Success story - Carousell - integrated brand campaign

Opportunity

Carousell is the leading brand for mobile consumer to consumer marketplace in Singapore and aimed for the top position in Malaysia in terms of users and product listings, particular in 3 key states; Kuala Lumpur, Penang and Johor. However consumers were spoilt with numerous new mobile apps everyday, and few other buy & sell apps were already made available in the market. One of the key challenge was that the Malaysia market was already dominated by its next strongest competitor, and Carousell needed to position themselves differently.

Solution

To achieve Carousell’s marketing objectives, an overarching integrated 360 campaign strategy was developed and activated by 8MAD GROUP across TV, radio, OOH, across 21 university campuses and on-ground events with different objective key results every quarter of the year (between January to September 2017).

A localised grassroots approach was developed to reach mass Malay market with the creative key message #SEMUABOLEHDUIT, leveraging on top trending creative content (blockbuster movie, J Revolusi) and influencer; i.e. Zul Ariffin. We also worked with other personalities like singer duo Fuying & Sam (popular in Taiwan and Malaysia) and social influencers on “how to” TVCs for #SEMUABOLEHDUIT.



Results

GROWTH OF MALAYSIA’S DAILY ACTIVE USERS ON CAROUSELL FROM 57,000+ USERS (SEPTEMBER 2016) TO 130,000+ USERS (SEPTEMBER 2017)!
Urban Malaysians has embraced the app!
1) Achieved higher incremental listings than CAROUSELL’s next strongest competitor in Kuala Lumpur, Penang and Johor Bahru.
2) Brand Awareness score soared from 45% to 80% in the above 3 states.
3) 200,000 listings per week.

More importantly, 8MAD GROUP was inspired to amplify Carousell’s inspiring culture in doing things that do not scale, specifically through the various community events which further connects the brand with its users. It has always been Carousell’s mission to do what it takes to better serve and delight the community by going the extra mile.

Success Stories

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