to fill in every day after washing their hands. A classroom-decorating competition was conducted with hand hygiene as the theme for students to run wild with their creativity and build stronger teamwork. The schools would allocate a short break time in between classes every day for the kids to work on this fun little project. In order to ensure the continuation of good hygiene practices after the program, all students received Lifebuoy soap to share with their families. At the end of the campaign, an event was held where selected students joined guest celebrities Hosaini Keewon and Layla Sania to perform the song on stage in celebration of Global Handwashing Day, which was met with thunderous applause.

Effectiveness
Provided RM549K worth of Lifebuoy products to 7200 kindergartens and 180K pre-schoolers. +RM1.8mil sales during campaign period vs previous year Overall TA’s concern for family health increased from 76% to 83% after campaign ended. Lifebuoy brand metric scores increased (before vs. after): Consideration (30.2 to 40.1) Purchase Intent (16.9 to 24.5) Recommendation (36.5 to 45.3) +160bps in overall market share for masses +40bps in provision market (mini markets) share during campaign period 112 TikTok videos were created, featuring 24 native languages and dialects from users. More than 668k engagements on social media 7% Engagement Rate for KOL videos (3.5x higher than industry benchmark) +30 bps Market share in subsequent month across masses (Oct) Given the success of the programme, it has been made an annual must have for the brand

2023 | |

Didi & Friends and Johnson’s Unite: A Magical Harmony that gets you singing from Head to Toe!

Advertiser: JNTL (Malaysia) Sdn Bhd
Brand: Johnson's Baby
Creative Agency: UNIVERSAL McCANN
Credits: -

Screenshot 2023-10-14 at 12.32.10 AM

Objective & Challenge
Germprotection body wash and shampoo categories have thrived in this postpandemic world. And in this new normal, Johnson&Johnson’sActiveKids Range wanted to protect the joy that play brings to both children and parents. However, Johnson&Johnson is not as wellknown as other brands in the market who had always had an antigerm positioning. Because children’s skin is more sensitive compared to adults, we needed to educate parents that antibacterial bodywash might cause more harm than help, as good bacteria will also be killed and therefore compromising kids’ skin health. With the Johnson&Johnson’sActiveKids range, we needed to drive awareness that it is not just gentle and safe to use from head to toe, but also provides the complete protection with the bath, shampoo and powder products.

Insight & Strategy
We knew 2 things. Firstly, Pester power wields significant influence over parental purchasing decisions, shaping their choices based on the persuasive appeals of their children. Secondly, studies have long shown that children learn through songs and everyone grew up learning their ABCs and 123s with popular children’s songs and nursery rhymes. And it remains a fun and effective way to educate children with parents via online Music Videos of childrens’ songs. Understanding this, we decided to utilize nursery rhymes as an effective tool to educate both kids and parents alike about the vital role of Johnson’sActiveKids headtotoe range. And what better way than the everpopular “Heads, Shoulders, Knees and Toes” children’s song! To bring the idea to live, we partnered with Didi & Friends, Malaysia’s No. 1 preschool, 3Danimated musical entertainment cartoon and created a BM version of the “Heads, Shoulders, Knees and Toes” song and Music Video.

