Experian Nilai Cinta Campaign Delivers 190x Share Growth and 30% Above KPI

4 min reading time

Executive Summary

Foxar Athon helped Experian Malaysia turn Credit Health Month (CHM) 2025 into a culture-led, performance-driven campaign that made credit health feel impossible to ignore. Through Nilai Cinta—a soap-opera style storytelling concept—Experian achieved a 190× increase in social media engagement, a 100× uplift in average views, and conversions that exceeded KPI by 30%, proving that financial literacy can drive both buzz and measurable action.

About Experian

Experian is a global leader in consumer and business credit reporting, data, and analytics. In Malaysia, Experian plays a vital role in improving financial literacy and access to credit. Through Credit Health Month (CHM), Experian encourages Malaysians to understand and take charge of their credit health—particularly by checking their credit reports.

The Challenge

Financial literacy campaigns often get ignored because they feel boring, technical, and irrelevant—especially to younger audiences. For CHM 2025, Experian needed a campaign that could break through cultural apathy, make credit health feel emotionally relevant, and drive report checks while keeping credit health at the centre.

Key challenges included:
(1) low attention and weak engagement toward “serious” financial content,
(2) difficulty motivating younger Malaysians to take action (report checks), and
(3) the need to deliver measurable conversions while staying culturally resonant.

Our Approach: Demand Generation + Content Marketing + Performance Marketing

Foxar Athon built an end-to-end demand engine that combined cultural storytelling with conversion pathways—using content marketing strategy to create attention, and performance marketing to convert that attention into action.

Strategy & Creative Ideation

We started with a behavioural insight: if people don’t care, they won’t care—no matter how correct the message is. Credit health awareness in Malaysia is relatively high (over 60% know what a credit report is), but most people still ignore it until a problem appears. That gap between awareness and action became the opportunity.

Instead of fighting indifference, we agreed with it—and flipped it. That’s why we named the campaign: “Who Cares About Credit Health?” It echoed what Malaysians were already thinking, provoking curiosity instead of resistance. It wasn’t a lecture. It was a challenge.

From there, we extended the idea into Nilai Cinta (The Value of Love)—a culturally familiar drama format that reframed credit scores from “numbers” into emotional stakes: love, family, and legacy. Malaysians thought they were bingeing a spicy love story, but without realising it, they were learning why credit health matters:
“Cinta boleh buat kita bahagia… tapi hutang boleh musnahkan segalanya.”

We engineered the narrative so every twist pointed back to the real villain: poor credit health—turning entertainment into education without losing attention.

Launch & Content Rollout

Foxar Athon designed and executed the campaign across content, paid media, and engagement triggers—ensuring each week built momentum.

• Week 1 – Launch Blast: Google, Meta, and YouTube ads launched alongside the first reels to spark awareness and immediate traction.

• Week 2 – Interactive Engagement: Challenges, UGC prompts, polls, and a credibility partnership with RinggitPlus layered trust and participation.

• Week 3 – PR Amplification: Reels, media drops, and reminders kept Nilai Cinta trending and extended reach into mainstream channels.

• Week 4 – Campaign Finale: Giveaway winners, recap reels, a nationwide press release, and exclusive BTS “character interviews” sustained engagement while reinforcing credit health takeaways.

Engagement Mechanics

To go beyond passive views, we embedded interaction into the campaign fabric:

• Giveaway Campaign: Malaysians shared how credit scores shaped their lives, driving UGC, relatability, and virality.

• Credibility Partnering: RinggitPlus strengthened authority and cross-audience trust.

• Omnichannel Touchpoints: EDM blasts, custom Instagram filters, and TikTok-native content met audiences where they already lived online.

Why This Worked

Relevance beats education: we made credit health emotionally real through culture-first storytelling.

Hook first, teach second: people came for the drama, stayed for the lesson.
Omnichannel compounding: paid + social + PR + UGC built momentum week by week.

Credibility reduced skepticism: RinggitPlus added trust without killing entertainment.
Performance stayed measurable: conversions exceeded KPI by 30% while engagement scaled massively.