Advertising is more than how much money you spent; it’s about reaching out to the right audience at the right time. Earlier in March, McCafé owned by Mcdonald’s piloted coffee delivery service in Hong Kong, exclusively available on the McCafé App. We’ve helped our client to launch a large-scale advertising campaign on social media with geo-targeting, an advertising effort combining online and offline technology based on geographic location.

Case study

The campaign is divided into two phases, first to activate seamless touch points in specific areas in Hong Kong to identify our target audience. Three core business districts were targeted: Central, Causeway Bay, and Quarry Bay. Seamless touch points were placed at all the McCafé branches in the above locations, plus some of the nearby commercial buildings and competitor stores. Whenever someone carrying a mobile device passes by one of the touchpoints, anonymized data of that device will be captured instantly. In total, we’ve captured over 500,000 device ID to proceed to the next phase.

For the second phase, we pushed an offer “Buy 4 coffee, get 2 free” via Facebook to our target audience, i.e. the captured ID. In order to maximize click-through rates and ROI, we also conducted A/B testing to refine our creative designs and improve user experience. In addition, the customers are required to use the McCafé app to enjoy the offer, thereby promoting the app downloads. The mobile app has been listed on the “trending” searches on the App Store for at least 2 days.

More about geo-targeting

Geo-targeting offers a personalized customer experience, delivering ads, offers and shopping information to a large number of high-potential, relevant customers. The technology monetizes online social networks and offline location data to drive brand engagement and actual sales at the same time.

With the massive amount of customer data collected, geo-targeting also provides valuable insights for market research on shopping patterns, e.g. the best time to push an ad and the popularity of physical stores.

We’d love to hear your creative thoughts on how to make use of the location-based technology. Let’s get inspired together and see how our team can help to transform your business.

1) Blue

Starting from the second half of 2018, we have been assisting Blue, Hong Kong’s first digital life insurer in unfolding its first-ever digital branding campaign. It is a highly integrated campaign, with touchpoints spanning social media, video production, website SEO, media planning that covers display, programmatic and search, HTML5 banner ad as well as innovation such as Cognitive Ad, the latest AI-enabled interactive advertising. This comprehensive marketing strategy gives the brand an opportunity to engage with a broad spectrum of audiences, which in turn generates traffic, leads, and drive new sales.

2) Hang Seng Bank

Launching Hang Seng Credit Card Chat with DORI is another of our highlights in 2018. After a year of development with the client from concept to launch, DORI the AI chatbot went live on 11 January 2018. Short for Dining, Offers, Rewards and Interactive, DORI reshapes customer service by providing customers with a faster, simpler and more convenient service experience powered by artificial intelligence.

3) Hong Kong Broadband Network

In an effort to promote the Broadband Network’s expertise in the telecom sector and ultimately expand its fanbase, our team produced a tongue-in-cheek parody of Men On The Dragon. It is well-received with over 600 likes, 143 shares and 41K views to-date, fast becoming one of the most popular posts on the company’s Facebook page.

4) AJ Hackett

We built presence for the extreme sports pioneer’s Macau Tower centre on Weibo and WeChat. We first lined up local KOLs for endorsements and reviews, then worked on facilitating quick mobile payments like Alipay and WeChat Pay. Apart from improving customer experience with seamless transactions, WeChat Pay users will be prompted to follow the AJ Hackett WeChat account, allowing the brand to strengthen its connection with the customer.

5) Extra Mile

Extra Mile is a community investment project collaboratively run by the Airport Authority Hong Kong and Social Ventures Hong Kong. Making use of user-generated and sticky content, we fostered the project’s digital marketing goals of notifying target audience of programme updates, delivering positive social values, making noise and bringing together different communities.

6) Geo-targeting for Subway

We promoted Everyday Value, a combo launched earlier this year with Geo-targeting. This tool identifies potential customers and classifies them into different segments, allowing us to re-target ads on Google Display Network, Facebook, Line and Weibo accordingly with A/B testing. The campaign ran for three weeks and was a great success.

7) Carlo Rossi Wine

The posh lifestyle approach is quite common among wine brands. Our Shanghai team took a different approach with Carlo Rossi by infusing playfulness and humour into its WeChat content. This tongue-in-cheek execution has helped the brand to stand out from its competition.

8) Prince Jewellery and Watch

Inside the vibrant online social space, each platform/app boasts major differences in terms of culture, usage and user preference. It requires distinct knowledge to fully utilise them as effective promotional tools. Take Facebook, Instagram and Wechat as example, our Hong Kong and Shanghai team work seamlessly together to foster comprehensive marketing solutions for Prince Jewellery and Watch using these platforms. With localised content and format, we are able to help the jewellery brand make an impression to different target audiences.

9) Viral video for Subway

We supported the promotion of Subway’s Beef Pastrami Sandwich by commissioning a video production with Uncle Siu British English Club, which generated some 516,000 video views, 11,000 reactions, 1,500 comments and 3,400 shares to date.

