How Suntory PepsiCo Vietnam Beverage maximized reach and
reduced waste by 37% with Google Marketing Platform
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Case Study
How Suntory PepsiCo Vietnam Beverage
maximized reach and reduced waste
Tags
Display & Video 360
Google Marketing
Platform
The Goals
Accurately measure reach of digital media
buys
Maximize unique reach by reducing overlap
across digital channels
Drive media efficiency by reducing media
waste
The Approach
Use Campaign Manager to measure cumulative
campaign reach and build a complete view of all
media
Use Display & Video 360 to control
frequency across YouTube and direct premium
publishers
The Results
37% lower cost per revenue (CPR) than
industry benchmark
27% lower cost per unique user reached
1.4X higher potential reach with same
investment
Standing out in a competitive market
In Vietnam, beverage brands are constantly
competing for thirsty consumers’ attention.
This is especially true in Ho Chi Minh City,
where coffee and tea account for about half of
consumers’ beverage choices each week, with
nutritional health drinks, carbonated soft
drinks, and energy drinks making up the other
half.1
For Suntory PepsiCo Vietnam Beverage
(SPVB), the country’s largest non-alcoholic
beverage advertiser, the best way to stay top
of mind with its core audience is to reach them
where they spend their time: online. According
to Indochina Research, about 66% of Vietnamese
consumers have access to the internet — and 90%
of them are between the ages of 15 and
55.2 And for consumers under 29, 74%
of their total media consumption is done online
while browsing the web or social
media.3
Most of these digitally savvy consumers are
exposed to hundreds of ads on a daily basis, so
cutting through the clutter and building
awareness continues to be a top challenge for
SPVB. Previously, the brand served ads across
video, search, and display, but its fragmented
buying practices made it difficult to
accurately measure their cumulative reach.
Looking to maximize campaign reach and reduce
overlap across publishers, SPVB partnered with
Google and Mindshare, a media agency, to
consolidate and control the frequency of its
digital media buys.
Building a complete view of all media
In the past, SPVB used fragmented, unverified
data from local publishers to measure campaign
performance. With metrics for impressions,
clicks, and reach coming from different
sources, the brand could never get a clear,
consolidated view of its campaign performance.
This time, SPVB ran a 10-week campaign aimed at
male and female consumers between 18 and 44
years old. The team used Display & Video
360 to build and execute cross-channel
media buys across direct publishers like
YouTube and local ad networks like Admicro,
Adtima, Cốc Cốc, Lava, and POKKT. By
introducing Campaign Manager as the system of
record to measure cumulative campaign reach,
the team was able to audit SPVB’s entire media
plan.
The Mindshare and Google teams then developed a
control and exposed experiment to clearly show
SPVB how controlling the frequency of its ad
buys would reduce media waste. Ads purchased
via a traditional fragmented media buy (premium
publisher formats purchased directly from
Admicro, Adtima, Cốc Cốc, Lava, and POKKT and
YouTube ads bought from Google Ads) were served
to the control group, while buys consolidated
through Display & Video 360 were served to the
experimental group. The team also used Campaign
Manager to measure the cost per unique user
reached and determine any savings achieved by
consolidating the media buys.
Cutting costs and reducing waste
When the campaign ended, the experimental group
saw a 37% lower CPR than the industry benchmark
and a 27% lower cost per unique user reached.
The experimental group also saw 1.4X higher
potential reach with the same investment as the
control group. And best of all, user experience
improved because they were no longer served the
same ads over and over again.
“Being able to manage frequency and minimize
the duplication cross-channel through a fully
programmatic setup has proven to be very
efficient,” said Chung Thuy Luong, business
director at Mindshare.
“Display & Video 360 gave us the ability
to truly minimize waste, maximize our media
dollars, and exceed our business
objectives.”
Vo Hoang
Viet, Director of Media and Marketing
Operations, SPVB
After seeing the results of the campaign, SPVB
plans to consolidate media buys across all of
its brands moving forward. “Display & Video 360
gave us the ability to truly minimize waste,
maximize our media dollars, and exceed our
business objectives,” said Vo Hoang Viet,
director of media and marketing operations at
SPVB. “We see this as a simple, uncomplicated
solution to scale our reach across premium
publishers using best-in-class technology.”
Kantar, Winning Beverage Sector, Vietnam
Market Insights Series 2019.
Indochina Research, Vietnam in the Digital
Era, 2019.
Deloitte, The Vietnam Consumer Survey, 2020.
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