EGG Digital shows effective use of omni-channel media strategy in ‘SCREEN TO STORE’ campaign

This post is sponsored by EGG Digital.

EGG Digital is Thailand’s leading big data analytics company and digital marketing consultancy. With insight-led omni-channel media as one of its core businesses, the company provides end-to-end omni-channel media services, including in-store and digital media as well as out-of-home media or its “Shopper’s Digital Screen”.

EGG Digital is the first provider in Asia Pacific to leverage data, AI, machine learning, and digital platforms to drive its media services, enabling insight-led strategic media planning through its Intelligent O2O2O Media Solution as one of the company’s key offerings for enterprises. It is a tool that helps marketers and brands build well-rounded growth, including sales increases, customer base expansions, a better chance of customer conversion, higher buying frequency, and more.

Recently, EGG Digital partnered with LISTERINE® Thailand to create the “SCREEN TO STORE” marketing campaign with two key business goals: to expand LISTERINE®’s target audiences to consumers who have never used mouthwash products, and to retain the brand’s market leadership without using a pricing strategy.

Chatchapol Ongnithiwat, GM for the insight-led omni-channel media business at EGG Digital, said: “To build up sales among consumers outside the brand’s native category, the target groups must be clearly defined. The use of media for the entire communication loop must be planned strategically, then tested and learnt to optimise communication and its ability to motivate and lead to conversion at the respective points of sale.

“This advertising campaign utilised big data from Lotus’s, a leading retailer chain that is a key partner of EGG Digital and an important sales channel for LISTERINE®.

“Using this data, behaviours of LISTERINE®’s existing customers were analysed, including items bought, spending per checkout, buying frequency, etc, to gain insights and identify factors that influences their buying decisions.

“The target consumers were regrouped into three new categories: health beauty accessories buyers, dried groceries food buyers, and fresh food buyers.”

SCREEN TO STORE used first-party data and deep tech in strategic, insight-led media planning to give consumers a personalised omni-channel experience that was consistent at all stages of the customer journey – from brand awareness and engagement through to purchase.

It was LISTERINE®’s first campaign using an omni-channel media strategy to enable a connected flow of communication across online digital media and in-store media to create a consistent experience throughout the customer journey.

Retailers’ social media channels were used to build brand awareness and recognition through ads targeted at the three categorised groups and the brand’s existing customers.

To incite buying decisions, in-store media in the form of extra shelf displays were strategically installed in the aisles that the target groups would pass by as they did their shopping, for example, near hair shampoo and bath cream shelves, three-in-one instant drink-mix shelves, and the fresh food and vegetable zone.

The content was tailored to the interests of each target group. The content on social media and in-store was also aligned to strengthen awareness and motivate buying, resulting in a higher chance consumers would put the products into their shopping carts and ultimately convert to sales.

Thanks to the effective use of an omni-channel media strategy, SCREEN TO STORE helped LISTERINE® achieve its goals in all aspects.

In retaining its market leadership, the market share rose by 15%, and in building sales among new target groups, the brand witnessed a 38% sales increase among new consumers who have never used a mouthwash product previously.

Moreover, the conversion rate associated with ads grew 4.42 times, spending per shopper edged up 1.19 times, and return on ad spend increased 2.34 times.

Beyond the business results, this advertising campaign won a gold award for “Excellence in Omnichannel” at Marketing Excellence Awards 2023, an international awards programme by Singapore-based media company MARKETING-INTERACTIVE.

In addition to insight-led omni-channel media, EGG Digital is engaged in two other core businesses. Its business analytics and development business offers end-to-end solutions for AI-driven big data analytics, including business consulting and data science services that enable design customisation to address specific needs of each business using a “business analytics as a service – powered by AI engine” approach.

Meanwhile, its platform and media solutions business spans: LINE solution – a one-stop solution for effective reach and communication with target audiences; online marketing – a marketing consultancy and planning service for media platforms; CRM/BI platform – a complete ecosystem for loyalty points collection and transactions; and an analytics SMS platform – a service that analyses SMS communication data to optimise marketing communication.

To learn more about EGG Digital, visit https://www.eggdigital.com/, email egg-sale@ascendcorp.com, or call 02-020-2364.