The Challenge

Our client is a global dairy-based nutrition specialist that provides milk for children and families. Being one of the market leaders in Indonesia, the brand has a great brand awareness for generations.
 
However, with more competitors entering the category and fighting for a higher market share, the brand suffered a low conversion rate. In addition, our client only focused their marketing efforts on the awareness and consideration phases. Despite running multiple campaigns to drive engagement and sales, their efforts proved futile.
 
We focused on channel selection and product platform to generate greater impact on sales growth, where conversions could be tracked and optimised.

The Strategy

1. Business expansion on eCommerce platform

Our client wanted to drive a high volume of online sales during Singles’ Day and 12.12. The campaigns were planned to run for more than ten weeks over both mega-sales days.

2. Broad targeting our audience

We broadly targeted Indonesian women aged 20 to 35, women in her motherhood, and prefer quality products. We also retargeted the ads to people who had previously added products to their carts without purchasing.
 
3. Automatic placements of ads

We utilised automatic placements to deliver the ads cost-effectively across Facebook, Instagram, and Audience Network; and campaign budget optimisation to identify the best opportunities for results across all ad sets in real time.

The Execution

1. Partnering with Lazada

Our client partnered with Lazada using Facebook’s Collaborative Ads to promote its dairy products on the eCommerce platform.

2. Run video and photo ads

Before mega sales days, the brand ran video and photo ads in carousel format to raise awareness for the upcoming promotions.

3. Run Collaborative Ads

On mega sales days, the Collaborative Ads automatically displayed products people are more likely interested in based on their preferences, to increase the chances of purchasing.

The Results

• Successfully established itself on Lazada in Indonesia
  
  
• Reached 9 million people
  
  
• ROAS increased by 6.3x

Awards

• Bronze in Best Use of Gamification category at Loyalty & Engagement Awards 2020
  
  
• Bronze in Best Use of Technology category at Loyalty & Engagement awards 2020
  
  
• Bronze in Best Use of Mobile – Food & Beverage category at Mob-Ex 2020
  
  
• Bronze in Best Use of Mobile – Gaming category at Mob-Ex 2020
  
  
• Silver in Innovation category at MMA SMARTIES APAC 2020
  
  
• Silver in Innovation category at MMA SMARTIES Indonesia 2020
  
  
• Bronze in Most Engaging Mobile Creative category at MMA SMARTIES Indonesia 2020