Case Study

Successful Launch of a New Mobile Device with Hyper-Targeted Audiences in Malaysia

The Challenge


An electronic and mobile communication manufacturer
was set to launch the latest generation of their high-end product line in Malaysia circa March 2021. Its predecessors were respectively launched in 2018 and 2019, but in smaller scales with limited success.

The challenge to ADA was three-fold:  

target
Limited success of the predecessor products launched previously
target
Low market share in the high-end category
target
High target (500% increase in sales) on the first day (compared to predecessors)


Why the emphasis for sales on the first day? Because for any premium device, the hype on the first day of launch sets the trend for all upcoming sales, supported primarily with a strong word of mouth transmission and organic public relations.

The Strategy

We knew that achieving our target is a challenging task, and one that would require surgical targeting to minimise media wastage and increase overall effectiveness.  

We started the exploration journey by tapping into XACT (our proprietary Data Management Platform) to understand 3 key things:  

Total Addressable Market
Brand Loyalty
Likes & Interests

How big is the market for the new mobile device?

Who are likely to switch to the brand or upgrade to the new flagship mobile device?

Which individuals are likely to enjoy the unique selling propositions (USPs) of the new mobile device?

Some key insights we found:

  1. Market Share by State: Although other mobile device brands dominated KL, Selangor, and Johor, it was observed that this brand already had a stronger than usual presence in Johor, but lacking in the other 2 states, where competitor brands were calling the shots.

  2. Loyalty varies significantly across different brands: In terms of the brand switching behaviour, we had analysed that Apple had the highest brand loyalty. However, on the other end of the spectrum, Huawei & Samsung had the lowest brand loyalty among the top Android phone brands, with 76% & 85% of them switching to a different brand, respectively. Oppo & Vivo, in comparison, were marginally better in terms of overall retention.

The Execution

We then proceeded to craft our top intent consumer segmentation using our XACT DMP.  

Category 

Segment name 

Price 

Brands 

Year of manufacture 

App category 

Brand switchers  

The creators 

Mid-high & high 

Samsung, Huawei  

2018 & 19 

Photo, video 

 

The extroverts 

Mid-high & high 

Samsung, Huawei  

2018 & 19 

Call, chat 

 

The rainmakers 

Mid-high & high 

Samsung, Huawei  

2018 & 19 

Finance 

Brand evangelists 

The connectors 

Mid, mid-high, high 

Oppo 

2018 & 19 

Social accessories + call and chat 

 

The twitchers 

Mid, mid-high, high 

Oppo 

2018 & 19 

Photo and video + video games

Identifying the segments was just half of the battle. The other half was the deployment of the right content for the selected segments on key media platforms.  

We provided suggestions to the brand and their media team on how to sequence as well as match the right segment with the right content, using the right channel in order to unlock the ultimate campaign effectiveness. This is illustrated as per the following:

Category 

Funnel stage  

Objective  

Communication angle  

Brand switchers  

Top of funnel  

Reach & video views  

Brand-focused  

layered with  

emotional messaging 

“Get the buy-in on  
Why Brand X” 

Brand evangelist  

Bottom of funnel 

Landing page views & conversions 

Price-focused & product USPs

layered with 

rational messaging 

“Get the buy-in on  
Why Brand X” 

The Results

At the end of the campaign, we achieved:

708%

increase

for first day sales