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Article Grab MobEx Awards Featured Image NewsWork
Oct 21

#MobExAwards 2021 highlight: Grab helps small businesses thrive in the new normal

Through the years, Grab has grown to be a household name, offering a suite of services, including deliveries, mobility, financial services, enterprise, and others.

Driven with a common mission to drive Southeast Asia forward by creating economic empowerment for everyone, the company sought to help small businesses which were hit the hardest from the pandemic.

Partnering with Kingdom Digital, the “Enterprise-level ad-tech for the smallest of small businesses” campaign was created. This resulted in Grab clinching the gold award for Best Use of In-App Advertising at MARKETING-INTERACTIVE’s MobEx Awards 2021.

Challenge

After the pandemic hit, non-essential businesses experienced a temporary closure as mass movements were prohibited worldwide.

According to the Entrepreneurship Development and Cooperation Ministry, more than 30,000 Malaysian businesses have folded since the movement control order was first imposed; 70% of the casualties were small single-outlet retailers, restaurants and other micro-enterprises who struggled to make the transition from physical to online selling.

As a marketplace app, Grab could not exist without its small business partners. As a result, Grab had a business motive and moral duty to help these business partners digitise and thrive in the new normal.

Grab targeted businesses that were earning under RM30,000 a month, and were granted a tax exemption by the Ministry of Finance.

Strategy

According to Grab, the problem with small businesses is that many of them lack the resources to have an agency or person in charge of marketing. Additionally, these small businesses are too busy to understand apps, ads or websites. As a result, these companies lack the knowledge and resources to move the business from offline to online.

In fact, small businesses often face questions such as “how do I write copy”; “what size should my banner be”; “what photo to use when I don’t even have a logo”; and “how do I know if my ad is working”.

While many companies were donating ad credits to small businesses, many of them struggled as there was no one to explain how digital ads worked.

To genuinely move the needle and impact the livelihoods of these small businesses, Grab knew it had to offer more than free ad credits. In fact, these businesses needed an easy digital shortcut. That was an end-to-end performance marketing solution that even the smallest, least savvy of businesses could actually use – media space, custom radius targeting, tailored creative (in all the correct sizes for the different spaces), and ruthlessly simplified analytics.

Execution

Partnering with Kingdom Digital, a bespoke automated ad builder was created to help small businesses. Focusing on data and creative automation, and dynamic radius targeting, the ad builder was able to automatically pull information the small businesses had already submitted to Grab.

This included the merchant’s name, address, opening and closing hours, phone numbers, store tag line, menu descriptions, store logos or menu item photos. The ad builder would then build ads with the available information.

There were also layouts for information that was not provided. These ads were then targeted to Grab app users that were within a 12km radius from the registered store address and automatically turned on/off during the stores’ opening hours.

Next, Grab and Kingdom Digital had to tackle the challenge of scaling the ads. First, the company and agency decided to send emails to all eligible GrabFood, GrabMart and GrabPay small businesses, describing the “Grab Loves Local Heroes” programme.

The “Best space on the Grab app” was also utilised, where enrolled small businesses would receive personalised performance marketing creatives as well as daily ad exposures on the home screen of the Grab app. Gift cards were also designed to encourage Malaysians to support local businesses by sending the gift cards to friends and families.

Last, Grab would feature interesting stories that it received across social media platforms as part of the “Grab Loves Local Heroes” campaign on Malaysia Day.

Results

The campaign turned out to be a resounding success: not only did Grab manage to offer free visibility, awareness and promotions for the local heroes by leveraging in-app advertising on its own app, it also received overwhelming support from Malaysians who rallied behind the cause.

As a result, the heart-warming stories about the small businesses achieved more than 600,000 engagements overall.

news-lactel-mi-f News
Sep 14

Dairy brand Lactel Malaysia names social media agency

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Chilled dairy brand Lactel Malaysia has appointed Kingdom Digital to handle social media duties for a year following a pitch in June, which saw three other agencies vying for the account. The agency’s main objectives include increasing social media engagement and spreading awareness about the credibility and heritage of Lactel as a leading milk brand.

According to the brand, Kingdom Digital stood out with its strong, creative pitch and well-rounded teamwork. “The agency’s consumer-centric and lifestyle-driven content strategy fit the kind of messaging we sought to put forward. Rather than a promotional or hard-sell approach, we aim to provide value in what is an integral part of our consumer’s everyday life – food,” the brand said.

