STRIKING THE BEST IMPRESSION WITH A CUSTOMISED STRATEGY FOR PROTON

TitleSTRIKING THE BEST IMPRESSION WITH A CUSTOMISED STRATEGY FOR PROTON
BrandPROTON
Product / ServicePROTON
CategoryB04. Data-enhanced Creativity
EntrantXAXIS, SINGAPORE
Idea Creation XAXIS, SINGAPORE
Idea Creation 2 WAVEMAKER MALAYSIA Petaling Jaya, MALAYSIA
Idea Creation 3 XAXIS MALAYSIA Selangor, MALAYSIA
Media Placement XAXIS, SINGAPORE
Media Placement 2 WAVEMAKER MALAYSIA Petaling Jaya, MALAYSIA
Media Placement 3 XAXIS MALAYSIA Selangor, MALAYSIA
PR WAVEMAKER MALAYSIA Petaling Jaya, MALAYSIA
Production WAVEMAKER MALAYSIA Petaling Jaya, MALAYSIA
Production 2 XAXIS MALAYSIA Selangor, MALAYSIA

Credits

Name Company Position
Aravind Menon Xaxis Malaysia Lead
Pamela Ooi Xaxis Malaysia Strategy and Insights
Rohand Nair Xaxis Malaysia Agency engagement
Justin Alanzo de Souza Xaxis Malaysia Operations
Casii Tiu Xaxis Malaysia Operations

Why is this work relevant for Creative Data?

This campaign proves by redefining how we think about and measure digital success and aligning our performance directly with our clients’ own objectives, we are not only better able to deliver value, but demonstrate it. A Custom Outcome Indicator (COI) is a single multi-metric media KPI that acts as a brand’s unique digital proxy for real business and marketing success. The consumer experience is distributed across dozens of digital and physical touchpoints. COIs are built for that reality - integrating first/third-party data, combining online and offline data points, and using any mix of digital media channels to engineer outcomes.

Background

In a saturated market heavy with promotions and price slashes, how can leading automotive brand Proton reach out to quality audiences using technology and data in a more innovative way? Proton wanted to drive conversions with the primary goal to increase car bookings and secondary goal to increase test drive. To do this effectively, it was vital to reach quality audiences with precision. We have been analysing Proton’s website data and correlating it back to media activation for at least 3 months prior to establishing the hypothesis in creating a customised strategy unique to Proton’s true business goal. Our proprietary Amplified Intelligence (AI) technology, Copilot gathers data and optimises media buying in real time. By utilising the data collected, the Copilot team developed weightage against those metrics and developed a custom algorithm (Custom Outcome Strategy) to further drive performance for Proton.

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

First of its kind in the market, a customised algorithm strategy was created to drive value and differentiation for Proton. This execution took a granular view into audience segments, website user journey, media performance and budget allocation all in real time within the campaign optimisation. The strategy was based on assigning different weights to different page views and building an algorithm based on the data collected from the lands of each page. With this strategy, we were able to get better insights of the website activity which provided a positive outlook to our website conversion rates.

Describe the data driven strategy (30% of vote)

First, a page audit was done to ensure proper tagging of all the pages for analysis purposes. Then, a weightage score was assigned to the AI which was linked to our DSP. Through the use of AI, we were able to leverage the system's ability to continuously improve and provide more efficiency across the campaign period. On top of the continual AI optimisations, manual bidding strategies were implemented more aggressively in the middle of the test, which also played a key role in the drop in CPA. The Total Media Investment for the campaign was RM257,400

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

We used the client's existing on-site data to determine the correlation between each page vs a conversion. We then assigned weightage to each of those pages according to the statistical correlation. Those weights were then input into our custom algorithm, which then processed and determined how valuable an impression was by weighing between likelihood to visit the specific page and subsequently leading to the conversion. We not only analysed and assigned custom weights to each page on client's website but also evaluated each impression to their likelihood to convert. The higher the weightage, the higher the possibility of users converting to purchase.

List the data driven results (30% of vote)

From July onwards, the campaign has shown great efficiencies in costs. This strategy was able to capture the right users which showed high purchasing intent. From looking at the past data, through the implementation of the custom algorithm tests, we were able to see 166% increase in landing rate, 42% decrease in Cost per land, 222% increase in conversion rate, 88% decrease in CPA. Our collaboration with Proton has allowed us to elevate their campaign with innovative customised solutions, and have gotten them excited to test out additional customised metrics in the future.

Links

Website URL   |   Website URL   |   Website URL