Execution
Didi & Friends is hugely popular in Malaysia with 6.57Mil YouTube subscribers, 532k followers in Facebook & 415k followers in Instagram. As the winner of Best Preschool Animation at the 2019 Asian Television Award, it is also a credible and trusted platform amongst parents. Working with Didi & Friends platform, we reimagined the beloved children’s song ‘Head, Shoulders, Knees and Toes’ and gave the Music Video a Johnson&Johnson’sActiveKids unique touch: 1) We crafted lyrics that invited children to indulge in the delightful experience of using Johnson&Johnson’sActiveKids range such as ‘Let’s embrace cleanliness and freshness with Johnson’sShampoo’. This is translated from the original BM version of ‘Mari bersihkan diri kita dengan Johnson’sShampoo’. 2) We creatively and seamlessly featured the different products of the ActiveKids range in the Music Video for each body part mentioned in the song. The 3 main characters of Didi, Nana and Jojo took turns to sing and dance to the song and taught parents and kids which Johnson&Johnson products was suitable for their different body cleansing needs. For instance, during the segment for head, we featured Jojo (Didi’s Friend) with Johnson’sShampoo. Whilst for the segment for body, we had Nana (another of Didi’s friend) singing with the Johnson&Johnson’sActiveBath product. Lastly, Didi closed the whole body routine with Johnson’sPowder to keep one feeling fresh and smelling good throughout the day. 3) The Music Video was set in a playground setting, to communicate the JohnsonActiveKid’s ‘Joy of Play’ positioning, where parents are assured that their children are protected from germs whilst indulging in outdoor activities. Focusing on high reach and parentingrelevant platforms, we effectively drove our campaign objectives through the media funnel: 1)Awareness: Our strategy started with the catchy music video on Didi & Friends’ YouTube channel to generate buzz and build awareness, leveraging their Facebook & Instagram assets to promote engagement, inviting kids to sing and dance along with Didi & Friends. Ads on Facebook, Instagram, and YouTube expanded the reach, while programmatic richmedia ads focused on parents with a skew to moms, targeting interests, affinities, and inmarket audience such as shoppers, familyfocused individuals, and baby & children’s products, were included to reach potential parents who prioritize their children’s needs. Further amplification was done with key parenting social media influencers, Astro Ceria and Pa&Ma, by sharing posts and articles that highlighted the importance of play for children and emphasized the assurance provided by Johnson’s for a safer and more joyful play experience. 2)Engagement: To engage online customers, we launched an exciting contest utilizing Didi & Friendsthemed Instagram AR filters. The user will be shown wearing Didi’s hat when hovered to their faces and the song is included to encourage kids to dance along. This allowed kids to join the fun, dance with their favourite cartoon characters and share with their friends. Participants were required to purchase the products, capture moments of their kids playtime & post on their public profiles with specific tags and hashtags stands a chance to win prizes. 3)Conversion: Roadshow performances also took place at key hypermarket and supermarket like Lotus’s and AEON. We leveraged on the partnership’s branding rights to create eyecatching Didi & Friends product displays and brought the beloved mascots to interact with customers. This allowed push towards sales as kids influenced parents to purchase products that their favourite cartoon characters used. This approach not only reinforced brand visibility, it directs engagement with the kids that ultimately lead to sales. The campaign’s sustained presence and reinforcement across various touchpoints created lasting impact, effectively communicating the value of Johnson’s products.

Effectiveness
The campaign yielded impressive results, demonstrating its effectiveness in both business & campaign: 1. Brand Awareness increased +2%, Brand buzz increased +7% & Brand recommendation increased 1.4% as compared to previous month (Source: YouGov) 2. Sales experienced remarkable growth, with +27% increase in bath products, +16.2% in shampoo, and +22.8% in powder compared to the previous year. 3. Roadshow sales at Lotus’s saw notable +32% growth, while AEON achieved exceptional +113.9% growth. For campaign media metrics: 1. The Johnson’sBaby YouTube video received impressive 3.6 million views, Didi & Friend’s YouTube video received organic view of 441k. 2. Our campaign reached significant audience of 8.7 million on Facebook and Instagram, with over 268k engagements. The powerful message of safeguarding children, providing sweat protection, and ensuring lasting freshness with the iconic phrase ‘kepala, bahu, lutut, kaki, dengan Johnson’s’ deeply resonated with our target audience.

