Archives




2019 | |

Hungry, Click, Eat

Advertiser: QSR Stores Sdn Bhd
Brand: KFC
Creative Agency: -
Credits: -

The Challenges
Come 2018, KFC Delivery faced a unique problem. When our ads drove hungry Malaysians to our online delivery platform, often their chosen KFC store couldn’t fulfill the order. Stores had a threshold of supply and the demand was often too high.

Insight, Strategy and the Idea
We discovered:
Insight #1: Hangry consumers are the most unforgiving. Our cart abandonment rates were outrageous. Consumers who had started the ordering process dropped off the website when they learned that their order could not be fulfilled by the neighborhood KFC. They refused to hang around and seek an alternate KFC store (Google Analytics)
Insight #2: 20% of our stores contributed to 74% of sales. So, while few of our stores were overwhelmed with online orders, we had a huge number of ‘quiet’ stores which could accommodate online orders but had no requests. The solution? We built the first ever agile ad delivery system to bridge demand and supply. A system that dynamically altered spends and messaging in accordance to the store’s capacity to fulfill orders; all in real time.

Media Execution
Partnering with Google we set up pinpoint targeting and integrated KFC’s store level data to govern our search ad bids & ad copies. We dynamically deprioritized ads in areas where stores were overwhelmed with orders and shifted the media spends to boost stores with the appetite to supply. We also managed consumer expectations by tweaking ad copies. In areas where stores were unable to fulfill orders, ad copies encouraged in store dining vs online delivery in real time.

Results and Effectiveness
Better Efficiency: For every click that our campaign garnered with the agile ad delivery system, there was a 50% drop in cost. Happier Customers: Thanks to the customer expectations that we managed, CTR shot up from 24.6% to 35.8%, a benchmark for Google itself. It’s simple: hungry, click, eat!

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 | |

Chat For Chicken

Advertiser: QSR Stores Sdn Bhd
Brand: KFC
Creative Agency: -
Credits: -

The Challenges
In 2018, KFC set out to increase the contribution of online delivery to sales.
#1. Food delivery startups were dime a dozen, they offered variety while we offered chicken, just chicken.
#2. And not to forget Promo wars that discouraged loyalty. We needed a breakthrough.

Insight, Strategy and the Idea
1 in 4 conversations on KFC happen on Facebook (Netbase). People were talking about their cravings, sharing promos and drooling over their chicken favourites. We wondered: Can we turn Facebook into a channel of sales? Introducing the Finger Lickin’ bot, an online experience that talks you into buying KFC online.

Media Execution
Start a conversation with KFC on Facebook and you’ll be prompted to order now by our custom built chatbot. Our chatbot brings you through our menu, even explaining what goes into our combo boxes. It takes you through the entire ordering process, from finding your address, adding to cart, up till order confirmation! The upside of creating a chatbot on Facebook was not having to wrestle with page optimization and load time. EDMs were blasted out to KFC loyalists to announce the launch of our chatbot.
1. Time targeted to evening, KFC’s primetime when fans engaged with our page the most
2. Custom messaging: hyping a new experience to younger audiences, while promoting ease of ordering to older consumers. Custom videos & display ads targeting relevant consumer moments wooed visits to the bot.
1. Moments of escapism: targeting trending content & entertainment
2. Special celebratory moments: graduation, engagement, birthdays
3. KFC craving moments: reaching people who visited our website and retargeting KFC Delivery buyers.

Results and Effectiveness
With 3,288 orders made via the Finger Lickin’ Bot, we had achieved a +0.6% lift in online orders thus increasing the contribution of online delivery to overall sales. We had 36K conversations in 8 weeks.1 in 10 conversations translated into sales. #ChatForChicken

2019 | |

Move ROLVA to Tesco

Advertiser: Tesco
Brand: Tesco
Creative Agency: -
Credits: -

The Challenges
In a competitive retail landscape, we were challenged to help Tesco acquire customers by stealing share from Giant. We also need to drive Tesco Clubcard membership app downloads. While mobile is an effective channel, location based online to offline initiatives often lack relevant reach and attribution accuracy, making it an expensive tactic.

Insight, Strategy and the Idea
Our target customers are Value Seekers driven by price offers. Customers are willing to go through lengthy process to redeem a good offer. However, instant discounts are only effective in attracting bargain hunters with low retention. Cashback offers, however, drive better retention rates. Our strategy is to identify our audience of Giant customers, push for app download with a good cashback offer and drive redemption at a Tesco store. Based on Precision Marketing principles, we collaborated with our location data partner to create a hypertargeted solution that enables audience profiling based on historical visits, ad serving using realtime proximity and optimize conversion efficiencies.

Media Execution
We identified our target audience by selecting 7 Tesco stores, tagged 13 nearby Giant stores, identified visitors to these Giant stores in the past 90 days, and created a custom audience segment. We served them an ad when they’re within 5km of selected Tesco stores with the cashback offer redeemable at their next visit through the Tesco Clubcard membership app. To drive urgency, we limited redemption to the 3week campaign period. We closed the conversion loop where we tracked redemption of the offer through the app at the physical Tesco store. Throughout the campaign, we optimized reach and conversion efficiencies by analyzing ad performance against store redemptions using the app.

Results and Effectiveness
We successfully acquired competitors’ customers and drove actual conversions and signups for Tesco with a small media budget of RM50K. The campaign generated over RM1M in incremental sales with a 7x ROAS.

2019 | |

Proton sends cars flying on Malaysia’s 1st online car booking platform!

Advertiser: Proton
Brand: Proton
Creative Agency: -
Credits: -

The Challenges
Consumers were in a carbuying frenzy following the “tax holiday” and subsequent SST discounting. With the launch of Proton’s new SUV delayed until December, how could we get potential buyers to holdoff on their purchases a full 2 months before it’s launched and without any cars in hand.

Insight, Strategy and the Idea
To satiate the consumer’s dealseeking mindset, we set out to sell “the best deal for a spot in the queue”, for a Proton X70. We launched Malaysia’s 1st online prebooking platform. To promote it, it was launched with a deal a 3day flash sale during which you could book the X70 for only RM99! To drive immediate action, it was crucial to create hype and anticipation around the new car as the more you see and hear something about Proton X70, the more likely you are to get in line.

Media Execution
We dominated platforms where car shoppers spend their time on:
• We teased the launch of the online booking platform 3 days before to create anticipation. This included social media, automotive websites, search and programmatic audience buying (auto intenders, in general and SUV intenders specifically)
• Launch domination: We hijacked the top 3 automotive websites with 100% SOV on car category page, search box suggestion and SUV searches. Via impact programmatic buys, we also extended this across other high traffic websites like the Lowyat forum.
• Buzz: Triggering the fearofmissingout through digitorials on automotive and classified websites like Mudah, Paultan.org, and Carbase.
• Action: To drive action, we also retargeted visitors of the X70 product page programmatically.

Results and Effectiveness
Fuelled by earned media totalling RM1.5million (5X that of paid media!), complemented by precision targeting of new car intenders, contributed to Proton achieving over 10,000 bookings online, even before the official launch of the car – that’s half of the Proton X70 annual sales target! Source: Client data