Context:

- Most global brands we used to work with have faced consistent challenges in scaling their business and e-commerce revenue in China. The complexity of the digital media landscape that coupled with unintuitive data tools and fragmented platform ecosystems has made localisation incredibly difficult.

- Brands must navigate a maze of overlapping tools (data management, ad trading, business analytics) across different platforms, each with unclear guidelines and little integration. This lack of cohesion leaves teams overwhelmed, resulted in inefficient decision-making, hindering the execution of global strategies in China.

We have outlined three specific challenges in the following for this case study,

1.     Difficult to apply the Global TA’s Persona in local media activation, also needed to do audience mapping and dig out more consumer insights

2.     Facing the challenge in driving additional incremental sales and new customers to their TMALL store

3.     Lack of understanding on the value of each ad & data tool from media platforms

To adapt the brand’s global strategy, our experts in China & Asia markets speak global your languages with global mindset, we developed the strategic approach for brands to navigate a series of complexity and scale their business

1. MAXIMIZE THE REACH - Start from choosing the right programmatic buying model among the available options that favors in ad inventory distribution to generate as much as traffic and accumulate data for next stage of optimizations

2. SMART RETARGETING - Continue using the same buying model to run retargeting for top performing groups and dynamic creative optimization. In parallel, adopt another buying model which offers fixed CPM but lower priority of ad inventory distribution for running ongoing A/B testing.

3. PRECISION AT SCALE - Scale up investment on high value TA group with top performing creatives. Keep testing and find out the next potential TA groups and media platforms

ARTLAB’s developed a strategic media selection methodology upon using third party platform’s trading desk, click below to learn more.

Our solution delivered impactful, meaningful and measurable results to the brands.

Result 1.

Market segmentation for market growth, both qualitative and quantitative insights and market growth.

Result 2.

Connecting to Global Audience Persona and Better Audience optimisation

Result 3.

Measurable impact on new customer acquisition