Best Use of Video in Programmatic: CMRS Digital Solutions Limited - MTR Mobile - Transport Lifestyle Rewards

Company Name: CMRS Digital Solutions Limited

Client: MTR

Project Name: MTR Mobile -  Transport Lifestyle Rewards

Watch Video 【登記 MTR Mobile 　消費購物賺MTR分換獎賞！】

Watch Video 【登記 MTR Mobile 　搭港鐵$300 即送免費車程！】

Project Summary

This campaign created 2 Thematic videos on YouTube which succeeded to drive significant impressions and video views. Both videos' view rate are above the brand average benchmark and most viewers watched the videos till the end.

Support by segmentized users per usage preference, through combining the MTR offers and content angle to elevate the message which is both time and content relevant to our target audience (e.g., Office worker for travel offer).

Also, accurate targeting strategy with utilizing retargeting and post-view conversion tracking. It created a retargeting pool and attribute a conversion back to MTR Mobile APP Download, resulted with huge amount of clicks on ad redirecting to app store for app download.

Background

MTR Mobile has been revamped and launched in May 2020 as an all-in-one lifestyle mobile app to allow members to enjoy smart mobile features with diverse transport and shopping services and a brand new CRM program, MTR Points that consolidate various MTR businesses including MTR ride, MTR Malls, Station Shops and MTR souvenirs.

It aims to boost download and member registration on MTR Mobile app, drive usage of MTR Mobile, and build usage habits with the mobile app users and registered users through MTR Points as rewards and personalized content.

Objective

The objectives are creating mass awareness about the upgrade and educate users about the key new functions, and driving growth on App download and membership registration on upgraded MTR Mobile.

Execution

First, by pinpoint targeting. It collected old user data and existing user insights via MTR Mobile app and phase 1 campaign, we refine our targeting by leveraging on the linkage tag in MTR Mobile. Then, it used retarget (i.e. drop off during the member registration) and expand the target group by finding the lookalike and acquire quality users who are active in MTR Mobile to avoid media wastage.

Second, Channel Optimization. With test run different media buy with real-time performance data and adjust as per tracking of cost per app download and members’ registration.

Third, Cost efficiency. The avg. cost per impression on YouTube ads keep decreasing during campaign period after it ends in Dec 2020.