Leveraging the power of AI, Blibli transformed four videos featuring celebrity influencer Fadil Jaidi into 2,000 unique videos. Each of these videos were personalized to highlight products from individual sellers, giving consumers the impression that Jaidi actually shot the video for each of them. This approach drove the necessary trust and credibility among consumers to inspire them to use the brand's e-commerce platform instead of abandoning their carts and looking for deals elsewhere.
Objective
In Indonesia, e-commerce has democratized the commercial scene. Today, any large or small business owner can participate in a marketplace without investing heavily in a physical store. However, competition is fierce, and consumers have a plethora of options to choose from. Because of this, cart abandonment and low conversion rates are two of the most important problems that most sellers and marketplaces face.
The problem was the same on Blibli's platform. Customers went to retailers on Blibli, looked at the products, and then went to another e-commerce website. As a result, nearly 97 percent of people dropped out, and conversion rates were low. Traditional remarketing and conversion methods only resulted in a 4 to 5 percent conversion rate. Blibli's goal was to develop a remarketing strategy that would improve its conversion rates.
Context
Blibli's analysis showed that consumers had too many e-commerce platforms to choose from, but there was one thing that anchored their buying decisions: trust. On each e-commerce platform, customers preferred to buy from retailers they could trust and with whom they had a positive experience with. Furthermore, the brand discovered that key opinion leaders are helping increase e-commerce sales due to their credibility and popularity among millions of e-commerce buyers. Blibli used what it learned to create an immersive, AI-powered personalized remarketing campaign. A first in the category as well as the market.
Target Audience
Blibli's target audience were men and women between 18 and 44 years old who were interest in Blibli's top categories: fashion, beauty, groceries, lifestyle, electronics and gadgets, home living, sports, travel, entertainment, hobby and leisure, and promotions and discounts.
To enhance the credibility and appeal of its campaign, Blibli collaborated with Fadil Jaidi — a highly-regarded celebrity influencer. The brand produced dedicated videos for each category, ensuring that during the shoot it captured Fadil's different facial expressions and speaking styles. Leveraging the power of generative AI technology, Blibli transformed its initial set of four videos into 2,000 unique videos. In each video, Fadil promoted products from individual sellers by directly addressing their store names, giving the impression that he had actually shot a video for each of them.
Blibli used these videos in its remarketing campaigns to address the key audience segments. To ensure effective targeting, the brand divided its audience into five distinct groups:
Each of these visitors was then programmatically retargeted with a personalized video ad, leveraging Fadil's trust and credibility. This novel combination of cutting-edge AI technology, personalized messaging, and Fadil's influence created an atmosphere of trust, enticing customers to return to Blibli and explore the offerings that resonated with their interests.
The combination of celebrity endorsements, trusted sellers, and cutting-edge technology proved to be a winning formula, resulting in unprecedented success.
The campaign also effectively addressed the challenge of redirecting potential customers back to Blibli and helped push the brand's satisfaction score up 26 percent.
