Case Study

Touch ‘n Go Digital

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Background

Country

Malaysia

Service

Social Media

Industry

FMCG

Platform

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OBJECTIVE

User Acquisition & Increase in Monthly Transacted Users/Monthly Active Users

ABOUT TNG DIGITAL

Touch ’n Go is the cornerstone of the digital transformation within Malaysia’s mobility ecosystem, pioneering a seamless consumer experience for millions of people across Malaysia. At the forefront of the Fintech revolution, every initiative enhances the way the nation works, lives and plays.

Built on the tenet of increasing financial inclusion across Malaysia, Touch ’n Go has sought to redefine the role of Fintech within our lives nationwide. With every product launch, the group brings its goal of a unified, seamless consumer experience closer to reality.

THE CHALLENGE

With the Covid pandamic hitting an all time high early 2021, many were left to adopt online shopping and online banking at a rapid rate. Simultaneously, with the rise of e-Wallet players, consumers are spoiled with choice on which e-wallet they can use.

With that, TNGD's biggest challenge was to maintain their market leadership in 2021 by increasing:
1.Brand awareness and page engagement
2. Growing Monthly Active Users (MAU) & Monthly Transacted Users (MTU)

Our Strategy

With a strong understanding of our key objectives, the team got to work and focused on these strategies:

1

Always-on Content with strong
audience retargeting

Always-on Content with
strong audience retargeting

By having a monthly always-on campaign to highlight the monthly promotions from merchants while retargeting the Last 30 and 90 days active users. We were able to focus on constant re-engagement while maintaining our MAU and MAU on a monthly basis.

2

Focus on building page-like campaigns
through A/B testing

Focus on building page-like
campaigns through A/B testing

By A/B testing different communications and visuals, we were able to increase page-likes month-on-month on Facebook, Instagram and Youtube. Our most successful campaign of Reload Pin Lucky Draws was able to pull the highest page-likes across Facebook & Instagram.

3

Creative content that is
native to platform

By having a full understanding of the roles of each platforms (Facebook, Instagram, Google ads), we were able to adapt and create creatives that is optmized and native to each platform to deliver the best results.

4

Engaging Motion Video Content

Aside from creating static images and carousels, we also delivered engaging motion video content with strong promotions call-outs and CTA further push the messaging to our consumer base.
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The Result

0

%

Increase in MTU
from Q1 to Q4 2021
0

%

Y-o-Y increase in
page likes across platforms
0

%

Halo effect - Increase in app
downloads from our paid ads
0

%

Overall app downloads increased
THE WINNING APPROACH

Focus on Facebook posting and content

Top
Facebook Ads

Focus on Facebook posting and content

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