Connecting regional growth with local store demand.
MR.DIY’s extensive product range and expanding store network created a wide variety of opportunities to connect with customers—from everyday household solutions to seasonal promotions and new store openings.
Over a longstanding regional relationship, admiral.digital supported MR.DIY’s growing store footprint through performance marketing, content, video and digital campaign experiences. Working alongside central and local teams, we helped build awareness and encourage store visits across markets, keeping communications relevant to local audiences.
The priority.
Support regional expansion by building awareness and driving traffic to stores.
As MR.DIY expanded its footprint, marketing needed to introduce the brand to new communities while giving existing customers reasons to visit. This required a consistent regional presence that could respond to different languages, shopping occasions, product availability and promotional calendars.
Creative, media investment and campaign delivery needed to work together across teams, supporting both new store openings and established locations.
Our approach.
We combined regional coordination with local execution.
Shared planning, content workflows and reporting provided a consistent structure across markets. Within that structure, campaigns and creative were adapted around local priorities, working with MR.DIY’s teams and other agency partners.
Performance insights informed content choices and media optimisation, helping connect what people engaged with to the next round of activity. Throughout, the focus remained on supporting the retail business: building familiarity, making products relevant and encouraging customers to visit stores.
The work.
Coordinated marketing across markets.
We supported regional activity across Malaysia, Singapore, Thailand, Indonesia and the Philippines, with the scope later extending to India.
Our work connected content calendars, creative adaptations, paid campaigns and reporting. Regular coordination with country teams helped align delivery with local promotions, store openings and seasonal moments.
The model combined content created by admiral.digital with material supplied by MR.DIY and its local partners, making useful assets available across markets where appropriate.
Everyday products brought to life.
We developed content around the practical role MR.DIY products could play in people’s lives.
Life hacks, craft ideas, household tips and product demonstrations gave audiences reasons to engage beyond price promotions. Video was a substantial part of this work, spanning concept development, scripting, production coordination, editing and regional adaptation.
Content was prepared in different formats and languages, with attention to local product availability and channel requirements. This helped turn a broad product range into useful ideas that customers could explore in-store.
Performance media supporting store growth.
We managed paid campaigns to support awareness, engagement, store openings and promotional activity across the region.
Audience targeting, creative testing, budget management and regular optimisation helped tailor activity to each market’s retail priorities. Campaigns introduced new locations, highlighted relevant products and offers, and encouraged customers to visit their local MR.DIY.
Regional reporting brought campaign performance into a consistent framework, allowing teams to compare activity and identify useful lessons across markets.
Digital experiences for campaign participation.
We designed and developed campaign landing pages that gave customers a clear place to participate in retail promotions.
For the Kecil Besar campaign extension, this included bilingual pages, an interactive find-the-miniature game, entry forms, data collection and registration confirmation emails.
Tracking supported measurement of campaign actions, while an editable page structure allowed content to be updated during the campaign. These experiences extended retail campaigns into digital channels and gave audiences another way to engage with the brand.
The result.
Our work supported MR.DIY as it expanded its store footprint and regional presence, helping country teams build awareness around new locations and sustain interest in established stores.
A coordinated approach to content, video and performance media gave the business a repeatable way to support local retail priorities across markets. Shared assets, local adaptation and consistent reporting helped teams bring campaigns to market and learn from their performance.
Across the relationship, admiral.digital connected regional ambition with practical execution—supporting the visibility, customer engagement and store-focused marketing needed for continued expansion.
Let’s discuss your priority.
Connect your brand, marketing and digital experience around the result you want to achieve.