Creative Commerce > Engagement
YELL ADVERTISING, Bangkok / CP FRESHMART / 2021
Overview
Credits
Background
CP FreshMart is a small supermarket in Thailand's overcrowded
fresh food industry where everyone competes with promotion
and services to be No.1 in the line.
Being giants in the business, our competitors can afford spending top money
to secure the first position on Google which we can't outspend them.
Therefore, we tried to maximise our limited-budget with a mix of creativity
and media strategy.
Our challenge was to increase online sales from first-time users at least 1X
in order to stay in the race.
Describe the creative idea
Since the competitors are bidding for the first spot on Google
with bigger media budget, we decided to give it to them
and bid for the 2nd position instead.
By securing the lower position, we took the 1st position as a reference point
for us to tell the customers that our offers are better using simple headline like
"If you'd like actual 'Free Delivery' with no minimum spend, order from us.
We're not kidding."
Its frankness drew attention to the promotion and make the customer
give the brand a try.
Describe the strategy
Target audience (consumer demographic / individuals / organisations)
- Male/Female 18-54 YO
Relevance to platform
- Google Search Engine Marketing
Thai shoppers who are keen on shopping groceries online are also like
to search for the most valuable promotions, products, and services via Google.
Therefore, we highlighted CP FreshMart’s unconditional ‘Free Delivery’ service,
our unique selling point, and openly compare it with
the competitors’ conditional ‘Free Delivery’.
Whenever the customers search for other brands,
they will see right away that our offers are better.
Describe the execution
Being Search Engine Marketing ads, we made sure that the headline were direct, simple yet catchy so the customers would get the message right away
that our offers were better; for instant,
"The brands before us offer ?‘free delivery’ with minimum spend.?
?If you’d like actual free delivery with no minimum spend,??order from us.
We’re not kidding!"
Or this one "Stop! ?please read this?before clicking!
??the brand before is overcharging you for delivery.? ?
Choose CP FreshMart ?and get free delivery ?with no minimum spend!"
Timeline :
1 - 31 Jan 2021
Placement :
Google Search Engine Marketing
List the results
The campaign wrapped up with some unexpected numbers as follows;
- 151% increase in total number of customers^,
- 2X number of new users,
- 5X average Click-Through Rate for Household goods,
- Campaign budget of $18,750,
- Return on Ads Spending 16X ROAS,
- $300K total earning in a month.
108,777 impressions
KPIs for Jan 2021 : 3,800 New Users
The Result of Jan 2021 : New User 6,615
^Month-on-Month comparison with Dec 2020?
*Based on Thai currency
More Entries from Retail & Customer Promotions in Creative Commerce
24 items
More Entries from YELL ADVERTISING
4 items