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Driving high search rankings for Robi with Google search ads & optimization strategies

Driving high search rankings for Robi with Google search ads & optimization strategies

Results
0 %
OptiScore achievement
0 %
absolute top impressions
0 %
in conversion rate
The Challenge

Robi faced a significant challenge as the Mobile Apps market and Mobile Financial Services experienced substantial growth, leading to a decline in Web Revenue. Over 80% of self-purchases were made through MyRobi App or MFS Providers. While customers initiated purchase or reload processes successfully, they ultimately did not complete transactions. Additionally, some struggled to find the best offers via search engines, hindering deal closures. Budget exhaustion on the ad platform led to algorithm issues, limiting ad visibility in search engine results.

Solution

ADA implemented a multifaceted strategy to address these challenges. Contextual communication was prioritized to enhance overall Web Revenue. Remarketing efforts were optimized based on thorough analysis of previous digital activities on App, Web, and PWA App. Brand keywords were safeguarded from competitors, and campaign bid/budget exhaustion issues were resolved through the strategic use of automation via Google Ads.

The implemented strategies yielded outstanding results. OptiScore achieved a perfect 100%, showcasing exceptional ad performance. Absolute top impressions reached an impressive 90.62%, signifying prominent ad visibility. Notably, there was a substantial 4X decrease in cost per conversion, indicating improved cost-effectiveness. Additionally, a remarkable 124% increase in conversion rate was achieved, highlighting enhanced campaign efficacy.

Awards
  • Silver in Best Paid Search Campaign category at The Drum Digital Advertising Awards APAC 2021
  • Bronze in Best Use of Search category at BBF’s Digital Marketing Awards 2021
Results
Challenge
Solution
Awards
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Igniting national spirit with Robi’s patriotic rendition on Victory Day

Igniting national spirit with Robi’s patriotic rendition on Victory Day

Results
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growth in audience brand health
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million total video played
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million total views on YouTube
The Challenge

Robi embarked on a mission to create a nationwide sensation that would not only reignite emotional connections with the brand but also establish it as a top-of-mind choice among the masses in Bangladesh. Drawing on the enduring power of patriotic songs from the Liberation War era, a campaign was devised to bridge generational divides and honor the valiant fighters of that pivotal period.

Solution

The strategy unfolded in two crucial steps. First, the iconic patriotic song “Nongor Tolo Tolo” was selected to serve as the focal point of the campaign. Next, influencers were enlisted to spearhead the initiative, while musicians were chosen through a community-driven selection process. Together, they embarked on a stirring recreation of the cherished anthem. The campaign was amplified through a robust digital presence on various platforms, including TV, social media, and radio.‍

Results
Challenge
Solution
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How Malaysia’s leading telco is exploring privacy-safe data collaboration for credit intelligence 

How Malaysia’s leading telco is exploring privacy-safe data collaboration for credit intelligence 

Results
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previously unscorable consumers now assessable
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improvement in credit decisioning accuracy for thin-file applicants
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faster time-to-decision for BFSI partners via API
The Challenge

Extending credit access to unbanked and underbanked consumers required going beyond traditional bureau data. Many thin-file applicants lacked sufficient financial history to be accurately assessed using conventional credit scoring models.

To address this gap, telco network data presented a powerful alternative signal—offering behavioural insights such as payment consistency, usage patterns, and tenure. However, combining telco data with bureau scores introduced significant challenges:

  • Ensuring data privacy and regulatory compliance

  • Enabling collaboration between telco and financial institutions without exposing raw customer data

  • Building a scalable model that could integrate alternative data into existing credit workflows

  • Delivering faster decisions without compromising risk controls

The client needed a secure, privacy-safe data collaboration framework that could unlock new credit insights while maintaining strict governance standards.

The Solution

ADA designed a phased transformation roadmap—starting from secure data collaboration infrastructure through to production-ready credit scoring models.

The journey began with the implementation of a Snowflake Data Clean Room, enabling telco and BFSI partners to collaborate on anonymised, encrypted datasets without directly sharing personally identifiable information (PII). This privacy-by-design environment ensured regulatory compliance while unlocking high-value alternative data signals.

Next, ADA engineered enriched feature sets by combining bureau scores with telco behavioural attributes, enhancing risk visibility for thin-file applicants. Advanced analytics and machine learning models were developed to improve predictive power, with rigorous validation and bias testing to ensure fairness and accuracy.

Finally, the enhanced credit scoring model was integrated via API into BFSI partner systems, reducing processing times by 40% and enabling near real-time decisioning.

This structured, privacy-safe approach enabled financial institutions to responsibly expand credit access while improving underwriting precision and operational efficiency.

Results
Challenge
Solution
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ADA accelerates business growth by leveraging data, consumer insights & analytics

Case Study

ADA accelerates business growth by leveraging data, consumer insights & analytics

Results

The strategic implementation yielded remarkable results, with 6,600 monthly activations attributed to retargeting initiatives. Monthly activations surged by an impressive 112%, underscoring the campaign’s resounding success. Furthermore, achieving a 5% install-to-activate ratio demonstrated the effectiveness of the tailored approach in driving user engagement and conversions.

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monthly activations
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growth in monthly activations
0 %
of install-to-activate ratio
Challenge

Established in January 2018, Yoodo revolutionized the Malaysian telecom industry as the nation’s first and sole fully digital telco provider. Offering users complete control over their plans, allowing customization of data, voice, and SMS quotas, Yoodo faced a competitive landscape dominated by traditional industry giants and consumer fatigue. However, this complex scenario presented both challenges and opportunities for the brand, leveraging its dual advantage of robust telco expertise coupled with a disruptive edge, rendering them highly adaptable in the market.

