E Commerce Case Study 080425.pdf
How a major SEA e-commerce platform reached and engaged expat households in Singapore for their largest annual sales event.
For their flagship 11.11 sale, the brand wanted to engage expat households in Singapore with impactful, premium TV advertising.
Working with StarHub Advanced TV, powered by Hoppr, the campaign delivered highly targeted exposure across the target audience's individual viewing journeys, achieving more than 153,000 completed views in just 11 days and building a look-a-like audience for future campaigns.
Brand Overview
The brand is Southeast Asia’s leading e-commerce platform, known for its mega sales events that drive significant online shopping activity.
Their Problem
They needed to cut through digital noise and connect with expat households, a key growth segment, delivering high-frequency, premium messaging in an environment where they are highly engaged.
Why StarHub Advanced TV?
StarHub Advanced TV powered by Hoppr provided:
The ability to target specific households with precision, scale, and premium ad placement.
Digital display by reaching audiences in an immersive, attentive viewing environment.
Creative Approach
A high-impact, retail-focused creative featuring the brand's 11.11 sale messaging, designed to drive consideration and intent during the campaign window.
Audience Targeting
The campaign began by leveraging the brand's first-party seed list of 2,822 postcodes, which was mapped against 56,000 properties across 14 key postal sectors using Hoppr’s advanced data and analytics engine, Darwin.
This analysis enabled the creation of a highly targeted CTV audience, focusing on expat-dense postal sectors, and further allowed the development of a look-a-like audience modelled on the viewing behaviour of these 56,000 households.
This approach ensured that the 11.11 sale campaign reached not only the core audience but also households with similar media consumption patterns, delivering precise, relevant messaging while maximising both reach and media efficiency.
Buying Model
Executed as a 100% Share of Voice campaign with guaranteed delivery across the agreed inventory.
Placement Strategy
The campaign focused on Pre-Roll App & Game Tab Entry and Post-Roll Streaming Apps placements, serving 15-second ads at key navigation moments when viewers were most engaged with the TV environment.
Results
• 153,326 completed views delivered across an 11-day campaign flight.
• Reached 56,000 properties with an average frequency of 3+.
• Identified 11,000 look-a-like households based on viewing behaviour for future targeting opportunities.
Key Learnings
Precision targeting through postcode matching enabled efficient delivery to a hard-to-reach expat audience segment.
Entry and exit ad placements within the app and gaming environment proved highly effective at capturing viewer attention.
Building look-a-like audiences based on viewing behaviour opens up scalable future opportunities for retargeting and campaign expansion.
Reach your perfect audience at their peak engagement
Transform how you connect with your target audience using StarHub Advanced TV’s precision targeting capabilities.
Scott McBride
Go-to-Market Lead
E: scott.mcbride@hopprtv.com
M: +65 9010 1285