VMLY & R Commerce launches a Data and Insight project, “ Muslim Lab ”


VMLY & R Commerce launched the Muslim Lab, a data and information 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 better understanding of the country’s 250 million Islamic communities, across all market segments and halal product categories.

“Muslims make up about 85 percent of Indonesia and 60 percent of Malaysia’s total population,” said Filipe Lampreia, director of strategy, Malaysia and Indonesia.

“It is fundamental that brands across different industries can understand the culture, values ​​and behaviors of this segment if they are to connect and engage with audiences in a relevant, meaningful and timely way. We believe this is essential in building a more loved and effective brand. “

Muslim Lab aims to unify data from multiple sources and partners to uncover insight and insight across all cultural touchpoints, covering values, lifestyle, commerce and media behaviors.

Building on the group’s results, the agency has previously piloted campaigns for brands such as Malaysian satellite TV provider Astro and Southeast Asia’s largest integrated automotive e-commerce platform, Carsome.

With this launch announcement, the service is now available to VMLY & R customers in Malaysia and Indonesia.

“In Malaysia and Indonesia alone, we know that the consumption habits of Muslims are vast and diverse, due to differences in cultures, geography, income and urban / rural life,” added Kenni Loh, Director general, Malaysia and Indonesia.

“With Muslim Lab, brands will be able to have quality data that leads to unique insights, and with unique insights, great opportunities for brands to better connect their messaging through their connected commerce channels.”

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