Malaysian Media Awards Winners Showcase

2018 | |

Don’t buy a brand, Buy a story

Advertiser: Sdn Bhd
Creative Agency: -
Credits: -

The Challenges
For 9 years Mudah had been the largest online marketplace in Malaysia. Ironically Mudah’ strength that it sells everything under the sun turned into its biggest weakness with the influx of hordes of vertical specialists (such as carlist, iproperty etc) in 2017, impairing visitor volumes. We set out to recover the 20% loss in daily active users (DAU) & thus touch the DAU base of 250K.

Insight, Strategy and the Idea
Sifting through multiple data sources, we learned that:- • Only 40% of transactions online are planned, 60% are Impulse driven. While Mudah was an obvious choice for planned purchases (such as car), being a ‘for all’ destination the impulse segment was a promising bet to grow DAU. • In pursuit of understanding the interests of the impulse segment, we learned that Malaysians are 84X likely to buy items owned by celebrities. So we decided to connect Mudah, the ‘for all’ to the basic human nature of ‘impulse buying’ by using celebrities as baits. Introducing, the first ever content to commerce experience –Stories that Sell, by Mudah.

Media Execution
On Air – On Astro Ria , we launched a once a week 8 episode talk show series hosted by social media favourite & celeb rapper Altimet. Each episode featured a celebrity candidly sharing his/her story to success. At the end of each episode the celebrity would put one of their prized possessions for sale on Mudah, sparking fan frenzy onto the site. The show was promoted across the Astro network using on air promos On Screen – We created mini-sodes of the story series and took social media by storm. Articles, display banners,6 second videos, memes, gifs – you name it and we had it. We chose to target ‘idle time’ moments (perfect ground for impulse buys) such as streaming, page loading etc. The content pieces were refreshed weekly based on the item that the celebrity put up on sale. On we created a specific section displaying the array of celebrity possessions up for sale. On Road – On Hitz FM & Era FM we had RJ mentions and mini-segments to update listeners on the items that were up for sale on Mudah. Focusing our mentions to idle times such as high traffic timebands, we used radio to inject urgency amongst listeners to visit the website before a sell-out.

Results and Effectiveness
Malaysians flocked to their ‘for all’ Mudah. We hit a DAU base of 350K in 45 days ,a base higher than even the combined DAU of carlist & iproperty. We received 3X engagements on the celebrity items on sale Our very own TV show – Mudah Stories was watched by 800K viewers per episode. Its popularity found its way to even SG with broadcasters reaching out to us for airing rights. Hitz FM & Era FM enjoyed 8.4mil reach and massive engagements. While iProperty and Carlist had spent millions on advertising, our radical step in storytelling our way into sales gave us 2X more users at just 1/10th the spend.