2013




2013 | |

‘Viral’ Outbreak Containment by Operation S.O.A.P

Advertiser: QSR Brands (M) Holdings Sdn Bhd
Brand: KFC Malaysia
Creative Agency: Reprise Media
Credits: Reprise Media / Universal McCann — Ullas Sahadevan (Director, Performance Marketing), Wilson Chin (Solutions Architect, Performance Marketing), Mike Hutany (Performance Marketing Specialist) / Universal McCann (UM) — Rina Low (Business Director) / QSR Brands (M) Holdings Sdn Bhd — Kelvin Hong (General Manager), KFC Marketing

Challenge
KFC faced big backlash and negative publicity following an outlet incident where a KFC staff punched a customer. Negative references were flooding the ‘web o sphere’ and a quick fire strategy was needed to Contain and Neutralize this by highlighting positive actions KFC had taken to remedy this unfortunate situation.

Solution
Search became the first port of call to neutralize and contain this ‘viral outbreak’. We unleashed operation S.O.A.P >

  1. To deflect ‘Strangers’; people unaware of the incident to be influenced
  2. To convince ‘Onlookers’; who were eagerly following latest updates
  3. To convert the ‘Activists’ who thought KFC wasn’t doing enough and finally
  4. To stop the ‘Propagators’ from further spreading the negativity by posting and viraling it on social media, blogs, and websites.

Execution
Targeting and influencing 4 different audiences, our ‘key word’ and copy strategy made sure that our ads occupied top space on Search engines drowning the negative references about the incident when people searched for KFC brand terms or the incident. Our strategic search ad placements intercepted and neutralized negative searches upfront and redirected clicks to a page that contained KFC’s statement & apology, showcasing that KFC had officially addressed the incident prevented negativity from spreading.

Results
Operation S.O.A.P helped contain and propagate the positive steps KFC had taken as a brand to address the incident. 5.5 Million searches were neutralized. Sales and transactions in restaurants went up by 19.8% and 15.4% respectively. KFC brand equity was smartly reinstated, preventing the brand sentiment from spiraling down.

2013 | |

The Blue Ocean of Gold

Advertiser: CIMB Bank
Brand: CIMB eGold
Creative Agency: iProspect Malaysia
Credits: Vizeum Media Services — June Tee (Digital Director), Joanne Yau (Client Services Director), Kenneth Wong (Senior Media Planner), Tan Soon Liang (Digital Director), John Loke (Digital Planner), Ooi Hoay Lee (Buying Manager) / CIMB Bank — Catherine Kiong (Assistant Manager)

Challenge
CIMB Bank is late in the game of offering gold investment account to retail investors. Maybank, Public Bank and KFH dominated the category with traditional media campaigns and non-stop promotions. We did not want to play catch up with competitors. We needed a blue ocean strategy. 

Solution
Traditionally, gold has always been an investment product amongst savvy investors who are older and affluent. However, Google Trends showed that there is a wave of younger investors who are interested in this category. Our Blue Ocean strategy? 1. Use Search, minimal newspaper or magazines 2. Move away from older savvy investors to the “virgin gold investors” 3. Instead of promotion and prizes, we educated.

Execution
Unlike older investors, Gen Y has limited experience, knowledge and budget. With that, calculated risk and research is crucial. Understanding the young gold investors’ mindset, we dominated keywords in the users’ research phase. “how to buy gold”, “gold as investment”, “gold vs USD” We also ensured keywords and ad copies covered seasonal factors as gold prices fluctuated and attracted more demand during CNY period. 

Results
Campaign covered SOV of 80%, garnering more than 1000 clicks/day and had more than 600 gold investment account sign ups. With a healthy market demand in this category and the expansion of a new market, we doubled the targeted business by 200%! Successfully found the buried treasure through Search.

2013 | |

Search’ing Behind Enemy Lines

Advertiser: Nippon Paint Malaysia
Brand: Nippon Paint
Creative Agency: Tribal DDB
Credits: Vizeum Media Services — Tan Soon Liang (Senior Digital Director), Ruby Subramaniam (Senior Digital Planner), Janise Shiaw (Media Manager), Wong Tse San (Head of Communications Planning), Kelly Chua (Senior Client Services Director), John Loke (Digital Planner), Nicole Lee (Media Planner), iProspect Malaysia / Nippon Paint Malaysia — Gladys Goh (Group General Manager), Wong Meng Lee (Brand Manager), Melodie Yap (Marketing Executive)


Challenge
Nippon Paint was a category leader in Search. This changed when our main competitor invested heavily and aggressively hijacked Nippon Paint’s presence. Whenever users searched for ‘Nippon Paint’, Brand X’s ads appeared, redirecting users to their website instead. We needed a strategy to outwit Brand X at their own game.

Solution
Buying the competitors’ branded terms is common practice. We went beyond the norm by identifying generic keywords that were organically driving users to Brand X’s website. For example, searching for ‘house paint’ will see Brand X as the top brand featured, hence driving click-throughs to their website. This ‘blind spot’ was ignored and we capitalized on it! Whilst Brand X was busy fighting us on our turf, we took to their territory without them knowing.

