Insights & news

Leading with empathy

By Rucha Bhalekar, Regional Communications Manager, Httpool APAC

The Covid-19 pandemic has propelled the world into a unique and unforeseen new reality, in which lockdowns and confinement to our homes have become normalized. Due to these changes, we have seen a shift in our priorities and for some, work has taken on a whole new meaning.

“At the onset of the pandemic, my company’s initial concern was the impact of Covid-19 on the business, discussions then quickly moved towards the staff, and how to support their families or loved ones”.

When managing and responding to a crisis, both our strengths and our weaknesses are highlighted. Leaders who are able to be empathetic whilst maintaining their strength and governance can make a huge difference during these difficult times.

Upon the onset of the second wave, the Httpool Regional Managing Director for APAC took the initiative to reach out to staff working in India as they faced a drastic increase in Covid-19 cases. This was to ensure all staff was made aware of the resources available to fight the spread of the virus and to share the steps management was taking to keep everyone safe and connected. This gesture was highly appreciated by the staff in India and ensured they all felt supported during this time. 

 

Being based in India myself, I witnessed the ongoing stress of increased cases and a general atmosphere of despair in the fight against Covid-19. It can sometimes be difficult to see the light at the end of the tunnel. 

In these tough times, I believe that empathy is key.

The wellbeing and safety of a company’s employees should always be at the forefront of discussions especially when dealing with a crisis such as the Covid-19 pandemic. When reaching the end of the tunnel and coming out the other end of a crisis, leaders who possess essential traits such as empathy,  will find their teams are more driven, loyal, socially linked, and in a better mental state. 

 

In today’s society, all companies should prioritize the development of trust, empathy, and comprehension within their day-to-day culture. This can be done by ensuring open lines of communication exist between managers and employees, leveraging social media to drive corporate culture, and choosing the right digital channels for internal communications. Building a culture of sharing, maintaining high employee morale, and encouraging trust within your organization are only some of the desired side-effects to the use of empathetic leadership.

 

Nitin Nohria, Harvard Business School scholar explains that “communication is the real work of leadership”. When coupled with empathy this can certainly create miracles.

By Maris Naglis, VP Customer Success

Since its inception in the late 1990s, social media has grown at an unprecedented rate. Today, there are 3.96 billion active users on social media. Retailers quickly recognized the untapped digital user base, and thus social commerce was born. With its entry into the market in 2007, Facebook was one of the first sites to introduce social commerce-related features, and despite the fact social commerce has been around for over a decade, it has seen a new surge in popularity across recent years. The onset of the Covid-19 pandemic during 2020 also made a significant contribution to the latest era of online social retail.

According to Grand View Research, the global social commerce market is projected to hit 3,369.8 billion USD by 2028. According to the same report, it will develop at a CAGR of 28.4 percent between 2021 to 2028.

A glance at what makes global social commerce so strong

In 2020 Facebook launched Instagram shops which explicitly targets Amazon, in turn combining e-commerce with the world’s largest social media platform. The global social commerce market is expected to grow at a staggering 31.4% during the ongoing Covid-19 pandemic. Through the course of 2021, social commerce will continue to expand as consumers stick to digital habits, whilst e-commerce and conventional retailers adjust to the post Covid-19 reality.

What is social commerce?

Social commerce is far more than just selling to customers via social media channels. It in fact incorporates a wide range of factors and verticals, such as:

  • Buying in bulk
  • Shopping in a social setting
  • Apps for mobile shopping
  • Retailer social media features
  • Integration of social media shopping

 

 

Why should your brand be concerned with social commerce?

Integrating e-commerce with social media can be highly beneficial. It allows customers to search for brands via social media and discover items they wouldn’t usually look for on an e-commerce site. Brand quest, influencers, and mobile payments are all examples of social commerce in action. Moreover, China’s most successful social media site, WeChat, is heavily investing in its e-commerce ambitions, creating a thriving social commerce mini-program that attracts global brands such as Sephora, Nike, Gucci, and Armani. The WeChat mini-programs are lightweight sub-apps that help brands to reach the market faster and sell easily inside the larger WeChat platform.

 

This notion enables businesses to connect consumers with their products based on their social behaviors. Thanks to artificial intelligence, retailers can now harvest real-time data on customers and transform it into actionable insights. For example, imagine that a set of data indicates a potential customer is affected by the celebrity endorsements of brands such as Prada or Louis Vuitton. Therefore in this situation the company might choose to target that user directly with an Instagram ad featuring celebrity endorsements.

