The Campaign

From our research, we learned the biggest barrier for the small and media business owners we were targeting, when looking to invest in new technologies was the fear of committing to the wrong system, giving them legacy issues in the future. We needed to not just make them aware of the Oracle Cloud, but also give them confidence in its features and then encourage them to sign up for a trial. Our idea was to allow them to experience the Freedom to transform their business for themselves - check out the transformative features and - hopefully, be so impressed the feature set that they purchase a subscription.

Creative Execution

An integrated media approach was utilized for full funnel targeting. Paid Social, EDMs, paid search were anchored by programmatic display were the main channels that drove awareness and demand generation. For programmatic both PMPs and open exchange were used effectively to drive conversions, improving viewability, and increasing engagement. In addition to using Grapeshot contextual targeting conventionally as part of the Programmatic Display activity, we also worked with the vendor to re-purpose the campaign's contextual performance data inform which of the generic Cloud Compute keywords to allocate to which of the four specific products the made up the campaign in Paid Search. This improved the results of the Paid Search activity considerably. Campaign utilised 756 Dynamically Optimised creative to deliver scale and personalization and reduce ad fatigue at fraction of cost. The campaign was regularly optimized over a 6-month period delivering a total of over 115M impressions.

Taking this new highly targetted approach, we were able to reach over 30 million of our hard to reach B2B audience within 6 months in APAC, of whom 56,000 interacted with our messaging, downloading white paper and enquiring for further information. This resulted in 12,044 leads a 110% uplift on the set target based off previous campaign results. By optimizing the role of the different platforms, we saved seventeen percent of budget and achieved close to seventy percent viewability, the best result for any Oracle campaign globally

The work demonstrates best practice in using data to build awareness and drive sales. It utilised several different targeting elements including audience, account and context. The campaign ran accross 10 markets in Asia Pacific incorporating interlinking elements of Paid Search, Content Syndication and Social Media Platforms anchored by Programmatic Display. It also incorporated a media first, in working with the vendor to repurpose the underlying performance data from Contextual Targeting to inform the allocation of generic Cloud Compute keywords to one of the four separate assets that were included in the campaign.

Insights, Strategy and the Idea

The campaign had to resonate with people across a diverse range of countries in Asia Pacific; Australia & New Zealand, ASEAN, HK, Taiwan and India. To complicate things further, we had to show how Oracle’s products can answer the need of 4 totally different industries at the same time: Finance, Customer Experience, Tech and Human Resources. We created a three tiered consumer journey through the purchase funnel. Firstly with broad informative messages, using data signals to inform Dynamically Optimised creative that was highly targeted to the person viewing the content. The next step of the journey was to educate about the feature set and performance of Oracle cloud. The target audience received different information at this phase depending on how they interacted with the first tier. Finally we created an offer for trail, customised to the user based on data from the first two phases to increase likelihood of purchase.