2023 | |

Sime Darby Property: Homebuyer Hunting INDEX

Advertiser: Sime Darby Property
Brand: Sime Darby Property
Creative Agency: MINDSHARE MALAYSIA
Credits: -

Objective & Challenge
CNY presented the perfect opportunity for SDP to launch a festive campaign with a sales purpose in Klang Valley. The objective was to usher the new year with a property sales promotion across 6 townships in Klang Valley that allowed homebuyers to make their dream home a reality. While potential home buyers could drop leads online, 70% of home buyers preferred to visit sales galleries and only register if they are interested. Sime Darby Property (SDP) recognized that it could drive wider awareness for its CNY campaign with Out-Of-Home, only if leads and performance could be tracked. Challenge: How could we transform Out-Of-Home advertising, which primarily creates awareness, into a medium that is tracked, measurable and one that ultimately drive sales?

Insight & Strategy
INSIGHT & STRATEGY (30%) The decision-making process for OOH placements involved considering various data sources and factors to target potential home buyers effectively. Insight: When it comes to identifying potential home buyers, understanding of the demographics and preferences can be derived from analyzing the places where audiences reside and the locations they frequently visit. So we had to come up with a few new ways to cut data based on location and places of interest (POI) data to determine the demographics on ground. 1. Halal index: We utilized the halal index to identify locations in Klang Valley with a high density of Malay population. This data, derived from the presence of halal food establishments, helped us understand the racial makeup of different areas. It allowed us to target OOH placements in areas where the potential home buyer audience was likely to have a significant Malay population. 2. Non-halal index: This index indicated areas with a high density of Chinese population based on the presence of non-halal food establishments. By considering this index, we could further refine our OOH placements to target areas with a significant Chinese home buyer audience. 3. School index: This index helped us gauge the concentration of Chinese schools in surrounding areas. By identifying locations with Sekolah Kebangsaan Jenis Cina (Chinese national-type schools), we could target OOH placements in areas where there was a higher probability of reaching the Chinese home buyers. 4. Affluent index: To understand the potential impact on housing prices, we analyzed locations with premium retail outlets, cafes, and groceries, creating an affluent index. This index helped identify areas where potential home buyers with higher purchasing power were likely to be located. By targeting OOH placements in these areas, we could reach an audience more inclined towards premium properties. Additionally, we incorporated median price per square foot data for high-rise and landed properties in different locations. This analysis provided insights into the household economics of each township, helping us understand the affordability and market dynamics. This data guided our decision-making in selecting appropriate OOH placements based on the target market’s purchasing capacity. By building these Indexes, we were able to make informed decisions about OOH placements that would effectively reach and engage potential home buyers in the 6 SDP township catchment areas (Refer to POI Index)

Execution
While the POI indexes were the basis of location selection for each OOH sites – train stops, DOOH, Static OOH and street buntings, we still needed to ensure that we tackled the complexity of omnichannel measurement for SDP’s CNY campaign. However, there wasn’t an off-the-shelf solution that ingested footfall data, ad exposure data and client’s data all in one system. Our Solution: We created a new beta solution called (Reach Optimised Omnichannel Attribution for Retail). RO2AR would help SDP make last-mile metrics a reality for campaign measurement in three steps: Step 1: Seizing the Moment with Timed DOOH Activation First, geo-fenced all OOH placement leading towards all SDP’s sales gallery. From there, it was possible to optimize DOOH media so as to only activate ads at times when there is a high likelihood that captured user devices will be near relevant screens ensuring that we reached the right consumers at the right time. Step 2: Seamless Cross-Channel Retargeting and Remarketing Using this approach, the captured Device IDs were utilized for remarketing and retargeting in mobile advertising through various Demand Side Platforms (DSPs). This allowed us to engage potential buyers and encourage them to explore the Chinese New Year (CNY) promotions further. It also enabled us to attribute the impact of our offline OOH placements and remarketing strategy across mobile, display, and social media channels. Step 3: Measuring Attribution and OOH Impact To accurately measure the effectiveness of our OOH efforts, we geo-fenced every sales gallery in the 6 SDP townships. By attributing the captured Device IDs from various placements to the footfall traffic at the sales galleries, we could analyze which OOH site locations drove the highest and lowest footfall to each gallery. This data provided valuable insights into the conversion lift by comparing the visitation rate of the exposed group (Device IDs captured through geo-fenced locations) with the non-captured Device ID group at each sales gallery. These insights allowed us to assess the impact and success of our OOH campaign in driving footfall and conversions.

