Archives




2019 | |

#EmoojiKu: A journey of self-discovery and brand experience for tweens and their mothers through Emojis & Music

Advertiser: Dutch Lady
Brand: Dutch Lady
Creative Agency: -
Credits: -

The Challenges
The Flavoured Milk category in Malaysia is on a downslide with penetration declining Y.O.Y since 2018. With competitors doubling spends to fight for the depleting market, Dutch Lady is faced with an uneven playing field.

Insight, Strategy and the Idea
Whilst tweens are active on digital platforms, mothers’ focuses are on traditional media. We developed these insights: Tweens should learn from selfdiscoveries on their own with little or no influence and pressure from their mothers – this will increase ownership and retention of their discoveries. Dutch Lady devised a 3pronged strategy for Tweens & mothers: ATTRACTing consumers & buyers towards an online brand experience EDUCATE & EXCITE on product knowledge & brand experience that fuels talkability CONVERTing users at POS, exposing them to the brand experience, leading to higher brand recalls and potential repeat purchases Dutch Lady created an online Brand Experience Tool called #EmoojiKu on Spotify that allowed Tweens to discover their identity through the language they know best – Emojis & Music. #EmoojiKu, a fun & musical online tool using Emojis, identified the Tween’s state of mind & revealed the Tween’s personality by identifying with their taste in music.

Media Execution
To bring this strategy to life, different media platforms work in clockwork to play their own part for separate target groups separately yet effectively: ATTRACT Mothers with PRINT: Newspaper Advert targeting mothers announcing the #EmoojiKu campaign with an innovation of a Bookmark in the form of an Emoji expressing out of the newspaper seams. This was complimented by a bursting strategy on TV targeting both Mothers. ATTRACT Tweens with DIGITAL: Home Page takeovers on leading digital Radio platform Spotify to attract tweens to the concept of #EmoojiKu EDUCATE Mothers & Tweens with Audio & Video: Functional comms for Moms on nutrition and Fun & Taste for Tweens ensured a complete reach story on media to EDUCATE & EXCITE both the Target groups. CONVERT: Unique #EmoojiKu packaging on the Flavour milk carton finally drove Consideration by influencing Tweens leading to Trial of the product by getting mothers to purchase. BRAND PLATFORM: Scanning the QR code on the packaging took users to the campaign site linked to the Spotify microsite. This one of a kind tool on Spotify’s microsite, worked on an insightful algorithm Identifying Mood with the State of mind, Hairstyle with danceability & Instrument with the Genre of music. Spotify randomized this data story into a custom playlist revealing the Tween’s true identity.

Results and Effectiveness
It was a huge progress for TWEENkind! The penetration of DutchLady’s flavours rocketed to +1.3p.p (6.5% Oct’18 to 7.8% Dec’18) despite a decline in category penetration nationwide. DutchLady also hit the highest penetration for their chocolate flavour since 3 quarters. Source : Kantar Worldpanel, Dec 2018

2019 | |

Tiffany & Co spending big with small amount

Advertiser: Tiffany & Co.
Brand: Tiffany & Co.
Creative Agency: -
Credits: -

The Challenges
Tiffany & Co. has been a prominent jewellery brand for decades. With an upcoming Paper Flower collection launch and in a mission to woo the affluent, we collaborated with Malaysia Tatler to showcase the jewellery collection on their publication and organised an exclusive tea party event. But how do we provide an exclusive, targeted brand experience with a mere budget of RM85k?

Insight, Strategy and the Idea
Exclusivity and indulgence are the top priorities of Tiffany’s target audience. Impact and prominence is key to establishing the lavishness of the launch. Having the product at the front page with key KOL would be ideal but how do we afford that without going overboard with our budgets. We established a collaboration with Malaysia’s Tatler to feature our products on front cover and leveraged on their affluent list of key personnel to launch our collection by providing these group of potential customers a firsthand experience to marvel the Paper Flower collection through an afternoon tea soiree.

Media Execution
Making its exclusive print debut and adorned by two prominent KOLs on the front page of Tatler, the edition’s cover story showcased the Paper Flower range across 10 pages. This is followed up by an exclusive, invite only preview targeted at the publication’s network of high net worth individuals. The hype and coverage over Malaysia’s first Paper Flower preview tea party gave high prominence to the attendees, Tiffany as well across Tatler’s digital and printed content.

Results and Effectiveness
Endowed with RM85k to optimise effectively, we achieved the following:
• We managed to identify, target and garner the interest of Malaysia’s 30 most influential people
• In partnership with Tatler, we generated 6,995 page views of video sponsorship
• Delivered 94,248 impressions on Tatler’s display advertising through mobile and desktop with 0.31% CTR (290 clicks).

2019 | |

Tiffany & Co setting the benchmark for exclusive launch

Advertiser: Tiffany & Co.
Brand: Tiffany & Co.
Creative Agency: -
Credits: -

The Challenges
Tiffany & Co is no stranger in the luxury jewellery sector. Whilst their key target group, the affluent segment, has high spending power, it is important but difficult to garner their interest and make them feel connected with a print advertisement. With an upcoming collection launch, how do we make it tastefully desirable to this segment and draw new potential consumers in this competitive sector?

