Your playbook to the emerging personas during Merdeka - MERDEKA PERSONAS
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MERDEKA PERSONAS Your playbook to the emerging personas during Merdeka
With three major Southeast Asian countries celebrating their
independence day in August, we can expect a shift in spending
patterns and choices of activities across Malaysia, Indonesia,
and Singapore. From our data, we’ve uncovered these
personas leading up to the Merdeka
These countries have a population of over 300 million – almost
half of the entire Southeast Asia. Although cultural taste and long weekend:
purchasing power may differ across the countries, there are
some similarities in the change of behaviour when it comes to
long weekends. 1. Local Explorers
2. Food Fanatics
These changes in behaviour are obvious when we start to follow
their digital footprints. Our data experts deep dived into XACT, 3. Retail Queens
our proprietary Data Management Platform (DMP) of over 375 4. Gadget Junkies
million datasets to uncover:
5. High Net Worth Individuals (HNWI)
• With limited movement allowed in the region, people are 6. Family First
exploring local destinations and activities now more than
ever
• Some personas are looking to take the time to ponder over
big purchases as use of shopping apps increases
Local Explorers
For travel bugs, the long weekend means more time to Professional Life Stages
explore local wonders. This persona will take the chance to Estimated Reach
book exciting activities or take road trips within the country. Students 33.4%
Expect them to spend more during this period, as they look to
rejuvenate and relax. Fresh Graduates 0.5% 15.5M
Working
Professional 66.0%
Personal Life Stages Places of Interest
Airports, Hotel, Theme parks,
Married 0.1% Tourism Places
Parents (kids 7-12) 51.3%
Parents (kids 3-6) 20.5% Apps of Interest
Parents (kids 0-3) 0.4% Flight Booking, Travel Guide,
Single 24.0% Accommodation, Transport
Demographics Psychographics Use Cases
Age 35
• Will try to make the most of the long weekend, • Promotions and discounts on
Gender Female
even with travel limitations local destinations and activities
Marital Status All • Will share their travel photos on social media – an • Localised hashtags
Home / Office City Centre opportunity for brands to amplify reach • Photo and video editing tips
*Data source: XACT
AirAsia ‘Just Snap It’ Campaign
AirAsia introduced the ‘Just Snap It’ campaign throughout Malaysia's
independence day period to entice local explorers to travel domestically.
Reference: https://www.facebook.com/AirAsia
*Data source: XACT
Food Fanatics
Food Fanatics are willing to go Professional Life Stages
above and beyond to try new Estimated Reach
cuisines – including going on Students 47.5%
road trips and splurging on
trending treats. Expect them
to plan their weekend ahead
Fresh Graduates 0.5% 1.7M
of time. They will engage in Working
Professional 51.9%
online forums for suggestions
on the latest joints to visit
during the long weekend. Places of Interest
Personal Life Stages
Cafe, Restaurants, Bakery, Hotel
Married 0.1% Buffets, Fast Food Restaurants
Parents (kids 7-12) 50.7%
Parents (kids 3-6) 18.3% Apps of Interest
Parents (kids 0-3) 0.5% Food & Beverages, Dining
Guides, Food Delivery, Food Deals
Single 26.7%
Demographics Psychographics Use Cases
Age 27 • Culinary info or new recipes to try
• Loves to try new restaurants and will travel for food at home
Gender Female
• Social media is mostly populated with food pictures
• Promotions to boost sale of new
Marital Status All • Heavily active on food delivery apps based on
food items
Home / Office City Centre historical data
• Referral promo codes
*Data source: XACT
Pizza Hut's Nasi Lemak Pizza
Pizza Hut in Malaysia introduced new local flavours with RM6.30 discount to
represent 63 years of Malaysia’s independence during the Merdeka period.
Reference: https://www.facebook.com/pizzahutmalaysia
*Data source: XACT
Retail Queens
Professional Life Stages
Retail Queens are always on Estimated Reach
the lookout for great fashion Students 3.7%
and beauty deals. They
proudly showcase their love Fresh Graduates 1.1%
95.2%
1.7M
for their favourite brands, so
Working
long as they continue to be Professional
engaged with exciting
promotions and offerings. Places of Interest
Personal Life Stages Mall, Muslim/Muslimah
Married 21.3% Fashion & Raya Clothing
Parents (kids 7-12)
Outlets (Jakel Mall, Meccanism,
32.7%
, Elzatta, Shafira)
Parents (kids 3-6) 14.0%
Apps of Interest
Parents (kids 0-3) 2.8%
Fashion, Beauty, Social Media,
Single 29.1% Photo & Video, e-Marketplace
Demographics Psychographics Use Cases
Age 24 • Fashion-related digital events
• Love being part of a community of fashion lovers
Gender Female • Shoppers who are looking out for the best holiday • Social media competition – best
Single deals and promotions OOTD with branded hashtags to
Marital Status
• This persona will take their #OOTD to Instagram and win prizes
Home / Office City Centre
social media
*Data source: XACT
Alun Alun Indonesia's Agustus Promo
Alun Alun Indonesia offered discounts for locally-made fashion items as part of its
independence day campaign.