Effectiveness
Total OOH Awareness exposure to 48,000,000 million audience (Impressions) Business Results: • Our geo-fencing strategy drove 13k potential homebuyers to the sales gallery, allowing them to experience the SDP developments firsthand and further solidifying their interest. • Our mobile sync via programmatic DOOH strategy drove 148k website lands, resulting in 1.3k leads • Both the above led to significant improvement in conversion rate of 13% (vs. SDP’s benchmark 4%), contributing to 232 unit sales (+17% vs 198 target sales). Moreover, we sold we sold 16 units to those who were exposed to OOH and directly visited the showroom With the mobile device ID we captured, we created custom audience which drove Cost-Efficiency Cost-per-Lead (CPL) down by 47% – Achieved CPL of RM205 (-47% vs. 2022 benchmark RM435)

2023 | |

Knowledge-Driven Innovation: How ‘Eat, Shop, Live Like a Panda’ Redefined the Game

Advertiser: Delivery Hero Malaysia Sdn. Bhd.
Brand: foodpanda
Creative Agency: UNIVERSAL McCANN
Credits: -

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Objective & Challenge
Over the last few years, the food delivery business has expanded rapidly. Beyond foodpanda and Grab, there were now many more new entrants competing in an intense category with more than a dozen players including foodpanda. As a result, consumers are spoiled for choice and have become increasingly promiscuous as they bounce between delivery apps to find the best deals. To keep customers loyal within foodpanda’s ecosystem and reduce churn, we needed to drive awareness and sign-ups for pandapro – foodpanda’s subscription membership that give customers access to exclusive deals in all areas of quick commerce (delivery, food pick-up, groceries and personal care).

Insight & Strategy
WhatsApp and SMS are among the most popular social networking platforms in Malaysia, connecting not only friends and family but also businesses with customers. These platforms are widely used by businesses to communicate with their audience, as they are highly effective in conveying promotions and deals to users of quick-commerce or e-commerce apps. Therefore, WhatsApp and SMS have become the primary means of generating leads within our marketing campaigns. This is further supported by a Gartner report, which observed an impressive opening rate of 98% for SMS, compared to email’s opening rate of 20%. Additionally, a Telemedia report highlighted that WhatsApp boasts an astounding opening rate of 99%. With these insights, the campaign was launched with a comprehensive three-prong strategy, carefully tailored to appeal to different audience segments while leveraging the enticing benefits of pandapro. Its primary goal was to drive customer engagement and action, whether by signing up or placing an order. 1. Converting New Non-foodpanda Users: Aiming to generate awareness about the exclusive deals and discounts available through foodpanda. By showcasing these attractive offerings, the campaign aimed to entice consumers to give foodpanda a try and experience the benefits firsthand. 2. Sign-up Existing Pandapro Users: We highlighted foodpanda’s quick commerce bundle deals, encompassing a wide range of delivery and pick-up options for food, groceries, and personal care items. By emphasizing the convenience and versatility of pandapro, the goal was to drive awareness and engagement among the existing user base. 3. Upsell to Existing Pandapro Subscribers: This aspects aim focused on increasing customer retention and loyalty. By promoting the advantages of annual subscriptions over monthly ones, the campaign sought to convert monthly subscribers into long-term patrons. This strategic approach aimed to enhance customer satisfaction, deepen their commitment to the service, and ultimately foster a sense of loyalty among the pandapro user community. Overall, the campaign deployed a multifaceted strategy to maximize its reach and impact, leveraging distinct approaches with analized data for different audience segments, while emphasizing the appealing aspects of foodpanda and pandapro.

