PropertyGuru Malaysia names social media agency

Property technology company PropertyGuru Malaysia has appointed Kingdom Digital as its social media agency, following a pitch that concluded in February. Social duties for the property company were previously managed in-house.

Kingdom Digital will be responsible for PropertyGuru Malaysia’s Facebook and Instagram accounts, using social engagement to build on the brand's community. The agency will also be tasked with social content strategy and planning, creative development, and social engagement contests. PropertyGuru declined to comment on A+M's queries about the length of appointment and agencies that pitched.

Ryan Thoo, head of consumer marketing at PropertyGuru, said it aims to tap on Kingdom Digital's social marketing expertise to elevate the company's social content and online presence. He added that the company chose Kingdom Digital because it showed an understanding of what PropertyGuru wanted to accomplish with its social and community strategies. 

Elaine Ewe, senior strategic planner at Kingdom Digital, said the agency's strategy is to turn PropertyGuru’s social platforms into an engaging community where homeowners can share tips and knowledge. The agency will also turn existing content on PropertyGuru's website (property guides, honest project reviews, #AskGuru, and more) into educational social content.

This appointment comes after Kingdom Digital's multiple social account wins in January this year, which include German professional appliances brand Kärcher, cosmetic brand SILKYGIRL, and coffee brand OLDTOWN White Coffee.

Last year in July, Kingdom Digital expanded into Singapore, marking its first international office outside of Malaysia. According to Kingdom Digital’s CEO Ryan Ong, Singapore is a more "progressive and sophisticated" market compared to Malaysia and also the regional business hub for many brands. "Thus, it requires a tailored and innovative approach when it comes to helping brands connect with their consumers locally and regionally," he said. The agency was already working with Singapore and regional brands then, including Mediacorp, Tohtonku, and supplement brand Sangobion under P&G.

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