ADA's campaign reversed UOB TMRW Thailand's conversion drop with targeted ads for affluent segments, leveraging data and real-time optimisation.
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Problem Statement
Following a merger, UOB TMRW Thailand experienced a 76% drop in conversions due to a new app version and authentication issues from fraudulent Mule accounts.
Insights
Using XACT data, we targeted finance and fintech enthusiasts, interested in credit cards and cashback offers. The focus was on millennials, fashion shoppers, travelers, financial optimisers, and individuals earning THB15K+ monthly, ensuring precise targeting in mid to high affluence segments.
Strategy
ADA's campaign used Google, Meta,and Programmatic Channels, targeting Cashback Lovers, Rewards & Points Addicts, and Mileage Fans. Extensive research informed a strong keyword strategy and precise location-based targeting in Bangkok, leveraging ADA’s proprietary DMP.
Execution
•Programmatic Channels: Selected premium inventory and optimised performance.
•Google Search Ads: Maximised impression share with web-to-app tracking.
•Advanced ABCD Testing: Evaluated multiple key variables for effective creatives.
•Real-Time Optimisation: Data-driven adjustments on the fly.
•Scheduled KV and Ad Refresh:Prevented ad fatigue with regular updates.
