VMLY&R Commerce has launched the Muslim Lab, a data and insights program that aims to help brands explore and understand the needs, aspirations, and behaviors of Muslim consumers.
Focused on Malaysia and Indonesia, Muslim Lab aims to provide brands in the region with a stronger understanding of the countries’ 250m strong Islamic communities, across all market segments and Halal product categories.
“Muslims represent around 85 percent of Indonesia and 60 percent of Malaysia’s total population,” said Filipe Lampreia, Chief Strategic Officer, Malaysia, and Indonesia.
“It’s fundamental that brands from different sectors can understand the culture, values, and behaviors of this segment if they want to connect and engage with audiences in ways that are relevant, meaningful, and timely. We believe this is key in building a more loved and efficient brand.”
Muslim Lab aims to unify data from across multiple sources and partners to uncover intelligence and insights across all cultural touchpoints, spanning values, lifestyle, commerce, and media behaviors.
Leveraging the findings from the group, the agency has already piloted campaigns for brands including Malaysian satellite television provider Astro, and Southeast Asia’s largest integrated car e-commerce platform, Carsome.
With this launch announcement, the service is now available to VMLY&R’s clients in both Malaysia and Indonesia.
“In Malaysia and Indonesia alone, we know that Muslim consumer habits are vast and diverse, due to differing cultures, geography, income, and urban/rural living,” added Kenni Loh, Chief Executive Officer, Malaysia, and Indonesia.
“With Muslim Lab, brands will be able to have quality data that leads to unique insights, and with unique insights come great opportunities for brands to better connect their messaging across their connected commerce channels.”
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