 

Social commerce promotes third-party purchases from inside the native social media experience

This is evident in the consumer’s ability to search and compare items on Facebook before purchasing and without having to view the company’s website. Another example of this would be when a customer learns of a product through a tweet or an Instagram post and then purchases it directly from these channels.

 

While shopping can be a social event, with groups of friends meeting to shop together, the online shopping world is not. Additionally, regardless of the end purchase, many shopping decisions require the input of more than one person, whether it is a couple, parent, child, or friends.

Online shopping experiences are constantly changing and developing, becoming more social as technology advances, especially given the increased usage of smartphones and social media platforms. Social sales generate 50% of revenue across 14 major industries. It’s a no-brainer to sell where your consumers are instead of attempting to entice them to your website.

Technology is evolving day on day. Many existing major platforms have released new tech features such as payment options on Facebook shop enabled for new markets and TikTok integration with Shopify. We have also seen the progression of new platforms and channels such as, shoppable video, live streams, and bulk buying models.

It is the ultimate goal for marketers to master their campaigns, reaching the right audience, and ensuring a frictionless buying experience for their customers. 

Additionally, consumers enjoy discovering new products on Social media, and according to IPSOS and Facebook research, a staggering 83% of the audience says that Instagram helps them find new products or services.

The main breakthrough will occur when full-fledged payment systems are introduced on all platforms across all markets. Until that point, we still have time to prepare.

 

By Alvaro Botella Caballero, Marketing Analyst in Snapchat, IMS & Httpool

The new post Covid-19 reality has propelled digitalisation forward by five years. McKinsey research suggests that it could take anywhere between three to ten years for us to feel that going to supermarkets is again a safe and convenient way of grocery shopping. 

Why does this matter? Because the global FMCG market size is projected to reach $15,361.8 billion by 2025, registering a CAGR of 5.4% from 2018 to 2025, according to the Research and Markets Report. This makes FMCG the largest group of consumer products alongside the  production, distribution, and marketing of these consumer goods. 

Alongside the growth in the industry, FMCG/CPG also achieved notable growth in digital ad spend worldwide. Research from eMarketer shows that quarter two of 2020 saw up to a 53% increase in ad spending in the FMCG/CPG sector. According to eMarketer research, CPG advertisers in the USA spend heavily within the mobile sector, with the most popular form being display advertising on social networks and video platforms. 

In 2021 digital video advertising is expected to be the fastest-growing format in CPG ad spending, rising 17.1% to $5.54 billion in the USA alone. Digital video ad spending will make up 47.5% of CPG’s spending on display advertising in the USA and 28.6% of its overall digital spend. 

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FMCG/CPG advertisers can Snap away to reach Gen Z members.

With over 265 million people using Snapchat daily worldwide, the app offers an exciting and effective platform for FMCG/CPG to open direct dialogs with millenials and Z generations. All eyes have been on Gen Z, the cohort that according to eMarketer, has an estimated purchasing power of $143 billion a year. 

Users on average are reportedly spending a minimum of 30 minutes daily on Snapchat. The platform offers a unique and powerful window for FMCG/CPG companies to reach younger generations. 

Some of the largest brands, including Mondelez, P&G, Reckkit and Unilever are already actively leveraging Snap ads for maximum impact. 

Johnson&Johnson successfully implemented a Snap campaign to drive efficiencies at scale, delivering over 30 million impressions, at an average CPM of $1.342. Furthermore, Clean & Clear achieved strong interests through Snap Ads with over 104,000 Swipe Ups to the website. Check out the success story here.

FMCG advertisers should not be afraid to leverage the opportunities that AR brings to the advertising world. They should instead learn to harness the power of Snapchat, and embrace the new era of consumers who will soon hold the largest purchasing power. For example, by making two friends shop for a prom dress together and add on a virtual try-on app for Gucci shoes. Look at your feet through a Snap camera to see how the latest design would fit you and then simply push a purchase button! In addition to developing such lenses on the platform, Snap is also letting brands like MLB and Nike build Snapchat AR lenses into their own apps.