10) BCT

We are thrilled to work with BCT Group this year, a major MPF product provider in Hong Kong that aims at raising brand awareness among young working adults online. We adopted an agile model, in which we identify and reinforce the type of feeds with the best engagement and performance based on Facebook generated figures. We plan as we go and fostered a series of exciting Facebook posts riding on the city’s hottest news and office-related tidbits. By identifying the right content for the right target audience with statistics, we are able to help BCT raise awareness and in turn, drive sales

Retail businesses around the world love Christmas. Many brands choose to pull off an online campaign dedicated to the festive season, seeing this as a huge marketing opportunity to make noise and drive sales. This article will explore how an all-round professional production can help your business take advantage of seasonality.

This Christmas, New Digital Noise has launched a campaign for SOFINA, a beauty brand hailing from Japan, covering creative social media content, graphic design and real-time video shooting, accompanied by added-value ad-placement.

To create warm Christmas vibes, we took real-time shots and videos with incredible attention-to-detail in framing, lighting, product placement, etc. At the preparation stage, we reached a precise, thorough understanding of our client’s preferences, supported by a variety of visual references from our own portfolio and similar brands.

Seasonal periods are hotly competitive, so ad placement is essential in getting your campaign in front of the right audience at the right time, complemented by the appropriate ad-targeting strategies. In this campaign, we took season-specific elements, as well as past trends and performances into consideration when determining the target audience, types of ads and the best time to launch the campaign.

An organised work schedule is absolutely critical for a campaign with a bounded time frame. All the execution phases are planned in detail beforehand to ensure timely delivery of work and feedback from clients. The process went on until the launch, with both parties committed to a close work relationship to achieve efficiency and effective communication.

Gear up for the next opportunity early enough to beat your competitors. Any feedback or questions in mind? Drop us a line at info@ndn.com.hk and our team will reply as soon as possible.

Extra Mile Hong Kong is a community investment project aiming to provide youngsters with a local working holiday, taking advantages of the gap year to learn about different career opportunities at the Airport. Having great interest in aviation, Molly is one of the lucky Working Holiday@Lantau participants to intern at the Hong Kong Business Aviation Centre while furthering her studies in the field. New Digital Noise has documented her amazing journey in the form of a video interview.

Storytelling has always been the key to successful content marketing. And telling the story from a first-person narrative is even more effective in getting the message across. In this video interview, Molly speaks to the audience and eases them into her own experience. A video format optimises her heartfelt sharing, capturing her honest emotions while she heaps praise on how the programme has broadened her horizon and offered her aviation-related career opportunities.

Extra Mile’s endeavour in nurturing talent and creating employment is communicated through a compelling personal story that resonates with the audience. The mission of the project thus becomes more memorable in the audience’s minds. Following Molly’s cut comes another interview with Jason, HKBAC’s Head of Administration and Projects, which enriches the narrative of the video by offering employer’s insight.

Video interview is a great way to carry out brand storytelling. Talk to us at info@ndn.com.hk to see if it fits your brand too.

A household name in Hong Kong, Pok Oi Hospital has been providing quality medical and social services to the community since 1919. Their services span from dental to Chinese medicine, from primary schools to nursing homes.

Life after school can be quite challenging. Allowing youth to work on fun projects in groups is a good way to build their confidence and prepare them for future endeavours.

Fight For Show is a non-profit organisation that promotes social integration and helps youth prepare for adulthood. It invited students from 20 local high schools to participate in a special filmmaking programme, where participants will plan, produce and market their own mini-movie about social integration.

The films are set to release in 2019 and 2020. But before that, a lot of coaching has to be done, from learning the ins and outs of the movie business, to the how-tos of promoting the film. New Digital Noise is thrilled to play a part in this meaningful project and offer our expertise in marketing the students’ brainchild online. Our Associate Account Director, John Leung will be hosting a social media marketing workshop in November.

Youth empowerment has always been what New Digital Noise is passionate about. It is hoped that our sharing will encourage, motivate and inspire the youth of today and aspire them to become leaders of tomorrow.

There is way more behind a digital campaign than creating a Facebook page and boosting posts, especially one that starts from nothing. It requires a focus on brand-building strategies across platforms implemented with significant technical expertise.

From September onwards, we have been assisting Blue, Hong Kong’s first digital life insurer, in unfolding its first-ever digital campaign in full-scale. Our project spans from designing an official webpage, making noise through social media platforms to developing the latest AI-enabled interactive advertising.

With a clear goal to build brand awareness, the project covers popular social media sites including Facebook, Instagram, Wechat and Youtube. We developed corresponding content strategies based on not only our expertise, but also objective data from AB testing, experimenting with two sets of formats such as layouts, tones of voice, headlines and graphic styles for various types of content, audience and social networking sites.

Video is one of the most effective ways to get viral on the internet today. Our creative team produced a fun, witty marketing video in collaboration with local comedy duo FAMA to deliver the key values of Blue — offering a simple and flexible insurance experience with no commission or hidden charges incurred.

A brand-new website is built after rounds of test and learn. It boasts an overall sleek and simple style that fits the brand best. With careful research, we adopted Search Engine Optimization (SEO) and Search Engine Marketing (SEM) strategies to bring traffic to the website and extend its reach to our target audience, ultimately generating leads for the business.

Aside from traditional display ads such as static and animated banner ads, our team has developed cognitive ads for Blue, widely understood as artificial intelligence chatbot which allows interactive engagement with potential customers through one-on-one dialogues.

New Digital Noise offers comprehensive strategies for digital campaigns from planning to execution. Any thoughts about extensive branding or rebranding? Reach out and chat with us.