Pernod Ricard Cross-platform Strategy
Hong Kong Sar China, Singapore
The client wanted to build brand awareness of the newly launched product Chivas Regal Ultis.
Challenge
The client wanted to build brand awareness of the newly launched product Chivas Regal Ultis in both downtown and airport of Hong Kong and Singapore. They also wanted to drive physical traffic to the airport’s duty-free store for gift redemption and product purchase.
Solution
Platforms: Programmatic & Facebook
To do so, the client built a comprehensive channel coverage that included social media presence, programmatic display, SEM, and also a Chinese Tourist focused channel to maximize the exposure among the TAs.
To complement these efforts, the campaign was aimed to persuade the adaptation through various ad formats to tailor different touch points of the channels. For example, they used Facebook Canvas to ensure smooth mobile experience in the airport.
In addition, they created a combination of creative materials including videos and static images for different channels. Some examples to ensure the best user experience include video for Facebook and static banner for programmatic.
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Results
It exceeded the KPIs by 100% of clicks due to lower optimized CPC.
Key to Success
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1
BEST UTILIZATION OF CHANNELS
We selected channels according to the touch points of different segments. To target the niche TAs, we applied the core audience of Facebook for detailed user behavior targeting, and used SEM to target people who are looking for duty-free products in the downtown area.
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2
THE UTILIZATION OF DIFFERENT AD FORMAT
It was crucial to fit different campaign objectives. E.g. Canvas ad for brand awareness and Carousel ad for website traffic.
