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2022 | |

Striking The Best Impression for Proton with Customised Artificial Intelligence

Advertiser: Proton Edar
Brand: Proton
Creative Agency: GrowthOps
Credits: Aravind Menon - Xaxis Malaysia, Managing Director Pamela Ooi - Xaxis Malaysia, Director, Programmatic Strategy & Insights Rohand Nair - Xaxis Malaysia, Senior Executive, Engagement Justin Alanzo de Souza - Xaxis Malaysia, Director, Operations Casii Tiu - Xaxis Malaysia, Executive, Operations Sheley Lim - Wavemaker Malaysia, Head of Digital

Objective & Challenge
Proton wanted to drive conversions with the primary goal to increase car bookings and secondary goal to increase test drives. To do this effectively, it was vital to reach quality audiences with precision by leveraging the data that affects their business goals to get stronger outcomes for every media dollar. We embarked on a series of actions for Proton: 1) Analysed Proton’s website data 2) Correlated data to media activation 3) Established a hypothesis 4) Create customised strategy unique to Proton’s true business goal Our proprietary artificial intelligence (AI) technology gathered data and optimised media buying in real time. Utilising the data collected, the AI team developed weightage against those metrics and developed a customised algorithm (Custom Outcome Strategy) to further drive performance for Proton.

Insight & Strategy
As first of its kind in the market, a customised algorithm strategy was created to drive value and differentiation for Proton that took a granular view into audience segments, website user journey, media performance and budget allocation all in real time within the campaign optimisation. Through a unique optimisation strategy that applies AI to make thousands of data-driven decisions behind the scenes, key digital actions and website signals were correlated to real life test drives. By employing an algorithmic strategy built on hundreds of thousands of learning models to discover and automatically act on hidden pools of value, we increased the likelihood of a real dealership visit while improving cost effectiveness. We also discovered website activity trends and behavior that most significantly impact client’s goals and adjusted delivery in real time.

Execution
First, a page audit was done to ensure proper tagging of all the pages on the website using Machine Learning models built on top of various user touchpoints, captured by DSP pixels. These models quantified how likely each of these touchpoints led to a lead or booking generation. Customised weightage scores were assigned to each page based on its correlation to the conversion goal of bookings and test drives. This weightage formed the basis of the algorithm powering our optimisation strategy. Our proprietary AI technology then used these pixel weights (scores) to maximise towards dealer quotes with its ability to continuously improve and provide more efficiency across the campaign period. We learned exactly what works and what does not for Proton – the data clearly showed us the right way forward with most relevant buyer personas, detailed customer journeys (from awareness to purchase) and data on most effective messaging and creatives.

Effectiveness
The Customised Strategy + Proprietary AI approach saw strong results and drove an efficient performance, capturing the right users at the right time who showed high purchase intent. We achieved 166% in landing rate, and 42% decrease in Cost per Land throughout the whole campaign. Aside from that, we garnered 222% increase in conversion rate and amazing results in 88% decrease in Cost per Acquisition. Our collaboration with Proton has got them excited to test out additional customised metrics for future campaigns. With the digital media industry facing more complexity and uncertainty than ever, Proton’s interest in outcomebased strategies will guarantee business results from their marketing investments. Outcomebased media will be even more important as cookies start to diminish and firstparty data become more important.

2023 | |

Awesome Day, Awesome Night: Time-targeted Ads for Samsung Galaxy A Series Customizing Ads that highlight the Best Features for Daytime and Nighttime resulting in Brand and Sales Impact

Advertiser: Samsung Malaysia
Brand: Samsung Malaysia
Creative Agency: STARCOM MEDIAVEST GROUP, A DIVISION OF VIVAKI (MALAYSIA) SDN BHD
Credits: -