Lactel explained that it is focused on building trust with its consumers and that there is a need to increase regional brand awareness for its growing portfolio of products. “Through Kingdom Digital’s social media strategy, we believe we can connect with consumers organically and make meaningful impact as a lifestyle brand,” it added.

Kingdom Digital’s strategic planner, Mior Anwar, said consumers insights showed that yogurt plays multiple roles within the consumer’s lifestyle. Whether for the sake of health, satisfying a craving, or experimenting with recipes, it’s a versatile pantry item. “Due to that, we wanted to emphasise how Lactel combines healthy goodness with convenience, making it a marvel addition to any meal, for any palate,” Mior said.

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Sep 14

Milk brand Lactel appoints Kingdom Digital for social duties

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Kuala Lumpur, Malaysia – Lactel, a milk brand based in France, has recently appointed Kingdom Digital to handle the company’s social duties for its Malaysian market, following a pitch concluded in June that three agencies vied for.

Through the appointment, Kingdom Digital will be increasing social media engagement and spreading awareness about the credibility and heritage of Lactel as a leading milk brand. Said work will start this December, and will last for a year of work.

“We’re focused on building trust with our consumers. There’s a need to increase regional brand awareness for our growing portfolio of top-quality products. Through Kingdom Digital’s social media strategy, we believe we can connect with consumers organically and make a meaningful impact as a lifestyle brand,” Lactate said in a press statement.

The company also added that the agency stood out with their strong, creative pitch and well-rounded teamwork.

“Their consumer-centric and lifestyle-driven content strategy fit the kind of messaging we sought to put forward. Rather than a promotional or hard-sell approach, we aim to provide value in what is an integral part of our consumer’s everyday life — food,” they added.

Meanwhile, Mior Anwar, strategic planner at Kingdom Digital said, “Our consumer insights showed that yogurt plays multiple roles within the consumer’s lifestyle. Whether for the sake of health, satisfying a craving, or experimenting with recipes, it’s a versatile pantry item. Due to that, we wanted to emphasize how Lactel combines healthy goodness with convenience, making it a marvel addition to any meal, for any palate.”

Kingdom Digital has been winning several mandates this year, including mineral water brand Spritzer, Korean beauty brand MAKEHEAL, and Malaysian telco TIME dotCom, through its newest media subsidiary Rockstar Digital.

Sim Pei Xuan, senior digital content writer and Yee Sook Yan, digital art director at Kingdom Digital both further elaborated, “Lactel really is a mighty little marvel. We wanted to express how yogurt is one versatile ingredient that packs a punch full of nutritional benefits with endless possibilities to enjoy it. With a modern and minimalistic creative direction, alongside fresh and inspiring content, we are confident this approach will set the brand apart from industry competitors.”

news-Lactel-bia-f News
Sep 14

Kingdom Digital Wins Social Mandate for Lactel

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Malaysian chilled dairy brand Lactel has awarded social duties to Kingdom Digital. The news follows a competitive pitch that took place in June.

The agency will head up the account for one year beginning this month.

“We’re focused on building trust with our consumers. There’s a need to increase regional brand awareness for our growing portfolio of top-quality products. Through Kingdom Digital’s social media strategy, we believe we can connect with consumers organically and make meaningful impact as a lifestyle brand,” said a statement from Lactel.

“Their consumer-centric and lifestyle-driven content strategy fit the kind of messaging we sought to put forward. Rather than a promotional or hard-sell approach, we aim to provide value in what is an integral part of our consumer’s everyday life — food.”

The agency’s main objectives include increasing social media engagement and spreading awareness about the credibility and heritage of Lactel as a leading milk brand.

“Our consumer insights showed that yogurt plays multiple roles within the consumer’s lifestyle. Whether for the sake of health, satisfying a craving, or experimenting with recipes, it’s a versatile pantry item,” added Mior Anwar, Kingdom Digital’s Strategic Planner.

“Due to that, we wanted to emphasise how Lactel combines healthy goodness with convenience, making it a marvel addition to any meal, for any palate.”

news-y008-f News
Aug 07

KSK Land launches Phygital Interactive Video Mini-Series for YOO8

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Giu Vicente on Unsplash

KSK Land, Malaysia’s leading lifestyle & design property company and developer of 8 Conlay, has teamed up with digital and social marketing agency Kingdom Digital to launch an immersive digital experience as a teaser to how one can experience the ‘art of living’ with Kempinski by showcasing the exclusive, five-star services provided by Kempinski to residents of YOO8.

