Malaysia's buying and selling online marketplace, Mudah.my, has launched two light-hearted online TVCs to encourage Malaysians to declutter ahead of Chinese New Year.
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. And so, the campaign aims to get people to sell their unused items on Mudah.my.
The videos were conceptualised 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 2.3 million 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 Ma collectively have more than 1.7 million views.
According to a release from the team at Isobar, 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. According to YouGov Brand IndexThe platform also saw a 27% increase in “value for money” evaluation.
Andrew Pinto, head of marketing, Mudah.my, explains: “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.”