Why is this work relevant for Direct?

Boost, Malaysia’s first homegrown e-wallet mobile app since 2017, was on a mission to be the leading local e-wallet - their goal was 5 Mill users & growth in Gross Transaction Value (GTV) in 2019. Central Bank of Malaysia’s 2020 vision was to be a cashless country, but Malaysia is predominantly a cash society: 80% of transactions are done in cash & 52 million credit/debit cards are in circulation. Boost’s challenge was to educate the locals on the benefits of going cashless in a mobile driven market.

Background

Boost, Malaysia’s first homegrown e-wallet since 2017, was on a mission to be the leading local e-wallet - their goal was 5 Mill users & growth in Gross Transaction Value (GTV) in 2019. Central Bank of Malaysia’s 2020 vision was to be a cashless country, but Malaysia is predominantly a cash society: 80% of transactions are done in cash & 52 million credit/debit cards are in circulation. Boost’s challenge was to educate the locals on the benefits of going cashless. There were 2 clear objectives: 1. Quality user acquisition 2. increased GTV. To achieve these, Boost decided to build and launch a new feature ie Bill Payment. But of course, change doesn’t always come naturally to most people. So to sweeten the deal, Boost launched the Your Bills Are On Us campaign that offered the customers a chance to win 100% cashback to frequent users of this feature.

Describe the creative idea (30% of vote)

Data showed that >60% of online banking activities in Malaysia consisted of paying bills and transferring money to family or friends. This new feature would allow Boost to leverage on behaviors that are already natural to Malaysians. But of course, change doesn’t always come naturally to most people. So to sweeten the deal, Boost launched the Your Bills Are On Us campaign that offered the customers a chance to win 100% cashback to frequent users of this feature. Using our inhouse Data Management Platform Xact which contains >17 Million unique mobile device IDs and 200 syndicated segments, we profiled 7 unique user personas. The personas then helped us build clusters of diverse audiences to be tailored to the right creative and copy to yield the highest sense of relevance based on the bill payment offering that was being positioned to that specific persona group.

Describe the strategy (20% of vote)

There were two clear objectives Boost wanted to deliver: 1. Quality user acquisition 2. increased GTV. To achieve these, Boost decided to build and launch a new which is Bill Payment. Using our inhouse Data Management Platform (DMP) called Xact which contains >17 Million unique Malaysian mobile device IDs and 200 syndicated segments, we were able to profile and create 7 unique user personas. The user personas then helped us build clusters of diverse audiences. We then tailored creative and copy to yield the highest sense of relevance based on the bill payment offering that was being positioned to that specific persona group. For example, one of the user personas was the Money Manager profile. We knew that these users would find bill payment + the Cashback incentive highly relevant because their personality & behaviours (in their daily mobile usage) demonstrate conscious budget management.

Describe the execution (20% of vote)

We wanted to first, build a foundation/awareness of the Bill Payment feature and thereafter target new users and current users to try out the 100% Cashback deal We started by taking a “dip stick” view of users on Boost and via our in-house DMP Xact, we were able to map out key personas of Boost users that would most likely be users of Bill Payment. The user personas then helped us build clusters of diverse audiences. We then tailored creative and copy to yield the highest sense of relevance based on the bill payment offering that was being positioned to that specific persona group.

List the results (30% of vote)

Our 3-month campaign garnered the following results: 4x incremental revenue to Boost A 1900% (19x) increment in Gross Transaction Value (GTV) Acquired over 1 million new Boost users 45% of new users who have used the Paying Bills function have continue to pay their bills via Boost today 185% increase in monthly active users on Boost Not only did we drive great results, we also kept our fellow Malaysians’ bills in check.

Describe the use of data, or how the data enhanced the campaign output

Using our inhouse DMP Xact ,which contains >17 Million unique mobile device IDs and 200 syndicated segments, we profiled 7 unique user personas. The personas then helped us build clusters of diverse audiences to be tailored to the right creative and copy to yield the highest sense of relevance based on the bill payment offering that was being positioned to that specific persona group. We targeted active & inactive users when it was time to pay bills using relevant messaging with their latest search behaviours and social media activities e.g “Pay your Astro bills via Boost”. NON-BOOST USERS – we were able to target potential users by creating lookalike audiences on Facebook and Google, and informed them of this feature as a carrot to download and use Boost. At the same time, we bucketed the segments derived and matched them according to the merchants and product offerings.