This document provides an overview of services offered by Marketing Guerrilla Pte Ltd, a marketing agency. The agency consists of experienced marketers, designers, and developers. Services include marketing communication, web design and development, search engine marketing, display advertising, and social media marketing. Case studies are presented for clients in various industries to demonstrate successful solutions in areas like user experience optimization, search engine advertising, display remarketing, and social media campaigns. Success metrics like increased revenue and conversion rates are shared for e-commerce client FortyTwo.

1. Services Deck & Company Profile
Prepared by:
Cheak Hong Ian
Lead Consultant
Marketing Guerrilla Pte. Ltd.
(E) cheak@marketingguerrilla.com.sg (M) +65 8180 7108

2. About The Team
We are a band of 360° Marketers,
Designers and Developers who’ve walked
the conventional path of bachelor degrees
and full-time executive & managerial
marketing, advertising, design & tech roles
in both agency & in-house settings, for both
private and public sector brands.

3. Clients Who Believe In Us

4. Media & Creative Agency Clients

5. Generated by CamScanner from intsig.com
Areas of Expertise
Marketing Communication
• 360° Marketing Strategy & Consulting
• Search Engine Marketing
• Social Media Marketing
• Display Advertising
• Content Marketing
• Copywriting
• Relationship Building
Web Design & Development
• User Experience Consulting

6. Website Design & Development

7. User Experience Consulting
Optimising the user experience on a
website is a never-ending process.
We strategise the user path to
conversion based on our extensive
eCommerce experience and work
with web development and design
teams to modify, test and optimise
page templates.
Questions asked include:
- Where does the user go next?
- What does the user need to see to
move closer to a purchase?
- How do we convert a user faster?

8. Search Engine Marketing
SEM capitalises on the strong user intent in Search Engine queries via Keyword
Targeting. Here at Marketing Guerrilla, we handle up to mid 5-figure monthly AdWords
budgets per month per client.
We focus on copy and keyword relevance to website content to draw high-clickthroughs
from relevant audiences and have seen up to 23.14% monthly conversion rates.

9. Search Engine Marketing
Case Study (Orita Sinclair)
The Client:
Orita Sinclair School of Design, New
Media and the Arts is a boutique arts
school specialising in Design
Communication and Audio Production
Diplomas.
The Challenge:
Client traditionally relied on
recruitment events for student signups.
The private education sector is tough
with many major design and audio
educational institutions competing for
a share in an already niche market.

10. Search Engine Marketing
Case Study (Orita Sinclair)
The Solution:
Marketing Guerrilla created, ran and optimised an SEM campaign that saw
clickthroughs of up to 3% and an overall campaign conversion rate of 14.8%.
This was achieved through careful bidding and ruthless optimisation of targeted
keywords, together with website content development to better sell to users,
optimisation for search, and recommendations for changes to the user interface.

11. Display Advertising
Targeting Users on
Display Networks via:
² Placement Targeting
² Contextual Targeting
² Demographic Targeting
² Psychographic
Targeting (social
networks only)
² Remarketing
² Custom Affinity
Audiences

12. Display Advertising
Case Study (FortyTwo)
The Client:
FortyTwo, originally BEDS.sg, is Singapore’s
largest locally bred eCommerce website
specialising in furniture and home décor.
The Challenge:
Competition between eCommerce websites was
getting tougher with low barriers to entry seeing
plenty of brick and mortar furniture retailers
setting up online shops and setting off price
wars.
With the local market still preferring to view
physical products prior to purchase, FortyTwo
was at a disadvantage without a physical
showroom. Carts were being abandoned and
customers were being lost to the competition.

13. Display Advertising
Case Study (FortyTwo)
The Solution:
Marketing Guerrilla created, ran and optimised remarketing campaigns on Facebook
and the Google Display Network targeting non-purchasing website users with
creatives of products that they had viewed.
Separate campaigns were set up to remind users who had abandoned their carts
about their incomplete purchase. Click-through rates of up to 15X industry average
were observed with an ROI of up to 77X.

