Why is this work relevant for Creative Data?

This campaign proves the power of creative to drive outcomes. By ensuring that AQUA’s creative content is relevant, powerful, and engaging in every execution, for every customer, we were able to drive stronger outcomes from their media investment. This cements our belief that data-driven, AI-powered programmatic execution is a great way to drive efficient and effective media placements. For AQUA, it was their most efficient digital media investment that not only had tangible returns but also drove the importance of drinking water to keep well during an unprecedented time of global crisis, allowing them to react appropriately to the pandemic.

Background

Fuelled by the pandemic, AQUA joined forces with our agency to craft an impactful campaign to remind Indonesians to drink water regularly, and ultimately increase people’s daily water intake for the foreseeable future. The main objective of this campaign was to remind Indonesians to drink water at least 4 times a day and gradually increase their daily water intake to above 1L; measuring the uplift of how many people are influenced by the ad and their intent to increase their water intake. Also, we wanted to reach as many audiences as possible by controlling our Reach & Frequency and committing to the impressions numbers. Main Media KPI: 10 Mio Impressions with 2x maximum frequency Secondary Campaign KPIs: 250,000 subscriptions (add-to-calendar) to AQUA yearlong calendar on drinking water 4x a day Uplift in audience intent to increase their water intake after seeing the ad

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

To garner interest and maximise reach, AQUA worked with its husband-wife duo brand ambassadors. As influencers, Raisa and Hamish became the faces of the campaign and drove the message across Indonesian community successfully. Anchoring the campaign around the two brand ambassadors to candidly remind consumers to drink more water, the team proposed a conversational ad format via a chatbot function exclusively on mobile. This made the audience feel like they were ‘chatting’ with either Raisa or Hamish. The call-to-action after this chat was for the consumer to subscribe to a yearlong calendar that would remind them to drink water 4 times a day (6AM, 11AM, 1PM, 5PM). This way, although the campaign would only run for 1.5 months, the impact can be compounded for almost a year.

Describe the data driven strategy (30% of vote)

Xaxis targeted people programmatically based on 4 different generic personas: Mom, Father, Teenagers (Student), and Young Adults (First jobber). Audience data signals were based on geography and demography (e.g. Age 25-44 & Geo: Indonesia, using DSP data) and combined with behavioural data signals from GroupM’s DMP [m]Insights (e.g. family oriented, business professionals, looking for a job). To ensure scalability of the campaign, these targets were not broken down with too much granularity. Additionally, 1st PD was collected on audiences who have seen/interacted/ interacted with the ad but have not subscribed to the calendar. Xaxis then ran a separate retargeting campaign to re-engage this group of people. Xaxis also conducted a lift-study to measure the effectiveness of the campaign in increasing people’s water intake with a 30% water intake uplift (N=245 respondents) on the audiences who have been exposed to the ad.

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

A key success factor of this campaign was the combination of the ad format and CTA selection. The agency proposed a conversational ad with an add-to-calendar feature - a first of its kind for both the brand and Indonesia market. These banners ran exclusively on mobile with mobile interstitial ad-format (320x480 banner size). There were 2 main banner versions: one for Raisa and one for Hamish. The audience first needed to choose who they would like to ‘chat’ with. Upon selection, the conversation was tailored based on the audience’s response. Questions were related to their daily activities during the pandemic. At the end of the ‘conversation’, the audience was asked whether they wanted to be reminded to drink AQUA. When they clicked “MAU!” (I WANT!), a calendar subscription appeared on their smartphone, and they have the option to choose to add-to-calendar.

List the data driven results (30% of vote)

Reach & Frequency: delivered all the planned impressions with over 13 Mio impressions – compared to 10.4 Mio planned impressions and reaching out to 7.3 Mio Indonesian nationwide (Average frequency of 1.7x). Drove 433K calendar subscriptions and exceeded the original KPI of 250k subscriptions. In terms of funnel performance, Engagement rate at 16% versus Xaxis Indonesia benchmark at 1.1% Conversion rate (add-to-calendar) at 3% versus Xaxis Indonesia benchmark at 0.5%-1% Cost-effective Cost per Add-to-calendar at IDR 1.8K (around USD 0.12) Through the novel format of a conversational ad, we were able to create an impact to over 433K people. Beyond the campaign’s 1.5 months flight, those who subscribed to the calendar feature will have AQUA as their Top-Of-Mind water brand every day for the next 12 months.