Case Study: webe digital achieves 39% brand awareness boost and 44% ad recall increase with Facebook

Disrupting Malaysia’s telco market

webe, a digital-first challenger in Malaysia’s crowded telecom market, launched without fixed contracts and needed to cut through heavy category noise to build awareness for its RM79 post‑paid plan offering unlimited data, calls and SMS. The main challenge was quickly establishing the brand and communicating that single-price proposition to a broad 18–45 audience.

webe ran a Facebook‑led brand campaign—primarily video ads with reach & frequency buying, followed by conversion‑optimized photo link ads—using Custom Audiences (Telekom Malaysia users), tailored messaging for non‑TM customers, website retargeting, Lookalike Audiences and the Facebook pixel across Facebook, Instagram and Audience Network. The month‑long effort reached 13.6 million people (over 70% of the target), drove a 44% lift in ad recall, a 39% increase in brand awareness, 17% higher top‑of‑mind awareness and helped improve sales conversion by roughly 9X toward the campaign’s end.

webe digital

Alvin Phey

Head of Marketing