Personalisation

The Shortlist
CAMPAIGN
Cathay Pacific's Personalisation Programme
AGENCY
DigitasLBi
CLIENT
Cathay Pacific
BRAND
Cathay Pacific
DETAILS
In a highly competitive Asian travel sector, traditional flag-bearing carriers such as Cathay Pacific have had their market share challenged by both local and international airlines as well as the growth of Online Travel Agents. Driven by changing booking behaviours and increased expectations from Asian travellers, this shift pushed Cathay Pacific to look to a digital solution to elevate the brand and ensure they were moving towards a future proofed customer-led business model.

The Strategy
Cathay Pacific (CX) Airlines, being a marquee Asian carrier based out of Hong Kong, faced these headwinds directly and identified an urgent need to differentiate themselves from their rivals to create a best-in-class customer experience for new and repeat travellers. CX embarked on a fundamental change programme across their business, with the vision to put the customer at the heart of everything they do both on and offline.

Our agency was engaged to lead the integrated programme of work & user experience, creative, content, SEO, data and personalisation ñ and shape the over-arching strategy behind delivering a more optimised customer experience. The Insight In order to deliver this truly customer-centric experience, we needed to know our customers and understand what content would be most relevant to them. We therefore created 8 customer personas, through market research and based on historical transactional patterns.

We selected 2 personas which we felt would give us the biggest contrast & Family Travellers and Fun Seekers & in order to give us the best read on how personalising content would change behaviours amongst these audiences.

The Execution
In order to implement data-driven Personalisation across CX digital touchpoints, we needed to test how it performed in the real world. To do this we sought to translate these personas into digital segments which we could show Personalised content to through a controlled test. We created a number of rules which, through the onsite 1st Party Data Management Platform, would bucket site visitors into a Family or Fun Seeker segment based on their onsite behaviours. We then tested relevant content, copy and offers to these segments, and a control group, to prove the approach.

The Results
Through the implementation of our processes, we delivered multiple revenue-driving personalisation experiences ñ the most successful of which drove an impressive 72% uplift in Click Through Rate, 45% improvement in bookings, and 70% more revenue for the relevant customer segment. This proved our process, and has led to the expansion of the Personalisation programme across the business, supporting the core business objectives of CX by delivering better business results and digital experiences.
CAMPAIGN
Data-Driven Personalised Advertising Drives Customer Engagement and Sales for Leading Fashion E-tailer
AGENCY
Sociomantic Labs
CLIENT
Fashion Valet
BRAND
FashionValet
DETAILS
FashionValet is a fashion e-commerce start-up operating in its home market Malaysia and expansion markets of Indonesia, Singapore and Brunei. The retailer faced strong regional competition, which in turn made search marketing (SEM) prohibitively expensive. Other challenges included addressing the diverse fashion preferences of various markets, maintaining steady web traffic through seasonal shifts, and gaining rapid foothold of expansion markets. 
 
To overcome these challenges, FashionValet partnered with a top regional demand-side platform (DSP) to overhaul its programmatic advertising strategy. Through this partnership, FashionValet moved from a lower-funnel-only (retargeting) approach to an integrated “full-funnel” strategy, with campaigns for prospecting, promotions, retargeting and loyalty. Each campaign targeted an entirely unique user segment with specialized targeting and messaging strategies. The integrated approach enabled the retailer to use its own first-party data—on-site behavioural data and CRM data—to programmatically adjust its approach toward each user based on the user’s purchase-funnel stage, which helped FashionValet to achieve results that far surpassed its other digital advertising investments.
 
The exclusive partnership, with campaigns running from from May to August 2015, helped FashionValet to achieve an uplift in sales, increase audience reach, and customer engagement (compared to its previous digital initiatives). 
CAMPAIGN
Doubling the Sales Conversion Through Understanding Consumer Via Data Analytics for Nissan
AGENCY
AdMaster Technology Beijing
CLIENT
DongFeng NISSAN
BRAND
Venucia & Nissan
DETAILS
  This solution is offered to Nissan in China in Q1 2015 to match with its digital advertising campaign.
 