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Objective & Challenge
The mid-range smartphone market is highly competitive with numerous brands offering feature-rich device at an affordable price with camera marketing as their key communication strategy. In 2023, Samsung introduces a night mode camera setting known as “Nightography” into the Samsung Galaxy A Series to appeal to Gen MZ consumers whom want a premium smartphone experience without the high price tag associated with a flagship device The following objective was set: Business Objective: Drive business growth (+5pts gain in market share) for Galaxy A Series in the non-flagship segment Marketing & Communication Objective: Drive awareness and create a differentiation for Galaxy A Series

Objective & Challenge
Samsung as the Smartphone market leader in Malaysia has always sought to be the first-mover in Tech. With the launch of Foldables Galaxy Z Flip 4 Fold 4, Samsung envisioned to take on the bold challenge to “Make Foldables Mainstream”, rethink the conventional bar phone, and pave the way for the next-gen Galaxy Samsung Foldables. With data at the core of audience analysis, Samsung identified the consumer segments that need to be addressed with high-importance & high-urgency, by layering in insights from Samsung’s Device Share data (% of Samsung Users vs. Competitors, Brand Switching Behavior, and Retention Upgrade Behavior), Market Share intelligence (quarterly dips and peaks vs. competitor smartphone launches), and website analytics (audience segmentation and behavior). Samsung focused on cementing Galaxy Z Flip4 & Z Fold4 as the most innovative smartphones that enable Gen MZ to unfold new meaningful possibilities and social experiences. Objective 1: Accelerate Samsung Market Share Increase Objective 2: Drive Maximum Volumes for Samsung Galaxy Z Series vs. previous year Objective 3: Increase Samsung Brand Health Metrics and Awareness Levels for Samsung Foldables

Insight & Strategy
Samsung utilized insights from their first-party Device Share data, Market Share intelligence, and website analytics to determine the best area for growth and arrest churn. Deeper analysis of consumer data yielded insights on demographics, location, purchase behaviors, and upgrade consideration that allowed us to create accurate segmentation and personalized journeys. Intense Competitive Heat within the Smartphone Foldables Category: To extend Samsung’s Market Leadership, the brand also needs to overcome the challenge of the growing foldables category with other Smartphone brands coming out with their own Foldables models. Samsung paved the way for the foldables phone category in 2021, primarily targeted towards the early adopters and tech-enthusiast. With it’s latest innovation, the Samsung Galaxy Z Flip4 & Z Fold4, the thrust was to “Make Foldables Mainstream”. There’s a growing awareness and recall for the Samsung foldables phones since it’s first launch. Sales data from previous year also shows that Galaxy Foldables has a strong power to convert non-Samsung Users, as the unique proposition appealed to consumers. However, category insights show that Foldables Second Movers are following suit. Strategy: Owning the Foldables Space (before competitors do). Samsung must continue to leverage Galaxy Z Series to switch Competitor Users, while upgrading and retaining Samsung Users. Enable data-driven targeting (Performance Marketing, Dynamic Creative Optimization for creatives/comms personalization, Programmatic networks capturing affinities derived from content consumption, Leads Generation, CRM for direct & targeted actions). Evolving Gen MZ (Millennials & Gen Z) Media Consumption Behavior: Emerging out of the pandemic & into a new era, Gen MZs curate their preferences based on their need, state, and outlook of the future. A compelling proposition is mandatory to gain share of mind & wallet among Gen MZ. MY consumers move fluidly across online & offline channels across Consumer Experience Journey loop, demanding a seamless integrated experience. Strategy: Enable Optimal Support and Full-funnel activation targeting Gen MZ for both Galaxy Z Flip4 and Z Fold4 driving drive scale & high impact (TV, Digital, Radio, OOH) to deliver on Awareness/Consideration goals for Foldables, while maximizing performance media (Search, Conversion ad formats via Display, Social, Programmatic) to close the sales loop.