To create a successful Snapchat campaign, FMCG/CPG advertisers should specifically focus on:

  • Defining the target audience, whether this be by gender, age, or hobby etc. 
  • Deciding if your campaign is to be run on a specific date, such as an international holiday. Determining and applying these targeting and media inputs will help to identify the most optimal creative execution for your campaign.
  • Determining which metrics to value: play time, shares, or conversions. Establishing this from the onset will be helpful for the creative direction and ensuring the concept matches the goal.
  • Settling on which method will be used to measure success: impressions, playtime, click through, or app downloads etc. This will aid you in selecting the most effective formats (lens, snap ad, filter, etc), and provide you with a clear overview of your campaign.

No matter what your objective is, on Snapchat you’ll find solutions to help you reach your business goals (from awareness to driving consideration), ensuring you are able to transform your campaign into a success story.

In the quickly changing world, it is sometimes difficult to keep track with the latest technologies. But being where your audiences are, is essential to any successful marketing campaign. Snapchat and its attractiveness for the younger generations thus offers an important window of opportunity for all FMCG/CPG advertisers aiming to talk to the members of the next big cohort, as the first members of Gen Z are now slowly coming of age.

Read the full #HttPaper on FMCG/CPG vertical here.

By Rohan Noronha, Httpool Facebook Lead Bangladesh,
and Tithi Chowdhury, Facebook Client Partner Httpool Bangladesh.

The new post Covid-19 reality has propelled digitalisation forward by five years. McKinsey research suggests that it could take anywhere between three to ten years for us to feel that going to supermarkets is again a safe and convenient way of grocery shopping. 

Why does this matter? Because the global FMCG market size is projected to reach $15,361.8 billion by 2025, registering a CAGR of 5.4% from 2018 to 2025, according to the Research and Markets Report. This makes FMCG the largest group of consumer products alongside the  production, distribution, and marketing of these consumer goods. 

Alongside the growth in the industry, FMCG/CPG also achieved notable growth in digital ad spend worldwide. Research from eMarketer shows that quarter two of 2020 saw up to a 53% increase in ad spending in the FMCG/CPG sector. In the UK, 2020 FMCG/CPG represented a 13.5% share in digital ad spend, earning second place, following retail at 20% ad spend. In the USA, CPG will make up 14.4% of all US digital ad spending in 2020, making it the third-largest spender among the industries we cover. According to eMarketer research, CPG advertisers in the USA spend heavily within the mobile sector, with the most popular form being display advertising on social networks and video platforms. 

In 2021 digital video advertising is expected to be the fastest-growing format in CPG ad spending, rising 17.1% to $5.54 billion in the USA alone. Digital video ad spending will make up 47.5% of CPG’s spending on display advertising in the USA and 28.6% of its overall digital spend.

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On Facebook, smaller businesses can successfully take on some of the largest FMCG/CPG brands.

Facebook’s 2.8 billion audience represents an almost limitless world of opportunities for advertisers to explore, offering the chance to win customers over to their brands, when they are at their most receptive state.

FMCG/CPG is among the top five ad spend categories across most Facebook markets within the industry. Large brands such as Unilever, P&G, Nestle, have already fully leveraged the global opportunities that Facebook advertising can accomplish.

Ten million businesses actively utilise Facebook advertising, with the top 100 advertisers in the FMCG/CPG sector representing just 20% of total ad revenue, according to CNN

Therefore, the size of your FMCG business on Facebook is not the top priority regarding advertising. The category is highly competitive, whilst offering a level playing field for global, national, and local brands. The business outcomes should be at the forefront, understanding the importance of expert teams, knowledge sharing, implementation of best practises, and the readiness to learn and develop. 

A combining creativity and measurement on Facebook is a winning formula for FMCG/CPG brands.

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Advertises within this segment have learnt to refine their marketing objective and define their optimal audiences in order to solve potential business problems. Additionally, advertisers should pay particular attention to the following:

Think mobile

Advertisers should embrace the consumer shift into the world of mobiles, placing their focus on short form storytelling. In 2020 73.4% of people browsed their mobile phones across Central Europe, and people in the USA reportedly spent almost all their spare time on internet apps. Brands should be jumping onto this trend, initiating direct conversations with their consumers, and reaping the results.

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Think creative

Utilising the right creative could be your token to success. A clever thought through illustration might be just what you need to ensure your campaign stands out from the crowd. Therefore it is important to focus on creative actions which can set you apart from your competitors and leverage brand building creative insights.

Similarly, creative agencies should start incorporating the ‘Facebook Thumbstoppers’ feature into their work, helping brands bring inspiration to their customers, leading to increased purchases.

