2014




2014 | |

Converting Crisis into Opportunity

Advertiser: Dutch Lady Milk Industries
Brand: Friso
Creative Agency: Leo Burnett, The Gush Cloud
Credits: Universal Mccann — Ramakrishnan CN (Senior Vice President), Chinar Joshi (Director Strategy & Consulting), Goh Soo Mei (Associate Director), Cathryn Pak (Media Manager), Ullas Sahadevan (Executive Director), Wilson Chin (Associate Director), Mike Hutany (Performance Marketing Specialist), Lee Kah Yun (Performance Marketing Specialist)

The Challenge
The safety of infant formula milk was severely compromised when Fonterra & Danone announced that bacteria were found in their products, which could cause botulism, a potentially fatal disease. The contamination struck widespread fear in Malaysian mothers which impacted Friso. FRISO had to take proactive actions to stem the crisis.

The Solution – Insight & Idea
Insight: The breach of trust in moms opened a gap in their loyalty, making them re-evaluate their choice afresh & source of milk became a focal point in their decision. We discovered that none of the infant milk manufacturers were able to reassure mothers since they did not control their supply chain, unlike FRISO, which had Grass to Glass control over it. Strategy: We decided to turn the crisis into an opportunity. Agency recommended Search to be the frontliners to deploy a 3-prong strategy. First, to REDIRECT the Fonterra doubters, Secondly to REASSURE Friso consumers that Friso is completely safe, and Thirdly to REINFORCE Friso’s credibility on the full control of the entire supply chain. Idea: As mothers searched for news and information about the Fonterra contamination, we aimed to address that concern by helping reassure mothers that bacteria spread was not a problem affecting all dairy products for their children, and that it could be avoided through proper high quality control of the product, something that Friso as a leading premium brand could guarantee.

The Execution
Within 48 hours of Fonterra announcement, we deployed Search ads to redirect Mothers as they searched actively on the contamination crisis. Mothers seeing the ads were able to quickly comprehend that there was a safe solution to the contamination issue, and Search efforts were focused to: 1) REDIRECT competitor users to Friso’s products which were not affected and safe to use. 2) REASSURE Moms that Friso is fully imported from Holland 3) REINFORCE the fact that Friso had full end-to-end control of its supply chain. After clicking the search ads, they were led to a dedicated webpage that reassured them by showing Friso’s Gold Quality Grass to Glass process using video and educational articles. However this first point of contact was not enough as we knew Mothers would be looking at multiple sources of content online to fully research the contamination situation. We hence remarketed to Mothers using subtle but highly strategically placed display ads targeting news, health, parenting and social websites. This reinforced Friso’s credibility by being visible in all the right places.

The Results
We captured a total of 160,000 highly targeted searches & suddenly repositioned FRISO as the only ‘safe’ choice. This has converted an all-time low of market share in August 2013 to a 1.4% increase in market share in the next 4 months! FRISO emerged a surprise winner in the category, with majority of other competitors bracing market share decline in this period.

2014 | |

The “Thank You Sale” gave DiGi’s brand a lift

Advertiser: DiGi Telecommunications
Brand: DiGi Internet
Creative Agency: J Walter Thompson
Credits: Starcom — Joanne Ong (Planning Manager),Sonya Ong (Media Planner), Aditya Rao (Planning Manager)

The Challenge
With the major upgrading of DiGi services in September’13, there was uproar of dissatisfaction from subscribers and fans. Brand preference dropped 6% and Facebook engagement was slipping. Our challenge was to increase internet plans subscriptions via a sale by driving traffic to our e-store despite unhappy fans.

The Solution – Insight & Idea
We understand that to overcome the cynicism with gratitude and humility, we needed to drive high engagement on social space with the sale themed “Thank You, You”. Social media is a space where brands are able to connect with consumers on a personal level and we feel that’s the best way to drive conversations & conversions around the sale. Customization of the right message to the audience is important for them to feel the need for it, hence we decided to do extensive customization and testing that is able to tie to direct response component. The direct response has to focus on selling new devices with data plans to new customers and up-selling to existing DiGi Subscribers.

The Execution
Using Facebook as a major platform, we bespoked targeting using ‘logout ads’ and ‘Target Block’ units to create mass reach and awareness, whilst tailored Page Post links on the Newsfeed focused on Direct Response audience.In action was extensive AB testing with high quality images to test which creative worked best – “different visuals with same copy” vs. “best visual against 2 different copies”. CTR was used as the metric to compare the AB test results. From the test, we could understand which best visuals and copy worked for our audience. Based on DiGi’s main customer age-group, we targeted DiGi Subscribers and non-DiGi Subscribers separately. Conversion pixel tracking was used to measure the leads and sales online. Specific device and interest targeting were used to drive considerations and conversions across controlled and exposed groups. A 46% lift in adoption rate was seen by people exposed to the ads which resulted in driving offline sales giving 62x RoAS (Return on Advertising Spends). Individual device banners figuring hero devices ran across key online platforms increased online store transactions.

