JD Central’s Valentine’s campaign let people send targeted ads as gift hints


By Charlotte McEleny | Asia Editor

April 16, 2019 | 2 min read

Thai e-commerce brand JD Central’s Valentine’s Day campaign let people drop gift hints to their partners via a chatbot that sent targeted ads.

The campaign came from an insight that politeness meant that many girls were not getting the present they wanted, but with ad targeting technology, they could subtly send a hint online.

The campaign first targeted girls, recruiting them into the system. The ads directed them to a chatbot, which asked a set of questions around the gifts they really wanted, their boyfriend’s phone number and a nickname their boyfriend would recognise.

The ads then targeted the boyfriend online, using the nickname to grab attention and allowing them to click through to the exact item and buy in time for Valentine’s Day. Ultimately, the ads created a way for boyfriends to buy the right present for their girlfriends directly via Facebook advertising.

“This campaign shows how we take online shopping to the next level. And this is a Valentine’s gift for our customers,” said Rvisra Chirathivat, chief marketing officer at JD Central, part of JD.com brands.

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The campaign was created by BBDO Bangkok. According to the agency, the campaign drove a 314% increase in online engagement for the brand and a 17% lift in sales.

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