Eminent Air has partnered with AnyMind Group to enhance customer engagement through online marketing, improving advertising efficiency, and better connecting with target audiences
Werapol Swanpitak, Chief Marketing Officer of Eminent Air Thailand
After the economic slowdown during COVID-19, Thailand’s air conditioner market has seen a resurgence, especially in2024, due to warmer weather and increased PM 2.5 pollution concerns. This presented a prime opportunity for Eminent Air to collaborate with AnyMind Group in leveraging online marketing to boost brand and product awareness, as well as gain deep consumer insights using AnyMind’s technology. This allowed for precise targeting through website behavior analysis and optimal ad placement selection.
Introducing Eminent Air
Eminent Air is a Thailand-based provider of World Standard Air Conditioners Mobile Total Air Solution, offering comprehensive air conditioning services. From expert advisory on purchase decisions to skilled technicians for installation, Eminent Air delivers complete solutions in the air conditioning sector and ranks amongst the top 10 air conditioning businesses in Thailand.
The company has a history spanning over 46 years and over 100 service centers nationwide which offer a range of offerings to meet consumer needs, including domestic production and distribution, along with exports to international markets.
Challenges and Solutions for Eminent Air
As Eminent is a manufacturer that distributes to dealer customers nationwide and abroad, even though sales are satisfactory, it is still necessary to build awareness to reach B2C consumers more effectively. Especially by providing information through the website www.eminent.co.th to ensure marketing truly reaches consumers and all target groups.
Support from APM (AnyDigital Premium Marketplace)
Eminent Air tapped on AnyMind’s APM to precisely target their intended audience, enhancing brand awareness, website traffic, and engagement. By advertising through APM, Eminent Air was also able to analyze user website behavior and identify personas, and tap on ad placements on leading websites for news, parenting, home and garden, dining, accommodation, travel, promotion platforms, and online shopping.
Campaign Execution
Over a three-month period (March 1 – May 31), the team launched advertising campaigns through APM on a range of publishers, using Spin Cube and Slider Video formats on prominent platforms like MThai, Tripgether, The Matter, The Momentum, and Home and Garden. They targeted various devices including Connected TVs, tablets, desktops, and smartphones, measuring success through Cost Per Mile and Cost Per View CPM and CPV metrics.
Media Management
AnyMind Group strategically managed and proposed ideas through its network of publishers, ensuring accurate ad placements across various websites.
APM: Ensuring Target Audience Reach
APM ช่วยแบรนด์เข้าถึงกลุ่มเป้าหมายอย่างมีประสิทธิภาพ โดยคัดเลือกเว็บไซต์ที่เหมาะสมกับโฆษณาที่แบรนด์ต้องการสื่อสาร มีการการันตีการเผยแพร่โฆษณาในเว็บไซต์ที่แบรนด์ต้องการ โดยไม่ต้องผ่าน Publisher หรือเว็บไซต์ ต่าง ๆ ด้วยตนเอง ทำให้การจัดการและวิเคราะห์ผลของการโฆษณาง่ายขึ้น ประหยัดเวลาและลดแรงงาน เพียงติดต่อผ่าน AnyMind เจ้าเดียว
Innovative Ad Formats
AnyMind Group introduced innovative ad formats, including rich media formats, to enhance interaction rates and drive traffic to brand pages.
Advanced Targeting Functions
AnyMind utilized advanced targeting functions such as Keyword Blocking to maintain brand reputation and Key Value Targeting to ensure ads appeared only on relevant content or spaces.
Results Across Websites
The campaigns yielded successful outcomes across publishers like Naiban, Innnews, The Matter, SmartSME, About Mom, and The Momentum, with high click-through and video view rates.
Working with AnyMind Group has provided Eminent Air with valuable insights and recommendations for improving future campaigns to better target their customer base. The advertising formats were divided into two types as follows:
Video Slider :
The video ad format achieved 100.20% of its target, with 238,560 5-second views and a high view rate of 78.29%, demonstrating the ad’s appeal and ability to attract viewers.
Spin Cube :
The campaign reached 100.07% of its target, with 3,706,421 impressions and 2,360 clicks. Despite a CTR of 0.06%, the CPM was less than 30 THB, indicating a cost-effective advertising investment.
The results by website demonstrate the successful display of ads across various platforms, with high clicks and video views on several sites such as Naiban, Innnews, The Matter, SmartSME, About Mom, and The Momentum. The video view rates reflect the appeal and effectiveness of the ad campaigns in effectively engaging the target audience during the specified period.
Outstanding value-added support
The Eminent Air team expressed their satisfaction with the value-added support from AnyMind Group, stating, “We received comprehensive and insightful data summaries, along with recommendations and data analysis, which we can use to refine our future marketing strategies. This aspect makes AnyMind Group’s offerings stand out from other providers.”
Eminent’s Future Expectation
“The brand intends to continue using the services, extend the duration of the partnership, and expand to include comprehensive services such as TikTok Live and others,” which is available through AnyMind Group’s ecosystem of offerings.
Eminent Air intends to continue its partnership with AnyMind Group, including the expansion into new areas such as TikTok Live. This collaboration has equipped Eminent Air with valuable insights to continually improve its marketing efforts.