Think data

Leveraging Facebook’s advanced measurement tools, advertisers should aim to develop simple and adaptable measurement strategies, doing so will help advertisers to better understand their customers, and thus allow them to make the most effective business decisions. It is important as advertisers that you balance your long-term and short-term needs, Identifying move metrics and driving brand growth.

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Create and run effective tests which allow you to quickly understand and adapt to necessary changes on an ongoing basis to optimise your campaign. Conduct experiments and studies to test new hypotheses and stick with what works.

Continuously track sales level data from sampled stores and insights for their digital ROI. With a strong focus on business outcomes with multiple levels of insights linking sales with their Facebook ad efforts, advertisers should be able to maximise the efficiency and effectiveness of their efforts on this global platform. Custom Mix modelling to support Sales ROI for digital spends can provide further assistance to fine tune campaigns and achieve maximum impact.

Finally, trust the machine learning algorithms behind your ads and make the most of automated placements, bidding, and targeting strategies to achieve cheaper conversion rates.

Think multi-screen

Finally, to reach TV viewers, FMCG/CPG brands should incorporate the multi-screen aspect into their Facebook ad campaigns. A vast majority of the public reportedly use multi-screen, as opposed to solely desktop or mobile. Specific insights should be acquired to understand how best to achieve optimal campaign results using a combination of  both TV and Facebook ads.

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Although there is no set recipe, various brands have achieved success in 2020. Below are a number of strategies used to make the most of Facebook advertising efforts.

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And so, as we move into the next phase of the post-Covid reality, the FMCG/CPG sector will undoubtedly continue to thrive. And while pivoting will remain essential in all aspects of the business, digital commerce is one of those non negotiable elements in the mix of success. For major global brands, Facebook will continue to remain one of the main platforms to reach out to clients. For smaller brands, it will enable them to compete with the big guys. On the same terms and with the same audience.

Read the full #HttPaper on FMCG/CPG vertical here.

By Sandeep Sabharwal, Httpool Twitter Partner Director

The new post Covid-19 reality has propelled digitalisation forward by five years. McKinsey research suggests that it could take anywhere between three to ten years for us to feel that going to supermarkets is again a safe and convenient way of grocery shopping. 

Why does this matter? Because the global FMCG market size is projected to reach $15,361.8 billion by 2025, registering a CAGR of 5.4% from 2018 to 2025, according to the Research and Markets Report. This makes FMCG the largest group of consumer products alongside the  production, distribution, and marketing of these consumer goods. 

Alongside the growth in the industry, FMCG/CPG also achieved notable growth in digital ad spend worldwide. Research from eMarketer shows that quarter two of 2020 saw up to a 53% increase in ad spending in the FMCG/CPG sector. According to eMarketer research, CPG advertisers in the USA spend heavily within the mobile sector, with the most popular form being display advertising on social networks and video platforms. 

In 2021 digital video advertising is expected to be the fastest-growing format in CPG ad spending, rising 17.1% to $5.54 billion in the USA alone. Digital video ad spending will make up 47.5% of CPG’s spending on display advertising in the USA and 28.6% of its overall digital spend. 

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People love to talk about FMCG/CPG products on Twitter.

What better way to advertise your products than on a platform, where they are openly discussed in an engaging manner. Statistics show that 192 million people were active on Twitter in Q4 2021, and 27% year over year growth in Twitter’s active audience. Twitter has become a home to open discussions, product reviews, and recommendations, users are actively engaging with one another. Thus, Twitter is a great platform for FMCG/CPG brands to launch new products. Join in on user conversations, provide helpful tips, and announce special offers. 

The Marketing Dive reported that Kraft Heinz, Nestlé, and Coca-Cola were among the top five Twitter ad spenders in 2019. The concentration of FMCG/CPG brands within Twitter’s top advertisers demonstrates the sheer value Twitter holds for brands in this industry. 

Most FMCG/CPG brands use Twitter to run ads and organic campaigns, however Twitter has proven particularly successful for product launches. Average results from Twitter launch campaigns include a 82% higher recall, 18% increased brand awareness, 21% increased campaign awareness, and 15% increased message association.

