LINE, the dominant chat app in Thailand, recently launched a new service, LINE MAN, in Thailand. LINE MAN is an on-demand assistant app that offers professional services across four sectors – messenger service, food delivery, convenience good delivery, and postal service. It wanted to market its product and expand reach beyond Facebook into other channels such as mobile apps, Google Search, Google Play store search results and YouTube, to generate new customer acquisition and drive in-app purchase and engagement.
- Acquire new customers
- Drive LINE MAN app installs
- Drive in-app purchases
LINE implemented a cross-publisher strategy on Facebook through AdParlor, and AdWords on Google to increase reach of LINE MAN.
It used demographic targeting on Facebook and looked into the cost per conversion. Based on that figure, it explored bidding around that range and adjusted it to Google AdWords. LINE targeted users aged between 18-44 in Bangkok, as the urban, working community were most likely to engage in the services provided.
Leveraging User Intent
Apart from demographic targeting and bidding on Google AdWords, LINE also leveraged user intent, targeting those who were already actively seeking information about LINE MAN either by expressing interest in knowing more, and those who had indicated interest in making a purchase of a product available on LINE.
To reach users effectively, the campaign was split into different parts, mainly by services, languages, and devices, so that messages could be tailored to suit the needs of a user based on their point of search. Competitor bidding was also done to watch the insights and identify emerging search trends that appeared around other related apps.
During the campaign period, LINE explored different campaign combinations such as Search Network only campaign, Display Network only campaign, and Universal App Campaign (UAC) across all networks. It used Text Ads, Display Ads, and text ideas for UAC, which was then applied on the Search Network and Display Network campaigns in order to optimise the ads on the better performing networks.
Right Product at the Right Time
To reach its targeted Cost Per Action (CPA), LINE used ad scheduling on Facebook, which was applied to bid for spots over the weekend, as there was an increase in traffic during that time. Due to the higher number of users, the Cost Per Conversion (CPC) performed better compared to weekdays. LINE also increased its bid during mealtimes like lunch and dinner to ensure it reached people at the relevant time, when they may be thinking about ordering meals or running errands.
Understanding the importance of keywords, LINE analysed its search term data and customised text ads following the menus available on LINE MAN. It expanded its keywords based on the data from Google Tools, gathering most used keywords. Based on the search terms, LINE could also monitor which keywords were most effective on search, and modify their keywords accordingly.
To boost the impact of its campaign, the brand also provided an introductory offer where users would receive a rebate on their first order or when they use any of LINE MAN’s services for the first time. It also partnered with certain restaurants for special discounts.
- 6.8x Growth in orders on LINE MAN over six months
- 16% Cost per order reduction