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Youmi serves Midea

Midea Soymilk Machine DSP Scaled and Precise Delivery

Advertiser: Midea Home Appliances

Implementation period: 2015.12.16 to 2016.01.03

Project budget: 1 million

Distribution range: Nationwide

Promotion Background:

Soymilk makers have become a kitchen appliance product that has attracted much attention in the e-commerce market because of their convenience, practicality and quick preparation. They have broad potential demand among urban office workers, housewives and other groups. Midea's soymilk maker has completely upgraded its functions by adding cutting-edge technologies such as automatic timing reservation and patented dual-speed raw grinding, aiming to increase the types of ingredients that can be processed, save time on fresh grinding, improve product quality, and achieve market segmentation advantages.

With the continuous emergence of similar products, on the one hand, traditional offline sales have become saturated, while there is huge room for tapping consumers' online purchasing power. On the other hand, since mobile traffic promotion is more direct and in-depth, similar advertisers who use programmatic buying to place advertisements are facing fierce competition.

In order to enhance its accurate coverage of potential users, Midea Soymilk Machine chose Youmi DSP to deliver product advertisements and direct traffic to its e-commerce channels.

Strategic Insights:

What kind of people need a high-quality soymilk maker? Through research and analysis, Youmi uses the platform's own DMP system to match Midea's first-party data to explore potential populations. The advantage of Youmi DMP big data lies in using the advertiser's existing user ID information to perform geometric algorithm expansion of similar groups of people, so as to target the most immediate and accurate target group.

Users who have a clear demand to purchase soymilk machines are only a part of the market stock, and the larger demand space needs to be realized through data mining. Through crowd model analysis, Youmi DMP successfully matched more than 55% of multi-dimensional user information among nearly 1 million Midea user IDFAs. According to label processing and mining, these users have a large number of overlapping segmentation labels for population portraits such as "health", "fashion", "parent-child", "female", "middle and high income", "first- and second-tier cities", etc.

Through algorithm expansion, Youmi DSP expands the captured user portraits and reaches more potential users on a precise basis. By adding redirect tracking and App deep direct link technology, ad clicks can directly lead to the e-commerce product purchase page, helping Midea soymilk machine achieve high cost-effectiveness in large-scale mobile promotion .

Creative expression:

Midea's soymilk maker has an automatic cooking function with timed settings. After the soymilk is finished, you can pour it out and drink it without filtering. It is very convenient and quick. The machine uses precise microelectronic control to rationally adjust the brewing time of beans, making the finished product taste more mellow and rich. These are what consumers demand and are also the humanized selling points of Midea’s soymilk maker.

In response to these product features, Youmi creatively and clearly highlighted the three major selling points of Midea’s soymilk maker, directly conveying information about the excellent functions of Midea’s products to the audience. By displaying the product to show the elegant appearance of Midea's soymilk maker, Youmi combines the real scenes of users' daily use with the advertising copy to describe the relaxed, pleasant and healthy quality of life that can be brought about by using Midea's soymilk maker, creating an emotional resonance and making consumers attracted by the beautiful concept of the Midea brand.

Delivery execution:

1. Youmi Advertising obtains the first-party consumer user data of Midea Home Appliances, covering mobile identification information such as browsing and purchasing behaviors. By importing Youmi DMP to perform full-database IDFA matching, the individual's online historical big data can be found. Through the crowd analysis model, Youmi has gained insight into the personality traits of Midea users, mined them through labeling algorithms, and classified people with highly similar portraits in the database as a category of precise users.

2. On December 16, the first round of delivery was launched for a three-day period targeting a group of precise users, and Youmi DSP was used to redirect and track users, and secondary coverage was carried out on Midea’s historical browsing devices. According to data observation, the 3-day CTR achieved good results.

3. Youmi re-sorted the click IDFA obtained from the first round of delivery, analyzed the user behavior characteristics again, combined with the precise portrait of the first category of users, fully expanded the dimensions of the potential target population, and obtained the second category of precise users with extensive and fresh information.

4. On December 19, the large-scale delivery of the second category of precise users was launched. After deep connection with Youmi DSP and major mobile ADX, the advertisements were fully launched on high-quality App media such as Toutiao, iQiyi, Youku Tudou, Moji Weather, and Running Man 3 Mobile Game. Based on the results of the first round of advertising, Youmi adjusted its advertising materials and adopted product slogans that better highlight quality of life. And use the App's deep direct link technology to achieve lossless user behavior conversion from clicks to purchase pages.