Execution
With the cutthroat competition within the Tech category, it is essential for Samsung to leverage on data to effectively connect with the right audience, communicating with the right message through the right channel. To make Samsung Foldable Phones mainstream in Malaysia, a twopronged approach was deployed from Launch to Landing: Big Launch: FastStart Domination to Drive Impact. Samsung frontloaded Massive Awareness by ramping up early on HighReach Platforms among Gen MZ – leveraging on Holistic ScreenNeutral Planning for TV and Online Video, Digital Takeover Ads (Social, Display, Programmatic) and Premium OOH sites in Hightraffic CBD Locations. The awareness ads communicated Galaxy Z Series’ distinctiveness and unique features, standing out from the rest of the smartphone models in the market. Samsung activated a 360degree Roadblock Approach Online & Offline – covering TVC premium positions, dominating OOH, and highimpact Digital formats. Consideration for Foldable phones on Search was also diverted to Samsung, owning relevant keyword searches for Flip/Fold phones. Successful Landing: Accelerate Conversions Momentum Quickly. Reach & reengage consumers by serving them with the most relevant message at each stage of the Consumer Experience Journey. A twotrack approach was implemented on targeting and communications to derive efficiency, differentiating highpropensity audiences for Flip (lifestyleskewed) and Fold (premium and productivityfocused). Personalized experiences through Dynamic Creative Optimization and Audience Customization was created for Flip intenders vs. Fold intenders, segmenting targeting, passion points, and comms that influence key buying factors. Precise targeting was deployed by anchoring on device and consumer data sources from aggregated firstparty signals (Samsung CRM/User base data) to thirdparty device data (device ownership & usage) sources. Digital Performance Marketing & Commerce ads (Social, Programmatic, Display, Search) were implemented to capture Highpropensity Audiences (Samsung Upgraders, Switchers, Retargeted audiences) directing them to Samsung Online Store, optimizing for Qualified Landings, AddtoCart, and Conversions. Samsung capitalized on a combination of USP communications, deals/offers, and valuable hooks that encourage consumers to jump into Samsung Foldables.

Effectiveness
Overall, Samsung went above and beyond Making Foldables Mainstream with the staggering positive results– Objective 1 Market Share Impact: Contributed to significant increase at +7% Market Share for Samsung maintaining the Leadership position based on GFK Mobile Volume trends. Objective 2: Sellthrough Impact: Delivered 20x higher Orders vs. Previous Year. Sellout data indicated that ~30% of total purchasers are Switchers from other Competitor brands (SEAO Consumer and Market Insights 2022). Search lift study also showed a positive lift on Search consideration for Samsung Foldables coming from audiences who were exposed to Upper funnel media strategies. Objective 3 Brand Health Metrics Impact: Increased Samsung Brand Health Metrics (+7pts) among Millennials and Gen Z, Awareness Levels (+9points)and Competitive index for Samsung Foldables based on Samsung’s thirdparty measurement. Brand lift study showed significant incremental lift in Unaided Ad Recall, TopofMind Awareness (when consumers think of Foldables phones), and Consumer Agreement on whether Samsung is leading the trends on Foldables.

2023 | |

Hijacking Last Mile Traffic

Advertiser: UMW Toyota Motor Sdn Bhd
Brand: UMW Toyota Motor Sdn Bhd
Creative Agency: SEED INTEGRATED MALAYSIA SDN BHD
Credits: -

Objective & Challenge
Toyota Malaysia has recognized the importance of static and digital billboard advertising as a sales support tool for their dealers over the past 7 years. However, measuring the effectiveness of out-of-home (OOH) advertising has always been a challenge. While OOH is known for building brand presence, it is difficult to accurately assess its impact and attribute specific results, as OOH buys are typically part of a larger media plan. The reported “reach” for each site is often based on outdated data from the Road Transport Department (JPJ), relying on manual counts and estimation from site owners. This lack of precise measurement makes it challenging for Toyota Malaysia to fully understand the effects of OOH advertising. Considering these circumstances, we were entrusted with the task of re-evaluating Toyota’s D/OOH approach and defining its role in the media mix. Our primary objective is to enhance the effectiveness of this growing advertising channel. Ultimately, our goal is to enhance the effectiveness of Toyota Malaysia’s D/OOH advertising efforts, allowing them to optimize their media mix and achieve greater returns on investment.

