OLX VOGON INDONESIA CASE STUDY

Summary

OLX, Indonesia's leading classified ads platform, launched a campaign to increase market share, product views, and app downloads. Using YouTube data and Google's Vogon technology, they created 150 video variants with personalized ads for different consumer segments. Targeting Android users, the campaign delivered a 90% view rate and boosted app downloads by 11%, achieving 109,000 new installs. Additionally, brand awareness increased by 5.3%. OLX’s innovative use of Vogon technology made it one of the first brands in Southeast Asia to leverage data-driven advertising, demonstrating the power of targeted digital marketing.

Takeaways

• 😀 OLX is the leading classified ads platform in Indonesia, with 20 million unique monthly users.
• 😀 The goal of OLX’s new mobile app launch was to grow market share, increase product views, and boost app downloads.
• 😀 A simple demographic profile was not sufficient to target users; OLX’s audience includes people buying and selling a variety of products.
• 😀 OLX turned to YouTube to analyze consumer viewing habits and create tailored narratives for different product categories.
• 😀 The campaign structure included 150 video variants and over 15,000 keywords, making it highly targeted.
• 😀 Google’s Vogon technology was used to create thousands of video variations with different texts and overlays, matching micro-moments in consumer behavior.
• 😀 For example, users watching baking videos on YouTube saw ads related to kitchen products on OLX.
• 😀 The campaign specifically targeted Android mobile devices, as Android is the dominant OS in Indonesia.
• 😀 The campaign achieved significant results, including a 90% view rate compared to 25% in previous campaigns.
• 😀 App install conversion rates skyrocketed from 0.38% to 11% due to the Vogon technology, resulting in 109,000 new app installs.
• 😀 Brand awareness increased by 5.3%, showcasing the effectiveness of the campaign despite OLX already being a household name in Indonesia.

Q & A

What was OLX's primary objective when launching their new mobile app?

OLX's primary objective was to grow its market share, increase product views, and boost app downloads.

Why did OLX decide not to use a simple demographic profile for targeting users?

OLX's business was aimed at a wide range of people who sold and bought various products, so a simple demographic profile wouldn't have been effective in targeting the diverse user base.

How did OLX use YouTube data to improve their advertising strategy?

OLX analyzed a large amount of consumer viewing data on YouTube to create verticalized narratives, which could be linked to a wide range of products sold on OLX.

What was the scale of the campaign OLX launched, in terms of video variants and keywords?

The campaign included 150 video variants and more than 15,000 keywords to effectively target different consumer groups.

What role did Google's Vogon technology play in OLX's campaign?

Vogon technology enabled OLX to automatically embed different texts and overlays on base videos, creating thousands of variations tailored to specific micro moments and targeting users with relevant ads.

Can you provide an example of how OLX targeted users based on their video interests?

For instance, if a user was watching a baking video, OLX would show video ads related to kitchen products available on their platform.

Why did OLX focus on Android mobile devices for their campaign?

OLX focused exclusively on Android mobile devices because Android is the dominant operating system in Indonesia, making it the most effective platform for their campaign.

What were the results of the OLX campaign in terms of view rate?

The campaign achieved a view rate of 90%, compared to just 25% in previous campaigns that did not use Vogon technology.

How did the click-to-download rate change after implementing the Vogon technology?

The click-to-download rate increased dramatically, from 0.38% before the Vogon campaign to 11% after the implementation of the technology.

What impact did the campaign have on brand awareness for OLX?

The campaign led to a 5.3% increase in brand awareness for OLX, despite the brand already being a household name in Indonesia.

Why is using data and the right technology partner crucial for a successful campaign, according to the script?

Using data and the right technology partner, like Vogon, enabled OLX to create a more targeted, efficient campaign that resulted in significant improvements in app installs and brand awareness, demonstrating the importance of precision in digital advertising.