Diageo scales spirits performance media in
SEA with Omnicom Media Group.

Post-pandemic, as people spent more time outdoors, marketplaces slowed as a sales channel across the spirits and beverage industry, creating a need to scale up onsite marketing operations.

The OMG team, Diageo's partner, found it hard to scale performance despite being backed by many people, because the work was manual and the velocity needed to optimize in real time was high. With many ad units across SKU and keyword, and many SKUs across product lines, the team needed to structure products into groups to manage them — something the marketplace could not do.

The strategy was to remove manual multi-logins and bring all campaign management into one place, then layer on structure and automation the marketplaces themselves could not provide.

Epsilo Marketing Automation aggregated campaign data from both Shopee and Lazada into one dashboard, and OMG used Epsilo's tag system to organize performance into custom cohorts for more efficient management.

With custom cohorts in place, OMG used Hyper Automation to remove the pain of managing thousands of SKU-keywords at once, with the majority of that work optimized automatically by the AI engine.

The team managed 18k+ SKU-keywords across Shopee and Lazada from a single dashboard, freeing operators from repetitive manual optimization while holding performance to objectives.

Custom cohorts and Hyper Automation lifted onsite performance to a 4.6x increase in ads revenue, with a 1.3x ROAS improvement from AI-driven optimization across the portfolio.

OMG scaled Diageo's SEA onsite media efficiently — activating 18k+ SKU-keywords and optimizing in real time without a proportional increase in manual effort.