Malaysian Media Awards Winners Showcase

The Challenges
We needed to increase footfall to 950 Shell stations nationwide, and loyalty card sign-ups, against aggressive competitors offering generous promotions. However, it’s often difficulty to measure effectiveness of short-term tactics, especially in attributing online campaigns to increased footfalls to stores offline.

Insight, Strategy and the Idea
In a media-first for Shell in Malaysia, we leveraged audience and location data to build robust online-to-offline tracking capabilities, giving us an unparalleled competitive advantage to track promo campaign effectiveness. We identified Brand Switchers as our source of business – Shell customers easily swayed by competitor promotions, mapped their psychography online, and then tied them to offline visits, with help from various data partners, and tagged this approach to an ongoing promotional campaign in partnership with BonusLink.

Media Execution
1. Adding layers of 3rd party data honed the generic Brand Switcher audience into the exact behavioural profile required, with two distinct types of switchers identified: Generic – no loyalty to any brand – and Bargain Hunters – lovers of deals and discounts. 2. We then worked with five data providers (Bluekai, Lotame, Acxiom, Eyeota, eXelate) to build an aggregated (and deduped) programmatic audience list of Brand Switchers. 3. We connected the consolidated audience data with Factual, a location data provider, to identify actual Shell Visitors i.e. those physically present at Shell retail stations – linking online-to-offline. 4. By leveraging Google’s DCM that allowed us to capture customers who viewed our programmatic ads, Factual then helped match their digital identifier to actual visits to Shell retail stations, through their mobile device IDs. The full cycle was recorded as one conversion data point, showing the correlation from promo ad to purchase.

Results and Effectiveness
We attributed 7,862 store visits to our digital media. Shell Net Promoter Score increased to bests: 4 (Q3 2017) to 13 (Q4 2017) Loyalty card: +5% active users, +122% sign-ups! Sales: +21% store transactions