The Results
DiGi successfully retain its subscribers while attracting new ones; Mobile Internet users +2% Q-o-Q, +16% Y-o-Y, Reaching 7,000,000+ unique people helped drove 327,000 facebook engagements, Successfully garnered 679,101 clicks to e-store with 13% click on buy now, Target- blocks achieved 3.8% CTR (300% above industry-benchmark), Acquired 31,372 Facebook fans (65% above industry-benchmark growth rate), 11% brand lift among 25+ helped purchase intent lifted +3pts, Delivered a 62x RoAS, Q4’13 DiGi’s Brand-Preference +21% amongst mobile internet users

2014 | |

Persuasion, Is It Science Or Art?

Advertiser: Nippont Paint (M) Sdn Bhd
Brand: Nippon Paint
Creative Agency: Tribal Worldwide Malaysia
Credits: Vizeum Media Services (M) Sdn Bhd —Tan Soon Liang (Senior Digital Director), Deirdre Phoon (Digital Planner), Vanya Ng (Trainee Digital Executive), Janise Shiaw (Associate Media Director), Nicole Lee (Media Planner), Zef Goh (Media Planner), Frances Chong (Media Planner), Wong Tse San (Head of Communications Planning), Ooi Hoay Lee (Buying Manager);Nippon Paint (M) Sdn Bhd — Wong Meng Lee (Senior Manager - Marketing), Melodie Yap (Marketing Executive)

The Challenge
We were tasked to build a fanbase in a category that has low engagement. Our main competitor, having established themselves on Facebook much longer, had 50k fans. The client set us a target of 100,000! To make it even more challenging, we were not allowed to give out any incentives.

The Solution – Insight & Idea
Without any carrots such as giving away free gifts, vouchers or contests etc, we needed a strategy that gave users a reason to “Like” us, not for the incentives, but because they genuinely wanted to. The key objective was to demonstrate that we can add-value to our audience’s needs. Dr Robert Cialdini, Professor Of Psychology & Marketing at Arizona State University, is the author of “50 Scientifically Proven Ways To Be Persuasive”. A simple persuasion strategy highlighted in his book talked about starting with smaller and more manageable groups. This is then followed by testing various messages to assess which ones resonated best with which group of people. We adopted this method in our Facebook media buy. Instead of sending out generic messages to a single defined audience, we segregated them into smaller groups based on their demographics, interests and behaviour. This allowed us to gain better insights to what they were interested in and customize communication to each of the groups. Then, off we went to the drawing board. A wide variety of content was conceptualized, ranging from renovation tips, colour applications and DIY videos, to product updates and latest trends in interior design.

The Execution
We grouped our audience into 5 different segments. In each of the segments, the audience was categorized according to their interests and behavior. Examples of unique traits included the following: 1. Those who actively look for ways to improvise or do things differently. 2. Early adopters of new products. 3. Independent individuals who preferred to manage things themselves. 4. Looks and design driven consumers. 5. The family men / women. For each of the key traits we grouped and named them Innovator, Trend Setter, DIY Enthusiast, Artist and Mummy & Daddy. Together with the creative agency, we devised and matched the relevant communication to each of the segments. A total of 62 ad copies were created, catering to the different needs of our audience. For example, we provided out-of-the-box ideas to trigger the interest of Innovators, gave design tips to the Artists, and educated Mummies & Daddies on how our chemical free product range is not harmful to their children. The campaign was rolled out in 9 bursts across the year, from May to December.

The Results
The targeted 100,000 fans were achieved four months early and utilizing only half of the allocated budget! Total number of fans achieved by December 2013 was 151,365, which was 51% higher than our KPI. Advertising on Facebook usually sees a conversion rate of 0.05%. Ours was 0.28% which is a 460% improvement, indicating that individualized communication to smaller groups is more effective.

2014 | |

Converting Mummy Worries to Milk Sales

Advertiser: Dutch Lady Milk Industries
Brand: Dutch Lady Growing Up Milk
Creative Agency: Leo Burnett
Credits: Universal Mccann — Ramakrishnan CN (Senior Vice President),Chinar Joshi (Director Strategy & Consulting), Goh Soo Mei (Associate Director), Cathryn Pak (Media Manager), Nina Jayatileke (Media Planner), Ullas Sahadevan (Executive Director), Wilson Chin (Associate Director), Mike Hutany (Performance Marketing Specialist), Lee Kah Yun (Performance Marketing Specialist)

The Challenge
In Malaysian families typically once the kid turns 6 years old, Milk consumption reduces to 1/5th of early years, and other perceived cooler food items step into the nutritional gap. Dutch Lady, leading Malaysian dairy brand, faced the challenge of increasing milk consumption among kids, and fostering milk consumption habit.

