Why is this work relevant for Media?

Insecticide market is very aggressive in media spending especially by key competitors: Baygon and Shieldtox, while Chaindrite had much smaller budget, how could we increase market share within limited media budget and how could we use media efficiently and effectively was crucial for Chaindrite.

Background

Although Chaindrite has been a leading brand in termite termination for ages, for cockroach and mosquito killing products, they are still lagging behind Baygon and Shieldtox, the 2 big brands in the category. These competitors spend over a combined THB 100 annually. Our twofold goals were to break into the cockroach market & gain market share with efficiency, effectiveness, and with a much smaller budget. While all competitors were still focusing on protecting moms & kids from cockroaches in traditional way, we needed to be disruptive and out-of-the-box.

Describe the creative idea/insights (30% of vote)

Apart of understanding consumers’ journey and media consumption, we studied the cockroach life circle from this low relevancy category. We found the “party time in the dirt” of cockroaches after people turned off the light. Not only we gained the preliminary insight from understanding the cockroach’s life but we also analyzed the data both massive qualitative information from social listening and quick questionnaires including the conduct of predictive modeling to confirm “strong relationship between weather and cockroaches”. Long or heavy rains are precursors of a cockroach invasion!

Describe the strategy (20% of vote)

Analytic team utilized 4-year- historical-data of rains from 2014 to 2018 to predict the future of times and areas of raining, connect in-house programmatic to www.accuweather.com, weather forecast to create real-time & customize “call to action” campaign, and strategically allocate budget according to the forecast results. Geo-location allowed us to market one step ahead of potential of cockroach invasions in the exact areas/locations experiencing rain in real time.

Describe the execution (20% of vote)

We targeted the urban areas of all 77 provinces in Thailand during Jul-Aug’18. To maximize the effectiveness of our budget spent on digital platform at USD 2,500, the online programmatic was set up to launch the ad only in the specific urban location currently experiencing enough rain to cause tunnels to flood. This would guarantee we were able to reach affected areas only. We ran the ad on the most favored social media platforms in Thailand: Facebook and Instagram. The ad was set to start when the first drop of rain fell to keep running throughout the raining period, and link with level of water which may consequently affect flooding to remind consumers about the possibility of the cockroach’s visibility with customized copy-lines to create “call to action”. The programmatic automatically ran ads that received the highest engagement in a specific geo-area to ensure efficiency and effectiveness of the campaign.

List the results (30% of vote)

This campaign was one of the most sophisticated pioneering media strategies, data intelligence, and with small budget in the industry. With total media budget of THB 80,000 (USD 2,500) for 2-month period, the ad had very high interaction rate of 29 percent from the total impression under the limitation of the budget. Chaindrite’s business growth expectation had been set to 1.5 percent. After the campaign ended, the total sale growth was up 3.6 percent – a double compared to the KPI with the value of over THB 54 million (USD 1.6 million), meaning the ROI = THB 675 sales in return per 1 THB spent. Chaindrite won 2nd rank in July 2018 for this product category and gained market share of 21.2%. It was a new high compared to the last 3 years and increased 1.7 percent market share from the competitors. We stopped predicting consumer behaviour, we predicted cockroaches!