Maximising the impact and ROI of your marketing budget is not complete without a dedicated strategy to reach high-value customers. These are the customers with high purchase intent who are likely to make the most significant impact on your company’s bottom line due to their purchasing behaviours, loyalty, and engagement.
According to research, repeat customers make up 65% of a company’s revenue, and their loyalty and advocacy can attract new customers to a brand. This is why they have a higher customer lifetime value (CLV) than the average customer, and they’re worth the extra effort – a 5% boost in customer retention can increase profits between 25% to 95%.
Most digital marketing strategies fall short of effectively connecting with these high-value customers during important moments in their purchase journey. This is where panda ads come into play. By leveraging this platform, your brand can reach customers who are already in shopping mode to drive engagement, conversion, and loyalty – helping you to achieve your marketing goals.
One of the major challenges in reaching customers with high potential is the difficulty of targeting them with precision. Traditional digital marketing methods often rely on third-party data, which infers preferences based on social media pages liked or shared, rather than actual purchasing behaviour. This means brands are likely to waste part of their budget reaching customers who are not interested in their offering and miss out on the ones who are most likely to convert.
The “spray and pray” approach of traditional advertising — where ads are broadly placed in the hopes of reaching a few interested prospects — simply doesn’t hold up in the digital world. Website banner ads or generic social media ads can easily be ignored by users. More so as users grow accustomed to receiving ads that are tailored to their preferences and needs. As a result, brands fail to reach their full market base, including their high-value customers.
Another significant challenge is the lack of tools and insights needed to accurately assess performance. For example, a campaign may generate clicks but not conversions, and without detailed analytics, it’s difficult to understand why. The lack of specific insights makes it impossible to optimise the campaign’s performance and ROI.
panda ads is foodpanda’s powerful advertising platform, designed to help brands reach high-value customers on and beyond the foodpanda app. Thanks to panda ads’ first-party retail data, brands can connect with millions of high-value audiences – tech-savvy convenience-seekers with established purchasing habits.
panda ads’ full-funnel marketing solutions allow brands to reach high-value customers through in-app tailored advertising, push notifications, social media, open internet solutions powered by The Trade Desk, and more.
panda ads has access to 1st party purchase data on foodpanda which allows brands to create personalised ad experiences for their potential customers. By optimising targeting, you can ensure your ads reach the most relevant audiences for your brands. For example, telco companies can target audiences by providers and mobile networks, banks can target credit/debit or non-customers, and CPG brands can target users based on past purchases and purchase intent.
Engage users with high-impact ad placements like homescreen ads, order-tracking page ads, and full-page takeovers. Use push notifications to deliver timely and relevant messages. Integrate digital marketing with offline activations like rider bag ads and sampling campaigns to drive product awareness and sales through coordinated online-to-offline (O2O) efforts.
Mars Wrigley used panda ads’ full-funnel solutions to launch Eclipse plus soothing mints, in Hong Kong. They combined high-impact video ads on the order-tracking page with offline sampling campaigns to achieve impressive results. As a result, 43% of the total audience fully watched the video ad, and 40,000 total samples were distributed. The innovative approach, which included pairing the ads with moments when consumers were likely to need a mint (e.g., after meals at a fried chicken restaurant), maximised engagement and conversion.
With interactive ads, brands can make the advertising experience more dynamic and boost user engagement. Video ads capture users’ attention and drive higher view-through rates, ensuring that your message resonates with the audience.
Full-page takeovers engage foodpanda customers through high-impact, disruptive formats that capture immediate attention such as the “spin the wheel” takeover which creates excitement by allowing users to spin for discounts or special offers from multiple brands and vendors. In summary, interactive ad formats provide prime visibility for brands when users get in contact with the app for the first time, leading to higher CTRs for better campaign performance.
Coca-Cola partnered with foodpanda to drive sales and brand awareness in the Philippines during the peak Christmas season. The campaign deployed a variety of interactive ad formats, including full-page takeovers, video ads, and gamified activities. The partnership was seamlessly integrated into the ‘Pasko (Christmas) Like a Panda’ campaign, aligning Coca-Cola with moments of joy and capitalising on increased holiday shopping.
The collaboration also included email marketing, social media takeovers, in-app activations, influencers, PR drops, voucher promotions, and digital out-of-home advertising. By leveraging panda ads’ innovative advertising tools across both in-app and off-app channels and a full-funnel approach, Coca-Cola was able to significantly enhance their campaign’s reach and effectiveness, resulting in a 40% uplift in Coca-Cola sales during the gamified Christmas campaign and over 1 billion impressions.
Collaborate with panda ads for co-branded campaigns featuring Pau-Pau, the much-loved foodpanda mascot. Pau-Pau is not just a hit across audiences; he can help drive actual results for your campaigns across APAC.
Adidas Taiwan partnered with foodpanda for a 360-degree co-branded campaign during the FIFA World Cup. The campaign included releasing a match-viewing party pack with Adidas goods, foodpanda goods, and snacks, available for purchase through pandamart. They promoted the campaign through influencers and social media, using assets such as full-page takeovers, EDM, social media posts, discount vouchers, online TVCs, and offline 3D activations. The party packs were a hit, creating widespread buzz and engagement on social media.
Targeted vouchers and promotions are effective tools for driving immediate action. Brands can offer discounts, special offers, or exclusive deals to incentivise customers to make a purchase. These vouchers can be automatically applied at checkout, making it easy for users to redeem the offer and encouraging them to complete their transaction.
Financial institutions can implement seamless payment switch options to drive card or e-wallet usage and promote loyalty. By adopting panda ads’ payment switch feature, brands can encourage millions of customers to choose their payment method as the preferred option. This feature simplifies the checkout process and increases the likelihood of repeat purchases.
VISA partnered with panda ads to drive card usage and loyalty in APAC. Leveraging panda ads’ first-party data, VISA targeted high-value audiences and introduced a ‘Switch’ button at checkout on foodpanda, making switching to VISA card payments easy and noticeable. The campaign achieved 9 million ad impressions, with over 80,000 customers switching or adding VISA cards, and 3-4 repeat orders per user during the campaign period.
panda ads offers a comprehensive suite of in-app and off-app solutions to help brands gather valuable consumer insights and sales data, and connect with audiences wherever they are. Brands using panda ads can leverage The Trade Desk’s reporting and analytics solutions to measure sales performance and market share. This enables them to make data-driven adjustments and optimise their advertising campaigns for better results.
Unilever partnered with Mindshare to drive awareness and sales of its new Ben & Jerry’s desserts in Singapore. Using foodpanda’s first-party retail data, the campaign targeted key audiences and surpassed expectations, achieving a 1.5 times ROAS and significantly lower CPA. The campaign increased transactional volume on the foodpanda app and generated sales for both new and existing Ben & Jerry’s flavours. By targeting past Ben & Jerry’s customers of foodpanda, the team achieved the highest ROAS at 26 times and the lowest CPA at 94% lower than the campaign’s average CPA.
High-value and high-intent customers play a key role in a company’s profitability, and brands must develop a dedicated strategy to engage with this segment effectively.
panda ads empowers your marketing team with first-party purchase data and full-funnel solutions that can help brands across industries connect with the right customers at the right time. From targeted vouchers and interactive ads to tailored campaigns, panda ads can be a major asset for your channel mix to acquire your most important customers.
