Archives

Challenge
In a year of budget cuts and low sales outlook, we need our Search Campaign to work as hard as possible. So, in addition to increasing site traffic and awareness, we further custom- designed our Search strategy to make it into a CRM-like tool.

Solution
All of MINI’s range of cars provides equal satisfaction. However, each product model stands boldly for a certain driver profile & personality. Our Search strategy cleverly identified who exactly these potential customers are, what models they are interested in, and why, by using keywords which led to clicks to individual models’ product pages. By studying individual product models, we were able to identify emotional triggers that suited the respective models.

Execution
Each product model keyword sets were mapped to individual product pages. E.g. adventure based keywords were reserved for the MINI Countryman because of its crossover characteristics. The Coupe owned keywords about style and fashion because of its chic-ness. We crafted ad copies that conversed with the audience rather than sounding too brochure- ware. This makes the product characteristics come through from real experiences. No other advertiser in Malaysia capitalized on Search ads this way before.

Results
Real sales! 1 in 10 MINI sold in 2011 can be traced directly to leads generated from this campaign, some costing as low as only 0.04 cents, to sell MINIs costing as high as a Quarter Million Ringgit ! Overall, MINI CRM leads in 2011 jumped up a staggering 20%.

Challenge
We were tasked to launch Kolony, a SMS-based social network platform in a crowded market. But to compete with other established social networks like Facebook and Twitter, we needed to engage and acquire users. How could we engage consumers when they were busy viewing worldwide content online?

Solution
Our insight: young adults, 18-30, place less trust in what they are “told” (advertising). They prefer “opinion leaders”(bloggers, celebrities). We chose to use search BOTH as an advertising platform and an editorial medium. We focused on search engine optimization (via payments for advertorial/content via online opinion leaders). We “seeded” key opinion leaders who would generate online content that appeared in organic search results, which consumers would “discover”. Paid ads complemented this content- driven approach.

Execution
We brought “Next Game” to life via a Facebook application where teenagers can submit their entries based on originality and self-defined rules. MILO seeded in its own sports, “FootDunk” and “360 PingPong” were shared and made viral by bloggers who inspired their followers to think creatively and trigger submissions. Other than standard digital media buys to drive site traffic, we deployed creative display ads to strengthen our “Next Game” proposition amongst teenagers.

Results
Reached over 3 million eyeballs online 18,400 Google search results and 500,000 blog views in 11 days Web traffic rose 228% Media ROI: 3.0 12 months: 3.8 million infected users, and spreading Call volume up 21%, SMS up 17%, minutes talked grew 63%. ARPU grew 12%

Challenge
Samsung wanted to be positioned as the #1 Android smartphone in the market, along with being a purchase consideration when the new iPhone launches. In 2011, Samsung launched 4 different smartphones. Besides positioning Samsung as the #1 Android smartphone, our task was to differentiate Samsung in various smartphone segments.

Solution
Before the launch of Galaxy S2, Google Trends showed a spike in searches on the device – people were curious about the phone. Also, the imperfect iPhone design (poor battery performance and reception, fragile screen, etc.) made users search online for new smartphone considerations. This gave us the opportunity to leverage on SEM to capture potential customers for the Samsung Galaxy S2.

Execution
The SEM campaign was designed based on the key insight of people searching for smartphones as well as users researching on iPhone’s flaws and cons. To manage internal clash amongst Samsung models, we segregated the search ads based on screen size and price range. This allowed us to craft our search ads accordingly and to point out purchase considerations that Samsung smartphones are far more superior over iPhones and other android rivals.

Results
We implemented Sitelinks on ad copies where all four models were displayed – resulted a high CTR of 8% (low CPC US$0.11). Models were differentiated with pricing and screen sizes in ad copy. Samsung’s aggressive campaign placed Galaxy S2 ads among the top three for iPhone 4s searches.