JD Central’s Valentine’s campaign let people send targeted ads as gift hints

Thai e-commerce brand JD Central’s Valentine’s Day campaign let people drop gift hints to their partners via a chatbot that sent targeted ads.

The campaign came from an insight that politeness meant that many girls were not getting the present they wanted, but with ad targeting technology, they could subtly send a hint online.

The campaign first targeted girls, recruiting them into the system. The ads directed them to a chatbot, which asked a set of questions around the gifts they really wanted, their boyfriend’s phone number and a nickname their boyfriend would recognise.

The ads then targeted the boyfriend online, using the nickname to grab attention and allowing them to click through to the exact item and buy in time for Valentine’s Day. Ultimately, the ads created a way for boyfriends to buy the right present for their girlfriends directly via Facebook advertising.

“This campaign shows how we take online shopping to the next level. And this is a Valentine’s gift for our customers,” said Rvisra Chirathivat, chief marketing officer at JD Central, part of JD.com brands.

The campaign was created by BBDO Bangkok. According to the agency, the campaign drove a 314% increase in online engagement for the brand and a 17% lift in sales.

: 'Targeted Gift'

Agency:

Client:

Date: April 2019

JD CENTRAL, a leading e-Commerce brand in Thailand, saw an opportunity this past Valentine’s Day to increase sales by encouraging boyfriends to buy the right gifts this year. 

February, the unofficial month of love, is one of the most profitable seasons for the E-Commerce industry but as marketing research indicates, girlfriends are not always transparent with what gift they want and men often end up buying the wrong Valentine’s Day gift.

It was this insight that led BBDO Bangkok to create a smart and easy way for boyfriends to buy the perfect present.

JD CENTRAL partnered with BBDO Bangkok to create a campaign, titled Targeted Gift, which used a Facebook algorithm to target consumers, creating automated ads that show exactly what girlfriends wanted this Valentine’s Day. 

The campaign kicked off with female-targeted ads in order to recruit girlfriends to choose their ideal present. The ad redirects users to a custom built chatbot that helps create ads specifically for their partners. Boyfriends are then targeted with a click-to-buy ad  that allows them to buy the gift on the spot. In order to take part, both boyfriends and girlfriends must be registered members of JD Central in order to join the campaign.

As a result, sales on JD CENTRAL leading up to Valentine’s Day increased by 17%, with engagement online increasing by 314%.

Credits:
 

 

Credits:

Suthisak Sucharittanonta - Creative Chairman

Anuwat Nitipanont - Chief Creative Officer

Pitha Udomkanjananan - Deputy Executive Creative Director

Thiti Boonkerd - Creative Group Head

Nuttawee Pisanprechatam - Art Director

Jutatat Pattanodom - Group Account Director

Napat Wuttijariyakul - Account Director

Klack Film - Film Production

Tags: Thailand, jd.com

 

 

 

 

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