GroupM and Wavemaker join forces with OSIM Hong Kong to drive engagement in its recent ad campaign

OSIM Hong Kong recently partnered with Wavemaker and Xaxis, the programmatic outcome solution of GroupM Nexus, to drive engagement for its Mother's Day ad campaign. By utilising the interactive and engaging ad formats developed by Xaxis Creative Studios (XCS), OSIM Hong Kong’s campaign successfully increased its brand awareness and audience engagement.

With a primary focus on showcasing OSIM's product ranges during the highly anticipated Mother's Day season, the campaign was optimised to increase the visibility of the brand’s compact products and further enrich consumer education on the features and benefits that OSIM offers.

OSIM was able to create an immersive and impactful advertising experience for their target audience through XCS’ interstitial rich ad platform. An interstitial rich ad appears in between the content a person is viewing, such as while browsing a website or using a mobile app. It is designed to be visually appealing and interactive, capturing the user's attention with its engaging content.

By merging the video and multiple product images into a slideshow for OSIM, consumers were able to watch the ad while simultaneously exploring the various products. Additionally, the sequence of the products in the slideshow was altered to increase engagement with those positioned later in order to enhance cost efficiency, and maximise user engagement.

To achieve more with the same budget, GroupM’s proprietary AI technology was used to optimise OSIM’s ad placements to ensure less media wastage. By leveraging intelligent strategies to target high value audiences and inventory that will drive maximum performance, more people engaged with the ads which led to better overall campaign results. The campaign achieved a remarkable 23% improvement in click-through rates (CTR) compared to standard DSP optimisation alone.

The campaign delivered exceptional results in audience engagement which resulted in increased brand awareness overall. Continuous monitoring and optimisation by the team also improved CTR by 4.4 times in the weeks that followed. In addition, ad engagement went up by 81% and website engagement increased by 74%. This partnership exemplifies the potential of combining innovative advertising strategies and data-driven optimisation to engage consumers effectively and drive business growth.

“We extend our appreciation to our media agency Wavemaker and GroupM Nexus for their support in promoting our Mother's Day campaign with XCS. Their expertise in media planning, creative production, optimisation and campaign delivery has been instrumental in the success of our campaign,” said Regina Ip, marketing manager, OSIM (HK) Company. “We highly recommend their services to anyone looking to take their marketing efforts to the next level. Thank you, Wavemaker and GroupM, for your partnership and dedication to our success.”

Meanwhile, Kenix Lai, managing partner, Wavemaker Hong Kong, said: “We are happy to partner with GroupM Nexus to create a campaign for OSIM Hong Kong's Mother's Day promotion leveraging the newly launched XCS. Wavemaker's expertise in media planning combined with Xaxis' programmatic capabilities have allowed us to create a campaign that is creative, innovative and effective. We are confident that this partnership will continue to yield successful results.”

“XCS is instrumental in ensuring our clients’ creative content is relevant, powerful and engaging in every execution to drive stronger outcomes from their media investment. We are thrilled to unlock great results for OSIM, and look forward to continue collaborating with brands to elevate their creative concepts and intelligently integrate them into advanced programmatic executions,” said Andy Chung, managing director of Xaxis Hong Kong, GroupM Nexus.

About GroupM and Xaxis

GroupM is the world’s leading media investment company with a mission to create a new era of media where advertising works better for people. Responsible for more than $60 billion in annual media investment, according to COMvergence, the company innovates, differentiates, and generates sustained value for clients wherever they do business. GroupM’s portfolio includes agencies Mindshare, Wavemaker, EssenceMediacom and mSix&Partners, as well as Choreograph (Data & Technology), GroupM Nexus (Cross-Channel Performance & Activation), GroupM Investment, and GroupM Motion Entertainment. Discover more at www.groupm.com.

Xaxis is GroupM’s programmatic outcome solution and part of GroupM Nexus, the industry’s leading performance marketing organisation. Xaxis maximizes the ROI of clients’ digital media investments by combining innovative AI technology, advanced cross-channel solutions, and dedicated programmatic expertise to develop and optimize success metrics that connect directly to clients’ business goals. Founded in 2011, Xaxis serves more than 3,000 brands in 48 markets around the world.

About Wavemaker

We believe there always is a better way to grow. We positively provoke growth for our clients by reshaping consumer decision-making and experiences through media, content, and technology. The Wavemaker way is globally consistent. Fueled by the world’s most powerful consumer data, we understand where and how marketing can intervene decisively to help brands win more sales. Our 7,560 people across 88 markets have the deep knowledge, confidence, and courage to provoke growth for some of the world’s leading brands and businesses. 

This article is sponsored by Group M.