SHOPPING ANSWERS MADE EASY

TitleSHOPPING ANSWERS MADE EASY
BrandGOOGLE APAC
Product / ServiceGOOGLE SEARCH
CategoryC03. Data-Driven Targeting
EntrantTOASTER Singapore, SINGAPORE
Idea Creation TOASTER Singapore, SINGAPORE
Media Placement ESSENCE Singapore, SINGAPORE
Production TOASTER Singapore, SINGAPORE
Post Production TOASTER Singapore, SINGAPORE

Credits

Name Company Position
Prayudha Bimo Aryotejo Toaster -
Darius Drew Baker Toaster Full Stack Developer
Ning Boonritthongchai Google Head of Consumer Marketing, Thailand & Vietnam
Alvaro Bruch Toaster Associate Creative Director
Mai-Linh Bui Google Associate Product Marketing Manager, SEA
Anirudh Chohan - -
Nicha Dhamabutra Google Product Marketing Manager, Consumer Apps (English, Thai)
Oliver Dooley Toaster Head of Technology
Petra Ferdinan Toaster Producer
Mujib Jamin Toaster Senior Motion Graphics Designer
Mike Jittivanich Google Head of Marketing, Thailand & Vietnam
Kencana Kesuma Toaster Full Stack Lead
Yaniga Lertpimonchai Toaster Copywriter
Samit Malkani Google Head of Brand Marketing, SEA & India
Hien Ngoxuan Toaster Copywriter
Satria Partala Pamungkas Toaster Senior Copywriter
Dewi Pintokoratri - -
Ishak Reza Google Creative lead, Consumer Apps, Indonesia
Marco Rotoli Toaster Design Director
Vinod Savio Toaster Executive Creative Director
Manisha Sharma Toaster Creative Group Head
Mira Sumanti Google Brand & Creative Lead - SEA
Yong Yu Tan - -
Benjamin Teo - -
Meyvi Wedelia Toaster Associate Creative Director
Chin Han Yu - -

Why is this work relevant for Media?

One of the largest geo-fenced, audience data driven campaign in the region by Google was a media first execution that tapped into micro moments via specific smart media placements.

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 creative idea / insights (30% of vote)

Agency research unearthed that most of the time, their urgency to own the product/service more often than not resulted in them being swayed by the wrong deal and hence missing out on the best deal in town. We learnt that they are most likely to purchase the ‘first deal’ they see and hence stands a high chance in missing out on the best deal in town. Which resulted in even more heart break. In a category dominated by traditional E-Commerce brands, Google wanted to become that trusted source. Our solution was to associate Google with the everyday shopping phenomenon of “getting swayed by a deal” by creating a campaign that would drive up shopping research or comparing online before purchase and by doing so grow increasing daily usage. Hence our creative idea was to: Intercept moments of impulsiveness to demonstrate how Shopping answers are made easy, by Google.

Describe the strategy (20% of vote)

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 (20% of vote)

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 (30% of vote)

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.

Describe the use of data, or how the data enhanced the campaign output

Creative & media optimized to intercept moments of impulsive purchases. We created a series of ads based on fashion, beauty, personal care, gadget/electronic, and cooking equipment shopping verticals. We used geo-fencing on DV360 digital and video banners to target mall shoppers using a beta 'Holiday Shopper' segment recently introduced by Google Analytics. We also created Vogons to intercept the impulsive behaviour based on what people search, big events like before, during, and after payday, national shopping day and Mothers’ Day. On Instagram, we placed ourselves in all the key moments of shopping temptation. And whenever people searched for their impulses, we were right there too - in the form of relevant and contextual banners customised to our audience’s contextual needs for relevancy and engagement.

Links

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