Normally, auto brands  including Nissan will drive those who clicked and viewed their online advertisement to their campaign. They will be given incentive to leave personal information so that the call center can follow up to invite for test drive.  However, are these netizens who left personal information the real target audience? Are those information complete and of high quality.
 
Nissan found this practice was not the most effective and the operation cost in call center is very high. They needed to improve the data quality in the CRM system for the operators to be more productive and thus generate higher sales conversion of call center and their digital advertising campaign
 
The Solution was the introduction of Lead Assessment Model and the application of look-alike technology in the digital advertising campaign with the output of the model
 
The Lead Assessment Model was to give an index to each ID according to their interaction behaviour with the online advertising and the website; and to match these behaviour with actual buyer & current owner behaviour and profile
 
Then operators can make a good judgement on their time allocation to each ID according to its index which reflects its quality and potential for successful sales conversion.
 
Besides, the data of identified high quality consumer will be deployed in the digital advertising campaign with the Look-alike technology. Then the online ad was distributed / exposed to those potential customers who shared similar profiles as existing car owners.
 
In addition to the follow-up application of Look-alike Technology, the sales conversion rate generated form the digital advertising campaign was doubled from the 0.25% to 0.53% which equal to the total sales of around 1034 cars at RMB206.8million (USD32million), with a return ratio of 4.2 from its RMB50million media investment.
CAMPAIGN
Intel Banner Bookmarks
AGENCY
OMD
CLIENT
Intel
BRAND
Intel
DETAILS

CAMPAIGN
Tet Message
AGENCY
Mindshare
CLIENT
Unilever
BRAND
Omo
DETAILS
OMO, the leading detergent brand, celebrates TET’s (Vietnam New Year) value of well-wishing every year during the holiday season. This year the brand wanted to target its most loyal advocates with a massively personal engagement, and to speak directly to them in a meaningful way.
 
Data showed that our audience love searching for their own names on Google. And they are also keen to know what is in store for them in the New Year. 
 
The two insights combined and inspired our idea: a Highly Personalised New Year Greeting on Google! 
 
As a result, we achieved 100% ROI based on earned media return alone.  Brand search queries grew by 101% during the campaign period. People searching for their name grew by 100% on Google during the campaign period. Search performance was well above industry benchmark. The campaign also earned the brand publicity and media value on major press in the process. 
CAMPAIGN
Spa Indulgence Offer Personalisation
AGENCY
DigitasLBi Limited
CLIENT
Shangri-La International Hotel Management Limited
BRAND
Shangri-La Hotels & Resorts
OBJECTIVES
In a market known for a one-size-fits-all approach to messaging, we wanted to prove that no two holidays are the same, and that by speaking to a genuine desire for a unique experience, Shangri-La could fulfill their Brand promise of bringing it's customers' their next moment of Shangri-La.
 
We identified personalisation as the way to help Shangri-La replicate the in-hotel experience across all digital channels. Through looking at over 3000 digital data points, and 570 CRM attributes, we identified two key groups, Spa Lovers and Weekend Getaways and created a pilot with a control group to test its impact. We implemented unifying data architecture, alongside relevant content and offers based on these personas, to show the power of personalisation.
 
From emails and banners to the Shangri-La website, the customer journey experience was designed with personalised imagery and messaging across the control, Spa Lovers and Weekend Getaway customer segments. 
 
To ensure that we could accurately test within segments, a percentage of each audience would view the control email, homepage and display ads.
 
The results were staggering with booking rates seeing a 54% increase, while revenue per visitor to the website went from USD 0.1 to USD 3.7 as well as driving incremental bookings for people that saw the offer but went on to book another offer with Shangri-La.


Adobe Analytics & Adobe Audience Manager, 27th October – 1st December 2016

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