In the marketing funnel, while awareness and buzz are essential, the real driver of business growth is the ability to direct users to your official website, product pages, or campaign sites.
In Malaysia, X is home to highly active and influential communities, including tech enthusiasts, the financial investment circle, ACG (Animation, Comics, and Games) fans, and K-pop followers. While these groups are niche, their level of engagement and influence is exceptional. With the right strategy, X can deliver impressive results in both traffic quality and conversion efficiency.
The following three international case studies demonstrate how X advertising helps brands and organizations achieve precise redirection and tangible performance data across different scenarios.
Case Study 1: Multi-Phase Promotion to Drive Traffic and Engagement
For its 90th-anniversary campaign, Aeroméxico adopted a staged promotion strategy, combining high-impact visibility with interactive traffic-driving formats.
1. Execution:
The brand used Trend Takeover+, Reach Campaigns, and Scheduled Notifications to create early hype, followed by massive reach and sustained audience interaction.
2. Key Results:
– Achieved 64 million impressions through Reach Campaigns.
– Generated 10.2 million impressions via the Trend Takeover+ format.
– The CPM (Cost Per Mille) was $6.50 MXN, which is 56% lower than the $15.00 MXN benchmark.
– The CPE (Cost Per Engagement) was $3.31 MXN, saving 26% compared to the $4.50 MXN benchmark.
3. Key Takeaway:
A multi-phase, multi-format approach ensures continuous traffic and engagement throughout different stages of a campaign while significantly outperforming market averages in cost efficiency.
Case Study 2: Precision Targeting to Reduce Traffic Costs
The Saudi Tourism Authority used X advertising to promote travel content and conducted A/B testing on different campaign objectives.
1. Execution:
They tested Link Clicks against Web Conversions using Single Video Ads, combined with geographic targeting to enhance precision.
2. Key Results:
– Cost per link click was reduced by 80%.
– Cost per website visit was reduced by 87%.
– The Click-Through Rate (CTR) was 2.2 times higher than campaigns solely targeting Link Clicks.
3. Key Takeaway:
Aligning your campaign objective with your actual brand goal is the key to traffic efficiency. For brands requiring specific actions such as sign-ups, registrations, or content views, Web Conversions is more effective than chasing clicks alone.
Case Study 3: Large-Scale Promotion for Rapid Action
INEGI (The National Institute of Statistics and Geography in Mexico) needed to drive large-scale public participation in a census within a short period, using X to achieve broad reach and task redirection.
1. Execution:
By utilizing Reach and Engagement Campaigns along with Timeline Takeover, Trend, Hashmoji, and Website Cards, they covered stages from teaser and launch to extension and final push.
2. Key Results:
– Total impressions reached 195 million with a CPM of only $6.20 MXN, an efficiency increase of 58.7% over the benchmark.
– 701,000 engagements were recorded with an engagement cost of $2.46 MXN, representing a 45.3% improvement in efficiency.
– Approximately 14.4 million impressions were delivered through Timeline Takeover and Trend formats.
3. Key Takeaway:
Combining multi-phase promotion with diverse formats not only expands reach rapidly but also optimizes interaction costs. This proves that X is a powerful platform for large-scale public awareness and major brand projects.
Conclusion
For the Malaysian market, X provides a unique competitive edge for brands looking to reach specific high-value groups such as tech enthusiasts, investors, and entertainment fans. X advertising offers differentiated value across various industries:
- Tech Industry: Launching new products on X can spark immediate conversations and direct users to pre-order pages or event registrations.
- Financial Services: Brands can target the investment community to drive traffic directly to account opening pages, research report downloads, or webinar sign-ups.
- Entertainment and Lifestyle: For concerts, movie releases, or events like Comic Fiesta, brands can leverage fan communities to drive traffic to ticketing systems or official stores.
The Pillars of Success:
– Precise Targeting: Utilize the interest and keyword targeting tools on X to find your core audience.
– Localized Content: Create creatives that resonate with the local Malaysian context and language habits.
– Cross-Platform Synergy: Use X as a high-efficiency entry point to feed your broader marketing ecosystem.
These cases show that X is not just a platform for increasing brand voice but is also a vital tool for driving traffic and conversions. cacaFly helps brands by:
- Setting precise audience and campaign goals to find the most efficient traffic sources.
- Designing diverse creative assets and strategic plans to amplify conversion results.
- Providing the latest trend observations and data insights to keep brands ahead in the Southeast Asian market.
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cacaFly Malaysia is always at the forefront of digital marketing and committed to being the most reliable partner of our clients, priding ourselves in offering premium services with utmost enthusiasm and professionalism. Specializing in serving brand and performance oriented clients, our one-stop digital marketing services ranges from early research, mid-term advertising, MarTech application and creative production to data analysis and strategy optimization, cacaFly Malaysia has assisted countless brands and online merchant improve their performance and expand their businesses. If you need help with digital marketing strategy, ad placements etc., contact us now! PM us on cacaFly Malaysia Facebook or email us at [email protected]
Source: X Business
