Home with Mah Sing campaign

About the client

Mah Sing is a property development company. Originally in trading, the company ventured in this industry in 1994 and has become a prominent property developer in Malaysia.

Industry: Property Development

“Innovation lies at the heart of our daily endeavors as we live our mission to be a sustainable property developer company.”

Mah Sing garnered numerous awards for their community-focused projects. They are now one of Malaysia’s top housing developers.

Client needs

Mah Sing was looking to launch a campaign called “Home with Mah Sing”. The Home with Mah Sing campaign was going to offer affordable entry into home ownership with low upfront costs, as well as incentives and savings for buyers.

The goal was to captivate audience from various demography (large targeted audience):  career-oriented individuals; senior investors; as well as young families and couple wanting to start a family.

The campaign was also designed to address specific pain points in customers’ home ownership journey: financial, uncertainty, and product. To learn more, please consult this press release.

Therefore, they needed Digital Plant’s expertise to generate leads through the following tactics:

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Build an optimized landing page to highlight all their 17 projects across Kuala Lumpur, Selangor, Johor & Penang and to capture the right leads.

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Set up and maintain targeted ads on Facebook/Instagram & Google aiming at potential homebuyers throughout Malaysia. The target conversion rate (CVR) for the ads was fixed to 2%.

Our role

Our main goal was to generate exposure & leads within the timeframe of the campaign: from January to March 2021 (3 months).

To achieve this, we did the following:

  • Landing page: we created a landing page (original & Chinese New Year versions) to showcase the selected Mah Sing projects. This part involved development, maintenance, and optimization.
  • Paid advertising: we focused on Facebook/Instagram & Google (SEM, GDN & Discovery) channels to run the campaign. In total, we created 413 ads on Facebook & 16 ad campaigns on Google with segmentation based on location, business interest and persona. This involved account and ads setup, activation, weekly reporting and optimization.

Learn more about our Web Publishing & Paid Advertising services

 

Website package - Landing page created for Mah Sing - Digital Plant Sdn Bhd Sponsored post made for the Home with Mah Sing campaign - Digital Plant Sdn Bhd Discovery YouTube ad made for the Home with Mah Sing campaign - Digital Plant Sdn Bhd Discovery Gmail ad made for the Home with Mah Sing campaign - Digital Plant Sdn Bhd

 

Interested to see more of the ads created for the Home with Mah Sing campaign? Watch the following video:

 

The campaign also attracted media attention: The Edge Markets, The Star or iProperty all communicated on the campaign.

 

The strategy implemented enabled the company to achieve the following KPIs for the Home with Mah Sing campaign (83 days):

 

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Landing page:

Website Users: 106,808
Bounce rate: 47.49%
Average session duration: 00:00:51
Average pages/session: 5.05
Conversion rate (CVR): 1.71%

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Paid advertising (all channels):

Ad clicks: 194,342
Leads generated: 4,062
Conversion rate (CVR): 2.21% – Target exceeded!

Project phases

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