How to Maximize Campaign Effectiveness with Proximity Targeting.

Recent developments in Singapore and Malaysia have resulted in heightened Covid-19 measures in both countries. In Singapore, after a brief period of relaxed regulations, a spike in Covid-19 community cases has resulted in what the Health Ministry has labeled as ‘Phase 2’ of the heightened alert period with group gatherings now reduced to two people from five, suspension of dining-in and work-from-home as default for the next few weeks. Similar announcements have been made in Malaysia with the Prime Minister placing the country under a movement of control order (MCO) after a spike in Covid-19 cases.

These measures also mean that brands will once again have to change their strategy as consumers prepare to stay at home and return to online platforms exclusively. Prior to the pandemic, brands used location data for proximity targeting for effective marketing campaigns. But with restaurants and other places for social gatherings in Singapore and Malaysia temporarily closed, marketers, will have to pivot to other ways to stay relevant and reach their audience. 

This is where home location-based audience targeting can help. At the peak of the pandemic, home location emerged as the new primary location, and it is imperative for brands to connect to this audience once again.

Azira’s Home Location-Based Intelligence

Azira’s ‘Home Location-based Audience Intelligence’ uses the proprietary ‘Staypoint Algorithm’ to derive the target audience accurately. Brands can reach out to audiences not just as individuals but also as unique users staying at the same home location. Brands can use this home-based audience intelligence to reach out to consumers who are at home but are still shopping across categories that are functional in their respective cities like groceries and daily essentials, online fitness and wellness, food delivery, and more. 

When the home location information is added to the intelligence on where these audiences were seen in real life before the lockdown was implemented,  a lot more can be understood about their preferences and needs.

How Can Brands Leverage This Intelligence

Brands can use this home-based audience intelligence to reach out to consumers who are at home but are still shopping across categories that are functional in their respective cities. Below are two instances of brands utilizing Aziras home location-based intelligence for successful awareness and lead-generation campaigns.

Case Study 1: Popular Beverage Brand in Singapore

Singapore displayed a very different behavioral pattern in Feb 2020, as it was one of the first countries in the world to get impacted by Covid and responded pretty swiftly to that. There was an average decline of 17 percent in footfall in January 2021 compared to January 2020 in combined categories. However, in February, it was observed to be negative 5 percent. Footfall from tourists experienced the most significant decrease due to low international visitor arrivals.

A popular beverage brand in Singapore achieved increased brand awareness and reach using Azira’s home location-based targeting. The product being a beverage for wellness and health, the campaign strategy was to identify the right audience based on preferences and use home location-based audience intelligence for proximity targeting.

Strategy

Target people based on –

• Home Locations
• Historical location data from supermarkets, convenience stores, gyms, traditional medical centers (TCM)
• Age Group Demographics of 18-24, 25-34, and 35-44

Results

• Heartland home locations in North-East, East, and West have the highest exposure with Hougang topping reach and Jurong West with the highest CTR of 0.22%
• People in home locations who visited convenience stores and TCM in the past had a higher CTR by over 0.2%
• The overall viewability achieved was 64% and the overall average CTR was 0.26%.

Summary

With effective proximity targeting on the basis of home location-based intelligence, the brand was able to achieve  1.4Mn impressions on its campaign and acquire over 400,000 unique users.

Case Study 2: Food and Grocery Delivery Brand in Malaysia

A global food and grocery delivery brand in Malaysia wanted to drive awareness to their website in the last quarter of 2020. Most consumers had moved to online apps and websites for their groceries and daily essential needs, and it was the right time for optimization and customized targeting.

Strategy

Target people based on –

• States
• Age Group Demographics
• Interests and Preferences

Results

• Kuala Lumpur and Georgetown were the best-performing states with a CTR of above 1%.
• People of the mature audience age group 26-35 engaged the most with the brand (1.15% CTR) compared to other age demographics.
• The overall average CTR was 1.07%.

Summary

The brand was able to achieve over 14 million impressions, reach 5 million unique users, and achieve an average CTR of 1.07%.