The Solution – Insight & Idea
Insight: With even 6 year old kids fasting during the holy month of Ramadhan, there was a new source of tension for mothers. They appreciated their child emulating the Prophet, but couldn’t reconcile themselves to the loss of nutritional intake their baby would go through during fasting days. Strategy: The Holy Book, Quran, highlights milk as the ‘Drink of Heavens’, culturally relevant insight allowed us to position Dutch Lady as the nutrition source for kids during the Holy Month. We understood that at this age mother’s influence wanes, and kids get inspired by their favorite celebrities, thus we worked with Malaysian Darling Mia Sara, to become a FIRST EVER fasting companion for kids during the holy month, and launched Dutch Lady’s Unique Ramadan campaign, with 30 unique videos for each day. Idea: These videos had to precisely targeted to mother and kids to Educate, Engage and Entertain them. We showed them in a strategic, Contextual, multiscreen optimal, Ramadhan stage appropriate and Day part bound manner for maximum impact. We decided to use a complex and rigorous video optimization via our RTB platform and make sure the complete story of Mia Sara is told to every mother in our TA.

The Execution
EVERY DAY a new video was released online to coincide with the ‘Sahur’. Contextually placed over kids content and festive songs we ensured that Moms and Kids were watching it together. Through REAL TIME OPTIMIZATION, on an hourly basis, we understood the viewing pattern of moms. We ‘cloned’ the moms who watched it beyond 50%, we then adserved the ‘clone pools’ to continuously improve conversion. With a frequency cap we ensured that those who were not interested do not see it. The audience clone pool was RETARGETED with the next days video with precision to ensure that she doesnt drop off from the story. When a mom who has not seen the earlier videos came into the pool mid way through the campaign, we REMARKETED the earlier videos to her via SEQUENTIAL TARGETING so that she was able to be upto date with the story of Mia Sara. This ensured that they saw cute Mia Sara partner their child throughout the Holy Month, and kids enjoyed the fasting with their favorite child celebrity.

The Results
Campaign reached 93% of Muslim mothers with more than 3.8 million highly targeted UVs and at massive engagement view rate of 34% Viewrate. Our campaigned turned moms worries to sales. 15% incremental sales from first time Dutch Lady Users and 16% sales coming from competitor users. The ‘Drink of Heaven’ Sales volume increased by 8.5%, which is commendable considering 70% of the country was fasting and there was general decline in sales across F&B category.

2014 | |

Stuck in the Wrong Job!

Advertiser: AIA Berhad
Brand: AIA Life Insurance
Creative Agency: Leo Burnett
Credits: UM Malaysia — Ullas Sahadevan (Executive Director), Wilson Chin (Associate Director), Jonathan Cheong (Senior Manager), Mike Hutany (Specialist), Lee Kah Yun (Insights & Reporting), Chew Kagee (Senior Vice President), Velda Kon (Associate Director). Nick Lim (Business Manager)

The Challenge
AIA wanted to recruit young enterprising salesmen and saleswomen but there was a huge reluctance amongst this target audience to join an insurance firm as they felt an insurance agent’s job was looked down upon.

The Solution – Insight & Idea
Insight: A Randstad job report found that 65% of professional graduate employees planned to leave their jobs in 2013/2014; marking an all time high turnover rate of 13.2% in Malaysia. This target audience was using the Internet to look for new career opportunities that could bail them out of their current job where they found themselves stuck. One big barrier for this audience to take up an insurance agent’s job was the negative perception of the agents. Strategy: We microsegmented the audience profiles of job seekers based on thier content consumption to arrive at four different audience profiles. We studied each profile to identify their need states and devised triggers which were laser sharp and strong enough to create the motivation for change. We deliberately wanted to stay away from the insurance salesman recruitment pitch. Idea: Our biggest barrier was to successfully break away from the negative perception of insurance agents. We decided to overcome this by leveraging the master-stroke AIA had conceptualized; that of rebranding the much loathed insurance agent to someone more dynamic called a ‘Life Planner’. We decided to run first of its kind unbranded creatives which were laser focused on the need states of the segments.

The Execution
The four segments identified were: 1. Stuck Familyman: Heavy consumer of family content 2. Stuck Influencer: Heavy consumer of social media 3. Stuck Scientist: Heavy consumer of financial data 4. Stuck Entrepreneur: Heavy consumer of start up data Highly tailored unbranded ads were targeted to the four segments. These ad banners were strategically ad-scheduled to be more prevalent during the second half of the day where disillusioned corporate employees would feel that irresistible need to click these unbranded banners and understand the thrills of being a ‘Life Planner’. The creative messaging talked about relevance to them. For example to a stuck influencer it showed ‘Turn Your Influence Into Money’, to a stuck scientist it said ‘Turn Your Finance Knowledge Into Money’. Advanced strategies like prospective targeting, retargeting and sequential targeting using intelligent audience platforms ensured that the interested affinity clusters were being bombarded with repetitive messaging on the benefits of considering a career as a life planner. The entire messaging was fresh, vibrant and a complete opposite of the drudgery corporate life painted.

The Results
Our unconventional branding or ‘lack of branding’ strategy made an enthusiastic connect with the alternative career seekers. Our ad communication garnered 170million+ views from frustrated corporate white collared executives. Both our Search and RTB campaigns had CTR rates 4x and 11x above industry average which showcased the impact of the unbranded creatives. Search CPA was 800% lower than other channel buys. AIA’s rebranded Life Planner campaign was a thumping success!