WEBINAR

Data-driven strategies for

Southeast Asian Marketers
DURING COVID-19
ADA SPEAKERS

SPEAKER
JS Cardinal
Director of Product and
Client Solutions

MODERATOR
SPEAKER
Stephanie Caunter
Anurag Gupta Head of Marketing
Chief of Agency and
COO
 ABOUT ADA
ADA is a region-wide data analytics and
artificial intelligence company that designs
Business and Marketing solutions.

ADA has developed a niche expertise in

studying consumers' digital behaviours in 9
markets to help clients achieve business
goals.
 ABOUT ADA
ADA’s business is anchored on 4 main services and powered by proprietary deep data assets of 375 million
unique profiles, 400,000 monthly apps, and 1 million places of interest:

CREATIVE &
BUSINESS INSIGHTS DIGITAL MARKETING ACQUISITIONS
CONTENT

Actionable Insights, Data Strategy, Optimisation, Communications Strategy, Growth Hacking, Funnel
Consulting, Data Operations Bespoke Creatives, Creative Optimisation, Goal
Enrichment Insights, Content Strategy, Optimisation
Content Creation, Content
Platforms
ABOUT XACT
POLL
How many of you feel you have the relevant data on your consumers to
drive actionable insights?
- I have sufficient data and insights
- I have data and insights, but don’t know how to apply them
- I have some data but it’s not comprehensive
- I have the data but struggle to use it
- I have minimal/no data on my consumer
 The Data Trends
Shaping
SPEAKER
JS Cardinal
CONSUMER
BEHAVIOUR
Director of Product and
Client Solutions
THE MATH OF AN EPIDEMIC
ΠEpidemics always start off
as an exponential curve, as
each day, there are more new
cases than the day before, and
total cases skyrocket.
THE MATH OF AN EPIDEMIC
ΠEpidemics always start off
as an exponential curve, as
each day, there are more new
cases than the day before, and
total cases skyrocket.

 Then they reach the

inflection point, when the
number of new cases each day
stabilises.
THE MATH OF AN EPIDEMIC
ΠEpidemics always start off
as an exponential curve, as
each day, there are more new
cases than the day before, and
total cases skyrocket.

 Then they reach the

inflection point, when the
number of new cases each day
stabilises.
Ž Then as measures are
taken – quarantines, people
washing their hands – the
new cases start decreasing
until the growth peters out.
SOME SEEM OVER IT
SOME SEEM OVER IT
SOME SEEM OVER IT
MEANWHILE IN SOUTHEAST ASIA

Inflection
points not
visible yet.
BEWARE OF SECOND WAVES

After an early battle with COVID-19 in February, Singapore

seemed to have contained it. However, March brought a
second, much larger, ongoing wave.

It’s not over until it’s over. Better to adapt than simply wait it
out, as this might take a while longer.
CONSUMER BEHAVIOUR DATA

In order to understand consumer behaviours, we have

analysed the following data:

Change: We looked at their digital habits before

the crisis and compared it with during/after the
event.
eShopping
Fitness Social
Entertainment Apps: We track 400k apps across the region,
Travel Health and their app categories.
News Financial

Location: Who is always seen at home, and who is

still frequently seen elsewhere?
CONSUMER BEHAVIOUR

How are people reacting to the crisis?

This is not the right question. Different people react in different ways.
General observations are not actionable.

We have clustered consumers together, into personas, each representing a

different group of people who are coping with the current crisis in a different
way.

One message does not fit all. By understanding the different personas, and
customising your messaging, you will be empowered to be relevant to all.
The Market Observer COVID-19 Crisis Personas - Singapore

Financial Apps Usage Index COVID-19 Cases

Affluence High
500%

Mobility Stay at home 400%

App Usage Financial 300%

200%

COMMUNICATION EXAMPLE 100%

0%
Economical support and forward-thinking

01-Mar

02-Mar

03-Mar

04-Mar

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06-Mar

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22-Mar

23-Mar
measures.

DBS provided relief funds specifically for

business owners and accelerated “contact- For financial impacts or opportunities, they Estimated Reach

225k
free” banking.
have increased their monitoring of stocks and
currency markets.

