Advertiser: Johnson & Johnson Sdn Bhd Brand: Nicorette Creative Agency: RepriseMedia Credits: Ramakrishnan C.N (Executive Director), Samantha Tay (Associate Director), Preeta Mathew (Senior Media Planner), Lim Jia Hui (Media Planner), Ullas Sahadevan (Search Director, RepriseMedia), Linah Lim (Group Brand Manager, Johnson & Johnson Sdn Bhd), Chong Yee Ee (IT/Digital Manager, Johnson & Johnson Sdn Bhd)
Nicorette, the smoking cessation product, was facing intense competition from the launch of Niquitin in the market and needed to differentiate itself amongst those who were thinking of quitting. We had to target the on-the-verge-of- quitting smokers with our message with the highest efficiency.
We understood that the smokers almost never smoked alone and it’s uncool to ‘want to quit’ in company. But increasingly they are getting alienated due to people quitting and limited smoking areas. When smoking alone, they are inseparable from their mobile devices, their ‘buddy’. These smokers could be coaxed into trying out Nicorette if we were able to reach to them during this phase of loneliness, introspection and me-time.
We decided to target them via Apps and browsers in their mobile devices, using contextual ads based on lifestyle, games, health, wellness, sports and other male skewed platforms. The Ad copies were designed to make them curious and lead them to specific information on the site encouraging them to quit smoking. The link led them to the site where they could see more information on how Nicorette
would help them.
The conversions of the device targeted ads was a phenomenal 14 times the normal desktop targeted campaign benchmarks. A whopping 96.2% of the clicks came from apps. We saw the enquiries increase
by a massive 76% in Pharmacies and sales recorded
the highest jump of 41% YoY.
Advertiser: Unilever Malaysia Brand: CIMB 2G2BT SEM Creative Agency: Branded3 Credits: Tan Soon Liang (Digital Director), Ruby Subramaniam (Junior Digital Planner Yeo Li Ying (Trainee Digital Planner), Wong Tse San (Client Services Director), Joanne Yau (Media Director), Yvonne Lee (Senior Media Planner), Suraiya Abdul Samad (Asst. General Manager, CIMB Bank)
All banks involved in Search Engine Marketing are bidding for the same pool of finance- related keywords. Competition is fierce and average bids keep increasing between 20%–30%. How can we avoid paying highly overpriced Cost- Per-Clicks (CPC), and yet effectively reach out to customers who are searching for us?
We crafted a revolutionary digital search segmentation funnel. A “never before” strategy allowed us to identify a user’s current state in the digital purchase cycle based on the keywords they use. We analyzed and allocated 14,605 keywords into the five cycles; awareness, affinity, consideration, preference and action. Thus, the campaign structure was designed by user behavior terms and not by the typical categories listing strategy used for every traditional search campaign.
Customized messaging for every path within the funnel and real-time optimization to drive high levels of click-throughs: 1. Awareness: Broad terms e.g. savings, loans, deposits. 2. Affinity: Lifestyle keywords e.g. smartphone, condo, car. 3. Consideration: Competitive keywords e.g. compare term deposits, best savings interest rates, Citibank. 4. Preference: Highlighting key strengths e.g. CIMB exchange rate, CIMB unit trust, CIMB Investsave. 5. Action: Immediacy to convert e.g. CIMB Bank branch, CIMB customer service, CIMB Bank contact.
Average CPC reduced by 67%. This resulted in 87,518 more clicks for the campaign, exceeding targets by 89%! The industry average Click-Through-Rate is 2% – 3%. This campaign achieved 13.8%. Top text ad position was consistently maintained. Our digital search segmentation funnel worked brilliantly.