Presented in 3 chapters, this virtual experience YOO8 offers users the opportunity to directly experience the hallmarks of Kempinski’s hospitality services from a first-person perspective. Launched recently, users will be provided with various scenarios that enable them to interact with these services, resulting in an intimate and first-person account of what it would be like to live as a resident of YOO8 serviced by Kempinski – the world’s tallest twisted twin residential towers.

“We have always looked at how we can uniquely provide an opportunity for people to experience what elevated living means by focusing on connecting emotionally with customers through crafted and meaningful experiences. This encompasses digital experiences as well which have become very much a part of modern-day life. The next step will be to translate these mini-movies into a physical experience that will take place at the YOO8 branded residences,” said Joanne Kua, CEO of KSK Group & MD of KSK Land.

Ryan Ong, CEO at Kingdom Digital said, “We’re beyond excited to help KSK Land bring their vision to life through this interactive video campaign. We’ve been working closely with the client and our video production partner to complete the filming in March. Then, we developed a microsite to centralise the campaign and to ensure a seamless experience for viewers. It’s a wondrous feeling seeing the campaign coming to fruition.”

The interactive video campaign features 3 different chapters focusing on different YOO8 ‘residents’ experiencing the luxury hospitality offered by Kempinski. The first YOO8 ‘resident’ is Mr. Leong, a loving husband who is planning a surprise anniversary celebration for his wife and how the “Lady in Red” steps in to help him perfectly plan the special occasion. The second YOO8 ‘resident’ is Winston, a Malaysian businessman residing in Hong Kong who, through the aid of Kempinski’s services, assists his son Jacob to settle comfortably into his new home at YOO8. Lastly, the third chapter is about Jillian, a YOO8 resident who was introduced at the end of the previous story. She utilises Kempinski’s services to plan her trendy social lifestyle that involves deciding between hanging out with her friends after a long week or getting some coffee
with her new neighbour.

To drive awareness and reach, the campaign is also supported by monthly teasers for each chapter that will be posted on social media as well as the new 8 Conlay mobile app. In order to generate leads, KSK Land has created a data-driven strategy to measure results from different touchpoints by highlighting specific Kempinski services to pique the interests of the audience and entice them to live vicariously through the main characters in this interactive story.

Kua added that by seamlessly integrating the “decision” format into the world of YOO8 serviced by Kempinski in a digitally interactive approach, allows KSK Land to use big data to understand the service and lifestyle preferences better for future residences of YOO8. “This will enable us to understand our customers more precisely on the back end, translating into designing and curating a better lifestyle when the YOO8 residences are completed next year at 8 Conlay.”

news-siangpure-mm-fi News
Jul 29

Thailand’s No.1 Medicated Oil Brand Siangpure finds comfort in Kingdom Digital leading the Malaysia market

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Thailand’s leading wellness company Bertram (1958) Co., Ltd is embracing the shift to digital and has appointed social media agency Kingdom Digital to build online presence for its No.1 medicated oil brand Siangpure in the Malaysia market. This is the brand’s inaugural partnership with an agency locally.

To help the brand drive awareness and connect with its customers, Kingdom Digital will be responsible for creating and managing Siangpure Malaysia’s Facebook and Instagram. The agency’s duties also include developing bold strategies and planning and executing creative content for these platforms.

According to Bertram’s Assistant Vice President (Marketing), Meena Akrapongpisak, one of the main challenges they faced locally due to the lack of digital presence has been the confusion around ‘counterfeit’ as their exported products have different packaging.

Many of our customers are familiar with the iconic amber-red, tall bottle packaging that they have come to know over the years. But our medicated oils and balms come in various sizes, packaging, and types as well – some of which may not be as common to Malaysians. So, there have been instances where existing customers have mistaken those as imitations and doubted the products’ authenticity. Hence, we hope to establish an official page for Malaysia, which will serve as the go-to platform for information related to the brand as well as a channel for customers to direct any queries about the products,” said Meena.

On the reason why Kingdom Digital was awarded the mandate, Meena expressed that the agency’s creative ideas stood out and they were impressed with how prepared the agency was during the pitch, demonstrating a great understanding of the brand with in-depth research.

Together with their strong social media credentials, we believe the agency will be able to drive stronger brand affinity and credibility for Siangpure through the unique positioning and ideas they have proposed,” added Meena.

Kingdom Digital has commenced work for the brand early this month and the agency’s Strategic Planner, Yvonne Lee, said they saw an opportunity to widen Siangpure’s customer base to include younger audiences through relevant, engaging content.