Stocks Investing.com XE Currency Index COVID-19 Cases

500%

400%

300%

200%

100%

0%
02-Mar

03-Mar

04-Mar

05-Mar

06-Mar

07-Mar

08-Mar

09-Mar

10-Mar

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22-Mar

23-Mar
01-Mar
The Adaptive Shopper COVID-19 Crisis Personas - Indonesia

Shopping Apps Index COVID-19 Cases

Affluence Mid to High
500%

Mobility All 400%

App Usage Shopping 300%

200%

COMMUNICATION EXAMPLE 100%

0%
Solutions, customer experience, peace of

01-Mar

02-Mar

03-Mar

04-Mar

05-Mar

06-Mar

07-Mar

08-Mar

09-Mar

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13-Mar

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23-Mar
mind, reliability.

Lazada ID stopped its cash on delivery

option. They’ve adapted to the new world and Estimated Reach
switched to new ways to procure what they
want and need. 735k
Carousell Ceki Ceki OLX-1D Index COVID-19 Cases

500%

400%

300%

200%

100%

0%
02-Mar

03-Mar

04-Mar

05-Mar

06-Mar

07-Mar

08-Mar

09-Mar

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01-Mar
The Social Citizen COVID-19 Crisis Personas - Philippines

Social & News Apps Index COVID-19 Cases

Affluence All
500%

Mobility Stay at home 400%

App Usage Social and News 300%

200%

COMMUNICATION EXAMPLE 100%

0%
Reliable, relevant information, comfort,

01-Mar

02-Mar

03-Mar

04-Mar

05-Mar

06-Mar

07-Mar

08-Mar

09-Mar

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shareable content.

Clorox PH created tips on using their

products to battle Coronavirus. Information seekers from social as well as Estimated Reach
official news sources; they share back what
they hear within their social circles. 5.0M
SKOUT - Live SHAREit Viber Messenger Index COVID-19 Cases

500%

400%

300%

200%

100%

0%
02-Mar

03-Mar

04-Mar

05-Mar

06-Mar

07-Mar

08-Mar

09-Mar

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01-Mar
The Bored Homebody COVID-19 Crisis Personas - Malaysia

Entertainment Apps Index COVID-19 Cases

Affluence All
500%

Mobility Stay at home 400%

App Usage Entertainment 300%

200%

COMMUNICATION EXAMPLE 100%

0%
Light-hearted, distracting online content,

01-Mar

02-Mar

03-Mar

04-Mar

05-Mar

06-Mar

07-Mar

08-Mar

09-Mar

10-Mar

11-Mar

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13-Mar

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23-Mar
playful and fun

Astro MY opened access to 'Astro GO' for

free for all Malaysians to keep entertained Bored while staying at home, they are killing Estimated Reach

3.2M
during the movement control order.
time with entertainment, playing games, and
watching movies.

Merge Puzzle Worms Zone Happy Color Index COVID-19 Cases

500%

400%

300%

200%

100%

0%
02-Mar

03-Mar

04-Mar

05-Mar

06-Mar

07-Mar

08-Mar

09-Mar

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01-Mar
The Sad & Confused COVID-19 Crisis Personas - Thailand

Entertainment Apps Index COVID-19 Cases

Affluence All
500%

Mobility Stay at home 400%

App Usage Decrease in 300%

Entertainment 200%

COMMUNICATION EXAMPLE 100%

0%
Comforting in an upbeat, uplifting way;

01-Mar

02-Mar

03-Mar

04-Mar

05-Mar

06-Mar

07-Mar

08-Mar

09-Mar

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23-Mar
things to do to tackle their emotions.

The Dawn Wellness Center TH offers free

consulting over the phone. Overall decrease in activity, particularly in Estimated Reach
entertainment apps, might indicate a
depressed mood. 7.5M
Worms Zone Brain Out Draw Climber Index COVID-19 Cases

500%

400%

300%

200%

100%

0%
02-Mar

03-Mar

04-Mar

05-Mar

06-Mar

07-Mar

08-Mar

09-Mar

10-Mar

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01-Mar
The Health Nut COVID-19 Crisis Personas - Philippines

Health Apps Index COVID-19 Cases

Affluence All
500%

Mobility Stay at home 400%

App Usage Health 300%

200%

COMMUNICATION EXAMPLE 100%

0%
Wellness, health, body and mind,

01-Mar

02-Mar

03-Mar

04-Mar

05-Mar

06-Mar

07-Mar

08-Mar

09-Mar

10-Mar

11-Mar

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13-Mar

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23-Mar
inspirational, uplifting.

