Case Study: Naga DDB Tribal achieves deep cultural insights and faster brand-sentiment tracking with Meltwater

How Naga DDB Tribal analyzes consumer behaviour to build marketing campaigns

Naga DDB Tribal (Naga) is a full-service advertising agency in Malaysia that builds long-term brand partnerships by digging into cultural and consumer insights. Operating in a multicultural market split across Bumiputera, Chinese and Indian communities made tracking brand sentiment and emerging category behaviours difficult—manual monitoring could take an analyst nearly a week, according to Alex Goh, Chief Strategy Officer—limiting Naga’s ability to detect shifts and stay on the pulse of culture.

Meltwater’s Explore and Analyse social listening tools gave Naga customizable dashboards, real-time conversation tracking and up to 12 months of historical data, eliminating time-consuming manual work. The platform helped Naga better understand consumer routines and aspirations, uncover trends and new business opportunities, and strengthen the agency’s thought leadership—enabling faster, more proactive service and clearer, data-driven recommendations for clients.

Naga DDB Tribal

Alex Goh

Chief Strategy Officer