Strategy

ADA spearheaded a pioneering acquisition model, ensuring zero media risk for Yoodo, with clients only incurring charges upon successful user acquisition. Leveraging ADA’s proprietary DMP, XACT, we honed in on the young, urban demographic with a digital and lifestyle inclination. Through meticulous data analysis, we identified five distinct personas aligning with Yoodo’s brand ethos: Gamers, Tech Enthusiasts, Entertainment Lovers, International Travellers, and Sports Fans. Customized content was meticulously crafted, tailoring messaging, visuals, and platform placement to resonate with each persona.

Awards
  • Gold in Excellence in eSports Marketing category at Marketing Excellence Awards 2021
  • Gold in Most Effective Use – e-Sports Marketing category at Marketing Interactive MARKies 2021
  • Gold in Most Creative Use – e-Sports Marketing category at Marketing Interactive MARKies 2021
  • Gold in Best Marketing Discipline Campaign category at Marketing Interactive MARKies 2021
  • Gold in Government, Utility & Services category at Marketing Interactive MARKies 2021
Content
Results
Challenge
Solution
Awards
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How Eight (Starhub) achieved customer loyalty at scale with ADA’s AI-powered support 

Industry type

How Eight (Starhub) achieved customer loyalty at scale with ADA’s AI-powered support 

Where every touchpoint earns trust, every interaction creates value, and every decision is powered by realtime insight.
The Results
  • Patient education was enhanced, enabling individuals to have a deeper understanding of their ailments and treatment options
  • Support and interventions were tailored to each patient
  • Seamless communication and feedback loop
0 %
queries resolved instantly
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improvement in customer loyalty scores
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support resources freed for complex cases
The Challenge

Eight, a Starhub sub-brand and leading telecommunications provider in Singapore, was handling millions of customer interactions monthly and the support framework was breaking. Inquiry volumes overwhelmed the team, leading to delays and frustrated customers. Support staff were stuck on repetitive tasks, password resets, plan inquiries, basic troubleshooting with no capacity for complex or high-value work.

The math was unsustainable. Adding headcount proportionally would be prohibitively expensive. Maintaining service quality with existing resources was becoming impossible.

The Solution

ADA implemented a conversational AI platform that handled the majority of inquiries with instant resolution. For the 80% of queries that fit known patterns, customers got answers immediately without waiting for a human agent.

Automation freed human agents to focus on complex cases requiring judgment. When queries needed escalation, agents received full context from the AI interaction, customer history, issue details, and suggested resolution paths. The result: 80% instant resolution, 90% improvement in loyalty scores, and 60% of resources redirected to strategic priorities.

Results
Challenge
Solution
Execution
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How M1 Drove 55% More Galaxy Sales Through One WhatsApp Conversation

Case Study

How M1 Drove 55% More Galaxy Sales Through One WhatsApp Conversation

The Results
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increase in sales conversions through WhatsApp compared to previous methods 
0 minutes
average completion time
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concurrent conversations handled smoothly without system failures 
The Solution

With ADA’s Business Messaging Platform, M1 built the entire pre-order experience within WhatsApp, letting customers browse devices, pick their model, book a pickup time, and complete their reservation in one smooth conversation.

When M1 looked at their typical device pre-order process, the friction was hard to ignore. Customers queued for hours at stores. They worked through lengthy forms. They called customer service repeatedly to check stock or adjust their booking. For a major launch like the Galaxy S25, that wasn’t going to work.

Most M1 customers were already on WhatsApp throughout the day. If the entire pre-order could happen there (browsing, selecting, booking, done), it would cut out most of the hassle that made device launches tedious for everyone.

“Browse, book, done,” said Demond Ng, General Manager, Marketing Technologies at M1. “We teamed up with ADA to create the Galaxy S25 pre-order experience customers wanted on WhatsApp. Everything happened in one smooth conversation.”

But here’s the thing about moving a major product launch to chat: the stakes are high. Thousands of people are trying to reserve devices at once. Both individual customers and corporate accounts with different requirements. Real-time inventory across multiple stores had to stay accurate. One technical hiccup during launch and you’ve got angry customers and missed sales.

The Execution

Making it Work for Thumbs, Not Clicks

M1 and ADA obsessed over the small things. Quick reply buttons replaced typing wherever possible. Product catalogues made browsing visual instead of text-heavy. The conversation progressed naturally without nested menus or asking people to fill out paragraph-length fields.

The system still needed to capture specific details: which Galaxy model, which store, what date and time, contact information. But instead of presenting a form with 15 fields to complete, it asked questions conversationally. When someone made a mistake or entered something invalid, real-time validation caught it immediately.

During testing, the team watched closely to see where people dropped off. When they found friction points, they refined those specific moments. Each iteration made the flow smoother.

Launch Day and Beyond

When pre-orders opened in January 2025, M1 saw something they hadn’t quite expected: the volume was massive, but the system held up beautifully. Over 3,000 people were moving through the reservation flow at the same time. What used to take 5 minutes now took under 2.

The results exceeded their expectations

“What surprised us was how quickly customers adapted,” Ng noted. “We thought there’d be a learning curve, that we’d need to guide people through it. But they just got it immediately because it matched how they already use WhatsApp.”

Customers were reserving their devices at midnight, during lunch breaks, on their commute, whenever worked for them. No store hours to worry about. No hold music. M1’s team could see what was working in real time and adjust their approach as the launch unfolded.

The experience succeeded because it didn’t ask customers to learn something new. It met them where they already were, doing what they already knew how to do.

Results
Solution
Execution
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