Insight, Strategy and the Idea
A typical affluent:
1) Wants to feel exclusive and pampered
2) Have firsthand access, ownership and experiences Hence, we had to build an experience that is exclusive, unique and luxurious to position Tiffany & Co as the topofmind for fine jewellery.
We had 2 core tasks to strengthen the brand imagery and trigger consideration through experiences. The strategy was leveraging exclusive events to create unique luxurious experiences that propels the brand together with people into the spotlight, creating hype over an exclusive first preview of Tiffany’s Paper Flower new collection. Thereafter, this luxurious experience for is then broadcasted across the elites to further drive desirability amongst the rest.

Media Execution
The Paper Flower collection premiered on the front cover of the Tatler, Malaysia’s leading luxury magazine featuring a prominent KOL with Tiffany’s jewellery. The edition’s cover story featured the entire collection adorned by wellknown KOLs over full 10 pages. We drove more media attention via an exclusive, invite only preview across the magazine’s network of highnet worth individuals. The hype and coverage over Malaysia’s first Paper Flower collection preview tea party hosted by Tiffany & Malaysia Tatler gave high prominence that extends beyond the attendees; we further amplified it across Tatler’s digital and printed content as well.

Results and Effectiveness
We manage to identify, target and garner the interest of Malaysia’s 30 most influential people, the partnership generated 6,995 page views of video sponsorship and delivered 94,248 impressions on Tatler’s display advertising through mobile and desktop.

2019 | |

“Started from the bottom: Becoming Lazada’s No. 1 Diaper brand for 11.11”

Advertiser: Huggies
Brand: Huggies
Creative Agency: -
Credits: -

The Challenges
In late 2018, despite a wellestablished and successful ecommerce strategy, Huggies was a distant 2nd in the Diaper category on Lazada. With the end of the year approaching the challenge was therefore simple. Identify a source of growth, drive unprecedented revenue and claim the no. 1 spot.

Insight, Strategy and the Idea
Unsurprisingly dealfocused messaging was shown to be the core driver of sales on the platform. With the 11.11 fair approaching we saw this as an opportunity to create interest in the brand above and beyond our base, we just needed the right deal. To address this Huggies launched their Baby Fair promotion offering RM22 off each user’s purchase. A sizeable discount, but worth it if we could drive volume. Therefore, we needed a media strategy that was going to deliver scale, drive users to platform and maximise revenue during the event.

Media Execution
To deliver this, Huggies looked to leverage every learning of 2018 and partnered with Facebook to utilise their data partnership with Lazada. This allowed us to pull product data from the site, measure and optimise using onsite sales data, and deeplink to the Lazada app where most conversions occur. Ads were targeted across the purchase journey utilising broad audiences built from 1st party parents data from leadgeneration, inmarket category shoppers using Lazada segments and aggressive retargeting to ensure interest early in the week converted to sales by the end. Within this audiences were modelled around highvalue potential customers including bulkbuyers, premium product purchasers & frequency customers, all aimed at driving maximum revenue.

Results and Effectiveness
By combining all the learnings and bestpractice we’d accumulated over the year, and a strong deal, we drove unprecedented results.
• 350% increase in weekly revenue
• Overall CPA down 19%
• An overall 23x Return on Ad Spend And to top that off, for the first time Huggies was confirmed as number 1 Diaper brand on Lazada!

2019 | |

#EmoojiKu: How Tweens discovered a new language of Emojis through the power of sound

Advertiser: Dutch Lady
Brand: Dutch Lady
Creative Agency: -
Credits: -

The Challenges
The Flavoured milk category in Malaysia in 2018 was on a downslide with penetration declining Y.OY. Advertiser War broke out with Competitors doubling spends to fight for the depleting market. But how could Dutch Lady with half its competitor budgets ever compete for market share?

Insight, Strategy and the Idea
Solution lied in understanding our audience. We observed that while our TG Tweens dwelled in music & fashion as key interests, they stayed in silent denial of their personalities that fuels their impulsive food habits. So, we worked on the insight “Tweens learn from Self Discovery. If you force them, they won’t budge, if you make them discover it, they will OWN it” Dutch Lady devised a strategy where Tweens discovering themselves will lead to talkability lending to higher SOV & a stronger Brand Recall at POS. “Discover them, so they discover us” So for the first time in the world history, Dutch Lady took the lead to create an online Tool that allowed Tweens to discover their identity through the language they know best – EMOJIS & Music. #EmoojiKu, a fun & musical online tool using Emojis, made in partnership with Spotify identified the Tween’s state of mind & revealed the Tween’s personality by identifying with their taste in music.

Media Execution
This one of a kind tool on Spotify’s microsite, worked on an insightful algorithm Identifying Mood with the State of mind, Hairstyle with danceability & Instrument with the Genre of music. Spotify randomized this data story into a custom playlist revealing the Tween’s true identity.

Results and Effectiveness
A small step for man, a huge step for TWEENkind ! Penetration of DL flavours rocketed to +1.3p.p (6.5% Oct’18 to 7.8% Dec’18) despite a decline in category penetration nationwide. DutchLady hit the highest penetration for chocolate flavor since 3 quarters.
Source : Kantar Worldpanel, Dec 2018