Cannes Lions

TET MESSAGE

MINDSHARE ASIA PACIFIC, Singapore / OMO / 2015

Case Film
Case Film

Overview

Entries

Credits

Overview

Execution

We achieved 100% ROI based on earned media return alone. Brand search queries grew by 101% during the campaign period. People searching for their name grew by 100% on Google during the campaign period.

Search results:

- 68,000 clicks, 80% Arrival Rate (vs. SEA benchmark of 60%);

- 2.34 million impressions(Reaching 100% of our TA & 3x Uplift vs. average monthly search queries)

- 3,359 shares

More importantly, the campaign was picked up by major press in Vietnam, and this eventually went beyond the digital space, and earned the brand more publicity and media value.

Outcome

We needed to understand what followers would like to receive, and share with their friends and family at this festive time of the year. Powered with a combination of in-house technology, social data, and search data, we uncovered some very intriguing insights about our audience, which drove the creation and execution of the campaign.

To activate the campaign, followers received a message on their news feed, and were encouraged to search for their names on Google for a special "surprise". People searching for their names will then receive a personalised TET greeting on Google. Upon clicking on the greeting, they will then be directed to a branded landing page customised with their own names, at which point the followers would be able to access their own horoscope for the New Year to share with others.

The idea was inspired with powerful customer insights which were essentially driven by the creative interpretation of social data and search data. Programming was in place to pull data from keywords to generate the landing page.

This is a "journey" lead and facilitated through creative interpretation & use of data.

Similar Campaigns

12 items

Gratitude is Good.

MULLENLOWE SSP3, Bogota

Gratitude is Good.

2023, OMO

(opens in a new tab)