Case Study

Built to optimize growth

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Challenge

MDEC launched eRezeki and eUsahawan programmes to help the B40s, nation’s low income earners earn more from digital economy. However, they were not gaining participants for the programmes.

Solution

It is known that B40s respond best with humour and entertaining content. With that, to extend awareness to the mass media, Astro provided the solution of partnering with the popular Maharaja Lawak Mega to spread the campaign message via branded content. A comedy web series was then produced and ran on YouTube.

Results 

  • #YOUCANDUIT reached 10+million viewers
  • Garnered 52 million online impression
  • Attracted over 600,000 unique visitors to the website
  • More than 100,00 low income Malaysians are now trained.
  • Cumulative income of RM59 million

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#YouCanDuit

MDEC