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Audi Hong Kong expands its target audience who used to be predominantly males looking for luxury cars with content marketing across a number of digital touch points, including KOLs and Yahoo’s Tumblr portal.

OPPORTUNITY

Though successfully branding itself as a luxury automobile, Audi wanted to expand its target audience from a predominantly male base to both genders aged 30+ looking for a vehicle. The German car label banked on Hong Kongers’ digital proficiency to rebrand itself as a progressive, innovative label and thus increase brand awareness and raise purchase intention metrics. 

SOLUTION

With intentions to be more relatable to its consumers, Audi Hong Kong turned its four brand pillars – Quattro, Ultra, Sport, Destination – into consumer-savvy categories such as Agility/Adventurous, Sustainability/Environment, Competitiveness and Progressive, respectively. 

Each of these pillars was paired with a Hong Kong – based KOL who Audi deemed progressive. A total of nine KOLs from various disciplines were engaged, all of whom shared stories of progressiveness through video and text that were complemented with bespoke and custom-built editorial features. 

The content was distributed on the brand’s Tumblr page, Yahoo Men, Yahoo Style as well as on the Audi’s official brand page. Branding ads were placed during launch to further drive traffic; while native ads were also employed to soft-sell its content hub. 

RESULTS

Over a 14 week period, the hub delivered 58m impressions, 5,500 video views, 1m+ page views of editorial content (mixture of KOL interviews and custom editorial content), a dwell time of 1.5 minutes per page, as well as 284,000 visits (90% unique visitors) 

Positive PR and industry walkability 

1.7% increase in Audi brand favourability

9% increase in Audi purchase intent

19% increase in Audi standing for visionary design

15% in belief that Audi makes fun cars to drive

Progressive Minds Campaign won the “Best Content Marketing Campaign – Merit” and Yahoo BIC Award – Merit Awards

Acuvue launched online editorial posts on Tumblr as a softer approach to differentiate its brand on the digital realm; the platform was further supported by native ads.

OPPORTUNITY

Having rebranded itself with a new brand ambassador, Korean superstar Jun Ji-hyun,  Acuvue was seeking for a softer, interactive approach to speak to its target audience to better differentiate itself from its competitors with the brand message of “natural eye beauty”, increase digital footprint, and to maximise its partnership with Jun.

SOLUTION

With a goal to build a fresh and lifestyle-oriented new brand image, Acuvue’s Tumblr editorial spotlighted on its product features,brand association with Jun Ji-Hyun as well as makeup and fashion-related topics to raise awareness of the message of “NaturalEye Beauty” for 25- to 30-year-old females who love fashion and beauty. The posts included text, images and mobile-supported animated gifs.

The brand also debuted a Facebook contest that offered a grand prize of HK$10,000-worth of travel vouchers.63% of total impressions on the Tumblr page were brought in through native ads, which saw content-driven and soft-selling copy that strengthened the association of Acuvue and Jun Ji-hyun while attracting readers who were interested in beauty and fashion news.

Define Fly Me to Jun Ji-Hyun Campaign won the “Best Social  Marketing Campaign-Merit” Award

Air New Zealand and Tourism New Zealand viralled their travel video through Yahoo’s diverse portals to successfully drive eyeballs, engagement, and eventually, sales.

OPPORTUNITY

Riding on the noise generated from the Lord of the Rings and The Hobbit franchise, Air New Zealand and Tourism New Zealandmade ads – both display and video – inspired by the movie and dispersed it across cross-media online channels including SEM,display ad and social media to boost ticket sales.

SOLUTION

The campaign started with the launch of ANZ’s humorous safety video, which was complemented by Facebook brand ads andHobbit-themed games to boost audience.

ANZ utilised SEM to drive audience to increase purchase intent; double listing was also applied for ANZ and TNZ – which focusesmore on travel-related keywords – with managed CPC.

Display banner ads were placed on Yahoo’s Homepage, Native Ads as well as the Yahoo Travel portal via Yahoo IntegratedSolutions. Audience Targeting was also achieved on Yahoo ROS to capture potential New Zealand travellers.

Cookies data were collected, analysed and recorded for further retargeting based on their interests and behaviours

RESULTS

Overall ROI increased drastically from 1:6 in the previous year to 1:12 during the campaign period.

TNZ received more than 5000 visits from ANZ

Generated significant sales revenue  during the campaign period.

Advertiser : Air New Zealand / Tourism New Zealand Media Agency : iClick Interactive Asia Limited Creative Agency: B.L.O.O.D. Campaign : Air New Zealand & Tourism New Zealand JV