CHANDO, a local Chinese beauty brand with breakthrough technology and brand strength, recognized the need to upgrade its brand promotion strategy to stay ahead of the curve. As a result, in this year's 618 Shopping Festival campaign, CHANDO targeted new customers differentially and precise ad delivery to guide the purchase behavior of Tmall stores, which will help to improve the ROI of CHANDO Tmall stores.

To delve deeper into customer insights and awaken potential customers, we entailed a meticulous analysis of media traffic and the creation of a tailored tag tree for CHANDO that identified the core selling points for distinct customer groups.

Our solution:

[STEP1] Find out target segments through cross-match data

By matching the brand's first-party data and media user behavior data in China's leading media, DeepZero | iPinYou generated insight that fashionable women are the main demographic driving growth in this campaign.

[STEP2] Audience insight with a toolkit from Tmall DIGITAL and DeepZero | iPinYou

We profiled Tmall users who have purchased the product or competitors' products before. This allows us to attribute customers to see which media they like to use under DeepZero | iPinYou technology, and look-alike to see similar segments in other Chinese media.

[STEP3] Audience and media strategy under data insights

With data combination and analysis from various sources, we were able to select segments with the highest historical CTR and conversion and chose high-convert media for precise targeting.

We achieved a significant boost in the CHANDO Tmall store's ROI during the 618 Shooping Festival promotion. The overall ROI of the CHANDO Tmall store has improved by 50%+ compared to the promotion festival on "Women's Day" which happened on 8th March, and the ROI of individual products has increased by 15%+. At the same time, the overall exposure completion rate of the main promoted products reached 100%, the click completion rate reached 160%+, and the CTR was higher than the estimated value. It not only exceeded the anticipated outcomes but also achieved remarkable growth in acquiring new brand followers.

This milestone demonstrates the power of strategic audience expansion and the effectiveness of combining in-depth media insights with advanced digital tools. This is what DeepZero | iPinYou does, committing to driving brand growth through intelligent data-driven strategies. This level of precision is invaluable for brands looking to maximize their ROI in a crowded digital marketplace.