Insight & Strategy
The introduction of programmatic buying in the out-of-home (OOH) channel has opened new possibilities for tracking, measuring, and utilizing rich data. Recognizing this opportunity, we identified the potential to activate and leverage data to drive significant business impact for the Toyota brand. Rather than using traditional OOH solely for awareness purposes, we propose an innovative approach: leveraging programmatic digital out-of-home (pDOOH) to target bottom-funnel results and increase purchase intent for the all-new VIOS launch. Our goal is to drive footfall to Toyota showrooms, as historical data demonstrates a close-to-100% test drive conversion rate and a subsequent sales conversion rate of 61.8% (1). By attracting quality intenders to Toyota showrooms through pDOOH campaigns, we can nearly guarantee test drives and, ultimately, sales. However, we faced the challenge of isolating the impact of D/OOH in our campaign since the channel is usually part of a larger launch plan. To address this challenge, we partnered with Hivestack, a leading provider of real-time footfall measurement technology. By applying this technique during our campaign, we were able to accurately assess the function and contribution of pDOOH. This approach allowed us to isolate and measure the traffic uplift generated by pDOOH, providing valuable insights into its effectiveness and return on investment.

Execution
To ensure the success of our campaign, meticulous planning and setting the right parameters are crucial. Here’s our approach: First, we focus on building a significant audience: Programmatic DOOH offers the advantage of leveraging data to precisely target specific segments. We utilize this capability to identify and build a valuable audience segment that maximizes the chances of campaign success. Since the VIOS is a mass model, our primary criteria are “Automotive Intenders,” while keeping the remaining demographics open. To further refine the audience and ensure serious B-segment intenders, we strategically geofence our screens around Honda showrooms within the Klang Valley. Research has shown that Honda City and Toyota VIOS are consistently the top two choices for buyers (2). By selecting screens near these areas, we enhance brand visibility and remind potential buyers to consider, and test drive the all-new VIOS. Our aim is to intercept and captivate those on their way to purchase a Honda City, redirecting their attention to the all-new VIOS. Once the audience segment and screen locations are determined, we run the campaign for six weeks, starting from mid-March, to support the launch campaign. Next, we focus on creating a lift study: Throughout the campaign, we meticulously measure device IDs observed at 32 Toyota dealerships in the Klang Valley region and at our pre-selected DOOH screens. These device IDs are categorized into control and exposed groups. By analyzing playlogs, we identify device IDs that passed by screens when the campaign was active (Exposed Group) and when it was inactive (Control Group). To ensure accurate footfall measurements at Toyota showrooms, we employ a polygon technique that distinguishes actual visitors from passers-by. By analyzing the captured data, we attribute the lift in foot traffic by comparing the visitation rates of the exposed group with the control group.

Effectiveness
At the conclusion of the campaign, we observed that the Control Group’s footfall traffic accounted for 37.24%, while the Exposed Group showed a significantly higher rate of 54.24% (3). This indicates a notable footfall uplift of 46%, resulting in an additional 3,463 visitors to the 32 Toyota dealerships who were influenced by our pDOOH campaign. The data clearly demonstrates that individuals exposed to our pDOOH advertising display a greater inclination to visit Toyota showrooms, highlighting the medium’s ability to enhance overall purchase intent and effectively impact the customer’s buying journey. To further validate the efficacy of our approach, we cross-referenced the footfall data with booking orders from the top 10 dealerships with the highest footfall during the campaign. The analysis revealed a strong correlation with the “new footfall traffic” contributing to a remarkable 64% increase in car bookings across all models, including a significant 34% contribution from the all-new VIOS (4). From a business perspective, this translates to an impressive ROI of 29x among these 10 dealerships within a span of just six weeks. These results demonstrate the tangible impact that pDOOH can have on driving business outcomes. Beyond the immediate business impact, this campaign has provided valuable insights that can now be scaled to maximize the potential of hijacking every last mile of car buyers and improving purchase intent. It underscores the power of utilizing pDOOH in the right way to generate incremental and meaningful business results. Sources: 1. Client data – RBS 2022 2. Toyota EBS Survey 3. Toyota VIOS pDOOH Dashboard 4. Client data – 2023 Booking Order by Dealers