14. Social Media Marketing
Audience Engagement
Mixture of Angles
• “Hard Sell” (Products, Sales Promos etc)
• “Soft Sell” (Product Awards etc)
• Related Stories (Audience Interests)
Types of Posts
• Shared Links to Website/Third Party
Content
• Photo Album Uploads & Single Features
• Video Uploads
• Surveys & Polls

15. Social Media Marketing
Paid Promotions
• Offers & Events
• Promoted Posts
• Facebook Ads
• Remarketing

16. Social Media Marketing
Case Study (The Best of You – Julie’s)
The Client:
International biscuit brand Julie’s Biscuits has its
production based in Malaysia and is distributed
to over 50 countries worldwide. The brand’s
tagline, “Bakes Better Biscuits”, has been in
effect since its establishment in 1982.
The Challenge:
The time had come for Julie’s to undergo a
refresh of its brand image. It needed to better
communicate to its publics the company culture
of taking pride and passion in doing what they
did regardless of the efforts required to do so.
This was distilled down by the client to a new
tagline “The Best of You”, a CSR campaign that
was meant to be bred separately from the
product lines of Julie’s Biscuits.

17. Social Media Marketing
Case Study (The Best of You – Julie’s)
The Solution:
Marketing Guerrilla created, ran and optimised
Facebook, YouTube and Instagram social media
marketing platforms for The Best of You.
TBoY was presented as a social movement,
inviting audiences to submit The Best of You to
the movement to be showcased on Facebook,
the campaign website and physical exhibitions in
Singapore and Kuala Lumpur, Malaysia.
All paid advertising was targeted at Singapore
and Malaysia in English, Mandarin and Malay.

18. Social Media Marketing
Case Study (The Best of You – Julie’s)
The Solution (cont’d):
From June - October 2014, over 43,000
Facebook fans were amassed from Malaysia
and Singapore with demographics reflective of
the online population .
The campaign relied heavily on user generated
content with psychographic targeting of paid
promotions done to interest groups per post.
This resulted in CTRs and CPMs of over 60%
above and 60% less than global averages
respectively.
Instagram and YouTube were primarily used as
supporting platforms to Facebook and the
website to create and host visual content.

19. Success Stories - FortyTwo
Overview
v Competitive eCommerce Retail Landscape
with brick & mortar going online and
factory-direct online retailers
v Expanding catalogue with navigation
adaptation unable to keep up
v Increasing advertising CPC with influx of
competition

20. Success Stories - FortyTwo
Increased Competition Challenge
Increased Competition meant that Shoppers were browsing multiple online
furniture stores simultaneously, abandoning carts and buying elsewhere.
Cost-per-click advertising was getting more expensive with more competitors
entering the market and pushing up bid prices.
Placement and keyword targeted display advertising were losing effect.

21. Success Stories - FortyTwo
Increased Competition Solution
Marketing Guerrilla identified new
homeowners as a market with higher
spend, so we targeted the waves of
new government housing projects
and created bulk purchase offers for
these users in online communities.
We also changed display advertising
targeting to custom affinity
audiences, where we targeted users
who were part of the above online
communities or had visited their
accounts in online housing portals.

22. Success Stories - FortyTwo
User Interface Design Challenge
A key goal was to increase cart size
among over 11,000 SKUs in product-
centric product pages navigated via
over 300 categories.
User Interface Design Solution
Marketing Guerrilla advised the client to
create product collections based on
‘looks’ and to perform manual cross-
selling apart from automated solutions.
We implemented ‘Match this with these’
in the system so customers could have a
visual ‘match’ between products viewed
and potential cross-sells.

23. Success Stories - FortyTwo
Overall Success
Since engaging MG in 2013,
FortyTwo has enjoyed 78% growth
of monthly revenue*.
Unique pageviews have increased
by over 38%*
eCommerce conversion rates are
rising by 23%* with cost per order
acquisition dropping 15.5%* across
the board.
*Figures are of year-on-year growth compared to
same period in prior year

24. Thank You
Please Direct Enquiries To:
Cheak Hong Ian
Lead Consultant
Marketing Guerrilla Pte. Ltd.
(E) cheak@marketingguerrilla.com.sg (M) +65 8180 7108