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Challenge
The great flood in Thailand disrupted Honda’s production of cars and parts. Soon after incident, Honda Malaysia suffered an uphill task for recovery due to sharp decline in sales. How can Honda rebound with their budget pale in comparison to the other aggressive competition? 

Solution
The online car consumers tend to receive new information before brands release them. Car enthusiasts’ forums and blogs are most active. They are ahead of the game – purging new information to the market, even before brands announced their launches. During launches, search traffic spikes higher as interested buyers ‘google’ for more information. Honda’s game plan: “takeover every car launch” i.e. whenever there is a car launch, Honda intercepts with their product. 

Execution
We tagged our car to competitor’s parallel model. Upon searching for any car, be it a compact hatch or family sedans, we have a Honda make to match our rival’s. For example, a Mazda2 search on Google, Honda City will intercept. That way, we get to pinch a share of impressions, giving Honda a shot to generate leads. We continuously optimize our search terms and keywords to improve campaign efficiency and ultimately lower our cost-per-click. 

Results
Efficiency did the job for Honda. Honda commands a high search impression share at 28% (overshadows competitors- Volkswagen@19%, [email protected]%, [email protected]%). Overall, strong brand consideration was indicated at 5% Click-through-rate. Honda’s cost-per-acquisition is significantly lower than competitors’ – ranging from 10% to 82% more cost efficient than competition.

Challenge
BRAND’S launched new ‘Inner Shine Ruby Collagen Essence’ to cater to women concerned about ageing. Using the latest in biotechnology, expensive but nourishing ingredients were packaged into a drink. We needed to target a category of women who would buy into the proposition of consuming a drink to prevent ageing. 

Solution
Extensive behavioral research showed that women between 30-39 years were most sensitive towards ageing skin, and extremely knowledgable about ingredients and skin sciences. Relatively affluent and educated, they were most likely to try our product, compared to chemical skin treatments. We deployed a unique search strategy to FILTER these women out from the multitude of beauty centric searches happening. We identified ‘5 Need States’ for searches and overlayed it with appropriate keywords and ad copies. 

Execution
The 5 Need States; Fine Lines, Loss of Elasticity, Roughness, Uneven Skin Tone & Dryness were married with a plethora of skin sciences keywords that included ingredients that were scientifically known to prevent skin ageing and present in natural or artificial forms. We deployed a 24,776 keyword strategy, with multiple variations of what these knowledgeable women audiences would search, and matched with ad copies that conveyed the benefits of consuming ‘Inner Shine Ruby Collagen Essence’. 

Results
This 1st of it’s kind audience targeting helped target 165% more relevant searches which would have been otherwise overlooked. We intercepted 9 Million specific searches related to advanced skin sciences. We sieved out 12,635 highly targeted women to give BRAND’S new product a try. Sales exceeded 10.3% over estimated projections.

Challenge
PETRONAS Lubricants International (PLI) was celebrating its global centenary. PLI’s campaign, “A Century of Fluid Innovation”, included the co created “Fluid Art Movement”. However, lubricants are low involvement, low glamour. Moreover, we were running the campaign in 20 countries. Hence, the challenge is to drive participation in “Fluid Art Movement”. 

Solution
Participants were to submit digital art pieces, created online at website to co create a Global Masterpiece. Most search campaigns use words. But in 20 countries (including Malaysia) that speak different languages, it poses a challenge. We decided to be different – go visual rather than textual. Our focus – using colourful digital art masterpieces and keywords to attract online users, instead of boring words. Using images (works) of “artists” (ordinary consumers) to drive search.

Execution
Bloggers, our F1 drivers Schumacher and Rosberg submitted their own Digital Art Masterpieces, highlighting them in blogs, driving content search. Digital banners in arts & painting spaces to drive traffic. Buying keywords in arts, drawings, painting spaces. Presence in specialized Youtube banners and social seedings. Whenever people searched for art related content in Google, Facebook or Youtube, PLI’s user created art and art movement ads appeared. The visuals lured audiences, driving traffic to campaign site. 

Results
Our campaign created a global art movement. We reached over 20 million impressions, and delivered 47,000 clicks across 20 countries. Total 5,015 digital art masterpieces were submitted. Created valuable word of mouth, and the low glamour product of lubricant was buzzing with colours. We had made search visual!