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Heinz is one of the largest players in the FMCG/CPG Business. Upon their decision to launch mayonnaise as a new product they discovered that a heated discussion was already in motion on Twitter surrounding Mayochup, a Heinz product previously launched in the Middle East. Following this, the Heinz brand team leveraged this debate, turning the discussion to Heinz Mayonnaise, by using Mayochup as a gateway. Instead of a simple tweet to drive conversations, the brand created a Twitter poll asking users whether the product should be released into US markets, the poll required 500,000+ yes votes to bring the product to market.

As a result of this innovative approach Heinz successfully achieved a 28% increase in brand awareness. Find the whole case study here.

Innovation, proactiveness and a little bit of humour can thus propel FMCG/CPG advertisers on Twitter to win with their launches. And in the next phase of the post-Covid reality, the home of open discussions, product reviews, and recommendations, and extremely engaged members of the audience is certainly an essential part of a good marketing mix.

Read the full #HttPaper on FMCG/CPG vertical here.

By Rucha Bhalekar, Regional Marketing Manager

People are the bond that binds organizations together. In today’s decentralized work environments, coupled with organizations’ global nature, traditional internal networking practices are far from creating that feeling of belonging and empowerment that modern employees expect at the workplace.

The days of handwritten notes and face-to-face meetings as the primary means of contact are long gone and will forever remain part of history. It is hard to imagine that digital practices that we picked up so fast during lockdowns would be discarded in the post-pandemic world. Messages that are global, but more multicultural, individually meaningful, and distinctly digital are expected by today’s workforces. A hybrid model, combining in person meetings with remote work practices, will become the formula for success.

Working from home makes us more connected

For global organizations, the switch to complete digital represented an extra layer and that cherry on the top in internal communications. Companies operating across various markets are used to frequent conference calls with regional and global teams working across geographies daily. What happened due to remote work was an “aha” moment for local teams in individual markets. Only overnight, it became just as simple to call a colleague who used to share a desk with you in the office as it was to reach out to another expert in your organization sitting in a different market. 

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A mental shift happened as teams became more and more connected globally and instinctively looked for their counterparts in other markets when seeking creative solutions. This creates a stronger feeling of belonging to a global organization and opens up new opportunities for professional development and career advancement.

So what more can organizations do to make the most of the now completely digital internal communications?

Pick one platform for internal communication

Both for everyday communication tasks and important moments, the right technology already exists. Employee experience intranets and employee apps are modern tools that make the transition from analog to digital simple, and they even work together.

But amid a pandemic, who has the time and patience to have four new internal communications apps open during a home office day, which is also spread across homeschooling, cooking, and keeping sane. So choose one platform where all communication goes on and is simple to use.

Facebook’s Workplace was a natural choice for Httpool. It enables online collaboration, instant messaging, video conferencing, and news dissemination. Having used the platform for internal communications already before the pandemic, the company now relies on it more than ever. Over the past year, more than 300 Httpool staff members learned about health safety measures, advice for working from home, productivity tips, shared more than 100 product stories, news articles, participated in a Christmas intercultural exchange, and even hosted 5 live streams of discussions centered around women’s day. For many, Workplace is now the first platform to check when clocking in and the last to view before logging off for the day.

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Communicate continuously and well

During an airplane flight, pilots are usually the ones who talk directly to the passengers during turbulence. They are the only ones who understand what is going on, and the passengers place the most confidence in their words. Similarly, during a period of high uncertainty, employees like to hear the facts from their leaders. 

Empowering managers to interact more authentically and empathetically can be a significant game-changer in global organizations. Having leadership talk all staff through the economic situation at the beginning of the pandemic was highly appreciated in Httpool. And so were the subsequent messages driven by the Global Human Resources teams, assisted by the company’s communicators. 

Constant and continuous communication helps employees relax and thus focus on doing their jobs rather than worrying about keeping them. At the same time, it helps boost their morale and equip them with the resources and methodologies they need to continue carrying out their missions in the new world. Fine-tuning the company direction to what each of our partners perceived as market realities, Httpool employees were quickly able to adapt approaches, and adjusted the value propositions, all while receiving constant support from the management.

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Make it fun

Last but not least, make internal communications fun! Zoom fatigue is real, and unless the “extracurricular activity” sounds extremely engaging, people will not attend or feel obligated to. Poker nights, Virtual Christmas Parties with the Chief Revenue Officer DJ-ing live for the entire region, online Diwali Celebrations, Yoga and Fitness sessions, are what makes the difference. Offering a day off for all gamers in the company at the occasion of the launch of Cyberpunk, the most anticipated game in gaming history, and remotely organised health weeks were some of the exciting initiatives implemented by Httpool across our geographies.

