opple case 2015 - aict media
TRANSCRIPT
Case of Brand Promotion in oversea markets
OPPLE LIGHTING —— Leading brand in Chinese lighting industry
Target: As an industry leader in China, OPPLE hopes to promote their brand awareness in the oversea market and expand their international business.Solution: Social media ads+Programmatic media buying cross-site platform+Cross-media global marketingCoverage ： India, Europe, Middle East, North Africa etc.
Programmatic media buying
Cross-platform,cross-media,comprehensive,target audience coverage
Promote international brand awareness of OPPLE
Precise targeting, countless impressions
Real-time optimization, audience
engagement
Attract fans, long-term advertising
Cross-screen advertising, cover Facebook target audience comprehensively
Cross-screen engagement
Info flow ads on PC Info flow ads on mobileRight column ads on PC
Multi-dimensional targeting and optimization, improve the effectiveness of advertising obviously
Audience traits
Geographical location
Equipment and operation system
Interest
Tag
etc...
Advertising for 3 months ：• Brand exposure: 74+million times
• Click: 77,000+
• New followers ： 5,000+
• Engagement rate ： 94.69% per post
CPC decreased by 54%
Precise targeting audience, get target audience engagement
Engagement rate of new post reaches 95%.
53%
9%
9%
Opinions on Social Media
A good brand
A fast developing competitor29%
Search for information
Like
During advertising period, comments of target audience on social media
Different formats of advertising, cover LinkedIn target audience comprehensively
Right column ads on PC
Sponsor ads on PC
Multi-dimensional targeting and optimization, improve the effectiveness of advertising obviously
Audience traits
Geographical location
Industry skills
etc...
Advertising for 3 months ：• Brand exposure ： 34 millio
n times• Click: 9,000+
• New followers ： 900+• Engagement rate ： 3.7% per
post
CPC decreased by 49%
Rich oversea media resources to satisfy needs of different formats of ads
• Display ads on PC• Ads displayed when videos pauses
Programmatic media buying
Multi-dimensional targeting and optimization, improve the effectiveness of advertising obviously
CPC decreased by 57%
Audience traits
Regions
Ad materials Frequency rate controlCreative
Carousel
Retargeting
Programmatic media buying
CPC down by 54%
Case Study – Programmatic Media Buy for OPPLE
Background
Objectives: To increase brand awareness in global market. Get target audience engagement on Facebook and LinkedIn.Ad Formats: RTB display ads on PC, Social media Ads (Facebook & LinkedIn) Geographical Coverage: India, Europe, Middle East, South AfricaSolution
utilize a combination of audience targeting technology and worldwide media
resources to target specific audiences with certain characteristics.
Perform real time optimization of the campaign strategy to drive the highest
click and
engagement performance
Performance
Advertising across dozens of overseas countries.
Total impressions and clicks are 295% and 196% higher than estimation resp
ectively.
Participated audience 98% more than estimation.
Reasonable Budget Allocation and real time optimization help to improve the whole performance
Various Vertical Media
CPC down by 57%
Audience Engagement
Participated audience up by 98%