Discover how Boost, Malaysia eWallet brand achieves brand target via consumer behaviour analysis, part of a digital marketing strategy in ADA.
The Challenge
With the increase of adoption of eWallets and consumers joining the #GoCashless bandwagon, the eWallet business space started to get competitive. Boost, Malaysia’s home-grown eWallet faced a similar challenge – How could Boost compete with more dominant market players, with almost 5 million users in their subscriber base?
Boost was in the third position and aimed to reach their target of 5 million users and to drive growth in Gross Transaction Value (GTV).
As every other brand was shouting the same key message, the challenge was to create a campaign that will meet their business objectives whilst also differentiating themselves from the competitors.
The Strategy
1. Build brand awareness and affinity
In a hyper-competitive market, this was the core for Boost to reach its business objectives. We had to portray the brand as more than just another eWallet.
2. Derive Insights from XACT, ADA’s proprietary DMP
With XACT, ADA started to analyse consumer behaviour. We identified that consumers tend to stick with products that can offer them diversified functionality under one umbrella.
3. Positioning Boost eWallet
Our proposition was therefore to position Boost as more than just an eWallet, showcasing it as a lifestyle app that offers a range of services i.e. scan & pay, mobile top-ups, gaming credits, online shopping, and more.
The Execution
1. Boostopia 8.8 integrated campaign
We created the first and biggest cashless event where users can shop and pay with Boost online and offline for maximum rewards. The event was similar to a big outdoor carnival, with O2O partners, food trucks, games, and performances.
2. The insights
Using data, we created customised content messaging to reach two specific audiences, with digital being the primary affinity and engagement platform. We deployed a mix of content from Boost and influencers to drive awareness.
3. Spread the word
This was followed by radio announcements, on-ground posters, and digital screens to spread the net wider and create more impact.
The Results
- Achieved a GTV worth RM41K
- Achieved 3x of campaign ROI
- Acquired 11,270 of new users
- Achieved a reach of 9 million
- Increase in app downloads, user registration, and app usage
- Saw a scale of online transactions worth RM1.35 million
Awards
- Gold in Most Effective Use – Loyalty & CRM category at Marketing Interactive MARKies 2021
