Owned by Celcom, Yoodo is a Digital Telco service that promotes their customizable data plans to the youth of Malaysia. Their goal is to acquire new Activated Users that retain subscription for the long term (60+ days). Yoodo's strategic approach was rooted in customization and personalization in the digital telco market. As a 100% digital telco provider in Malaysia, Yoodo positioned itself as a young, modern and progressive telco.
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Strategy
The campaign strategy was crafted to engage Malaysia's vibrant community of tech-savvy youth, including gamers, tech enthusiasts, entertainment aficionados, and avid travelers. Across prominent digital platforms such as Facebook, Google, and Programmatic channels, we deployed personalized messaging that resonated deeply with each segment's interests and preferences. Our in-depth audience and consumer insights from XACT empowered us to target the most receptive audience segments with refined inclusion and exclusion criteria. Besides, our strategic use of marketing automation, seamlessly integrated with our Mobile Measurement Partner (Branch), facilitated precise tracking of purchases and eSIM activations or sim activation, allowing for real-time optimization and performance enhancement. Finally, our approach to creative experimentation involved crafting visually captivating assets tailored to specific target audiences, driving increased resonance and conversion rates. This holistic and innovative strategy exemplified ADA's commitment to delivering exceptional outcomes and driving meaningful results for Yoodo.
Results
Data from ADA's XACT IFA revealed that Yoodo users prioritize apps beyond gaming, such as productivity tools, photo/video editing, and music applications. Moreover, it indicated a shift in audience affluence from mid-high to high and ultra-high brackets. While initially aimed solely at young audiences, we discovered that our approach resonated with a broader demographic, uncovering the surprising affinity of mature and adult users. This adaptation not only expanded our reach but also deepened our connection with diverse audience segment.
Awards
- Bronze in Most Effective Use – Customer Acquisition at MARKies Award 2024
- Silver in Most Effective Use - eSports Marketing at MARKies Award 2023
- Bronze in Excellence in Gaming at Marketing Excellence Awards 2023
