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Case Study: How AliExpress targeted SG online shoppers effectively with Admail

This was a sponsored post by Singapore Post under the Master Report series.

The main goal for marketers is to win over customers’ attention. One look, one action, and for every action, a successful sale. That’s the epitome of a successful campaign. But with so many brands vying for that same audience, how does one stand out? The answer is in proven results.

To be effective, marketers should widen their reach across both offline and online platforms. This integrated strategy will build awareness and hype, while establishing genuine connections with customers. In the campaign to boost awareness for SingPost’s ordinary and registered mail delivery options on AliExpress, an integrated campaign was launched to engage online shoppers based in Singapore.

The pull was to incentivise new shoppers with up to US$5 discount coupons, valid with single transactions above US$30 on the AliExpress marketplace and checkout with SingPost delivery. To get the word out, the campaign stretched across 500,000 households via Admail, with flyer distributions at SingPost offices and branches. This was further amplified on digital platforms; online banners were strategically placed on the SingPost website, as well as dedicated landing sites to track the performance of the flyers.

“One look, one action, and for every action, a successful sale. That’s the epitome of a successful campaign.”

SingPost’s Facebook feed was also populated with posts of the campaign teaser and launch ads, coupled with Facebook Ad buys that targeted online shoppers and visitors of major e-commerce platforms.

Summing up

  • Print ad mailers can effectively complement your digital strategy.
  • Track offline marketing performances by using dedicated landing pages in your call-to-action.

Objective

Increase awareness of SingPost’s ordinary and registered mail delivery options on AliExpress (on both web and mobile app).

Target audience

Singapore-based shoppers who frequent AliExpress.

Results

Exceeded coupon redemptions in 2017 by 47%. Mail traffic items increased by up to 14%.