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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!

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.

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