Execution
1)CONVERT New Nonfoodpanda Users To effectively reach the nonfoodpanda users, we first leveraged data from the foodpanda CRM system to exclude existing users. With the hashdata tabulated, we deployed the custom audience targeting across social platforms & worked with media partners to strategically deploy messaging through SMS and WhatsApp, seeding highly attractive offers of ‘RM12 off for first order’ to entice them to try foodpanda. These compelling deals not only generated interest but also acted as catalysts for wordofmouth recommendations. To maximize impact, sitetakeover formats were implemented across top social sites (Says, Ohbulan!, Viralcham) with foodpanda’s logo & banners. 2)SIGN UP Existing foodpanda Users Our campaign recognized the importance of engaging and retaining our existing foodpanda user base as they are the lowhanging fruit that we could push to retain. To achieve this, we leveraged our strong social media presence on platforms like Facebook and Instagram to tap into our social following. Apart from casting the net wide, we analyzed & create 2nd targeting audience based on our past pandapro campaign’s signups demographic & interests to distinguish the pandapro audience. The 3rd targeting then leveraged on pandapro user’s data to create lookalike targeting audience for inmarket approach. We effectively communicated the convenience and savings offered through pandapro’s quick commerce bundle deals. To strengthen the advantages of foodpanda and pandapro’s quick commerce services, we strategically positioned programmatic banners during relevant contextual moments (based on the analytical findings from pandapro’s existing data) on top of the existing foodpanda CRM data. The messaging emphasized “not just 12, but 30 free deliveries every month”, ensuring a continuous exposure of users to the benefits of utilizing these platforms. Furthermore, with the existing foodpanda user hashdata tabulated, we excluded existing pandapro user & crafted SMS and WhatsApp messages that promotes additional discounts such as ‘Free Delivery’ and ’20% off’ on groceries and personal care items exclusively available through pandapro. 3)UPSELL to Existing pandapro Subscribers To enhance customer retention and loyalty, we devised specific strategies targeting existing pandapro subscribers. Leveraging foodpanda’s CRM data, we segmented the pandapro audience into monthly subscribers & annual subscribers. Through targeted SMS and WhatsApp messages, we crafted personal message & introduced an irresistible offer exclusively for our subscribers: an annual subscription fee of only ‘RM 0.99′. This enticing promotion aimed to encourage existing monthly subscribers to upgrade to the annual subscription plan. The message went beyond the discounted price, highlighting additional perks such as ’25% dinein discounts at selected restaurants’ and ‘up to 55% off on additional deals and discounts’. We also distributed unique vouchers exclusively to existing subscribers, enticing them to explore and experience our diverse range of services within the foodpanda ecosystem. This crosspromotion not only encouraged engagement across multiple service offerings but also served as a gentle reminder of the value proposition associated being a pandapro subscriber.

Effectiveness
With the aid of our analytical data, the campaign yielded positive growth for foodpanda in both business and brand health metrics. 1. While pandapro subscriptions saw a remarkable 62% surge during the last month of the campaign compared to non-campaign months. 2. Active users increased by 21% compared to the previous quarter For campaign media metrics: 1. 8 million SMS and 4.2 million WhatsApp messages seeded 2. 148k social engagements 3. 181k clicks were recorded on the sign-up page That’s how we got Malaysians to eat, shop and live like a pro, with Pandapro!

2023 | |

Firefly On The Fly

Advertiser: Firefly
Brand: Firefly
Creative Agency: MINDSHARE MALAYSIA
Credits: -

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Objective & Challenge
Since the pandemic started in 2020, travel has been slow. However, as the situation began to improve in 2022, we were able to resume our media campaign as usual. Firefly, a subsidiary of Malaysian Airlines, wanted to boost their business and regain their share of travelers. With the resurgence in travel demand, it became crucial to navigate the travel landscape strategically and ensure that Firefly remained at the top-of-mind for travelers. Agency’s task: To make the most of the opportunity, we needed to align our ongoing and promotional campaigns to drive traffic to the same destinations and achieve our conversion goals. Our tasks were: • Find new audiences who are interested in traveling and target those who have traveled before or have specific interests. • Use what we learned from past campaigns to improve performance while sticking to a monthly budget of RM20K-RM30K. By addressing these challenges, we aimed to maximize the impact of our media campaign and help Firefly regain their position in the market.

