Learn what Yoodo has achieved & became an award-winning telco provider with ADA's performance marketing, consumer insights, and data analytics.
Established in January 2018, Yoodo revolutionized the Malaysian telecom industry as the nation's first and sole fully digital telco provider. Offering users complete control over their plans, allowing customization of data, voice, and SMS quotas, Yoodo faced a competitive landscape dominated by traditional industry giants and consumer fatigue. However, this complex scenario presented both challenges and opportunities for the brand, leveraging its dual advantage of robust telco expertise coupled with a disruptive edge, rendering them highly adaptable in the market.
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Strategy
ADA spearheaded a pioneering acquisition model, ensuring zero media risk for Yoodo, with clients only incurring charges upon successful user acquisition. Leveraging ADA's proprietary DMP, XACT, we honed in on the young, urban demographic with a digital and lifestyle inclination. Through meticulous data analysis, we identified five distinct personas aligning with Yoodo's brand ethos: Gamers, Tech Enthusiasts, Entertainment Lovers, International Travellers, and Sports Fans. Customized content was meticulously crafted, tailoring messaging, visuals, and platform placement to resonate with each persona.
Results
The strategic implementation yielded remarkable results, with 6,600 monthly activations attributed to retargeting initiatives. Monthly activations surged by an impressive 112%, underscoring the campaign's resounding success. Furthermore, achieving a 5% install-to-activate ratio demonstrated the effectiveness of the tailored approach in driving user engagement and conversions.
Awards
- Gold in Excellence in eSports Marketing category at Marketing Excellence Awards 2021
- Gold in Most Effective Use - e-Sports Marketing category at Marketing Interactive MARKies 2021
- Gold in Most Creative Use - e-Sports Marketing category at Marketing Interactive MARKies 2021
- Gold in Best Marketing Discipline Campaign category at Marketing Interactive MARKies 2021
- Gold in Government, Utility & Services category at Marketing Interactive MARKies 2021