Advertiser: Dutch Lady Brand: Friso Creative Agency: Reprise Media Credits: Ramakrishnan C.N (Executive Director), Goh Soo Mei (Media Manager), Olivia Lee (Media Planner), Chow Lee Kheng (Media Buyer), Ullas Sahadevan (Search Director, Reprise Media), Rahul Colaco (Marketing Director, Dutch Lady Milk Industries), Debby Ho (Marketing Manager, Dutch Lady Milk Industries)
Friso had different products catering to all the stages of motherhood. But there was no way of precisely targeting the different segments i.e Pregnant Woman, mother-with-kids 1-3 yrs, 3-6 yrs, with two kids or one expecting her second or third child, with the relevant product offerings from FRISO
Mothers being a concerned lot, high volume of kids nutrition and pregnancy related search were happening. Using this insight we decided to talk to the 7 different segments of mothers via the use of the new Multi-link search – first time ever in Malaysia, in Google search. This innovation allowed us to match ALL SEVEN different mother profiles with the different relevant product offerings and drive sampling with the same message.
We placed 4 different links below the key message, directed towards the mothers, on text ads. By doing so mothers/Would-be mothers saw the product which was relevant to them and made their choice. This break-through idea helped us match Seven audience profiles to 3 segmented products; Friso Gold 3 (1-3 yr olds), Friso Gold 4 (3-9 yr olds), Friso Mum Gold (Pregnant Moms). The last link ‘Request Free Sample’ closed the loop of consumer choice.
It took the search category by storm by talking to 7 segments in one Ad, achieving a CTR of 3.09%, 206% higher than the industry benchmark. The cost- per-acquisition was 76% lower than traditional methods. About 28,000 leads was generated in a short time. Friso Sales increased by 32% YoY.
Advertiser: Nokia Brand: Nokia E72 The Rookie Reality Show Creative Agency: iProspect Credits: Fan Chen Yip (General Manager), Justin Murugaya (General Manager, iProspect), Naveen Thomas (Search Executive, iProspect)
Nokia ran a reality recruitment campaign called “The Rookie” where pre-selected individuals vie for an internship through various challenges armed with the new Nokia E72. We were tasked with promoting the webisodes and our challenge was to retain the show’s weekly viewership.
The idea was to ensure we engaged those who’ve reacted to “The Rookie” ad for the first time, to see a tailored ad message the next time they triggered any of our targeted keywords. This allows us to continue engaging the target audience in the right context of messaging by almost “speaking” to the audience personally. This is “Remarketing” – a powerful new way of matching individual searches with customized messaging.
We launched the campaign in 2 phases, firstly with Conventional Paid Search, and then followed by the “Remarketing” Search method. This called for 2 separate keyword portfolios – the first to blanket wide searches; and the second, to retarget custom searches. When the target audience clicks through on the first ad, a tag is activated, whereby on the next session they search, our customized webisode ads are served to them automatically.
The strategy and execution resulted in reaching over 27,000,000 of the Nokia’s target audience. Google recognized our brilliant innovation and awarded Nokia the Google Googlies award for Promotional Campaign of the year! Thanks to an innovative approach to search marketing.
Advertiser: BMW Brand: BMW Creative Agency: iProspects Credits: Fan Chen Yip (General Manager), Jenny Au (Media Director), Vivian Tah (Accout Manager), Justin Murugaya (General Manager, iProspect)
With mobile becoming more apparent in the lives of its target audience, BMW sought to capitalize on the opportunity to allow its potential customers to “get closer” to the brand by making it convenient to locate showrooms during promotional periods when one is nearby.
Mobile Search was identified as a platform to address the set objectives as desktop searches limits the potential of reaching the audience who are on the move and doesn’t allow the convenience looking for a showroom close to their current location. Because mobile search engines use a GPS locator embedded within smartphones to determine the owner’s current location, we know we could display location based search results on their mobile screen.
So, when potential customers are looking for a BMW showroom, they’d enter their search query into their phone and the search engine returns results with address and contact details of the nearest showroom. All they need to do is simply click on the phone number and call the showroom directly to set their appointment or enquire certain things. A map would also appear from the ad which could direct them to the closest showroom.
This media first in Malaysia by an automotive brand gave BMW a 590% lift on mobile space. It successfully targeted interested consumers, driving them to their closest showroom. The campaign captured close to 7% of showroom searches which would have been a lost opportunity if depended solely on desktop search.