Medicated oils and balms are generally used more frequently among the older generations. But our custom survey showed 76% of those between the age of 15 – 34 use them as well. And according to them, they associated Siangpure with spiciness, strong and very effective. Thus, giving us the advantage of a brand that is not just effective, but with a punch!”, said Lee.

To appeal to this group of audience, the agency will be leveraging Malaysian’s familiarity with Thailand’s bold, over the top, and humorous approach while incorporating local nuances to draw attention to Siangpure’s brand and products.

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Edmund Lou, the agency’s Head of Strategy, added, “We also discovered from the survey that medicated oils are perceived to be “miracle workers”. With this in mind, we derived the big idea of Ridiculously Effective – mysterious yet effective and works like a miracle – while being ridiculously witty, bold and reliable through communication.

For more information about Siangpure’s product range and availability, please visit Siangpure Malaysia’s official Facebook page or Instagram page.

news-siangpure-mi-fi News
Jul 29

Medicated oil brand Siangpure pivots to digital, taps Kingdom Digital for social duties

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Thailand wellness company Bertram 1958 is embracing the shift to digital, appointing Kingdom Digital to build its online presence for its medicated oil brand, Siangpure, in Malaysia. According to Bertram’s assistant vice president (marketing), Meena Akrapongpisak, one of the main challenges it faced locally due to the lack of digital presence has been the confusion around counterfeits as its exported products have different packaging.

“Many of our customers are familiar with the iconic amber-red, tall bottle packaging that they have come to know over the years. But our medicated oils and balms come in various sizes, packaging, and types as well – some of which may not be as common to Malaysians. So, there have been instances where existing customers have mistaken those as imitations and doubted the products’ authenticity,” Akrapongpisak explained, Hence, the brand hopes to establish an official page for Malaysia, which will serve as the go-to platform for information related to the brand as well as a channel for customers to direct any queries about the products.

To help the brand drive awareness and connect with its customers, Kingdom Digital will be responsible for creating and managing Siangpure Malaysia’s Facebook and Instagram. The agency’s duties also include developing bold strategies and planning and executing creative content for these platforms.

The appointment follows a pitch earlier in February which saw three agencies vying for the account. The appointment will be for six months until the end of this year in December. While the brand declined to comment on which other agencies pitched, this is the brand’s inaugural partnership with an agency locally.

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Akrapongpisak said the agency’s creative ideas stood out and it was impressed with how prepared Kingdom Digital was during the pitch, demonstrating a great understanding of the brand with in-depth research. “Together with its strong social media credentials, we believe the agency will be able to drive stronger brand affinity and credibility for Siangpure through the unique positioning and ideas they have proposed,” Akrapongpisak added.

With the help of social media marketing, Siangpure hopes to achieve around 15% to 20% increase in sales, said Meena. Work has commenced earlier this month. Kingdom Digital’s strategic planner, Yvonne Lee, said it saw an opportunity to widen Siangpure’s customer base to include younger audiences through relevant, engaging content.

“Medicated oils and balms are generally used more frequently among the older generations. But our custom survey showed 76% of those between the age of 15 – 34 use them as well. And according to them, they associated Siangpure with spiciness, strong and very effective. Thus, giving us the advantage of a brand that is not just effective, but with a punch”, said Lee.

According to the agency, Siangpure is already very well-known among the silver generation in Malaysia as it is a household brand that’s known to be a cure for all discomforts. Quoting an internal custom survey, Kingdom Digital said that the agency discovered that the younger audience knew about the Siangpure brand through their grandparents or parents’ introduction since young.

Therefore, to appeal to this group of audience, the agency leveraged Malaysians’ familiarity with the brand using Thailand’s bold, over-the-top, and humorous approach while incorporating local nuances to draw attention to Siangpure’s brand and products.

Edmund Lou, the agency’s head of strategy, added that the survey showed that medicated oils are perceived to be “miracle workers”. “With this in mind, we derived the big idea of ‘Ridiculously Effective’ – mysterious yet effective and works like a miracle – while being ridiculously witty, bold and reliable through communication,” said Lou.

news-siangpure-mi

Currently, Siangpure aims to focus on building social presence first to strengthen awareness and induce trials. The brand will also be leveraging the distributors’ eCommerce platforms, through the distributor Teong Huat or drug stores such as Watsons and Guardian for product promotions. Although the initiative targets mainly the younger generation, Kingdom Digital said it is not neglecting the older generation, with plans to use Facebook as one of the key platforms to reach out to this audience group. “The unique proposition and big idea are also crafted to convince the existing medicated oil users (mainly silver generation) who are using competitor brands to switch to Siangpure for its effectiveness with a punch,” the agency said.