2023 | |

From War Room to Boardroom

Advertiser: UMW Toyota Motor Sdn Bhd
Brand: UMW Toyota Motor Sdn Bhd
Creative Agency: SEED INTEGRATED MALAYSIA SDN BHD
Credits: -

Objective & Challenge
Toyota Malaysia has been implementing their always-on performance ad campaigns for the past three years, prior to our involvement in the team. These campaigns have served as a means for the brand to effectively measure and manage key performance indicators (KPIs) across the marketing funnel, particularly from a digital standpoint. As part of this continuous process, it is crucial for us to explore ways to enhance the monitoring, execution, and optimization of decision-making processes that ultimately impact media buys. The question we faced was: How can we improve upon a process that Toyota management is already comfortable and familiar with? To address this, we recognized the importance of taking a step back and examining how we can streamline the time-to-decision and enhance the accuracy of decisions when allocating monthly digital advertising budgets. This approach would ensure that all KPIs are met while maintaining a robust sales pipeline. Our objective was to facilitate faster and more informed decision-making, enabling us to allocate resources effectively and efficiently based on real-time insights and market dynamics. Through this approach, we sought to enhance the overall efficiency and effectiveness of Toyota’s digital advertising strategy, ensuring that every marketing dollar spent delivers maximum impact and contributes to a strong and sustainable sales pipeline.

Insight & Strategy
Managing 160 concurrent campaigns each month to support the sales and order bank of 20 models is a complex and demanding task. The seamless execution of these campaigns requires significant resources and can become labor-intensive. Additionally, without automated reporting, it becomes challenging to identify campaign errors, detect market abnormalities, and make timely adjustments to prevent any sales disruptions. In the highly competitive automotive industry, the speed and accuracy of decision-making are crucial for maintaining a competitive edge. To address these challenges, our team took on the task of developing a customized real-time performance dashboard. This dashboard provides a comprehensive visualization of each campaign, enabling us to analyze month-on-month performance by model and media channels. By having access to this holistic view, we can assess the effectiveness and impact of digital spending on daily key performance indicators (KPIs). With real-time data at our fingertips, we can ensure that management decisions are based on the most up-to-date information available, rather than relying on outdated data from the previous month caused by delayed reporting by multiple intermediaries.

Execution
Building a realistic and meaningful dashboard requires careful consideration and a diligent approach. While anyone can create a dashboard using readily available tools online, we took specific steps to ensure the effectiveness and usability of our dashboard. To begin, we developed a beta version of the dashboard. This allowed us to identify necessary upgrades based on real user frustrations and satisfaction. It’s common for clients to expect numerous features, but in reality, they only utilize a small percentage of a dashboard’s capabilities. By focusing on essential features, we avoid wasting resources and overwhelming users with excessive data. After six months of utilizing the beta dashboard, we gained a deeper understanding of Toyota’s daily, weekly, and monthly reporting requirements. We studied the existing Excel reports used by the client’s user team and engineered the dashboard accordingly. By aligning with the discussions and decisions made in the boardroom for each model planning, we extracted the metrics that truly matter. This approach helps clients avoid data paralysis and focus on key insights. Once we streamlined the dashboard, we began monitoring the metrics that have a significant impact. Daily updates on the performance of each car model allowed us to plan marketing activities accordingly. For example, if a model consistently achieves a low cost per lead (CPL) despite fixed variables in our performance strategy, it indicates high market demand, and we can postpone media campaigns. These insights provided Toyota with a more accurate direction for business decisions, reducing unnecessary advertising and promotional budget wastage. Conversely, if a model’s CPL continuously increases despite various performance measures, the business unit team is alerted to plan a sustained campaign to counteract declining awareness. Additionally, our dashboard includes clear month-on-month monitoring to identify the onset of creative fatigue. This proactive approach allows Toyota to refresh its advertising efforts promptly, without waiting for key performance indicators to decline.

