The Campaign

The idea for this Lazada Brand Day Sale was to use data to create more relevant ads by using real-time data throughout the day to optimize media creatives and spends. All of the base creatives were created with a pink background, a product shot, and the same copy. This is the creative gave us our baseline of data. During our real-time optimization session, we worked with the creative team to start tweaking the creative designs and the copy. Instead of saying 60% off, we might put the exact price. We tested new background colors, new headlines, and ad formats. Throughout our optimization sesion, we could determine the highest performing variables and maximize the output. For example, we discovered carousel ads had higher click through rates, as high as 0.82%. Or an ad with a discount and a voucher outperformed ads with just one of those two elements.

Creative Execution

The campaign was divided into three periods. A three-day teaser period, D-Day (our campaign optimization session), and our five-day post D-Day push. We used the media command center to display a side-by-side look at all the media creatives, the Facebook ad performance, and the Lazada traffic and sales data. Our teaser period consisted of a simple A/B test for each of the seven Unilever brands involved with the sale. During our optimization session, we looked at media performance and worked with the creative team to create new ad creatives in real-time. We tested elements like product shots, sales copy, and background images. These new creatives were also tested with difference audience segments, like past brand purchasers versus lookalike audiences. The day was set up to had three sub-sessions where we analyzed data and performance. Then we’d create new ad assets based on this data, and go live within an hour.

Results

The campaign was a great success. Our KPIs were divided into two parts. The nine day Brand Day Sale and then campaign performance, after our real-time data optimization session. For the entire seven day campaign, our primary KPIs were to generate 365,000 link clicks, a CTR of 0.3%, and deliver $120,000 in actual sales. We exceeded all three KPIs by leaps and bounds. We delivered 502,192 clicks (+37.5%), a CTR of 0.59% (+96.7%), and $158,504 (+32%) in total sales! The difference in performance was remarkably better after we conducted our campaign optimization session. The four days after our session lead to jumps in all three KPIs. Link clicks went up 80.6% to 251,359, the CTR more than doubled to 0.65%, and sales exceeded expectations by 290%! The total sales ROI from our media spend was 201%.

As a Company that very settle in FMCG Personal Care market in Indonesia, Unilever need to expand the market not only instore purchase but also in Digital. Since Indonesian FMCG e-commerce sales lag behind other Southeast Asian countries like Vietnam, Thailand, and Malaysia... Unilever need to create a campaign that challenge the status quo and owned the e-commerce space. This campaign will proof that Indonesia's market has a big potential as long as brands know how to play it well in e-commerce space

Our strategy focused on using real-time date from our media command center to optimize our media targeting and creative execution. Seven Unilever brands were a part of the Brand Day sale and Facebook was the only media channel we used to optimize our ecommerce media performance. This was due to our Lazada partnership, which enabled us greater insights to Facebook/Lazada performance. For each of the seven brands, we created four audience sub-segments. Past purchasers of the brand, shared audiences from Lazada, lookalike audiences from past purchasers, and lookalike audiences from other shared audiences. Four of the brands that had previously run ecommerce campaigns could also target previous engagers of past campaigns. Our plan was to optimize our campaign creatives along with these audience sub-segments, to hit our traffic and sales goals.