Bertram 1958 rebranded from Bertram Chemical 1982 in 2019, according to the company’s website. Aside from Siangpure, the company also owns Peppermint Field, another medicated aromatic line that comes in the form of inhalers, balm gel tubs, and balm sticks.

Aside from Bertram, Kingdom also recently won the account for Sunway City KL’s social media duties earlier last month in June. The appointment is for six months, with the possibility of an extension. Yvonne Lee and Mior Anwar, strategic planners of Kingdom Digital, said then that it will move away from the tactical-driven content to a stronger emphasis on its appeal as an all-in-one retreat. By highlighting the various offerings around the township, it aimed to create new memories for both local and foreign visitors.

Prior to the appointment by Sunway Group, Kingdom Digital is also working with Spritzer Malaysia. It has also worked with a number of cosmetic clients such as Korean beauty brand MAKEHEALSILKYGIRL The History of WhooKopas Cosmetic and LANEIGE Malaysia. Other brands include tissue brand PASEO SG.

Insight
Jul 29

How relevant is Twitter to Beauty?

Beauty brands and eye-catching visuals are always seen together, but that doesn’t discount Twitter’s relevance. Is it counterintuitive to seek engagement on Twitter?

Twitter’s 2020 stats1 for beauty show:

  • 37.6 million Tweets referred to makeup
  • 8.1 million Tweets talked about hair
  • 6.4 million Tweets discussed skincare
  • 1.8 million Tweets involved nails

In short, users are already active on #BeautyTwitter. In fact, Sprinklr and Twitter partnered up to develop The beauty in Twitter2, a report where Sprinklr analysed a whopping 7 million global Tweets. A few patterns emerged:

  • #BeautyTwitter is for everyone. 94% of the beauty community consisted of everyday fans and nano to micro-influencers. The open nature of this space means anyone could reach influencers or brands.
  • #BeautyTwitter is real. The pandemic might not have seen reduced purchases, but user behaviour shifted. A 23% uptick in conversations on embracing one’s natural looks indicates users increasingly sought authenticity rather than perfection.
  • #BeautyTwitter is diverse and inclusive. Patterns showed influencers leaned towards brands that reflected them and their ideals.

These insights show that #BeautyInfluencers and everyday #BeautyFans prefer unpolished dialogue. Key takeaways to leverage Twitter’s casual approach to conversation include2:

  • Relatable content that sparks engagement
  • Staying culturally relevant with the brand’s fanbase
  • Using open-ended questions for feedback
  • Building on-going relationships with Creators involved in cultural movements

For brands looking to build traction, we’ve rounded up a (non-exhaustive) list of further tactics you could use to complement the above.

  • Educational-first content.3
    Twitter drove 50% of skincare start-up Topicals’ sales. Their success comes from going deep on discourse and engaging their consumers with educational, skin-related content.
  • Add to the conversation and don’t be afraid to engage one-on-one.2
    LA makeup brand Colourpop took the playful approach to Twitter, engaging one-on-one and personalising the individual user experience. Their audience-first approach made them the most engaged with brand on Twitter in October 2020.
  • Photos garner 5x more audience engagement on #BeautyTwitter.1
    Due to Twitter’s word-first platform, photos are few and far between. Take advantage of this and supplement great copy with eye-catching visuals.
  • Skip ultra-curated content.
    Though photos attract more engagement, the ideal visual doesn’t overpower consistent, relatable content. Don’t miss out on engaging with your audience for the sake of perfection.
  • Include strategic hashtags.4
    Use hashtags to supplement brand and product recognition, events, campaigns, and trending topics to boost potential virality.
  • Strong copy & brand voice.
    When your writing is in the spotlight, a brand voice that clearly differentiates you complements your engagement efforts.

Bonus: Try repurposing Tweets across social platforms. The injection of casual, witty content onto curated platforms sparks interest and humour. You attract attention and you get more content, win-win.

Twitter is more relevant than ever. By listening and catering to their #BeautyTwitter audiences, brands can establish a memorable presence and build lasting relationships with their consumers. It’s a social strategy worth testing whether as a newbie or a pro.

Looking to up your social media presence? Get in touch with us.

