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Challenge
When it comes to travelling, Malaysians depend heavily on search engines to find the best deals, and too often around the cheapest flights & hotels. TuneHotels, a value driven product, is exactly that product people look for. However, it was not getting listed prominently on search engines.

Solutions
Most convenient route for agencies to address this challenge would be paid search paying for ‘sponsored’ placements on search engines. To us, that wasn’t sustainable. We took a journey less travelled, by driving organic search placements for TuneHotels.com. From research, consumers click on organic placements far more than paid placements. We focused on optimizing elements on the website from text to videos, images to social mentions to create the ‘Circle of Influence on search engines

Execution
We commenced our journey with a comprehensive audit on TuneHotels.com (with state-of-the-art technology), mainly by looking at the website as how a Google, Yahoo and Bing crawler would (crawlers see different things on a website, compared to human eyes). As a result we were identified shortfalls within the website, like disproportionate back- links from Google & Yahoo*, key messages being embedded in images*, missing meta keywords*, inefficiencies with keyword density*, canonical URLs and duplicate meta-tags.

Result
Search engine users started Tuning in to TuneHotels.com The number of keywords where TuneHotels.com is ranked #1 in the search engines results page increased by a whopping 27% In terms of search engine saturation, the number of pages from TuneHotels.com increased by 127% on Google, Yahoo and Bing

Challenge
Paid Search was challenged to drive Facebook Fan recruitment for Biotherm Homme, in effort to promote their new product range. As content plays a massive role of cost-efficiency in any Search campaign, Search needed to work hand-in- and with Social content to attract and retain its male target audience. But how?

Solutions
By marrying the art and science of Search! The core idea was conceived by understanding how active content like on facebook pages could help enhance our keyword buy, and how comments and conversations on facebook could aid the Search campaign in terms of relevance and pull.

Execution
We studied the conversations in Biotherm Homme’s Facebook page and from other forums visited by the target audience to generate a keyword list and used it on Google AdWords. Supporting this, we periodically steered conversations in Facebook to suit our Search campaign, in order to increase relevancy and to spark interest. This involved including keywords and conversations about the brand as well as the target audience’s topic of interests.

Result
Within just 2 weeks: • Almost 5 million ad impressions at top positions. • Generated more visits than direct traffic and referring sites combined! • Healthy 57% share of voice on Google • 35% more Facebook Fans The campaign was recognized for its brilliance at the Global Econsultancy Innovation Awards.

Challenge
Nokia wanted to promote their new cost effective social smart phone – The Nokia C3. Search was tasked with generating awareness for the phone in a highly competitive category amongst the Youths of Malaysia, who are bombarded with propositions from other phones that were perceived to be cooler

Solutions
Our strategy required the inclusion of unique targeting styles to overcome ‘youth speak’. To be more relevant to them, we customized our search campaign to suit their lingo and to segment propositions that would resonate better with them. Our three-tiered strategy: – youth oriented search (targeting keywords searched by youths) – phone specific search (using keywords relevant to features useful to youths) – social specific searches (leveraging keywords from social media buzz)

Execution
A strategic structuring method was formed to differentiate their search motivation to capture quality leads, ensuring we created relative awareness, in the 2 major languages used by Malaysian youth searchers, i.e. English and Malay. Youth lingo in both languages was also used in ad copies to be relevant and engaging. E.g. “chill”, “sembang”, “awesome”, “fb tag me”, and more.

Result
Search contributed to the campaign’s 37% higher than expected results and a 42% increase in product pageviews. In 60 days, there were close to 10,000 actions on conversion points of the website. Search was the most successful media at the lowest cost for the campaign.