Friso as 9.9 Lazada’s E-commerce Success Case

Nguyen Truong (Performance Media Manager- FC)

& Hung Do ( Head of Performance - Mindshare)

FrieslandCampina & Mindshare

Truong ThiThanh Nguyen

Performance Media Manager

Hung Do

Head of Performance

How anFMCG brand

winsin E-com?

Winning Formula

GMV(Sales)

1. Data

2. Data-driven

Media & Creatives

1. Hero SKUs

3. Marketing Solutions

2. Onsite UX/UI

1. Bundling

2. Up-sales Promotion

QualityTraffic

ConversionAverage

order Value

• Data-driven MEDIA

• Dynamic CREATIVES

Factor 1

Reach high intent Shoppers at the right

time to drive sales

Quality Traffic

Data-DrivenMedia

Retargeting

Broad audience

Targeting/ Prospecting

1st party data &

CPAS Audience

1st & 2nd party

data

Dynamic Creatives

Per Product

Promotion Status

Per audience

+1000Ads

Dayparting

Win on D-Day

Profile:

Lookalike

Friso’spurchasers

Time:

D Day -1

Type:

Add to Cart users

Time:

D Day morningFlash Sale

Type:

Add to Cart users

Time:

D Day Afternoon +

Night

Factor 2

Drive conversion channels & optimize

in cost per sales

Conversion• Hero SKUs

• Onsite UX/UI & A/B testing

• Affiliate Marketing

Onsite UX/UI

Affiliate Marketing

24.2%GMV Contribution

24xvs Affiliate GMV

before investing

Hero SKUs

Factor 3

Maximize purchase power with

fixed investment

Average Order ValueBundling

Up-sale

promotion

Remarkable Results

+140%vs target

+127%vs target

+343%vs target

+ 137% vs target

❖ Facebook-focused media allocation

93%

7%

Facebook Google

70% Traffic in Teasing

3x required visits

1

High Traffic Quality

2x higher Engagement rate(vs. powder milk or M&B benchmark)

2

2x higher CR on FB CPAS

5x higher CR on Google(vs. avg. benchmark on Lazada)

3

-

50

100

150

200

250

300

350

400

-

2,000

4,000

6,000

8,000

10,000

12,000

14,000

20190903 20190904 20190905 20190906 20190907 20190908 20190909

Visit UV PDPPV A2C

A2C

❖ Excellent traffic allocation

Breaking Media Benchmark

Teasing

Key Takeaways

1. Find the right partner ☺ 1. Don’t make promotion hero in your creatives

2. Trade quality with quantity.

2. Teamwork works!

3. Mobile first

4. Be single-minded on key deliverables

5. Maximize e-com partners’ Marketing Solutions

3. Be late

THANK YOU