Case Studies

Eu Yan Sang was founded in 1879 and is a global healthcare company with a strong foundation in Traditional Chinese Medicine. Today, it has more than 160 retail stores in Hong Kong, Macau, China, Malaysia and Singapore.

With more people embracing digital, Eu Yan Sang started their first eStore (e-commerce) on November 2010 to allow their customers to browse and purchase their products at any time of the day, from anywhere in the world and have their orders conveniently delivered to their door steps.

With the eStore, Eu Yan Sang wanted to promote it with search marketing and they decided to invite digital agencies to pitch for the account. After a few rounds of pitching, OOm was tasked to provide SEO and SEM services to promote the eStore.

Campaign Objective

Eu Yan Sang wanted to:

1.    Drive immediate awareness and traffic to the eStore with SEM

2.    Increase the organic rankings of eStore on Google and Yahoo Singapore with SEO

3.    Increase e-commerce sales with both SEM and SEO

The Strategy

We did a major overhaul to the campaign once we took over:

1.    We worked closely with their marketing team to understand the various products and series of exclusive promotions that were only available on the eStore.

2.    With the promotions in place, we did a detailed keyword research and came up with enticing ad copies that reflected the promotions available.

3.    We launched Eu Yan Sang eStore SEM campaign on Google and Yahoo Singapore. Additionally, we launched a rich media campaign on Google Content Network to drive awareness of the eStore.

4.    From Google Keyword Tool, we found that there was a significant search volume for the keyword “Eu Yan Sang” because of its well-known brand in Singapore. With that information, we bought all permutations and mis-spellings of the keyword “Eu Yan Sang” to leverage on its popular brand name and drive conversions.

5.    Seasonal campaigns were launched to target the Christmas and Chinese New Year crowd.

6.    Strategically bidded for keywords to prevent budget wastage.

7.    To further improve Click-Through-Rate (CTR) and conversions, we tested various ad copies with different promotions and call-to-action statements to identify the winning combinations.

8.    SEO was implemented for the domain name http://estore.euyansang.com/ to increase its organic rankings on Google and Yahoo Singapore.

Results

"Since the launch of the Eu Yan Sang eStore campaign in December 2010, OOm has helped us achieve a 325% ROI in e-commerce sales from our SEM campaigns, and a 123.3% increase in organic search traffic in the last 3 months. The team at OOm is always very responsive to our requests and provides excellent customer service."

Jason Ling, E-Commerce Manager, Eu Yan Sang

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