Insight & Strategy
In the dynamic and regulated airline industry, we adopted a two-pronged approach, focusing on both short-term and long-term strategies to drive success for Firefly. For short-term campaigns with shared conversion goals, we employed a tactical approach. We had two options depending on the situation: •If there were short campaigns to run simultaneously, we allocated additional budget to the Always On (AO) campaigns and ran them alongside the promotional campaigns. This ensured continuous visibility and engagement with the target audience. •In some cases, when promotional campaigns took precedence, we temporarily paused AO creatives to prioritize the promotional creatives. Once the promotional campaigns were completed, we resumed the AO campaigns to maintain a consistent presence in the market. For long-term success, we leveraged our existing campaign data, insights, and learnings through AI-powered strategies. This allowed us to optimize Firefly’s media investments and maximize customer acquisitions in an ever-changing landscape. •To drive customer acquisition, we focused on display channels as our primary channel, while utilizing video ads on platforms like YouTube and other relevant platforms in our media mix. This comprehensive approach ensured that we reached a wide range of new audiences across various channels. •To reinforce our messaging and increase engagement, we implemented retargeting strategies. After audiences completed watching video ads, we retargeted them with display ads. This cohesive experience helped bridge the gap between visual engagement and driving actionable outcomes.

Execution
Recognizing the importance of targeted strategies and AI optimization to maximize performance, we delved beyond the standard travel-related audience segment and implemented custom segments, in-market groups, and interest-related strategies that yielded significant results. Targeting Strategies: •Custom Segments: In addition to the standard audience, we identified and targeted custom segments based on specific criteria. These segments, including in-market groups and interest-related strategy groups, delivered the majority of impressions, clicks, and conversions, proving their effectiveness in capturing the right audience. •Lookalike and Retargeting: Two highly successful strategies emerged as top performers in landing and conversion rates. Lookalike targeting allowed us to reach audiences similar to our existing customers, while retargeting engaged users who had previously interacted with our brand. These strategies showcased their ability to drive results and increase customer acquisition. AI Optimization: •Contextual Targeting and Custom Intent: To further drive sales, we employed Contextual Targeting and Custom Intent strategies. These methods showed promising results in landing and conversion rates. However, scaling these strategies posed challenges, necessitating a careful balance between efficiency and scalability. •Leveraging on our Properitary AI Technology: Our proprietary AI technology played a pivotal role in optimizing campaign performance. By harnessing AI and machine learning capabilities, we were able to identify the best-performing segments and assets in real time. This allowed for continuous optimization based on patterns and future predictions, resulting in enhanced efficiency and a quicker reduction in Cost per Acquisition. •Revamped Tagging Structure: To streamline the conversion process, we implemented a revamp of our tagging structure. By focusing on floodlight tags placed on the landing and conversion pages, we simplified the tracking process and prioritized conversions. This implementation increased user traffic to the landing page and facilitated their journey towards conversion. Overall, our insight-driven strategies and AI-driven optimization led to enhanced campaign performance and successful outcomes.

Effectiveness
Our campaign’s success was driven by targeted strategies and AI optimization, yielding remarkable outcomes: 1.38.61% Reduction in Cost-per-Lead: Our targeted strategies and AI optimization significantly reduced the cost incurred for each lead generated. This outcome demonstrates the effectiveness of our tailored targeting approaches in capturing quality leads efficiently. 2.30.3% Reduction in Cost-per-Action: Leveraging our proprietary AI technology, we achieved a substantial decrease in the cost associated with each desired action. This reduction highlights the efficiency gained through real-time optimization and the impact of our AI-driven approach on driving cost-effective actions.