2015




2015 | |

Daily “Lalang Sampai Menang” football predictions

Advertiser: Digi Telecommunications
Brand: Digi
Creative Agency: -
Credits: -

The Challenge
The 2014 FIFA World Cup season is heavily saturated with ads. digi, a non- official sponsor, needed to leverage on the hype to acquire more users.

Insight, Strategy and the Idea
During the World Cup, everybody is a football fan. Hardcore fans suddenly became the minority. We also discovered another important insight about Malaysian audiences: “It’s about winning, not about football”. Digi created a character, “Lalang Chong” that unashamedly mirrored the Malaysian World Cup fan’s mentality – support the winning team. The idea is summed up in the phrase ‘Lalang sampai menang’ (Switch sides until you win). In support of “Lalang Sampai Menang”, Digi introduced a daily prediction based contest where fans could score multiple wins with great value internet deals and attractive prizes. Digital platforms were crucial to create contest awareness and drive telco sales conversions via precision targeting.

Media Execution
We flooded digital space with highly engaging social ads (Facebook, Twitter) and ad network (GDN) targeting specifics ports/football genre and technophiles’ interest on device offers. On Facebook, we created a special football cluster (users with interest in football and sports) and used multiple creative copies to target these different audience, then set to deliver the lowest cost per conversion. We specifically promoted hashtags that resonated with fans during key matches to boost visibility. 5 different themed YouTube videos were delivered to keep the different audience captive.

Results and Effectiveness
We ‘lalang’ till we delivered 6,000+ acquisitions (target over achieved by 200%; average cost per conversion RM55); Ad networks (including GDN) 3,900 conversions (prepaid); Mudah, Lowyat, Facebook drove 2,800 conversions (bundled). Mobile rich media captured 14,000 selfies (43% of total users), ad reached 15,000+ unique users (13,000 visits to contest page). Business-wise for Q3’14 vs. Q3’13 : we saw mobile internet customers grew by 26.5% while Internet revenue grew by 40.3%.

2015 | |

66,000 Moms acquired, at 9x lower cost

Advertiser: SCA Hygiene Malaysia
Brand: Drypers
Creative Agency: -
Credits: -

The Challenge
DrypersBabyClub was a new online CRM platform for millennial parents. Agency’s role: drive membership (Moms with children aged below 3)

Insight, Strategy and the Idea
INSIGHTS:

  1. Moms don’t announce pregnancy on Facebook
  2. Don’t disclose age.
  3. No seasonality for pregnancy. These factors make media targeting extremely difficult. But, we know Moms online behaviour varies in parenthood cycle:
    1. Pre planning:search for pregnancy tips.
    2. Pregnancy:ecommerce sites for baby products, Moms’ Facebook groups.
    3. After birth:parenting sites, Facebook for right diaper size, nutrition, child’s motor development.

STRATEGY: Mirror Moms’ parenthood cycle to drive targeted digital placements.

IDEA: We knew Moms are powerfully attracted to baby images that awaken their maternal instincts. Hence our media placement needed to ensure adequate baby images to grab interest. After grabbing interest, we could convey membership benefits, driving conversion.

Media Execution
Campaign frequency set at 3, maximizing unique reach. Focusing on mirroring parenthood, Agency selected following platforms based on good conversion history.

  1. Facebook: targeting baby pages and e-commerce. Highest budget concentrated here, for medium’s reach, visual impact (babies images).
  2. Search ads: convert active consideration to membership.
  3. Long tail strategy: Parenting sites. We had three optimization phases:
    • EARLY: A/B creative testing on colours, imagery, message used.
    • DURING: •multiple ad sizes to appear in more ad network websites, monthly creative copy refresh. •Arbitrage between mobile (high conversion rate, higher cost) and desktop (lower conversion, lower cost). •Determining saturation, to modify targeting, including: *Female sites included after parenting sites saturated *FB targeting changed from 25-35 years to 20-44,20% improved results.
    • MULTISCREEN: TVC with “sign up for DrypersBabyClub on www.drypers.com”, Search results improved 30%.

Results and Effectiveness

  • Amazing launch, 66,000 Drypers Baby Club sign-ups in 8 months, a global client record!
  • 28% increase in brand loyalty.
  • 17% sign-ups increase, during multiscreen campaign.
  • Digital recruitment costs 9x lower than client’s own offline costs.
  • Malaysia DrypersBabyClub becomes one of global best practices.

2015 | |

Virtual Catalogues get 2.2 billion points redeemed!

Advertiser: Maybank Group
Brand: Maybank Credit Card
Creative Agency: -
Credits: -

The Challenge
Maybank has many Cardmembers who don’t redeem their usage points. Points not redeemed are a liability, as bank needs to reserve money to purchase items and funds become locked up. Instead of merely driving awareness, how could digital media create impactful online campaign, that drives people to the ‘MaybankTreatsFair’(MTF) to for physical redemption?

Insight, Strategy and the Idea
INSIGHT:

  • Catalogues help drive sales (Shoppers’ Insights), both online and offline.
  • Consumers are willing to travel up to 20k to a mall(Kinetic outdoor study)

STRATEGY: three-pronged digital catalogues showcasing

  1. Specific targeting, on high traffic websites, as campaign is short-lived (2 weeks).
  2. Geofencing Mobile, capturing consumers and nearby residents, driving to MTF at MidValley.
  3. Catalogue ad formats to be used, to showcase redeemable items.

