Case Study: Giant Malaysia achieves 5% increase in average basket size with Facebook

Staying top-of-mind during festival season

Giant Malaysia, a leading hypermarket chain with over 120 stores serving budget-conscious shoppers, aimed to be the destination of choice during the Chinese New Year period by increasing purchase intent and driving in‑store sales. The challenge was to stay top-of-mind across a festive season when shoppers are highly promotional-driven and physical flyer distribution has limits.

Working with Lion & Lion Malaysia and Facebook Creative Shop, Giant ran carousel and video ads plus mobile Canvas to showcase weekly Chinese New Year–themed promotions and repurposed TV commercials, uploading its product catalogue to streamline ad creation. Using reach-and-frequency buying the campaign reached 70% of the target audience (ads seen up to four times a week), delivering a 5% increase in average basket size and a 65% higher than usual view rate between Dec 29, 2016 and Jan 29, 2017.

Giant Malaysia

Saki Goh

Marketing Director