CLIENT CHALLENGE
Octa is a leading trading platform; Malaysia is a key region with strong profit margins and a massive TAM. Despite the region’s potential, Octa was hemorrhaging money ($1,000+ CPA) on influencer marketing in the region.
There were also specific problems - like damaged relationships from a previous agency not paying influencers. There was a need to repair the situation and produce results with a new strategy.
RESULTS THAT MATTER
In nine months, we increased Octa’s monthly deposits 7X while slicing acquisition costs 57%. We enlisted national celebrities to promote the brand, ran promotions that brought in 900+ traders per month, and won thousands of deposits by re-activating users.
For Octa, Malaysia became a flagship. For us, it became a testing ground for new, cutting-edge strategies we now apply across other businesses and regions.
Scaling Our Network
Other agency partners focus on selling their own talent. We changed this by systematically engaging every relevant influencer in Malaysia. This included national-level celebrities (e.g. Safwan Nazri, Isa Isarb), famous sports personalities, podcast hosts, and others.
https://youtu.be/f5c1vnsUQcU?si=h5nT3TW69r960bqd&t=1553
The massive outreach program helped us find dozens of new faces that produced outsize ROI.
Audience Focus
Malaysia has 3 major communities: Chinese, Malay, and Indian. By developing localized content with language-specific talking points, memes, and jokes, we improved success with all three. We were specifically able to convert Chinese-speaking users at a far higher rate than before.
Iteration at Light Speed
We tried new creative ideas each month, analyzing results and iterating quickly. This helped us develop winning briefs in step with trends and algorithm changes. It also made sure we killed flagging campaigns and allocated resources to high-ROI efforts. All of this helped us sustain incredible results month in, month out.
Platform Optimization
In addition to tailoring content to audiences, we adjusted to specific platforms. For example, we focused on Facebook videos for Gen X and YouTube Shorts for Millenials. This helped us cut spending on creative/audience/platform combinations that did not produce desired results.