MALAYSIA – Chinese New Year is one of the biggest celebrations in Malaysia. To celebrate, Mudah.my launched two online films to encourage Malaysians to de-clutter and let go.
The campaign theme, #HoEeKi, which means Let It Go in Hokkien, was derived from the creative insight of how Chinese people are known to hoard household items and clothes as there is little motivation and avenue for them to let go of the items. This campaign aims to encourage people to sell their unused items on Mudah.my.
The videos were conceptualized by Isobar Malaysia, which recently won a rebranding campaign pitch to help Mudah.my identify and lock down a brand proposition. The videos are currently running on Mudah.my’s Facebook and YouTube pages, Spotify (audio) and Redbox.
The first video (Gym) went live in Facebook on 15 December 2016 and currently has more than 2.3million views, with over 2.6K shares. The second video (Ah Ma) went live on 20 December 2016, and so far, it has been viewed more than 1.2 million times, with over 6.2K shares. Overall both videos have collectively garnered more than 11.5K reactions while comments from viewers are also very encouraging (see screengrabs further below). Meanwhile, on Mudah.my’s YouTube channel, both Gym and Ah Macollectively have more than 1.7 million views (as of 16 Jan 2016).
More importantly, following the launch of the campaign, Mudah.my’s word-of-mouth ratings increased by 13% amongst e-commerce shoppers due to the increase in brand exposure. The platform also saw a 27% increase in “value for money” evaluation. (Source: YouGov Brand Index)
“Mudah.my already has a very strong following amongst Malay consumers in Malaysia and we wanted to tap on the Chinese New Year festivities to broaden our appeal with the Chinese consumers as well. We are very happy with the end product as it has enabled us to engage and connect with more consumers in Malaysia and in turn helping them connect with more buyers and sellers across the country,” shared Andrew Pinto, Head of Marketing, Mudah.my.
Tip: The video is extra funny if you understand Cantonese, but if you don’t, fret not as there are English and Mandarin subtitles.