Try Vegan PH has shifted focus from store

to online delivery. With health being top of mind, they use Estimated Reach
health reminders, monitoring, but also mental
health apps. 80k
Relax Melodies Calorie Counter Ayuverdic Treatments Index COVID-19 Cases

500%

400%

300%

200%

100%

0%
02-Mar

03-Mar

04-Mar

05-Mar

06-Mar

07-Mar

08-Mar

09-Mar

10-Mar

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01-Mar
The Home Fitness Freak COVID-19 Crisis Personas - Philippines

Fitness Apps Index COVID-19 Cases

Affluence All
500%

Mobility Stay at home 400%

App Usage Fitness 300%

200%

COMMUNICATION EXAMPLE 100%

0%
Deals, escape, flexibility, adventure,

01-Mar

02-Mar

03-Mar

04-Mar

05-Mar

06-Mar

07-Mar

08-Mar

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outdoors, forward looking messaging.

Fitness First PH started releasing exercise

sessions on FB live. With restricted access to gyms, they turn to Estimated Reach
fitness apps – as do those who take this
opportunity to get back in shape. 185k
MyFitnessPal Best Abs Fitness women Workout Index COVID-19 Cases

500%

400%

300%

200%

100%

0%
02-Mar

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01-Mar
The Resilient One COVID-19 Crisis Personas - Singapore

Overall App Usage Index COVID-19 Cases

Affluence All
500%

Mobility Stay at home 400%

App Usage No Change 300%

200%

COMMUNICATION EXAMPLE 100%

0%
Light-hearted, distracting online content,

01-Mar

02-Mar

03-Mar

04-Mar

05-Mar

06-Mar

07-Mar

08-Mar

09-Mar

10-Mar

11-Mar

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23-Mar
playful and fun.

Time Out SG rebranded to Time In and

curated content for best food deliveries Stuck at home is a change in physical habits, Estimated Reach

450k
and virtual attractions.
but otherwise no big change in digital habits,
they are just going to wait it out.

Happy Colour Happy Color Sudoku.com Index COVID-19 Cases

500%

400%

300%

200%

100%

0%
02-Mar

03-Mar

04-Mar

05-Mar

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01-Mar
The WFH Professional COVID-19 Crisis Personas - Indonesia

Productivity App Usage Index COVID-19 Cases

Affluence Mid - High
500%

Mobility Stay at home 400%

App Usage Productivity 300%

200%

COMMUNICATION EXAMPLE 100%

0%
Tips to stay productive, healthy, efficient.

01-Mar

02-Mar

03-Mar

04-Mar

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Tokopedia ID created productivity tips
while working from home.
Working from home is business as usual for Estimated Reach
these remote workers – save for an increase
in work-related apps. 750k
Mobizen iClean Instabridge Index COVID-19 Cases

500%

400%

300%

200%

100%

0%
02-Mar

03-Mar

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05-Mar

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07-Mar

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01-Mar
COVID-19 Crisis Personas

The Market The Social The Adaptive The Resilient The Bored
Observer Citizen Shopper One Homebody

The WFH The Health The Sad & The Home Fitness
Professional Nut Confused Freak
POLL
Does your business already have a marketing strategy to tackle the
COVID-19 pandemic and its aftereffects?
- Yes
- No
- Not sure
 Data-
Driven
SPEAKER
Anurag Gupta
MARKETING
STRATEGIES
Chief of Agency
and COO
7.8 billion people are in a social experiment

Despair Awe

Vulnerability Resilience

Isolation Affinity

Novelty Familiarity

Value Extravagance
This experiment will change us fundamentally

• Will we ever shake hands or hug again?

• Will we go to airports 2 hours early to hang out and browse the duty-free stores?

• Will we attend large events?

• Will we avoid crowded malls and stores on weekends?

• Will our holiday planning change?

• Will health and well-being become top of mind?

• Will we trade our privacy for safety (China)?

• Will the West continue to inspire us?

• Will grandma give up being on Zoom?

A few question to ask ourselves

• Grandma is now on Zoom are we still debating if our brand should be on digital or not.

• Consumer behaviour will fundamentally change – do we have enough tools and data to
understand those changes?

• How consumers' experience and whether they buy our brand will change – have we
thought about that?

