Singtel’s Dash Remit team was on a mission: to help people living and working in Singapore send money home — quickly, affordably, and reliably. But there was a catch. Different communities had different needs, and each market required a unique approach.
Singtel Dash Remit was already providing a strong service, but not everyone knew about it. Chinese nationals were somewhat familiar with remittance apps, but brand awareness in the Malaysian and Indonesian communities was low. On top of that, Indonesian users, in particular, were unsure of how to use the app, making it even more challenging to break through.
Rather than using a one-size-fits-all strategy, we collaborated with local performance marketers from China, Malaysia, and Indonesia, leveraging their deep understanding of their nationals living and working in Singapore. This allowed us to craft culturally relevant, impactful campaigns tailored to each audience:
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In China
- We focused on WeChat, the go-to app for Chinese users. Our team developed practical tips, Q&As, and helpful content to simplify the app’s use, addressing real concerns with relatable messaging.
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In Malaysia
- Timing was critical. When exchange rates peaked, we collaborated with local KOLs and media outlets to create urgency and encourage remittance. The strategy paid off, resulting in the highest remittance rate of the year.
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In Indonesia
- Where app awareness was low, we harnessed the power of TikTok. Partnering with Singapore-based Indonesians, we produced educational, relatable videos that resonated with domestic workers, successfully bridging the gap in awareness and usability.
The results were clear:
- In China, WeChat became the go-to source for information, with higher engagement and understanding among users.
- In Malaysia, the campaign not only drove engagement but also resulted in a record-high remittance rate during the exchange rate peak.
- In Indonesia, TikTok videos raised awareness and successfully onboarded users who were previously unfamiliar with the app.
This campaign wasn’t just about sending money — it was about building trust. By partnering with local performance marketers and tapping into the platforms most relevant to each community, Singtel Dash Remit not only increased app usage but also made a lasting impact, empowering individuals to support their families back home.