Blue Girl Beer is a beer brand originated in Germany since the 19th century. Acquired by the Jebsen & Co. Ltd in 1906, Blue Girl Beer is now the greatest leading brand in HK. 

This campaign is to promote the new membership program of Blur Girl – Club BG.

Campaign Objectives

  • Trigger new member registration
  • Create awareness for the brand-new official website & new membership program “Club BG”
  • Re-engage previous website visitors

Results

  • Successfully tackle ad restriction policy
  • Overachieve KPIs of Member Registration & target Cost-per-action (CPA)

-50%

CPA than target KPI

Strategy

1. Tailored Keywords & Content Strategy

  • Tailored copies to create urgency of need in different scenarios, e.g.
    • Mirror / ViuTv Fans
    • Festive Celebrators
    • Football Match Lovers

2. Data-driven optimization

  • Enhance cost-efficiency & customer engagement
    • Irrelevant search term exclusion by iMedia professional team & in-house knowledge base
    • Keywords optimization according to the market trends & hottest search queries

3. Remarketing & Personalization Strategy

  • Deeper website tracking for data analysis & remarketing campaign
    • Non-members: Re-engage website visitors to complete registration
    • Members: Utilize Member Referral Program for word-of-mouth effect

4. Uplift Campaign performance via cross platform advertising

  • Reach audiences at different stage of the funnel to capture every micro-moments

i.e. Target Mirror/ Error Fans

Google Search Ad

Yahoo Stream Ad