5. During the overall delivery process, Youmi's intelligent bidding engine participates in the entire advertising bidding process, establishes a bidding plan combination in a short time based on actual data feedback, and makes rapid trade-offs and adjustments. This ensures that during periods of noticeable traffic changes such as evening and noon, advertising output can be in a cost-effective state, ultimately ensuring the overall delivery goals of the project.

Project Effect:

The total advertising exposure was 7,544,352 times, and the average CTR increased by 210% compared with the previous conventional DSP form, bringing more than 180,000 independent users to browse the JD purchase page, and the final ROI reached 122%. The client Midea was satisfied with the overall promotion effect.

If you want to learn more about Youmi's cases or business, you can call Youmi's official phone number: 400-070-2010

background

Miya is an APP for pregnant mothers to communicate and help each other, developed by Beijing Willian Technology Co., Ltd. It is a real-time communication and mutual assistance platform specially designed for expectant mothers. Pregnant mothers can chat with other expectant mothers anytime and anywhere, share pregnancy knowledge and experience, talk about their pregnancy worries, and also ask pregnant experts for advice on pregnancy experience and listen to the advice of "veterans". Helping expectant mothers find the most caring and practical help and psychological support as soon as possible is Mia’s goal.

In September 2015, Miya and Midi reached a cooperation and started Miya's promotion campaign in the Chinese market, acquiring high-quality users at low cost through Guangdiantong.

Strategy

The quality of the material and copy directly affects the effectiveness of advertising. Excellent material can effectively stimulate CTR growth. However, different audiences have different preferences and different sensitivities to the material, so different methods must be combined. Mothers may prefer topics related to children's education and home life, so when creating a material library, you should fully consider how to cater to the value orientation of mothers. The optimization of materials requires long-term exploration and innovation. At the beginning of advertising, as many material samples as possible should be prepared and tested. Materials with good performance should be used more frequently, while materials with poor performance need to be optimized again or abandoned directly.

The openness of GuangDianTong and the diversity of mobile advertising formats make it difficult to strictly control costs by manually adjusting CPC unit prices and targeting audiences. A little caution will lead to a sharp decline in the amount of advertising. In response to this situation, Midi Optimization will estimate the conversion rate for the current creative based on the display value of this traffic, so that a reasonable CPC bid can be calculated, and the APP's ads will be more likely to get display opportunities with high conversion rates.

implement:

Miya’s promotion mainly went through three periods: the trial period (three days to one week), the full launch period (one week to three months) and the stabilization period (three months to six months).

Miya Company's initial expectation for the activation cost of Guangdiantong was 10 yuan. Under Midi's regulation, after 7 days of trial operation, the cost was successfully reduced from more than 50 yuan on the first day to around 8 yuan, and the number of conversions increased by 5 times compared with the first day. As data accumulates, GuangDianTong's performance on different traffic types becomes clearer and clearer, so that we can better select traffic and adjust CPC bids, gradually improving delivery efficiency.

After several days of evaluation, Midi's optimization department was very impressed with the results of GuangDianTong's delivery and subsequently began long-term, large-scale delivery. However, advertisers' requirements for cost and delivery volume remained unchanged. With sufficient budget and time, and combined with the data accumulated from the early trial launches, a more comprehensive launch was carried out. In less than a week, the daily conversion number has increased from less than 300 at the beginning to over 1,000. At the same time, the cost is stably controlled at around 7 yuan.

Summarize

From September 2015 to date, MiYa has been running for more than half a year, with more than 10 million click users and more than 500,000 daily exposures on GuangDianTong. It has acquired hundreds of thousands of new users in total. Although there are certain fluctuations in cost control, they can be adjusted and stabilized quickly. The average activation cost was 30% lower than customer expectations, a result that made customers very satisfied.

Miya received an immediate and impressive market response after its launch in the Chinese market in August 2014. As an APP that has been online for more than a year, compared with other similar software, Miya already has a complete set of promotion channel assessment mechanisms that can quickly and accurately determine the subsequent recovery of users acquired through promotion. Therefore, Miya has a clear judgment on costs and seeks to expand steadily on the premise of profitability in promotion. Miya is a long-term advertiser. Their requirements for promotion in China are simple: strictly control costs and steadily acquire high-quality users.

If you want to know more about it, you can call the official phone number of Midi: 010-56236675

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