Effectiveness
The implementation of our dashboard not only improved process efficiency but also enhanced the effectiveness of Toyota’s business decisions. Here are some key outcomes we achieved: 1. Better Campaign Management and Faster Decision Making: Our dashboard facilitated improved campaign management, allowing for faster decision making. This led to a 217% improvement in overall cost per lead (CPL) and a cost savings of 6.8% (1). 2. Increased Lead Generation: Since the deployment of the dashboard, we delivered a remarkable increase of 220% in leads over the past 12 months. This significant growth in lead generation can be attributed to the optimized campaigns and data-driven decision-making supported by the dashboard. 3. Identifying Efficacy and Issues: The dashboard enabled us to identify the efficacy of tactics applied to each campaign and platform. For instance, when Toyota revamped its website, we quickly detected a significant drop in “Store Locator” clicks the following month. This allowed us to flag the issue promptly, leading to Toyota rectifying the user experience (UX/UI) on their new website. As a result, the click trend was reversed from January onwards. 4. Clear Insights and Efficient Investments: Decision makers now have access to customized reports that provide them with the exact information they need. They can clearly identify the best-performing platforms for various customer touchpoints, such as test drive leads, brochure downloads, and store locator usage for their respective models. This allows for balanced investments across platforms, maximizing efficiency and return on investment (ROI). Overall, our dashboard has significantly improved the speed and accuracy of decision-making process between the war room and the boardroom. It empowers Toyota’s teams to optimize campaigns, address issues proactively and allocate resources strategically to drive better business outcomes. Sources: 1. Toyota Performance Dashboard 2. Toyota internal data

2023 | |

Dear Nestle, Wellness for Life

Advertiser: Nestlé (Malaysia) Berhad
Brand: Dear Nestle
Creative Agency: MINDSHARE MALAYSIA
Credits: -

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Objective & Challenge
Nestle launched DearNestle in 2019, a centralized Customer Relationship Management (CRM) program with the objective of collecting first-party customer data and fostering customer loyalty across multiple brands and product categories. However, the program has encountered several challenges that need to be addressed: 1. Limited cross-selling opportunities: The program has faced difficulties in capitalizing on cross-selling opportunities due to the existence of brand-siloed recruitment programs. 2. Inadequate incentives and benefits for members: One of the primary challenges faced by DearNestle is the insufficient incentives to encourage customers to submit their data and remain actively engaged with the program. 3. Insufficient transparency on data usage: There has been a lack of transparent communication and clear information about data privacy measures and how customer data is used to build trust and ensure compliance with data protection regulations. When the agency took over the media recruitment and retention task in 2022, we found that the database had only accumulated 350,000 customers as of December 2021. The goal was to reach 800,000 customers by 2023 to actualize the purpose of DearNestle, which is to engage and retain customers for life. We recognized that a comprehensive overhaul was necessary to achieve this objective.

