The Objective

As the Archipelago sees rising temperatures during February, right before the summer kicks in officially in March, Selecta, the Philippines' #1 ice cream brand, aimed to communicate to Filipino households with kids about their bestseller ice cream, 'Choco Almond Fudge.' Indulging in ice cream is one of the most favorite ways for Filipinos to beat the rising heat.

The Pandemic has changed the household equation with lockdowns and social distancing, redefining members' roles within a household. While women became the 'Decision-makers of the house,' learning about new products and initiating the demand for products, men often stepped out to shop. Hence driving a purchase decision was no longer driven by reaching a 'segment' of audiences and now needed guiding the household as a whole. With kids as the target segment, the brand needed to reach out to members in the household who are decision-makers, purchase influencers, demand creators for a product. Hence, the brand needed an advertising partner with a massive scale in the Philippines to accurately target and influence household members. With the increasing mobile consumption over the last couple of years, Selecta intended to launch a mobile-first campaign in the Philippines to engage consumers with meaningful messaging, drive them to the nearest stores, and measure the campaign's effectiveness with a brand lift study. By doing so, the brand aimed to evaluate the effectiveness of mobile in driving real connections in the Archipelago.

The Solution

The brand partnered with InMobi and Mindshare Philippines to leverage household targeting, provide an immersive shoppable experience, and ensure online to offline attribution.

1). Guiding Families in Decision Making with Household Targeting: To address multiple audiences from a single household, the brand leveraged InMobi's Household Targeting solution with a massive scale and advanced identity resolution to accurately identify the household members aged between 25 to 64 years in metro and non-metro Manila regions. As a result of household targeting, the brand could reach about three members on an average in every targeted household driving an incremental reach of 2.65X.

2). Delivering Interactive Shoppable Experience to Drive Purchase Intent: The second step of the campaign was to engage the target household audiences with an immersive ad experience. The brand leveraged the state-of-the-art InMobi creative suite to deliver an interactive ad unit. The first card of the ad unit encourages the audiences to 'indulge' in the luxurious decadence of chocolate with roasted almonds and fudge brownies and swipe up. Once the ad viewer swipes up, the ad unit showcases the scrumptiousness of the product, visually enticing the user to swipe up to the final card that shows two CTAs:

a). Buy Now, clicking upon which the user can choose their favorite e-commerce website from the three options shown on the ad unit – Grab, Lazada or Shopee.

b). Locate store, clicking upon which the user can see the current location and get directions to the nearest store location to purchase the ice cream tub, without having to open the default map app on their phones.

3). Measuring effectiveness with a Brand Lift Study: One week after the campaign's closure, the brand conducted a brand lift study with an exposed group of audience who sees the ad and the control group of audience who doesn't to measure the lift in purchase, consumption and penetration lift. The brand surveyed over 1650 smartphone users about the trustworthiness, superiority, consumer consideration, and purchase intent of Selecta Supreme and deconstructed the lift in purchases. To measure the impact on revenue, the brand gathered the uplift in purchases using POS data. As consumers redeemed cashbacks by uploading their receipts, the brand understood the significant impact mobile was driving.  650 smartphone users about the trustworthiness, superiority, consumer consideration, and purchase intent of Selecta Supreme and deconstructed the lift in purchases. To measure the impact on revenue, the brand gathered the uplift in purchases using POS data. As consumers redeemed cashbacks by uploading their receipts, the brand understood the significant impact mobile was driving.

While both the control group and the exposed group have equally vouched for the trustworthiness and superiority of the brand, the consideration and purchase intent were significantly higher in the exposed group, signifying the campaign's success.