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“We developed a great partnership with Shuttlerock and their dedication shown towards supporting Moony’s creative needs was evident. We appreciate their attention to detail, and creative approach that allowed us to demonstrate positive results.”

Bridget Luis, Account Director, Global Client Solutions @ Wavemaker

CPG Case Study

Moony

Since 1981, Moony has been supporting child care through the development of high quality, innovative diaper products. Operating under Japanese manufacturer Unicharm, Moony has always strived to provide parents with a trusted, premium product that is compassionate towards the needs of both babies and parents.

Always improving in terms of technology and design, Moony has diversified its product range over the past few decades, leading to their latest offering Natural Moony, a natural diaper product made from organic cotton.

Challenge

Representing the Moony brand within key South East Asian markets, media agency Wavemaker was tasked with developing a direct response digital campaign with the objective of driving traffic towards Moony’s Lazada store-within-a-store (SIS) and subsequently boosting conversions within the site.

With a focus upon the new Natural Moony product, Wavemaker had a limited set of assets ready to run on social channels such as Facebook and Instagram, and what they had didn’t include video - only static assets. This lack of video creative resulted in Wavemaker turning to Shuttlerock to produce a set of high performing video assets, built specifically with the main campaign objectives of boosting traffic and maximizing Lazada conversions in mind.

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Solution

Shuttlerock was provided with a mixture of product shots and still images featuring mother and child scenarios. From these input assets, Shuttlerock’s expert in-house creative team was able to produce three different creative concepts (translated into English and Thai) for use across Facebook’s in-feed and in-stream placements. Targeting audience segments in Thailand, Singapore, and Malaysia, each video variation delivered a slightly different message, highlighting the different characteristics of the organic cotton product.

 

The static images were brought to life through Shuttlerock’s animation team and then pulled together through dynamic motion graphic design - creating a short, coherent, and engaging narrative. Each ad was bookmarked by a prominent branding and included a strong end frame CTA encouraging users to click through to the Lazada site. This desired click-through response was further amplified by Moony’s mascot (Moony-chan) being animated to be pushing a shopping cart next to the “order now” CTA.

Creative Showcase

Client input:

Original Assets 

Shuttlerock output:

Concept Pack 1:1

 

Static images, product shots

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Results

12

PERCENT

Increase in conversion rate

250

PERCENT

Increase in return on ad spend (ROAS)

18.6

PERCENT

Decrease in cost per view (CPV)

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