Implementing a multi-media strategy

One crucial consideration during the promotional planning was to ensure that communication across all stages of the funnel - TOFU (Top of Funnel), MOFU (Middle of Funnel), and BOFU (Bottom of Funnel) - could be achieved within the allocated budget. We began by focusing on the TOFU phase, where we combined digital media (article advertising) with collaborations with Key Opinion Leaders (KOLs) to gather user data. Additionally, we capitalized on repurposing content generated by KOLs for our advertising efforts.

Furthermore, during the look-alike targeting phase, we conducted tests on both brand creative and localized creative. This allowed us to accumulate valuable insights, such as which creative approaches were effective in specific funnels and the differences in user engagement between behavior-based expansion and media interest-based matching. This comprehensive approach during the project's design phase proved to be instrumental.

Moreover, by establishing Key Performance Indicators (KPIs) for each funnel and continually evaluating and optimizing our efforts, we were able to gain a clear understanding of the impact of each initiative. This led to a shared understanding between TAM and the brand regarding the effectiveness of actions within each funnel and enabled both parties to formulate hypotheses based on the data obtained, which proved to be of significant value.

The challenges of full-funnel marketing

Many clients grapple with the challenge of seamlessly bridging their approaches from the awareness stage to consideration and ultimately, the purchase stage. At TAM, we strive to propose strategies that effectively address these challenges, with the aim of achieving more impactful digital marketing.

Clear objectives for each funnel stage

• Top of Funnel: Achieved a lift in ad recall of over 18%
• Middle of Funnel: Improved content engagement time by 10 seconds
• Bottom of Funnel: Achieved a 500% increase in ROAS