Customer Information: Donki Mall Thonglor, the first of its kind in Thailand, grandly opened on February 22, 2019, under the concept of a “Food, Fun, Culture & Amusement Mall.” This 24-hour shopping mall features a wide range of imported Japanese products across six floors, along with over 300 parking spaces. Since its opening, the mall quickly gained immense popularity due to its unique approach, bringing Japan to the heart of Bangkok.

Client

DONKI Mall Thonglor

Services

Google Ads, Facebook Ads, Content Video

COMPLETION DATE

February 2019 – April 2019

The client wanted to promote Donki Mall Thonglor, a newly opened Japanese department store. We presented an online marketing plan consisting of: building brand awareness through content using Facebook Ads to disseminate information, and using Google Ads to highlight the location of this unique and attractive new dining and entertainment destination in Thonglor – Donki Mall Thonglor.

work process

According to our online marketing plan for Donki Mall Thonglor, the focus will primarily be on raising awareness, as the client's objective is to conduct online marketing for the grand opening of Donki Mall Thonglor.

We used Facebook Ads to promote our page, focusing on increasing likes. At that time, we needed to grow our customer base so that new promotions would be easily visible. For existing loyal followers, this would allow them to access promotions directly without the client having to spend extra on advertising or boosting posts. Therefore, increasing followers or likes is considered a way to build a customer base.

When we ran Reach Ads for our client to announce the opening date of Donki Mall Thonglor, this helped generate excitement and encourage people to visit the new mall. We used infographics and videos to provide information about key landmarks within the mall.

In the Awareness Funnel, we primarily used Facebook social media to reach people. Subsequently, in the Interest Funnel and Lead Funnel, we used Google Ads and Google My Business to reach people and promote the mall to interested individuals, encouraging them to visit the mall correctly.

Furthermore, for Google Ads, we have structured the ad campaign to be optimal for every stage of the customer journey, encompassing Awareness, Interest, and Lead. This focuses on both individuals who haven't yet decided where to shop and those who want to directly visit Donki Mall Thonglor. The ads initiate when someone searches on Google Search, and they can click through the ad to the client's website or request the mall's location.

This includes the fact that when people search for shopping malls on Google Map, they will see customer advertisements and can request the location to travel to the mall. These are part of our online-to-offline store visit strategy, which has received very positive feedback.

results

Performance results

In terms of Ads Performance, we focused on Interest and Leads, using Facebook Ads to boost awareness and Google Ads to encourage clicks to the client's website or request their location at the shopping mall immediately.
In terms of awareness, we used broader keywords such as "shopping malls in Thonglor" to increase our market share and promote our mall as a top choice for those looking for shopping malls in the area. This helped attract more people visiting nearby malls to switch to our mall.
Thanks to our unique campaign setup and optimization techniques, we were able to reach people quickly. The graph clearly shows that the number of clicks and searches are very similar, resulting in a very small gap between the two graphs. This means that the ads we launched were exactly what our target audience was looking for. If they weren't, the Impression graph would be significantly different from the Click graph. Therefore, this graph serves as crucial evidence proving the success of our online marketing plan.
In terms of content, we aim to attract a large level of engagement. Therefore, we present creative content that focuses on providing essential information. The resulting content is effective, clear, and comprehensive.