Case Study

Guocoland

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Background

Country

Malaysia

Service

Social Media

Industry

Real Estate

Platform

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OBJECTIVE

Growing Awareness & Engagement on Social Media through continuous A/B testing

ABOUT GUOCOLAND

GuocoLand (Malaysia) Berhad, listed on the Main Market of Bursa Malaysia, is the property arm of Hong Leong Group. The company is an established property developer in developing community-centric residential townships as well as innovative commercial and integrated development projects in Malaysia.

THE CHALLENGE

Guocoland is an established property developer in developing community centric residential townships as well as innovative commercial and integrated development projects in Malaysia.

Unfortunately, the challenges that they faced were a low performing Facebook Page. Since each brand has a Facebook Marketing strategy that is unique to its business, it is difficult to determine a single way for all brands to measure the success of their efforts.

Guocoland were experiencing low engagement, numbers of followers and weak brand awareness.

Guocoland engaged us to create more engagement and to increase the number of followers and likes on their Facebook page.

Our Strategy

While developing a Facebook Marketing plan for Guocoland aimed to trigger Facebook’s algorithm to improve engagement rates on the page, recognizing when and where to evolve their Facebook Marketing plan is crucial.

1

Performance-driven Social Media
Strategy

Performance-driven Social
Media Strategy

Our strategy was to run Page-Like ads to constantly bring in new fresh followers who would be more engaged on our content whilst publishing engaging content to keep the engagement rate up and healthy. With constant A/B testing and optimization, we managed to reduce CPL by more than half and stabilize it by the 3rd month.

2

A/B testing at scale

Content A/B testing was crucial at the start as we needed to identify the right look & feel and angle that worked with their audience. Lifestyle and facilities-focused content helped to drive higher likes at a lower cost as it seemed to have a good value added than a generic property price point angle.

3

Gamification of Social Media
Posts

Besides that, we also created a strategy to run several quiz based competitions over an 8 week period to drive increased engagement and, keep followers active on the page.
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The Result

+

0

%

Page Likes

-

0

%

Cost per Like

+

0

%

Post Engagement

x

0

Number of Page Views

+

0

%

Post Reach

THE WINNING APPROACH

Focus on Growing Social Community

We focused on growing Guocoland's social community as that was the brand's objective, which is critically important.

The more people engaged, the more people beyond that initial group were also exposed to their posts.

Given that paid strategies are now the best way to serve the content to target audience, we not only rely on building Page likes to have a community with which to serve the content. In fact, we allocated some for brand awareness and engagement objective, ensure people will see their content and engaged with it, as this ad unit focuses on generating as much awareness (impressions and reach) as possible to target audience in geolocation.

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