Hiruscar doubles online sales with DKSH marketing campaign

Challenge

Hiruscar was not capturing and converting brand interest and intent into sales as they had no comprehensive performance marketing campaign linking together above-the-line (ATL) brand-building with below-the-line sales activation.

The Hiruscar brand was very active in ATL awareness and engagement campaigns in Thailand and with the invested effort, they wanted to close the sales loop by converting sales leads into online customer.

Hiruscar also wanted to expand its online business-to-consumer (B2C) business and to gauge the effectiveness and benefits of using online platforms to promote its products. The barrier to this was that the company had no experience and capabilities with online sales optimization.

Approach

We implemented a comprehensive performance marketing campaign that seamlessly linked together demand generation and sales execution activities. The project involved revamping the entire shopping experience by connecting the ATL campaign with traffic generation and conversion campaign, negotiating with e-marketplaces for premium on-site visibility packages and using precise data-driven targeting and retargeting to reach shoppers with the highest likelihood to convert into buyers.

We ensured the right traffic generation strategy was in place together with the right promotion mechanics and a compelling on-site user experience aimed to drive sales conversion. We also took end-to-end ownership of both demand generation and demand fulfillment activities.

Result

In the three-week campaign, Hiruscar’s online B2C sales were double the online sales from the previous year. The Hiruscar brand also grew its online share of total DKSH Thailand sales by over 2,000 percent. We also helped Hiruscar acquire over 97 percent new customers.