Sign in with Google Businesses in Hong Kong seeking greater growth and profitability are often keen to go global. Except they face similar challenges with expansion.
They have to deliver hyper-relevant ads at scale to engage a diverse audience overseas. And they need to measure their marketing effectiveness to optimise campaigns and drive sales growth.
To successfully go international, two fast-growing companies from Hong Kong — Moomoo and Klook, used AI in marketing to supercharge their measurement and creatives.
Here are their playbooks for driving sales growth and profits with AI in marketing.
How to tap into AI to measure marketing effectiveness and optimise growth: Moomoo
Moomoo, an online investment platform, launched in the U.S. in 2018 and expanded across APAC to markets like Australia, Japan, New Zealand, and Singapore.
As it grew, Moomoo encountered two critical needs.
It needed measurement solutions that accurately measure customer conversions, especially as global regulations around user-level data evolve, so that it can optimise its campaigns.
It also needed a clear understanding of how its brand-building campaigns drive business results. “We understand that building a strong brand is crucial for gaining public trust,” says its director and head of global paid media, Haiyi Tang. “But as a performance-driven advertiser, connecting brand building with performance evaluation is often challenging.”
To meet both needs and supercharge growth, Moomoo partnered with Google to implement a holistic measurement approach that fuelled the performance of its AI-powered campaigns.
By implementing a holistic measurement approach, Moomoo gained data-driven insights for optimising its web and app marketing. These are the two steps it took.
Step 1: Set up a robust first-party data foundation
A strong first-party data foundation lets a business measure its marketing effectiveness accurately to optimise its campaigns.
Moomoo established its first-party data foundation by implementing on-device conversion measurement and enhanced conversions.
On-device conversion measurement uses consented data from app users, including email addresses and phone numbers, to increase the number of observable conversions available for optimising app marketing.
By tapping into the privacy-preserving solution and comprehensive first-party data signals, Moomoo received more accurate conversion attributions for its iOS App campaigns. That allowed it to optimise for lower conversion costs.
Moomoo also used enhanced conversions for web, which sends hashed, first-party conversion data from the website of a business to its Google Ads account in a privacy-safe way.
The measurement feature helped Moomoo learn which of its campaigns drove actual conversions, such as user registration, on its website. With that insight, it could optimise its ad bidding for a better ROI.
Step 2: Analyse what is effective and make strategic investments
Moomoo also partnered with Google to analyse the incremental benefit of running YouTube brand campaigns alongside performance-driving App campaigns.
The analysis was done using a Google AI-powered analytical solution. The finding showed that by running YouTube campaigns with App campaigns, instead of the latter alone, Moomoo achieved a 28% increase in app installs.
The finding gave Moomoo the confidence to continue investing in integrated brand and performance campaigns to drive profitable growth.
How to achieve growth with AI-powered ad creatives: Klook
Klook, a leading platform for travel services and experiences in APAC, wanted to connect more deeply with its millions of users across different geographies and languages.
It saw an opportunity with Performance Max to reach new customers at scale across all of Google’s channels, including Search and YouTube, with a single campaign.
But Klook did not have a diverse range of video assets that would allow it to deliver highly personalised ads to its users globally. Its video production process was time-consuming and costly, which limited its output.
Without quality creatives generated at scale efficiently, Klook risked missing out on opportunities to engage with social-first travellers seeking experiences in destination, and doing so across video touchpoints, especially YouTube, which influences discovery and purchase decisions.
So Klook partnered with Google to use Veo, the Google AI-powered video generation tool, to help it achieve consistent high-quality AI-powered ad creatives for use in its Performance Max campaigns.
These were the three steps Klook and Google took to embed advanced AI capabilities into its asset creation workflow and generate high-quality video assets to fuel its growth.
Step 1. Plan: The team mapped out the best approach for integrating Veo into Klook’s existing video production process. They also designed a custom solution that ensured Klook’s brand guidelines would be maintained.
Step 2. Create: The team developed prompts and frameworks that would allow Klook’s marketers to easily generate relevant, high-quality video assets consistently, and at speed and scale.
Step 3. Test and scale: The high volume and quality of AI-powered ad creatives meant Klook could expand its campaigns into new markets and showcase products and experiences quickly.
And with its asset creation workflow supercharged by AI, Klook can continuously iterate and optimise its media for better performance.
Going global and growing profitably is not without challenges. But when businesses use AI in marketing to supercharge creatives and measurements, they’re well-placed to optimise campaigns and drive results at scale.
To start growing your business profitably, use Moomoo’s and Klook’s playbooks to unlock the potential of AI-powered measurement and ad creatives.
Contributors: Danny Ma, Technical Solutions Consultant; Jamie Lam, Media Account Specialist; James Coghill, Industry Manager; Katie Cheung, Belvia Ma, Account Manager; Martin Kwok, Industry Manager; Vivian Hung, Engagement Manager; Ya-fang Shih, Customer Solutions Engineer
