Elevating Visibility for an Intimacy Product Brand in Indonesia
Within the vibrant fabric of Indonesia, where the interplay of traditional values and modernity is evident, there has been a remarkable surge in the demand for intimacy products. Understanding the pivotal role of brand awareness in this evolving sector, businesses are increasingly realizing the necessity of establishing a robust online presence.
Campaign Objective:
The primary objective of this campaign was to amplify brand awareness for an intimacy product brand in Indonesia, strategically reaching out to a diverse audience encompassing both men and women.
Addressing Challenges in Brand Awareness through Banner Campaign and E-commerce Integration
Prior to discussing effective strategies, it’s crucial to understand the unique cultural nuances and sensitivities prevalent in Indonesia. The campaign team encountered two primary challenges while executing a banner campaign and directing clicks to e-commerce sites:
1. Cultural Nuances and Sensitivities
Navigating Indonesia’s conservative values, the team implemented a banner campaign for intimacy products while directing clicks to e-commerce sites. Rooted in a conservative societal backdrop, the challenge involved ensuring the banners respected cultural values, emphasizing discretion while promoting openness on the e-commerce platforms.
These challenges played a significant role in shaping the banner campaign and e-commerce integration strategy, emphasizing the importance of aligning with Indonesia’s cultural context for successful brand awareness.
2. Navigating Sensitivities in Intimate Product Promotion
Navigating sensitivities in intimate product advertising is challenging within conservative societal norms and online content regulations. Businesses recognize the need for a strong online presence to balance reaching the right audience while complying with standards, emphasizing the crucial role of brand awareness in this evolving space.
Strategies for Building Brand Awareness
1. Emotional Connections:
Highlight relatable scenarios in creatives and communication plans, emphasizing positive couple relationships and individual self-care without explicitly crafting narratives.
2. Gender-Specific Segmentation:
Identify media publishers popular with both genders, segmenting them based on interests such as news, sports, family relationships, entertainment, and music. Ensure alignment with the target audience.
3. Analysis of Browsing Behavior Keywords:
Utilize proprietary tools to extract and organize keywords from articles and web links, breaking down internet exploration patterns from adult sites, sexual health sites, gaming sites, and sports sites in a detailed manner.
4. Pinpointing Audiences:
Increase impressions by targeting audiences with a specific interest in the product, enhancing click-through rates (CTR) without the need for explicit narrative crafting.
Insights from the Campaign
1. Audience
2. Publisher
3. Location
Higher Click-Through Rates (CTRs) in North Sumatra (0.73%) and Riau (0.75%) suggest increased interest in the product in these regions.
4. Device
Approximately 95.4% of impressions come from mobile devices.
5. OS & Brand
Mobile devices and Android contribute to over 90% of impressions, with Samsung being the predominant brand and showing the highest Click-Through Rate (CTR).
6. Operation
A higher Cost Per Thousand Impressions (CPM) has the potential to yield a higher Click-Through Rate (CTR). Striking a balance between CPM and CTR is advised for optimal campaign performance.
Summary of the Campaign Performance
The campaign excelled by surpassing the set Key Performance Indicator (KPI) for impressions, exceeding the targeted benchmark attributed to effective strategies, including robust audience engagement, precise targeting.
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For a discussion on how our solutions can enhance your brand’s visibility and recognition, give us a call today. We’re here to help you achieve your campaign goals efficiently and effectively.
與Leverate合作行銷印尼成人用品實際案例
在印尼充滿活力的環境中，宗教力量、傳統文化、現代化等三角力相互作用，傳統價值觀與現代化的交融顯而易見，隨著休閒娛樂的增加與國際化，近年來注重兩性關係與對親密產品的需求出現了顯著增長。現觀科技提供AI行動智慧即時競價平台與印尼Leverate Group合作，幫助成人用品品牌建立知名度爭取最大曝光，在數位廣告市場中持續發揮關鍵作用。
廣告行銷活動目標:
此次行銷活動的主要目標是在印尼為一家親密產品品牌擴大知名度，策略性地觸及男性和女性及多樣興趣的受眾。
以情感連結文案和電子商務整合解決方案，戰勝提升品牌知名度的挑戰
在討論有效策略之前，了解印尼獨特的文化細微差異和敏感問題至關重要。在執行橫幅廣告活動並將點擊導向電子商務網站時，活動團隊遇到了兩個主要挑戰：
1. 文化細微差異和敏感問題
在尊重印尼文化價值與社會尚偏保守風氣的情況下，我們主打以暗示人際親密意象的情感連結文案結合橫幅廣告與Gif動圖做為素材，點擊導向至該品牌的電商網站，網羅大量的曝光數與點擊數藉以提高產品知名度。最大的挑戰在於確保廣告意象既尊重文化價值觀，同時也需要確保在開放性的電商平台上推廣的謹慎度。兩者間的有效整合策略，強調與印尼文化背景保持一致對於成功品牌知名度的重要性。
2. 推廣高親密度成人用品與網路規範
在保守的社會規範和線上內容監管的情況下，該如何在找到準確的受眾無疑是具有高度挑戰性的，尤其是在去識別化的網路資訊時代下，如何降低未成年觀看廣告的機會及增加青年、中年男女被廣告吸引的機會。因此企業意識到需要強大的線上智能廣告投放平台來平衡觸及合適的觀眾和遵守網路規範，既能找到對的TA，又能夠有效提升品牌知名度，好的策略與解決方案將在無窮變化的網路世界中起到關鍵作用。
為成人用品建立品牌知名度的4大策略
1. 情感連結文案:
以創意突出快樂與享受的親密意象，積極強調情侶關係與個人自我保健意識，避免情色意象與裸露畫面，也能夠達到看到廣告即聯想到健康的親密行為。
2. 以性別定位鎖定媒體:
識別兩性皆會瀏覽的媒體，如新聞類、大眾娛樂類，再根據其特性交由AI競價系統進行觀看媒體分析，找到最適當的受眾，描繪出受眾輪廓與擴大族群，透過高曝光與再行銷，提升產品終端轉換。
3. 線上瀏覽行為與關鍵字分析:
利用現觀科技自行開發的專有技術，從文章和網頁連結中提取並組織關鍵詞，並給予權重配分，詳細分析成人網站、性健康網站、遊戲網站和體育網站等不同類型的媒體互聯網探索模式，了解受眾關注的興趣與重點。
4. 鎖定目標受眾:
透過媒體分析與關鍵字分析了解受眾興趣與喜好，針對對產品感興趣的特定受眾來增加曝光量，提高點擊率（CTR）。像是我們發現有一部份的受眾經常在新聞網站上瀏覽過健康類型的文章，因此我們也利用上述第二與第三點來分析受眾輪廓，進而打包受眾做再行銷(Retargeting)。
廣告行銷活動洞察報告
1. 受眾
2. 媒體發布商
3. 地點
北蘇門答臘 North Sumatra (0.73%) 和里奧 Riau (0.75%) 的點擊率（CTR）較高，推測這些地區可能對產品更感興趣。
4. 裝置
大約 95.4% 的曝光量來自手機裝置。
5. 操作系統 & 品牌
手機裝置跟安卓系統貢獻了超過 90%的曝光量，其中三星(Samsung)為最大宗，且也獲得最高的 點擊率（CTR）。
重點摘要
本次的廣告行銷活動甚至超出了比預期的KPI還高的成效，歸功於有效策略和精準的受眾定位投放策略。
如果您也需要在網路世界爭取大量的曝光與高知名度，請立刻填寫以下表單聯絡我們！我們將提供您優秀的行銷策略與解決方案。