Background

As a brand, Google’s objective is to organize the world's information in an easy and accessible manner. This includes information about shopping online. With thousands of deals in one place, Google wanted to drive up daily usage of Google Shopping and educate people on the fact that Google Search is the easiest way to make shopping decisions. The case for upping Google’s utility quotient The Google Shopping Search was the first Google shopping campaign in the region. We wanted to drive up incremental users of Google Search for Shopping and drive long term sustainable use by showcasing how relevant and useful Google Search is for all consumers’ shopping answers. Key Campaign KPIs included : - Achieve +1million new daily active users on Google Shopping Search across Indonesia, Vietnam and Thailand - Achieve 50% increase in shopping queries across Indonesia, Vietnam and Thailand.

Describe the strategy

When deciding on our core audience, we saw two possible audience segments. Those who prefer to purchase products online and those who use the internet to research first and then buy offline. Google data showed us that the 25-44year old segment was the most active in terms of online shoppers and thus, became our primary target audience for the campaign. Primary Target Audience SEA e-commerce shoppers between the ages 25-44 years of age. Secondary Target Audience SEA shoppers between the ages 35-55 who prefer to research online and purchase offline. (ROPO Audience) Agency research involving the target audience revealed that the SEA E-Commerce customers were largely impulse shoppers. They get easily influenced by friends and family members with regard to products and services. Hence our creative strategy was to: Intercept moments of impulsiveness to demonstrate how Shopping answers are made easy, by Google.

Describe the execution

Campaign : Shopping Answers Made Easy When crafting our campaign, we saw the need to slightly nuance the messaging across our primary and secondary target audiences. For online shoppers, we sought to ease their pain and effort in order to find a good deal, by positioning Google Search shopping as helping to avoid the many steps involved. For offline shoppers, we sought to help them avoid settling for a new shiny deal/item they just found by checking Google before they buy offline. We also wanted to create a sense of missing out on the best deals if they didn't reference what else was available on Google first. To drive high relevance we looked at data and tried to be as contextual to many micro-moments in the lives of shoppers and find moments where they would need shopping information.

List the results

The campaign broke all industry benchmarks as it shattered its objectives. Objective 1 : Achieve 1million new daily active users on Google Shopping Search across Thailand, Vietnam, and Indonesia Result: Achieved 2.8million new daily active users on Google shopping search across Thailand, Vietnam, and Indonesia Objective 2 : Achieve 50% increase in shopping queries (1) Result: Achieved 170% increase in shopping queries (1) The campaign sent ripples across the highlight competitive e-commerce category as it firmly positioned Google as the trusted source to make smarter decisions and not miss out on the best deal in town. The highly contextual nature of the campaign meant that Google as a brand spoke to e-shoppers from various backgrounds and passion points across the region.