Why is this work relevant for Direct?

We create an Alert campaign precisely to specific audience in dimension of context, moment, and location. With to collaboration of data; Covid-19 Daily Cases to collaborate with Customer Address and Geolocation to send Personalized Caring Alert and Special Offer daily. With this rate or precision we can reached the audience better, sales grew, and achieved ROAS triple than our average one.

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 (30% 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 strategy (20% of vote)

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 in the moments after government daily announce which is the highest intention moment of the day. 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 and direct to the LINE's shopping page. Supplementary messages on still banners promoting on FACEBOOK brand page were also employed to help draw traffic to the LINE Official Account.

Describe the execution (20% of vote)

From 31 Jan 21 to 31 Mar 21, 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 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.

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

This alert campaign was collaborate the government daily COVID-19 cases data, Covid Risk Zone Map and patient zoning reports with our first-party customer data; Address, and audience's geolocation. And we sent the content to alert the audiences about the change of risk in their area in the moment that they would like to get the updating information. With this rate or precision we achieve ROAS as 13.62 which is triple number than our average one.