• What if this extends for a few more months – do we have enough content or ideas to
connect with our consumers?
We have a real opportunity

• To stop tweaking and completely rebooting our marketing

strategies for good

• To enhance our customer experience and make it seamless

• To rethink how we structure our supply chain, retail,

and organization to cater to the reshaped world
Few tips to prevent being irrelevant

Get a New
Lean into Don’t go
Consumer
the Dark
Lens
Data
Lean into the
Data
Where to start

Your own data Search trends, Social Third party data

Listening, eCommerce, management platform
ambient data... like XACT
Lean into the data
Ask yourself these key questions:

What are they

doing?
Are there any new
How are they
Where are my opportunities or
feeling ?
consumers? threats I need to
pay attention to?
Are their needs
changing or
shifting?
Get a New
Consumer
Lens
We already needed a sharper lens
How the world sees mothers How we see mothers
2m
5m

9m
But now we need it more than ever…

The Market The Social The Adaptive The Resilient The Bored
Observer Citizen Shopper One Homebody

The WFH The Health The Sad & The Home Fitness
Professional Nut Confused Freak
 MESSAGE 1
DISPLAY

DATA
VIDEO SOCIAL
DEMOGRAPHICS LISTEN CONTENT
CONTENT
• Age group • Social Conversations AI & MACHINE
• Location LEARNING
• Sentiments
Persona 1
ce
an
r m
rfo
Pe
Media
MESSAGE 2 DISPLAY
Creative
Media
BIG IDEA AUTOMATION

VIDEO SOCIAL
CONTENT CONTENT
Media

ANALYSE MESSAGE 3 Persona 2

DISPLAY
• Audience Definition
• Content Consumption Media Strategy
• Social Analytics
DATA AWARENESS
• Strategy SOCIAL
Multi-moments
• 1st & 3rd Party VIDEO CONTENT
• CRM CONTENT CONSIDERATION
Omni-channels / Remarketing
Persona 3
CONVERSION
Purchasing Journey
How to market your product to different personas
Home Gym Rat
Keywords Healthy, Strong
Message As healthy and strong women,
your daily lifestyle display your
strength. Your hair too needs that
care for healthier shine and less
hair fall.
Content • Heathy hair routine to keep
Sample your hair strong and damage
free
• Your daily workout hair hacks
• 5 tips for post workout hair
Health Checks
Wellness, Nutrients, Antioxidant
The food you eat affects your body and
mental wellness. Same goes to the
product you use for your hair. Protect your
hair’s natural essential nutrients and
keep your scalp healthy with nutrient-
infused shampoo rich in antioxidants and
parabens free.
• Food for healthy hair and skin
• Debunking hair myths
• Repairing damaged/coloured hair
Bored
Fun, New, Exciting
Bored of the same look every day?
That dull and dry looking hair? Let’s
try something fun and exciting
today and get ready to show-off the
NEW you!
• 5 lifestyle habits to change
today to make your hair
healthier
• 3 new hairstyle you need to try
today
• How to look different every day
Don’t Go
Dark
Don’t abandon
your consumers
– they want to
hear from you
Whatever is your product category, don’t go dark
Brand affinity always has a positive payback

• Peer to peer marketplace Carousell’s #ChooseToGive

campaign aimed to curb panic-buying by encouraging over
900 people in Singapore to give away surplus protective face
masks.
• Home Improvement retailer MR.DIY gave out over 3.5
million free protective face masks in Malaysia and saw a
spike in social media mentions and positive sentiments.
• Ride hailing platform Gojek’s GoHeroes campaign gave $10
ride vouchers to frontline healthcare professionals so that
they could travel safely. The campaign resulted in the
Indonesian-based brand gaining over 14% in positive
sentiments on social media.
Use technology to repurpose your old content
Creating content when the world is on lockdown

Re-making old #Throwback

story, new.
Re-telling your brand story by
weaving past brands videos
together with stock footages,
and motion graphics, to make
it all new again.
Revisit your
Leverage on throwback
long-form content. Take your audience
through the journey down
Editing your long-form
the memory lane. Let us
content to personalised
reminisce the old videos –
short-forms.
today, from the last decade.
3 steps to prevent being irrelevant

Get a New
Lean into Don’t go
Consumer
the Dark
Lens
Data
Q&A

Got a burning question?

Ask us in the chat!

JS Cardinal Anurag Gupta Stephanie

Director of Product and Chief of Agency and COO Caunter
Client Solutions ADA Head of Marketing
ADA ADA
CONTACT US

info@ada-asia.com

ada-asia.com