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Case Study: Media Prima achieves 2X increase in daily app downloads with Facebook ads
A Facebook Case Study
Savouring delectable download numbers with Facebook video ads
Media Prima, the Malaysian media company behind the long-running food travelogue Jalan Jalan Cari Makan, needed to reach non‑TV audiences and relaunch its companion food‑discovery app to a younger, mobile-first crowd. The challenge was to convert TV viewers into app users by engaging food lovers who no longer consume traditional broadcast content.
They ran a two‑phase Facebook and Instagram campaign that repurposed and mobile‑optimized TV creative into short videos, slideshows, cinemagraphs and carousel photo ads, using reach & frequency buying, Custom Audiences retargeting and lookalike audiences to scale efficiently. Over the campaign (7 Apr–14 May 2017) they reached 5.9 million people, doubled daily app downloads, and achieved a 32‑point lift in ad recall and a 12‑point lift in brand awareness.
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Media Prima
Stephanie Wong Lai Teng
Digital Marketing Specialist