Search “N” Ambush
Thailand's fresh food industry is overcrowded with players Offering "free" delivery (but with a minimum spend).
CP FreshMart is a smaller supermarket, but one that offers actual free delivery - with no terms and conditions.
Without the big media budgets of its competitors, how can CP FreshMart remind people of its competitive advantage?
Planning & Execution
A SEM (Search Engine Marketing) strategy that mimics our competitors - but with one important difference.
CP FreshMart intentionally buys the second search result. with an ad that directly calls out competitors before who promise "free" delivery. Because of this strategy, CP FreshMart outplayed its competitors without outspending them.
Effectiveness / Results
- 5X the average Click-Through Rate for Household goods
- 2X number of new users
- 151% increase in total number of customers
- Campaign budget only $18,750
- Return of Ad Spend up to 16X
- $300K in total earnings in 1 month