Why is this work relevant for Creative Data?

We use the most attention-getting data; Covid-19 Daily Cases to collaborate with Customer Address and Geolocation to send Personalized Caring Alert and Special Offer daily. Which is precisely in the customer moment, attention and location.

Background

Due to the second wave of Covid-19, the velocity of social panic was very well reflected in the amount of search volume for ‘hand washing liquid’, ‘cleansing foam’, ‘cheap gel’, ‘alcohol’, ‘alcohol price’, ‘Kirei at factory outlet price’, and 'how to make hand sanitizer'. From the keyword search analysis, it became apparent that the crisis has increasingly found their way deep into the Thai consumers’ pockets. Objectives: To offer special support/deal precisely to the customers in-needed.

Describe the Creative idea / data solution (20% of vote)

Everyday after the Daily Covid-19 cases announced from Center for COVID-19 Situation Administration, the search volume about the updating announce always rise in that period of time. Moreover, we dig down toward the search context. We found the growth of searching "Kirei at factory outlet price", "how to make hand sanitizer", it became apparent that the crisis has increasingly found their way deep into the Thai consumers’ pockets. We initiated an "Alert Campaign" on the Line Official Account that would give an alert to our target consumers especially those living in heavily infected zones an easy way to reach out for the much-needed product at an affordable price.

Describe the data driven strategy (30% of vote)

We empathize the search context and found the growth of searching "Kirei at factory outlet price", "how to make hand sanitizer", it became apparent that the crisis has increasingly found their way deep into the Thai consumers’ pockets. To promote campaign precisely, a contextual campaign was launched whereby concerned notifications plus product’s special discount rate was sent to targeted customers whose resident areas are marked in heavily infected zones. Series of content banners educating the importance of hand hygiene in preventing infection and special discount offer were sent to members of Lion Family account on the LINE Official Account platform. Supplementary messages on still banners promoting on FACEBOOK brand page were also employed to help draw traffic to the LINE Official Account.

Describe the creative use of data, or how the data enhanced the creative output (20% of vote)

We mapped available government public data, data from the Center of Covid-19 Situation Administration, Covid Risk Zone Map and patient zoning reports with our first-party customer data to send out a notification via LINE OA to alert individual customers directly and give them a special offer for Kirei Kirei hand washing foam products on a weekly basis. Additionally, a certain amount of notifications were also sent out daily to people whose residential areas being considered at high risk.

List the data driven results (30% of vote)

Between the period of January 31st to March 31st 2021, the campaign managed to reach the total of 1,372,065 customers, with a very success click to order rate of 20.21%. The total campaign media budget was 310 USD, with the return of ad spending was remarkably reported at 13.62.