IDEAS:

  1. Build a microsite resembling a catalogue, showcasing products.
  2. Digital to drive physical redemption at MTF targeting 20km radius.

Media Execution

Avoiding mass targeting as it creates low click through rates, we target verticals to increase relevance: travel, gadgets,fashion etc.

  1. DRIVE TRAFFIC TO WEBSITE, 60% of budget:(a) Google Catalogue Lightbox, auto- expanding upon scrolling, showcasing 300+ products. Targeting 20 interests.
    (b) Capitalized on Google’s newly launched Google Sponsored Promotion (Gmail ads). Targeting by keywords and domain (eg Lelong.my, fashion, gadgets)
    (c) Google Display, YouTube pre- roll, optimized desktop and mobile.
  2. DRIVE TO MTF, 40% of budget:(a) Geofencing via Mobile Catalogue Lightbox ad, Banners and Search.
    (b) Search execution: •included “location extension”, with Google Map, leading to MTF •customised adtext, matching highly- searched keywords: eg for travel- related keywords: “Travel Packages To Redeem, Use TREATSPoints To get Best Travel Packages At TREATS Fair 14′!”

Results and Effectiveness

  • Google verified for Lightbox: our eCPC is 5 times lower than industry, our 5.41% Engagement Rate is best ever for geo-targeting in MidValley.
  • 264,000 visitors to MTF, 8% higher than 2013.
  • Over RM20 million sales from redemption.
  • 2.2billion TREATSPoints redeemed. Truly rewarding results, worth cataloguing!

2015 | |

NESTLE rallies the entire nation to pledge for a healthier lifestyle!

Advertiser: Nestle
Brand: Nestle Corporate
Creative Agency: -
Credits: -

4 copy

The Challenge
Nestle, being the market leader promoting Nutrition, Health & Wellness, had to pioneer in getting Malaysians to lead healthier lifestyle ensuring association of ‘healthy and nutritional’ food with its range of brands.

Insight, Strategy and the Idea
Everyone ‘Likes’ to be healthy but perception barrier exists that healthy lifestyle is expensive and difficult to maintain in a long run; especially with the economic situation in Malaysia, it was detrimental to the consumers’ pockets. Hence we launched the ‘Promosi Lebih Kebaikan & Nilai’ proposition with two tasks: 1. PLEDGE HEALTHY : Get Malaysians to declare their #JanjiSihat(#HealthPledge). 2. BE HEALTHY : Encourage healthy lifestyle by extending value and saving on Nestle product purchases via Search to reach audience. We decided to reach consumers searching online and garner healthy sentiments on Nestle’s corporate website to showcasing Malaysians in real-time that they aren’t alone.

Media Execution
A performance driven campaign was generated to drive awareness and generate leads by combining Google Search, Facebook and YouTube. Campaign was optimized and adapted based on the day-to-day results. Different ad messaging: family focus vs travel focus; landing pages and USP were tested. Budget was flexible with focus on maximizing conversions. Hourly basis monitoring allowed us to spot the trend of having higher conversion starting from the night of Friday to Sunday. Performance media worked hand- in-hand with offline media – linking specific product promotion of the day to purchase intent of consumers – prompting to submit receipt of purchase. This was done through keyword-selection and adcopies- crafting.

Results and Effectiveness
2 million #JanjiSihat pledges received – doubled of client’s target! Our campaign cost efficiently reached to 7.6 million Malaysians internet population. Website received 70% new visits and overall improvements on Bounce Rate and Time Spent. Within a short period of 1 month, sales have increased by 9%. Nestle successfully boosted Malaysians to be committed to be healthy!

2015 | |

Paving our own paths to purchase!

Advertiser: Nippon Paint (M) Sdn Bhd
Brand: Nippon Momento
Creative Agency: -
Credits: -

The Challenge
When Nippon Paint wanted to aggressively push its textured paint series, Nippon Momento, the brief was clear, “I want people to tear down their wallpapers and use our ‘wallpaper paint’”, but the task was challenging. The campaign was not focused on outdoing Nippon Paint’s paint competitors, but rather entering a whole new market, the category of wallpapers!

Insight, Strategy and the Idea
Insight:

Home improvement’s searches grew 34.4% YoY. CTR grew 48% YoY. This indicates the quality response consumer have towards the answers they find on Search. (source: Google)

Strategy:

Using Search Engines and the capabilities it has today, our strategy was to engage audience from every form possible when they seek information and ideas on wallpaper. Idea: Create a bespoke consumer path that influences each individual audience.

Media Execution
We created an advanced consumer path model with web analytics, social and search data that matched different types of audiences. We made the data actionable by utilizing it in our search campaign. We created multiple audience personas with customized keywords, communications, and filters to know exactly when to push the type of messaging like trial kits, testimonials, catalogues, and such. Our algorithm allowed us to address to more than 50 permutations efficiently. With the data modelling, we identified series of content on forums, websites, apps and blogs where we could trigger the audience’s passion points. Being native in their information discovery, it created an “in-the-moment” effect towards Nippon Momento.

Results and Effectiveness

  • We achieved 2,500 qualified clicks a day
  • Nippon Momento’s SOV on Wallpaper rose to 36%
  • Purchase intent increased to 55% (IPSOS)
  • Dealers stocked up on Nippon Momento, pushing sales up by 181%!