Asian Food Network

GROWTH MARKETING

Asian Food Network

Redefining the digital strategy of Southeast Asia's largest food broadcaster

CHALLENGES

Redefining digital experience

A new digital strategy, value proposition, as well as a data analytics dashboard.

2.5x

longer dwell time on new website

2x

of Digital Ad revenue

What they said

Quote

The Electric8 team helped us through a very important digital transformation - they introduced and instilled a very critical and important digital way of thinking, working and behaving.

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Leena Singarajah

Leena Singarajah

Former MD, Scripps Networks Asia

How we did it

E8 involvement

Aligned team on key business objectives and clear quantifiable KPIs

BUSINESS STRATEGY

Aligned team on key business objectives and clear quantifiable KPIs

  • Defined digital ad revenue and contribution as the North Star metric

  • Dissected this key metric into its inputs by creating a growth model that brought together acquisition, user funnels and costs of goods sold

  • Assigned clear tasks and responsibilities across teams with quantifiable KPIs

Built and executed test-and-learn plan to drive sustainable growth

GROWTH MARKETING

Built and executed test-and-learn plan to drive sustainable growth

  • Used insights from the growth model to prioritise test-and-learn experiments that focus on driving user growth and engagement with the site’s content

  • Identified successful marketing tactics including landing pages and ad content for Facebook, Google Adwords and Email Marketing, resulting in 68% drop in bounce rate, 60% decrease in cost per session and doubled digital ad revenue

Coached the team into a test-and-learn process

GROWTH MARKETING • PROCESS

Coached the team into a test-and-learn process

  • Ran weekly team rituals such as Kanban meetings to allow for team collaboration

  • Set up and coached test-and-learn artefacts such as experiment doc, growth sprints, etc