Digital marketing in Malaysia: Elevating brand positioning with the British Council

Effective digital marketing in Malaysia can be an extremely powerful tool to enhance brand positioning and awareness. Establishing brand identity and authority in domains can be difficult, even for globally recognised organisations like the British Council. 

The British Council is a UK-based organisation focused on promoting international cultural and educational opportunities, operating in over 100 countries. 

Content Nation was given the opportunity to develop and execute content marketing strategies to improve the British Council’s brand positioning and awareness. The goal was to reposition the British Council Malaysia as a leader in English language education and attract more students to the British Council Regional’s IELTS examination platform. 

Our approach involved creating social media campaigns, landing pages, and ad creatives that were tailored to resonate with specific audiences. The challenge was developing a content strategy that would drive registrations for IELTS preparation courses while differentiating the British Council from its competitors.

Our comprehensive digital marketing strategy

Content Nation crafted digital marketing solutions, leveraging a range of capabilities including design, search engine marketing, video production, blogs, and social media. 

To remind audiences of British Council Malaysia’s English language expertise, our digital marketing strategy was underpinned by a compelling social media campaign. The campaign featured ad creatives and captions that strategically reinforced the word “English,” targeted at different audiences for maximum engagement. 

To increase sign-ups for the IELTS platform, the comprehensive digital marketing strategy included four top-of-the-funnel (TOFU) landing pages addressing different audience demographics, middle-of-the-funnel (MOFU) landing pages promoting IELTS training courses, and bottom-of-the-funnel (BOFU) landing pages optimised to convert interest into registration for IELTS. Engaging ad creatives for Facebook and Google Display Ads were utilised as well to connect with all four audience segments.

Key achievements of our digital marketing campaign

The combination of visual storytelling with a search engine marketing strategy and user-focused designs delivered measurable results improving brand positioning and conversion rates. 

British Council Malaysia: The social media campaign’s success prompted British Council Malaysia to expand their monthly budget for ad creatives, with scalability demonstrated when it was extended to three additional countries: Singapore, Thailand, and Vietnam. This digital marketing strategy not only elevated brand visibility but also reinforced the British Council as a trusted English language provider across the region. 

British Council Regional: The digital marketing strategy resulted in increased registrations for IELTS and test-preparation materials, driving significant revenue growth. The success of the project also led to additional referrals for new projects for Content Nation, reinforcing the trust in our strategic expertise. 

Want to elevate your digital marketing strategy and brand positioning? Reach out to us today to find out how.