Archives

The Challenge
BMW (-4%) sales were slowing against Mercedes (+56%). A marketers’ nightmare! Greater challenge: we had to launch the BMW X5 Plug-in Hybrid Electric Vehicle (PHEV), costing RM 388,800, an expensive, unproven new product category.

Insight, Strategy and the Idea
PHEV users are a different breed: Super-rich and hard to get! Agency insights told us: 1. With escalating fuel price, they were cautious about cost 2. 60% were young buyers, Technology Adopters 3. 55% of potential buyers saw PHEV as environment-friendly car 4. Some were concerned about battery-charging facility We segmented audience into five psychographic segments: 1. “Miserly Millionaires” –cost-conscious consumers 2. “Tree Hugger” –consumers who want to “save the environment” 3. “Tech Taiko” –C-Suites who need to own the latest tech 4. “Performance Seeker” –eDrive technology, combined electric motor and efficient combustion engine. 5. The “Benzer” – diehard Mercedes lovers We then served highly customised messages to encourage test-drive/sales.

Media Execution
High performance execution strategy that quickly changed gears: Gear1: Created custom audience targeting sets for psychographic segments e.g The Benzers – fans and consuming Benz content; Tree Hugger: interested in renewable energy, etc. Gear2: Tailored messages to each group e.g. Miserly Millionaire – “travel from Ampang to Subang without a single drop of fuel” Gear3: A/B creative tests for segments, increasing efficiency. Gear4: Skewed Mobile, increasing conversion 37% Gear5: Geo-fenced ads near BMW showrooms, driving instant test drives Gear6: Bid for top page position in Search to cement leadership position in PHEV category Gear7: Increased sign-ups through Look-Alike clusters Overdrive: Re-targeted those who visited BMW X5 page but did not sign-up

Results and Effectiveness
• 1,000+ test drive sign-ups in just 2 weeks • Sales Exceeded projections by 174% • Showroom footfalls increased 50% • Fastest selling model in 2016 • Most importantly, BMW accelerated past arch rival Mercedes in growth! o Mercedes Sales: (2016 vs. 2015) +8% o BMW Sales: (2016 vs. 2015) +20% We had created the Ultimate Digital Marketing Machine!

The Challenge
Celcom had to quickly relaunch their roaming product (CelcomPassport) to capitalize on the scale of outbound Malaysia travellers, silent roamers who prefer to use a tourist SIM than subscribing to roaming services. Our challenge was to get them to subscribe to our new and improved service during peak year-end travel season, by uniquely understanding their needs.

Insight, Strategy and the Idea
Silent roamers are cost-conscious and do not understand how roaming subscription works but face the hassle of using tourist SIM or locating public wifi. Deep analyses into ‘outbound travellers’ behaviour found that content sharing peaks when they are planning for their travels, of which 84% of content sharing in SEA happens on dark social (WhatsApp, FBMessenger,WeChat, Email). We harnessed this data on dark social by going right into the consideration and action-oriented mindsets of the consumer, to fuel a data-driven paid and owned media strategy.

Media Execution
Leading up to the year-end holidays, we created 3 custom audience segments (Penny-Pinchers, Luxury-Seekers, Pragmatists) based on people’s content sharing habits and psyches on dark social, to relevantly reach out to more than half a million outbound travellers in a month. We targeted the sharers and recipients of messages within the native platform using dynamically created and personalised creatives anchored on tracked conversed data on dark social. At the heart of display and video ads is one key message that travellers can roam freely with CelcomPassport without bill shocks and unnecessary hassles. A Penny-Pincher sees “cheapest deals.” A Luxury-Seeker gets invited to “convenience + premium services.” A Pragmatist sees “hassle-free + value options.” All within 48 hours from the moment the decision to travel is signaled through conversations on dark social.

Results and Effectiveness
In just 4 weeks, we reached 564k outbound travellers, average frequency of 6.25x and 87% video completion rate! And +20x subscriptions vs average number in previous months.

The Challenge
GEMFIVE operates in a highly competitive ecommerce industry where competitors are constantly out pricing each other. Profits were coming down rapidly. Alarmed, client tasked us to find new avenues to counter this oncoming tsunami. Time was literally money.

Insight, Strategy and the Idea
Analysing the client’s business data revealed a behavior that particularly stood out from the typical ecommerce consumer. There was a group of online shoppers who spent lesser time on site but yet transacted at a higher average order value. Belonging to an older age group, residing in the heart of city centers, we also noticed that their online purchases normally took place during the short lunch time window. From the demographic and purchase behavior data, we were able to identify a niche segment of time poor white collar professionals who were likely to not be as price sensitive and would appreciate convenience over cost. These insights gathered from the data was then transferred into our targeting and communication strategies

Media Execution
The emails of this newly discovered type of online shoppers were uploaded onto Google and Facebook’s systems. Once matched, we were able to retarget them with relevant offers, which were determined based on their previous browsing and purchase behaviors. Ads were served during specific times of the day when we knew they were most likely to transact. Furthermore, relentless tweaking of messages ranging from quality assurance, fast delivery, to 6 days customer service was carried out to further improve the conversion rate. Finally, leveraging on Facebook’s lookalike targeting technology, we were able to broaden the base of this lucrative audience through finding other consumers who demonstrated similar demographic and behavioral traits.

Results and Effectiveness
25% rise in average monthly revenue. 47% higher conversion rate. 95% increase in ROI! Busted the previous daily sales record by 175%. Finally, an impressive 569% increase in new customers.

The Challenge
Over four years, GoShop has amassed a massive pool of data on its prospective and existing consumers. The challenge was to dissect this dynamic and growing data pool into consumer insights which can help the brand design and drive effective and relevant marketing campaigns to achieve its business objectives

Insight, Strategy and the Idea
Insights: Data indicated: 1) Most brand consumers will multi-screen, i.e. use their mobile devices while watching TV to do online research on the products they see on TV. 2) Branded content videos delivered higher user engagement than normal ad videos. Strategy: The strategy was to display on users’ mobile screens relevant GoShop promos and ads as they watch home shopping programs on TV. Supplementing this were daily “life hack” branded content relevant to daily trends by using artificial intelligence technology. Idea: The idea was to divert competitors’ viewers to GoShop’s alternate property on official social media platforms by triggering brand ads on their mobile devices. This alternate property will then host branded content showcasing “life hack” videos that leverage daily trends to help solve users’ real life problems.

Media Execution
Using artificial intelligence, “life hack” videos were created on a real-time basis by marrying daily hot trends with relevant products available on GoShop. When competitor’s programs aired on TV, a programmatic trigger would simultaneously display on the user’s mobile device GoShop’s ads showcasing relevant product and promos, diverting them to the brand’s official social media desitinations hosting these “life hack” videos. To further expand reach beyond TV, these videos were also distributed to relevant users across online and social media platforms.

Results and Effectiveness
• Number of purchases doubled, significantly increasing revenue. • eCP0’s were 2.3 times lower than industry benchmarks • 3 times higher engagement rate than industry benchmarks • 4 times higher interaction rates than industry benchmarks • VTR: 20% higher than industry benchmarks