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In the second year of the pandemic, we have learned that digitalization was also propelled in internal communications for the companies who understood how to harness it. By connecting digitally, we now feel closer than ever, working together to create an absolute level playing field of opportunities for all employees regardless of their geographical location. The mental shift has happened; it is now up to us to make the most of it.

 

Ramadan presents an opportunity to connect with new audiences. With 133 million Tweets*** globally, it’s clear that Ramadan is happening on Twitter.

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Plug in when conversations peak

Starting a month before the events begin, conversations revolve around family, fasting, and prayer. However, towards the end of the month topics shift to homecoming (mudik) and celebration.

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Digital communication and social media connections are still highly important during Ramadan in Indonesia. Many people prefer to stay in touch online in comparison to calling their family and friends at this time of the year.

Thus Twitter remains a great opportunity for brands to talk to their clients. A successful Twitter campaign is one in which brands tell a story, and following some of the below expert advice. 

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Get the timing right

Before the sun rises at 4am, Tweet volumes begin to rise, reaching a peak during the breaking of fast between 7pm and 10pm. For marketers, this represents an opportunity to stay connected to their audience during crucial periods where they are the most active. Adding dayparting as another layer of campaign strategy will surely uplift the results. With more than 60% of Indonesian users planning for Ramadan shopping just one week in advance, offers and promotions should be timed towards such shopping patterns to maximize sales.

Have a dedicated mobile strategy

Ramadan is the time of the year where mobile first is paramount. In Indonesia, the mobile-first market has an estimated 71% mobile phone internet user penetration rate** in 2021. Users will spend more time on mobile than ever before, therefore a dedicated mobile communication strategy will not only add reach but will also help gain improved engagements. People are going to be on the move during these festival seasons. Mobile marketing gives you more layers of targeting and response tracking.

Focus on convenience

In many cases consumers prefer convenience over brand loyalty, with a huge spike in retail and e-commerce occurring each year during Ramadan, brands should be focusing on the users’ online shopping experience. Faster delivery time might encourage an increase in sales figures.

Target your competition

Dining with family and friends is another high-priority activity for most celebrating Ramadan. Targeting competition outlets, leveraging big data, and gathering audience insights on food consumption patterns is a beneficial digital investment. A smaller QSR brand targeting a big chain customer will spike sales.

Explore some examples of brands that leveraged Twitter to reach their audiences during Ramadan here.

 

Read the full Httpool White Paper and discover more about advertising during Ramadan.

 

 

 

 

 

Sources

* Twitter Ramadan 2021 survey, N=1,311 as quoted in https://marketing.twitter.com/en_apac/insights/eight-insights-to-help-brands-in-indonesia-stand-out-in-the-new-normal-ramadan 

** Statista; Statista Digital Market Outlook 2020-https://www.statista.com/statistics/309017/indonesia-mobile-phone-internet-user-penetration/ 

*** Marting on Twitter: https://marketing.twitter.com/en_apac/insights/six-insights-for-marketers-in-indonesia-to-help-brand-succeed 

With significant media budgets at play during Ramadan, and people spending more time on social media, measurement becomes vital to marketing success. With Facebook Measurement solutions like split testing, brand lift, and conversion lift studies, brands can drive success and measure their investments’ actual value.

Archana Roche, Facebook Measurement Lead, Httpool APAC: “Measuring what matters and focussing on the right metrics, rather than proxy metrics or tracking, will help ensure that the real business impact is assessed. Businesses often rely on metrics like shares, impressions, comments, and views to determine ROI, hence the term proxy metrics. For this year’s Ramadan celebration focus on what truly matters to your company. Start with aligning on business objectives and setting metrics and KPIs that are directly linked to your business, ranging from sales or conversions, to brand metrics, based on causality and incrementality. Planning will make all the difference to success this Ramadan. Before you launch your campaigns, make sure your house is in order. That means your pixel and SDK integrations are working correctly, you have built and updated your product catalogue, implanted offline conversions, developed a strategy for messenger, and established your presence there.”

 

Ramadan is an ideal opportunity to test and scale, learning what works, and refining marketing activation based on learnings. The 30-day period with at least two peaks of heightened shopping activity is a competitive time, and to measure the true value of your advertising savvy, marketers must complete rigorous testing. By comparing the outcomes of two different groups of people, those exposed to your strategy and those who are not, marketers are able to identify purchases as a direct result of the ad, in contrast to those who would have made the purchase ordinarily. Consumers directly influenced by the strategy are called incremental customers. This allows us to understand the direct impact Facebook has on marketing activity. With Facebook measurement, we measure this incremental impact. 

