Malaysian Media Awards Winners Showcase





2023 | |

Firefly On The Fly

Advertiser: Firefly
Brand: Firefly
Creative Agency: MINDSHARE MALAYSIA
Credits: -

SID_420_A

Objective & Challenge
Since the pandemic started in 2020, travel has been slow. However, as the situation began to improve in 2022, we were able to resume our media campaign as usual. Firefly, a subsidiary of Malaysian Airlines, wanted to boost their business and regain their share of travelers. With the resurgence in travel demand, it became crucial to navigate the travel landscape strategically and ensure that Firefly remained at the top-of-mind for travelers. Agency’s task: To make the most of the opportunity, we needed to align our ongoing and promotional campaigns to drive traffic to the same destinations and achieve our conversion goals. Our tasks were: • Find new audiences who are interested in traveling and target those who have traveled before or have specific interests. • Use what we learned from past campaigns to improve performance while sticking to a monthly budget of RM20K-RM30K. By addressing these challenges, we aimed to maximize the impact of our media campaign and help Firefly regain their position in the market.

Insight & Strategy
In the dynamic and regulated airline industry, we adopted a two-pronged approach, focusing on both short-term and long-term strategies to drive success for Firefly. For short-term campaigns with shared conversion goals, we employed a tactical approach. We had two options depending on the situation: •If there were short campaigns to run simultaneously, we allocated additional budget to the Always On (AO) campaigns and ran them alongside the promotional campaigns. This ensured continuous visibility and engagement with the target audience. •In some cases, when promotional campaigns took precedence, we temporarily paused AO creatives to prioritize the promotional creatives. Once the promotional campaigns were completed, we resumed the AO campaigns to maintain a consistent presence in the market. For long-term success, we leveraged our existing campaign data, insights, and learnings through AI-powered strategies. This allowed us to optimize Firefly’s media investments and maximize customer acquisitions in an ever-changing landscape. •To drive customer acquisition, we focused on display channels as our primary channel, while utilizing video ads on platforms like YouTube and other relevant platforms in our media mix. This comprehensive approach ensured that we reached a wide range of new audiences across various channels. •To reinforce our messaging and increase engagement, we implemented retargeting strategies. After audiences completed watching video ads, we retargeted them with display ads. This cohesive experience helped bridge the gap between visual engagement and driving actionable outcomes.

Execution
Recognizing the importance of targeted strategies and AI optimization to maximize performance, we delved beyond the standard travel-related audience segment and implemented custom segments, in-market groups, and interest-related strategies that yielded significant results. Targeting Strategies: •Custom Segments: In addition to the standard audience, we identified and targeted custom segments based on specific criteria. These segments, including in-market groups and interest-related strategy groups, delivered the majority of impressions, clicks, and conversions, proving their effectiveness in capturing the right audience. •Lookalike and Retargeting: Two highly successful strategies emerged as top performers in landing and conversion rates. Lookalike targeting allowed us to reach audiences similar to our existing customers, while retargeting engaged users who had previously interacted with our brand. These strategies showcased their ability to drive results and increase customer acquisition. AI Optimization: •Contextual Targeting and Custom Intent: To further drive sales, we employed Contextual Targeting and Custom Intent strategies. These methods showed promising results in landing and conversion rates. However, scaling these strategies posed challenges, necessitating a careful balance between efficiency and scalability. •Leveraging on our Properitary AI Technology: Our proprietary AI technology played a pivotal role in optimizing campaign performance. By harnessing AI and machine learning capabilities, we were able to identify the best-performing segments and assets in real time. This allowed for continuous optimization based on patterns and future predictions, resulting in enhanced efficiency and a quicker reduction in Cost per Acquisition. •Revamped Tagging Structure: To streamline the conversion process, we implemented a revamp of our tagging structure. By focusing on floodlight tags placed on the landing and conversion pages, we simplified the tracking process and prioritized conversions. This implementation increased user traffic to the landing page and facilitated their journey towards conversion. Overall, our insight-driven strategies and AI-driven optimization led to enhanced campaign performance and successful outcomes.

Effectiveness
Our campaign’s success was driven by targeted strategies and AI optimization, yielding remarkable outcomes: 1.38.61% Reduction in Cost-per-Lead: Our targeted strategies and AI optimization significantly reduced the cost incurred for each lead generated. This outcome demonstrates the effectiveness of our tailored targeting approaches in capturing quality leads efficiently. 2.30.3% Reduction in Cost-per-Action: Leveraging our proprietary AI technology, we achieved a substantial decrease in the cost associated with each desired action. This reduction highlights the efficiency gained through real-time optimization and the impact of our AI-driven approach on driving cost-effective actions.