Samsung Philippines: Boosting Mega Campaign performance with First Search Slot
Solution:
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Objective
Samsung Philippines wanted to boost overall sales performance during the 6.6 Mega Campaign and the subsequent Super Brand Day campaign.
They opted to use First Search Slot to augment their Sponsored Discovery campaigns, specifically aiming to drive higher conversion, ROI, and clickthrough rate from the surge of high-intent shoppers during key campaign periods.
Approach
Samsung placed an overbid for First Search Slot in all of their Sponsored Discovery campaigns during Mega Campaign periods.
- As a first step, they identified a handful of priority SKUs to be placed in First Search Slot
- Higher CPC bids were placed for the above SKUs using the FSS Overbid feature in Lazada Seller Centre portal
- This was closely monitored and adjusted throughout the teasing & campaign period to remain competitive against competitors
Results
Samsung’s First Search Slots Campaigns achieved significantly better results across ROI, conversion and clickthrough rates.*
*Compared to Samsung’s own campaigns that ran concurrently & did not active First Search Slot
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