References:

  • 1 Sprinklr: New Twitter Sprinklr Research Shows How Beauty Brands are Building Community
  • 2 Twitter Marketing: The Beauty in Twitter
  • 3 Modern Retail: Why Skin-care Startup Topicals Uses Twitter as a Growth Engine
  • 4 Zoomph: Why the Top Cosmetics Brands are still on Twitter

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news-TIME-ROCKSTAR-DIGITAL-mm-fi News
Jul 26

Rockstar Digital wins maiden account with Time dotCom

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TIME dotCom has appointed Rockstar Digital, a subsidiary under Kingdom Digital Group, to be its social media agency of record following a competitive pitch that concluded recently. The appointment is for a period of one year with the option to extend for another.

Ryan Ong, CEO of Kingdom Digital Group, shared that the team is thrilled to work with the prominent broadband provider, and that it is a fitting time to introduce Rockstar Digital to the industry.

Rockstar Digital was established to help challenger brands like TIME innovate and lead with consumer-first approach and ideation. Brands that partner with Rockstar can expect brave and bold digital strategy and execution. It is for those who don’t want to sing the same tune as everyone else and are looking to create mutually engaging conversations rather than a hard sell monologue.

TIME is perceived as a challenger brand in a market dominated by various telco giants. Their can-do spirit is what separates them from the competition. This is something we have in common as an independent agency group. We look forward to taking their social media game to the next level,” Ryan added.

Andrew Yeoh, Head of Marketing at TIME shared that they appointed Rockstar amidst fierce competition because of their structured and strategic understanding of the telco landscape, as well as their bold and fresh approach to social platforms, supported by robust data and in-depth insights. “The Rockstar team went above and beyond with a strategy that thrilled and terrified us in equal measure. It showed us the path forward to differentiate and carve out our own distinctive space in a social sphere dominated by giants. In short, when the entire category zigs, we will zag.”

To boost awareness and drive brand affinity for TIME, the agency’s Head of Strategy Edmund Lou expressed that they saw an opportunity to showcase TIME as more than just an internet provider. “Our strategy is to position TIME as a lifestyle enabler, one that puts consumers first by enabling them to live more and gain endless experiences through timeless possibilities offered by the Internet.

According to Strategic Planner Rachel Chin, the agency aims to leverage interactive and informative content delivered in an entertaining and engaging manner to strike a chord with TIME’s audiences. “Time waits for no one; we need to make every second count. Many of us realized this even more during the challenging situation we are in now. With the internet being an essential part of the consumers’ lives, we aim to portray TIME as the enabler by inspiring consumers to seize the day and make time for the things they love.

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Jul 23

Kingdom Digital’s Rockstar Digital debuts with maiden account, telco TIME dotCom

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Kuala Lumpur, Malaysia – Malaysia-based social media agency Kingdom Digital has unveiled its subsidiary Rockstar Digital, and for the sister company’s inaugural account, it has won the businesses of a telecommunications firm in the country, TIME dotCom (TIME).

TIME offers a full suite of domestic and international connectivity, and data center solutions to the wholesale, enterprise, and retail markets, and also delivers fiber network solutions and value-added services.

The new partnership will see Rockstar managing the telco’s social media business which will run for a period of one year, with the option to extend for another. The appointment was won after a competitive pitch.

According to Ryan Ong, the CEO of Kingdom Digital Group, the team is thrilled to work with the prominent broadband provider and that it is a fitting time to introduce Rockstar Digital to the industry.

“Rockstar Digital was established to help challenger brands like TIME innovate and lead with consumer-first approach and ideation. Brands that partner with Rockstar can expect a brave and bold digital strategy and execution. We look forward to taking their social media game to the next level,” said Ong.

Meanwhile, Andrew Yeoh, TIME’s head of marketing, said that they appointed Rockstar amid fierce competition because of their structured and strategic understanding of the telco landscape, as well as their bold and fresh approach to social platforms, supported by robust data and in-depth insights.

“The Rockstar team went above and beyond with a strategy that thrilled and terrified us in equal measure. It showed us the path forward to differentiate and carve out our own distinctive space in a social sphere dominated by giants. In short, when the entire category zigs, we will zag,” said Yeoh.

Kingdom Digital Group’s Head of Strategy Edmund Lou commented, “Our strategy is to position TIME as a lifestyle enabler, one that puts consumers first by enabling them to live more and gain endless experiences through timeless possibilities offered by the Internet.”