Execution
A key criteria to achieve higher organic Search rankings involved having the relevant keywords displayed prominently on our website. Therefore we studied how Brand X’s website was optimized to Search engines by studying their content thoroughly. As a result, 1,034 keywords were selected, tested and added onto our list to further bid for. We also found ourselves having sole sponsored presence on most of the keywords. With low competition, we could keep the
cost low.

Results
Nippon Paint ‘stole’ 14,143 click- throughs from the main competitor’s keywords. Average monthly visibility increased by 72%! Higher visibility meant more potential clicks. Click-throughs shot up by 95%! More clicks equate to a lower average cost-per-click. Average cost-per-click dropped by 32%! Google Trends confirms that Nippon Paint remains the category leader!

2013 | |

Friso’s Search for Explorer Moms

Advertiser: Dutch Lady Milk Industries
Brand: Friso
Creative Agency: Reprise Media
Credits: Reprise Media / Universal McCann — Ullas Sahadevan (Director, Performance Marketing), Wilson Chin (Solutions Architect, Performance Marketing), Mike Hutany (Performance Marketing Specialist) / Universal McCann — Ramakrishnan C.N. (Vice President), Goh Soo Mei (Associate Director), Cathryn Pak (Assistant Manager), Olivia Lee (Senior Media Planner), Lim Jia Hui (Senior Media Planner), Stephanie Chin (Director Of Operations), Chow Lee Kheng, (Senior Buyer & Implementation) / Dutch Lady Milk Industries — Anja Henze (Marketing Director), Van Tran (Marketing Manager), Christy Yong (Senior Brand Manager), Desiree Cheng (Brand Manager)


Challenge
Friso was facing intense competition in the premium milk category from big pharma companies. Friso wanted to target a segment known as ‘Explorer Moms’ who comprise of 10% of the Malaysian mommy population. The challenge was to target this niche segment and draw them in to consider Friso.

Solution
Explorer Moms believe experience to be a ‘child’s best teacher’, unlike the typical ‘Kiasu’ moms, who believes in academic and sporting achievements as most important. Both are heavy ‘searchers’ online, albeit with a key difference: problem -solution queries of Kiasu moms VS. holistic lifestyle queries of Explorer Moms. Keyword analysis indicated that Yahoo! had higher lifestyle oriented searches from moms than Google. We decided to shift the battleground from the cluttered Google to Yahoo! instead.

Execution
We studied the content available on Yahoo! and crafted an extensive keyword strategy which overlaid holistic lifestyle, to child development queries (‘mother and child yoga’, ‘creative crafts for kids’, ‘teaching charity to children’. This was drastically different from the brand & category specific searches we saw on other search engines.This unique strategy was a resounding fit in effectively reaching Explorer Moms, away from the plethora of child related searches in other search engines.

Results
The results were phenomenal. Some 2.2 Million lifestyle searches were targeted, driving 35,293 Explorer Moms onto the Friso website (81% New Visits). 2,415 sample sign ups were garnered, at an amazing 6.84% new consumer reach out rate. This master strategy boosted consideration to buy Friso by 67% over previous year.

2013 | |

Every Car Launch is a Honda Launch

Advertiser: Honda Malaysia
Brand: Honda
Creative Agency:
Credits: Starcom MediaVest Group (A division of Vivaki Malaysia) — Alexander Wong (Associate Digital Manager), Alex Lee (Digital Executive) / MediaVest — Evelyn Cheah (Senior Media Planner), Tommy Tan (Media Group Head), Stan Chew (Strategy Planning Director)

Challenge
The great flood in Thailand disrupted Honda’s production of cars and parts. Soon after incident, Honda Malaysia suffered an uphill task for recovery due to sharp decline in sales. How can Honda rebound with their budget pale in comparison to the other aggressive competition? 

Solution
The online car consumers tend to receive new information before brands release them. Car enthusiasts’ forums and blogs are most active. They are ahead of the game – purging new information to the market, even before brands announced their launches. During launches, search traffic spikes higher as interested buyers ‘google’ for more information. Honda’s game plan: “takeover every car launch” i.e. whenever there is a car launch, Honda intercepts with their product. 

Execution
We tagged our car to competitor’s parallel model. Upon searching for any car, be it a compact hatch or family sedans, we have a Honda make to match our rival’s. For example, a Mazda2 search on Google, Honda City will intercept. That way, we get to pinch a share of impressions, giving Honda a shot to generate leads. We continuously optimize our search terms and keywords to improve campaign efficiency and ultimately lower our cost-per-click. 

Results
Efficiency did the job for Honda. Honda commands a high search impression share at 28% (overshadows competitors- Volkswagen@19%, Toyota@8.5%, Nissan@6.8%). Overall, strong brand consideration was indicated at 5% Click-through-rate. Honda’s cost-per-acquisition is significantly lower than competitors’ – ranging from 10% to 82% more cost efficient than competition.