From Geram to Ngam
6. Digital Experience Kancils [6.16 Creative Effectiveness: Digital Experience]
Links:
Product/Service:
TM Unifi
Client:
Telekom Malaysia
Brief:
Challenge:
Widespread dissatisfaction among consumers hindered the effectiveness of Unifi's marketing efforts. Despite creating well-meaning content, online users persistently flood Unifi's posts with negative comments and complaints, more so than other telcos.
Unifi set out to reverse this disturbing trend with a new way of engaging not only our existing 1.5Mn social media followers but also the broader internet user community in Malaysia
We set 3 core goals:
- Reach 70% of our 23mn custom audience of internet users from the following regions: North (6.6m), East Sarawak(2.9m), South (6.0m), Klang Valley: (7.5m).
- Shift from Negative to Neutral Sentiment: Due to the nature of our business, telco companies generally hover around a neutral (0) sentiment score. Our goal was to go from a poor -9.7 Digital Sentiment to 0 or neutral, from Q2 to Q3 2023.
- Increase Engagement Rate: By 30%, from 4.19% to 5.5%.
Solution:
Solution:
We get it, Telcos are an easy punching bag. So we gave them something insanely cute and friendly to aim at instead. Introducing Yunni - the new face of unifi's fixed mobile solutions who transforms frustration (Geram) into satisfaction (Ngam).
Yunni quickly became everyone's online buddy who shares fun content, interactive games, stickers, tips and tricks, trend jacks and so much more! Ultimately, Yunni added a little Ngam into Malaysians daily doom-scrolling habit.
Results:
Yunni's results were as large as her waistline, taking our audience feel 0% Geram and 100% Ngam from Q2 to Q3 2023, and here's the proof:
- We reached 85% of the Malaysian internet users (19.5mn Malaysians), a 68% increase QoQ.
- We improved Brand Sentiment by 180%, marking a massive shift from negative sentiment to an elusively positive +7.7.
- We achieved an all-time high engagement rate of 6.6% - a 57% improvement in only one quarter.
