12.11.2020
Performance

Hong Kong Wing Wah’s media commerce plan goes full circle for the full-moon festival

Hong Kong Wing Wah’s media commerce plan

At a Glance

Goal: Build brand awareness and amplify sales of mooncakes and wedding cakes

Solution: Boost buyer intention with a diverse and multi-faceted media-commerce strategy involving exclusive offers, membership giveaway, advertorial content, eDMs, native ads and more. 

Results: 500 mooncakes were redeemed through Yahoo App membership giveaway in less than one minute which highly raised brand awareness; Sales far exceeded the target

 

Big Net for Big Gains

To harvest new audiences for its seasonal mooncakes and wedding cakes, Hong Kong Wing Wah and Yahoo formed the first content commerce strategic partnership, featuring editorial content in Yahoo Shopping, mooncake supplements, as well as membership giveaway through the Yahoo App. Entry points were sprinkled across Yahoo assets including native ads, search, eDMs and social media to cast a wide web that caters to the entire consumer journey.

360 promotion

 

Shorter Journey, Faster Checkout

The essence of the campaign lies in an omnichannel strategy that condenses the time between thinking and spending for a smoother consumer journey. For instance, Hong Kong Wing Wah products were highlighted in editorial features on Yahoo homepages, which link users to Yahoo Shopping content including branded content, as well as editorial soft topics such as festive foods, top-10 wedding cake brands and more to draw the attention of curious users. A total of nine articles were featured and from there, users are directly linked to the Hong Kong Wing Wah x Yahoo online booking site for direct conversion.

advertorial

 

Hong Kong Wing Wah logo and offers were also featured on Yahoo Jetso and Yahoo Shopping mainpages, as “Hot Picks”, “Top 10 deals” or “Best Seller” to further grab attention.

logos and featurings

 

Not a frequent webpage browser? No problem.

Tailored to web-users who aren’t actively engaged on the Yahoo platform, the Hong Kong Wing Wah campaign is also sent as an eDM to close to a million users; and the editorial is, too, translated to social media posts that lead directly to the ecommerce platform for an enclosed ecosystem.

Overall campaign performance far exceeded expectations with core traffics from native ads, performed three-fold better than industry average and boasting a lower CPA. The Yahoo Mooncake supplement and Hong Kong Wing Wah branded content saw pageviews of 500K and 271K+, respectively, resulting in a six-times uplift in Hong Kong Wing Wah branded keywords during campaign vs. pre-campaign.