Targeting the Right Time-frame for A Maximum Reach

An established fast-food company aimed to raise awareness about their newly released product among their pre-defined target audiences.

Marketers need to be aware of each segment that falls within their broader audience. Once they have identified what resonates with the target audiences, then they will be able to map the customer journey, which further gives them the ability to develop effective brand messaging and media buys to target the potential customers at every stage of the sales funnel.

Creating a memorable brand image helps establish loyalty between consumers and your organization. People will be more likely to purchase your product again.

CHALLENGE

Despite being on-the-move most of the time, people can easily get distracted when consuming brand ad message.

"How to identify the best time frame to attract the audience's interest?"

We aimed to assist our client

• To be present when their target customer is receptive and has a specific intent in the exact moment – whether to learn more about the brand or make a purchase.

APPROACH

• The ideal timeframe that recorded the highest density of the target audiences was identified to ensure that the ad messages were delivered to the relevant target audiences.

• The ad campaign was then displayed on the ideal time-belt hours to increase the overall audience reach.

• By reaching the right audience at the right time, the client managed to optimise their campaign's cost efficiency.

KEY RESULT

As the campaign managed to identify the right ideal timeframe, it achieved a total of 4, 440, 003 potential views with 1, 138, 672 (24%) of unique reach.

Unsurprisingly Jalan Ampang had the highest potential view and reach, which skewed the overall audience profile. Most audiences were seen at petrol stations, creating a collaborative deal with the station to drive visits to Subway stores; especially the ones that were located in the stations or next to it.