Social and Influencer > Social Content Marketing

TARGETED GIFT

BBDO BANGKOK / JD CENTRAL / 2019

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Overview

Credits

Overview

Background

Insight:

February, the unofficial month of love, is one of the most profitable seasons for the E-Commerce industry as it is a month where couples buy Valentine’s Day gifts for each other. But as marketing research indicates, girlfriends are not always transparent with the actual gift they want and men often end up buying the wrong Valentine’s Day gifts.

Background:

JD CENTRAL, a leading e-Commerce brand in Thailand, saw an opportunity this past Valentine’s Day to increase sales by encouraging boyfriends to buy the right gifts for their girlfriends this year.

Describe the creative idea

Idea:

Targeted Gift, the whole new online shopping experience which used a Facebook algorithm and data to target consumers, creating automated ads that show exactly what girlfriends wanted directly to their boyfriends this Valentine’s Day.

How it works:

The campaign kicked off with female-targeted ads in order to recruit girlfriends to choose their ideal gifts. The ad redirects users to a custom built chatbot that helps create ads specifically for their boyfriends by entering specific data such as boyfriends’ number and couple’s secret nicknames to give more hint, boyfriends are then targeted with click-to-buy ads that allow them to buy the right gift for girlfriends on the spot.

Describe the strategy

Insight:

February, the unofficial month of love, is one of the most profitable seasons for the E-Commerce industry as it is a month where couples buy Valentine’s Day gifts for each other. But as marketing research indicates, girlfriends are not always transparent with the actual gift they want and men often end up buying the wrong Valentine’s Day gifts.

Background:

JD CENTRAL, a leading e-Commerce brand in Thailand, saw an opportunity this past Valentine’s Day to increase sales by encouraging boyfriends to buy the right gifts for their girlfriends this year.

Describe the execution

Idea:

Targeted Gift, the whole new online shopping experience which used a Facebook algorithm and data to target consumers, creating automated ads that show exactly what girlfriends wanted directly to their boyfriends this Valentine’s Day.

How it works:

The campaign kicked off with female-targeted ads in order to recruit girlfriends to choose their ideal gifts. The ad redirects users to a custom built chatbot that helps create ads specifically for their boyfriends by entering specific data such as boyfriends’ number and couple’s secret nicknames to give more hint, boyfriends are then targeted with click-to-buy ads that allow them to buy the right gift for girlfriends on the spot.

List the results

Result:

• +314% content engagement

• +55.3% chat bot engagement

• 93,796,192 impressions

• 19.4M Baht earned media value

• +27% referral traffic

• +17% sales during valentines

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