Insight
While many have developed the habit of online shopping, Hong Kong is a small, densely populated city with personal care drugstores at every corner. Shopping online regularly for consumer goods is still confined to early adopters. So when PHD was briefed by Watson’s, the biggest challenge was really to identify WHO the quality, high net-worth shoppers are.
Strategy
When it comes to downloading new apps, we all learn about them from the app store, so mobile apps that top the charts always enjoy a snowball effect. To achieve a target of 50,000 downloads and make it to the top, PHD had to ensure it motivated quality shoppers with the right message at the right time.
To successfully reach out to these quality shoppers, the campaign focused on answering two questions:
1. Who are iWatson’s quality shoppers?
2. Are we reaching them more effectively compared to competition?
The agency extracted and acted on real-time insights by revamping iWatson’s mobile advertising campaign. For the FIRST TIME as the FIRST BRAND in Asia, it embedded a proprietary tool – Life Time Value (LTV) technology in the iWatson’s app.
Combining app interaction tracking, app ranking tracking and programmatic buying technology, PHD:
Step 1 - Identified the type of audience who actively downloaded and shopped on iWatson’s
Step 2 - Created bespoke audience clusters and promoted against them
Step 3 - Kept track of competitors’ rankings
Step 4 - Pushed and pulled spends to ensure iWatson’s achieved a Top ranking everyday.
Execution
Leveraging the unique identity of each mobile device, the LTV platform allowed PHD to understand user behaviour broken down by language, location, interests, handset, OS and engagement level. By studying multiple data variables and correlating them with user interactions within the app, it learned which audience clusters actively responded and immediately optimised against them.
Correlating demographics with shopping behaviour, the agency profiled active users and formulated the right ‘context’ and effective sites to reach them.
Partnering with mobile data company AppAnnie, it used multiple Software Developer Kits (SDKs) to track daily rankings for iWatson’s and competitors. On a real-time basis, it evaluated the effectiveness of the tactics, kept track of their app rankings and compared them to its own.
Combining digital channels’ performance, LTV app user data and daily app download rankings, PHD pushed and pulled media spends on each platform to optimise against the ‘quality’ shoppers.
Throughout the campaign, it continuously matched LTV data with daily rankings from AppAnnie to minimise wastage. Every single day, it stopped media investment whenever iWatson’s made it to Rank 1 – 5.
Results
In JUST four days, iWatson’s achieved No. 1 ranking on both Google Play and App stores and remained there for five weeks in a row.
In JUST six weeks, the campaign achieved great media effectiveness:
• Generated 85k Downloads, 70% over target
• Phenomenal Click-Through-Rate of 6%
• eCPA was pushed down to $5, $6 lower than the targeted $11
Ensuring that only 30k of the downloads were paid, the client received a ROI of 3:1 against an expected 1:1. Most importantly, revenue from iWatson’s grew 50% + on a monthly basis.