Read more about advertising during Ramadan in our Wite Paper here.

Insights & news

The sky’s the limit

Rebecca’s Story

A strong believer in being present in the moment, be it one-on-one meetings or spending quality time with her children, Rebecca carefully organises her schedule, distributing her focus appropriately, and ensuring enough time is given to execute tasks to the highest level. “Combining our career and family schedules requires a strong support system. It takes a village to raise a family, so we shouldn’t be afraid to ask for support. Having a supportive employer like Httpool can make a big difference too!”

Prioritization is Rebecca’s key to success. “We have so many ideas floating around and need to choose wisely. When setting a priority project, I always ask myself: What will make the biggest impact and add the most value for our company?”

Having joined Httpool tasked with setting up the central HR function, Rebecca’s team now includes top HR professionals that support Httpool employees across more than 30 markets. “Being transparent in communication and seeing my team as partners is important. I believe in our skilled staff and know that their own unique experiences can bring so much to the table, any leader should be proud to leverage this”. explains Rebecca.  “Httpool puts emphasis on diversity and growth, believing that the sky’s the limit, proving everyone with the opportunity to shape their own career”.

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Maintaining strong communication and continuous education are key assets in Rebecca’s vision of the future, driven by technology and artificial intelligence. “Many systems already utilise machine learning to make employee predictions. Whilst this is an interesting idea, I still believe in the necessity of HR professionals who are able to actually talk to employees,  understanding their feelings, and why they feel the way they do. After all, human talent is the only thing capable of linking innovation, competitiveness, and growth in the 21st century.”

Rebecca feels that Httpool employees are undoubtedly a winning formula for the future. “I have never met so many diverse, talented, kind, and passionate people within a company prior to Httpool”. Our employees are spread across 32 countries, all with their own unique cultural backgrounds, and languages, this is the driving force behind international operations. “I am proud that Httpool has a gender balanced team and we all pursue the same goals and are aligned in both our vision and mission, wherever we are in the world!”.

Rebecca’s advice for young girls choosing a career path:

Think about what you are good at, what the world needs, what you can be paid for, and what you love (concept of ‘ikigai’). If you are still studying, I would highly encourage pursuing internships as early as possible. Once you have decided on your career, focus on it, be passionate, level up your skills and strive to become a better version of yourself every day.

Spela’s Story

Spela is a big believer in creating lasting connections at all levels. Her magic potion for successful leadership in communication is a combination of “the ability to understand the big picture, express and coordinate opinions, streamlining key messages, and offering full transparency of the process”. It’s often the case that we hear communications professionals prefer to listen rather than talk, aiming to ensure messages are understood and translated effectively. 

Having started her journey at Httpool with the task to set up central operations for Public Relations, Spela has gained extensive insights into valuable global operations. “That’s the magic of Httpool. We are bringing together a network of top experts who support and encourage each other in their quest for excellence”.

Spela says that her varying roles in life make her who she is, “I don’t think of myself as a working mum, or a business woman, rather a unique combination of ambitions that encompass my everyday life”. She applies this belief in her leadership techniques, encouraging colleagues to try anything at least once, and to not be afraid of diversity or the unknown. “I learn from my daughter, my husband, family, and friends, as well as senior managers and my colleagues”, she comments, utilizing and applying these lessons in both work and personal spheres is an important factor in successful leadership”. 

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Spela dreams of a future “without conflicts and with respect for nature. A time where kindness is the main trait of all people around the world.” She believes that companies such as Httpool are in a great position to create a brighter tomorrow. “I talk to people of various cultural backgrounds and areas of expertise, and feel the highest level of respect they have for one another, while radiating general kindness.” In the ever growing AI and digital reality, Spela still acknowledges the importance of human touch, and suggests this is a key component allowing individuals and companies to shine through the clutter. 

Spela’s advice for young girls choosing a career path:

Society will inevitably try to steer you in particular directions, labelling you, and outlining the correct perceived roles. It takes a leap of faith to break these old patterns and start down new exciting paths. Regardless of what career you choose, always demand respect, and never forget your voice. Look for an environment where you can be creative and where your contributions will be valued.