case study

A major automotive manufacturer appointed us as their media partner for the launch of their new regional brand campaign across Asia.

THE TASK

Launch a new brand film across seven Asian markets, maximising completed video views among a new generation of tech-savvy auto intenders. The client was also keen to test the impact of a more advanced, data-driven approach to audience targeting and media buying.

THE APPROACH

We evaluated multiple technology partners and selected one with a proprietary AI engine capable of identifying and mapping high-value audience segments in each market. This intelligence informed a multi-platform buying strategy across YouTube and programmatic video, optimised to deliver both efficient view-through and qualified leads to each local distributor.

THE RESULTS

Through our AI optimised approach we outperformed any previous benchmarks in the region. 

• 26.1 million 100% completed views at a $0.0048 CPCV
• $1.56 delivered CPM, representing an 85% cost reduction versus typical market rates
• 32,298 leads generated for distributor networks across the region

THE INSIGHT

The campaign proved the strength of advanced audience modelling in driving superior cost efficiency and performance. Programmatic activation significantly outperformed direct platform buys in both engagement and lead generation, validating the shift toward a data-first media approach.

By applying the right technology and audience identification and targeting strategy, it is possible to over perform traditional buying methods many times over.

The leading Singapore-based event, experience, and ticketing hub engaged us to better understand their current and potential audiences, activate targeted campaigns to drive ticket sales, and grow their CRM database.

THE TASK

The client offers a wide range of events and activities, but lacked clarity on who their users were. Our mission was to segment audiences into meaningful groups for more precise targeting, then demonstrate effectiveness by driving ticket sales and registrations across sporting, entertainment, lifestyle and family events.

THE APPROACH

We implemented tracking across the hub’s site to collect anonymised visitor data, enabling the creation of cookieless personas based on interests and offsite behaviour. This intelligence powered:

• Audience expansion through lookalike modelling
• Addressable campaigns tailored to specific event types, including music concerts, sports tournaments, and participatory activities

THE RESULTS

Every campaign for every event and activity now begins with a headstart as we already have a base knowledge of customer groups and interests, meaning no need for expensive and wasteful broad prospecting.

• Addressable audience grew from 53k to 745k individuals in Singapore, each with clearly defined interests and behaviours
• Campaigns consistently achieved 20–30% improvement in CPA vs. existing benchmarks

THE INSIGHT

By effectively identifying and segmenting both consumer and high-value business audiences, we delivered ongoing targeting efficiencies, enhancing performance for current and future campaigns.

Whereas most media activation relies on targeting buyers already looking to purchase items, this approach delivers interest and behavioural based engagement, bringing incremental customers to purchase and grow the CRM. database.

A leading medical-grade skincare brand engaged us to support its expansion into Southeast Asia, building audience architecture, full-funnel customer journeys, and market-specific media plans for its regional launch.

THE TASK

Introduce a premium dermatological skincare line into highly competitive SEA markets. Break through category saturation by positioning around proven medical efficacy and performance.

THE APPROACH

With a media share of under 0.5%, we prioritised precision targeting to drive awareness and trial among premium consumers seeking science-backed skincare solutions. Focus on awareness and engagement with trusted sources of information and recommendation, which also ensuring visibility in the most crucial purchase battlegrounds: 

• A focused B2B strategy centred on doctors and dermatologists.
• Leveraged the outsized influence of leading marketplaces to align with local purchase behaviour.

THE RESULTS

Through a combination of search, social KOL and targeted programmatic display and video, we were able to make quick breakthroughs into the cluttered marketplace

• 168% growth in GMV across major marketplaces within the first three months versus the pre-launch baseline.
• 65,000 new site visitors in the first month alone, engaging with content for an average of 2 minutes 20 seconds vs. an industry average of 45 seconds.

THE INSIGHT

The initial ambition was to build a D2C commerce destination. However, customer-journey analysis made clear that the strongest purchase intent and conversion behaviour existed within regional marketplaces. We redefined the brand’s ecosystem accordingly, routing transactions through Shopee and Lazada while repositioning the website as a content and education hub to nurture demand.

This has helped us build on our promise of short term gains that come with long term benefits.

THE CHALLENGE

A premium global home furnishing brand was significantly underperforming in China. Despite strong global leadership, the brand had low top-of-mind awareness and held only 0.2% market share. A complex product portfolio, rising competition from domestic players, and the absence of a coherent growth strategy placed further pressure on sales.

THE TASK

Marketing and e-commerce teams operated in silos, supported by numerous small agencies working on narrowly scoped tasks. There was no agency of record and no integrated ownership of the full marketing funnel. Our remit was to build a market growth strategy encompassing brand positioning, audience segmentation, messaging, and media mix.

THE ASSIGNMENT

As a long-term strategic partner to the brand’s global, regional, and China teams, we conducted a full landscape review and developed the growth blueprint for the market. This included:

• Brand and category growth strategy
• Media and channel mix design
• A comprehensive measurement framework
• Guidance on partner and vendor selection

We manage performance against this framework and conduct quarterly reviews to refine the strategy—balancing short-term wins with a three-year objective of establishing category leadership in the premium mattress and pillow segment.

THE LEGACY

A unified strategy, phased rollout plan, and accountability framework now align marketing and sales functions toward shared goals. This integrated approach has strengthened confidence across global leadership and set the foundation for achieving the brand’s three-year ambition of 20% annual sales growth in China.