Insight & Strategy
Wellness for Life: A Comprehensive Customer Acquisition and Engagement Strategy To addresss the challenges faced by DearNestle, the agency has developed a robust three-pillar strategy that aligns with the company’s commitment to providing nutritional food offerings throughout every stage of life. This strategy encompasses over 500 brands from five core categories, ensuring a cradle-to-grave approach to wellness. The three-pillar approach focuses on acquisition, retention, and value extraction to optimize customer engagement: 1. Acquisition through need-based data collection: The agency has revamped the data collection process from brand-siloed to need-based, enabling a deeper understanding of the specific food solutions that customers seek based on their household’s unique needs. By capturing this information, we can tailor our offerings and marketing efforts to better meet customer demands, driving higher customer acquisition rates. 2. Retention and valorization through life-stage segmentation: To foster customer loyalty and increase value per customer, we employs life-stage segmentation. This segmentation allows Nestle to identify customers’ current and transitioning life stages, enabling targeted cross-selling and upselling strategies. By providing personalized recommendations and offers based on individual life stages, we can drive higher basket values and encourage long-term customer retention. 3. Always-on value extraction via eCommerce campaigns: Leveraging first-party customer data segmented according to needs and life stages, we implements smarter targeting strategies through eCommerce campaigns. By understanding customers’ specific requirements and preferences, Nestle can deliver tailored advertisements and promotions, driving both initial purchases and repeat transactions. This comprehensive approach establishes an end-to-end CRM ecosystem, encompassing customer acquisition, real-time activation, and equipped with first-party data to adapt to the imminent cookie-less world.

Execution
Activating the three-pillar strategy: Firstly, we initiated an in-depth analysis of the customer journey, focusing on the infant formula category, which emerged as having the most robust database. Leveraging this insight, we mapped out potential nutrition and consumption migration patterns from young families to growing families, enabling us to tailor retargeting and cross-selling offers effectively. To address the challenges surrounding transparency and customer benefits, we took a proactive approach by redesigning the recruitment form for new customer acquisition. The revamped form now allows respondents to select the specific product they wish to try, enabling us to distribute relevant samples accompanied by a special eComm coupon that incentivizes post-trial purchases. This approach ensures a more personalized and value-driven experience for new customers, increasing their engagement and likelihood of becoming loyal brand advocates. Furthermore, we implemented a comprehensive data ingestion process that segmentizes customer data based on their specific needs and life stages. This enriched and segmented data serves as the foundation for an always-on, end-to-end user engagement journey aimed at driving eCommerce conversions. The clear segmentation has guided a shift from brand-led messaging to segment-led eCommerce retargeting communication, ensuring more targeted and relevant interactions with customers. Additionally, the enriched data has informed the development of monthly EDM (Electronic Direct Mail) themes with dynamic content and consistent design, further enhancing the personalized and engaging experience for customers. Through these strategic initiatives, we were able to optimize customer engagement and enhance the overall customer journey. By tailoring our approach based on customer needs and life stages, while leveraging data-driven insights, we successfully drove improved eCommerce conversions and delivered a seamless, value-driven experience to our customers.

Effectiveness
From Wellness to Wallet The three-pillar strategy has delivered notable business improvements: • Need-based data collection achieved the acquisition of 885,000 new customers by December 2022, surpassing the 800,000 target by 11%. • Hyper-segmentation based on life stages increased the active user base by 58% (from 38% in January 2022 to 60% in December 2022). • Continuous data enrichment through always-on campaigns led to a 241% improvement in Return-On-Ad-Spend (ROAS), grew from 3.5x to 8.45x. • Specifically on Shopee, ROAS was 6.7x higher than native audiences. • ROAS improvement across categories: o Infant Formula: ROAS improved by 295%, grew from 0.7x to 1.9x o Coffee: ROAS improved by 277%, grew from 1.2x to 3.2x. o Adult Milk: ROAS improved by 180%, grew from 2x to 3.7x. o Food: ROAS improved by 112%, grew from 3.9x to 4.4x. • A Conversion-lift-Study for Milo in November 2022 showed a significant 24x increase in 1PD (first-party data) ROAS. These results demonstrate the tangible success of the three-pillar strategy in driving business improvements, including customer acquisition, increased user engagement, enhanced e-commerce conversions, and improved ROAS across various product categories.