Reference: https://www.facebook.com/alunalunindonesia/
*Data source: XACT
Gadget Junkies
Leading up to the long weekend, gadget
junkies looki to make big purchases as they Professional Life Stages
spend their time comparing tech products Estimated Reach
and gadgets. They also spend a Students 3.1%
considerable amount of time on tech
review sites, trading websites and apps for
buying and selling second-hand items.
Fresh Graduates 0.9%
96.0%
1.2M
Working
Professional
Places of Interest
Personal Life Stages Home Appliances (Electronic City,
Married
Ace Hardware, Electronic
4.4%
Solution, Best Denki, Glodok
Parents (kids 7-12) 32.1% Elektronik, Bhinneka, etc.)
Parents (kids 3-6) 50.1%
Apps of Interest
Parents (kids 0-3) 3.8%
e-marketplace, Electronics,
Single 9.6%
Logistics Tracking
Demographics Psychographics Use Cases
Age 33
• Gadget (tv, phone, photography, videography) • Deals and promos to encourage
Gender Male/Female purchase e.g gift with purchase
enthusiasts who wait for holiday sales and
promos
Marital Status Single promotions to purchase new electronic gadgets
• Promote good reviews of gadgets
Home / Office Suburban areas as they window shop
*Data source: XACT
Courts x Samsung Gemilang Offers
Courts Malaysia partnered with Samsung to improve their offering to consumers
during the Merdeka weekend. On top of discounts, they also offered free gifts with
purchase.
Reference: https://www.facebook.com/CourtsMsia
*Data source: XACTHigh Net Worth Individuals (HNWI)
Over long weekends,
HNWIs look to relax and
Professional Life Stages
unwind. Leading up to the
Estimated Reach
Students 4.2%
35.2M
Merdeka weekend, they’re
actively looking at luxury
resorts and premium activities
Fresh Graduates 0.2%
94.3%
like spa trips and fine dining Working
options. Professional
Places of Interest
Personal Life Stages Affluent Neighbourhood, Fine
Dining, Private Education,
Married 0.1%
Private Hospitals, Golf
Parents (kids 7-12) 84.9% Courses
Parents (kids 3-6) 8.5%
Apps of Interest
Parents (kids 0-3) 0.1%
Investment, Currency
Single 5.3% Converter
Demographics Psychographics Use Cases
Age 33
• Avid users of investment apps and willing to spend • Deals and promos for spa
Gender Male/Female treatments or golf packages
money for a higher standard of living
Marital Status Single • Spends on luxury items as a show of status and
• Add-on value to local stays (free
breakfast / upgrade with bookings
Home / Office Suburban areas success
over long weekend)
*Data source: XACTSentosa Resort Giveaway
In conjunction with Singapore’s independence day celebration, Sentosa Resort
ran a competition to give away branded prizes and complimentary stays.
Reference: https://www.facebook.com/sentosaofficial
*Data source: XACTFamily First
Family First personas plan
their break according to their
Professional Life Stages
kids’ schedules and interests.
Estimated Reach
Students 1.2%
29.0M
For this persona, design your
Merdeka campaigns and
promotions with the kid in
Fresh Graduates 0.2%
94.3%
mind, as parents won’t mind Working
splurging and pampering Professional
them.
Places of Interest
Personal Life Stages Grocery Stores, Markets,
Married 0.1% Supermarkets, Hypermarkets
Parents (kids 7-12) 84.9%
Parents (kids 3-6) 8.5%
Apps of Interest
Parents (kids 0-3) 0.1%
Recipes, Food & Beverages, e-
Single 5.3%
marketplace, Grocery
Demographics Psychographics Use Cases
Age 41
• Family oriented, plans holidays around childrens’ • Family deals and promos
Gender Female schedules. Doesn’t mind to spend on family needs to • Family friendly ads
Marital Status Married ensure happiness and well-being of the family • One family, one plan
Home / Office Suburban areas promos
*Data source: XACTLEGOLAND Malaysia #AwesomeHeroes Campaign
This Merdeka, LEGOLAND Malaysia offered free entry to the theme park with
complimentary stay at the resort for families that take part in their social media
campaign.
Reference: https://www.facebook.com/LEGOLAND.my *Data source: XACTYou can also read
