:Key Points:

Optimisation Strategy

Overall campaign optimisation and execution process included 3 levels

• Identifying the Correct Audience
• Understanding Audiences behaviour
• Targeting at scale

Identifying the Correct Audience:

We started the campaign with following targeting in place initially.
Specs –
Country – Malaysia
Topic Discovery – Ramadan, Ramadan Observers, Shopping, Deal, Deal & coupons, offers, discounts chocolate lovers, millennials, young and old woman,
Families and similar content. Device Type – All device type above 250-300+ USD Initially we sent a small burst of traffic to both the landing page and observed the users engagement levels and conversions.

Understanding Audiences behaviour:

As per the feedback received we then delved into details and tried to form high impact user segments based on their demographic, gender, content and category traits and identified internet-savvy audiences, millennials, employees, shopping deals, offer and discount enthusiasts as the target audience. After this we sent couple of more traffic burst to test and ensure our targeting and user profiling is intact and correctly done. We then again observed the conversions and overall user engagement levels.

Targeting at scale:

With constant trials and experimentation, we identified key performance drivers such as device-level configurations, audience category refinements, placements, creative sizes, peak performance hours and optimized the campaign to effectively reach their target audiences at scale and deliver maximum impact.

The Results

Through the compelling campaign, Cadbury and Oreo made lasting impressions on the minds of consumers across Malasia and drove footfalls to 4,000+ sales every month.