Open to advisory & speaking
TigerWit Indonesia
Localising and launching TigerWit, a UK-headquartered online broker and copy-trading app, in Indonesia: local research, a lean digital-first marketing team, a Bahasa content engine, education events and original campaign concepts built on the global “Trading. Evolved.” brand.
The challenge: trust before trading
Indonesia was crowded with new traders who often saw trading as gambling or quick money. For an overseas broker, trust and education were the real barrier, so the brand had to lead with education and a visible local presence.
Local research and a digital-first team
In July 2020 I led a local marketing study benchmarking the major brokers active in Indonesia on platforms, partner programmes, search visibility and account conditions, including swap-free accounts, to find where TigerWit could compete. I set up a lean in-house unit (campaign manager, graphic designer, copywriter and ad strategist) on the principle that each market needs creative built on local taste, not one shared designer for several countries.
Lifestyle, fun and interactive content to make the brand approachable.
Where Indonesian traders gather: education, webinars, events and announcements.
Search & YouTube
Google and YouTube ads, an education website with SEO landing pages and video tutorials.
App growth
App-store optimisation and app-install campaigns for the copy-trading app.
Partners & media
Affiliates, influencer collaborations, local media and online reviews.
Localisation
Website pages, email flows and app tutorials translated into Bahasa Indonesia.
Localising the global brand
Working within the global yellow-and-black identity and the Liverpool FC partnership, the team ran a steady Bahasa social feed: weekly forex calendars, candlestick and trader-psychology education, quotes, and the #Switch2TigerWit app campaign.
E-Trader Arena
An original campaign concept (December 2019) that treated forex like e-sports: audition students and young professionals, train them from zero, give each a currency-pair character, and run team demo contests as a serialised content show.
Education, events and merchandise
Regular live webinars on Zoom and YouTube, an exclusive talkshow with local trading educators, a monthly MasterClass series, city seminars and a trading tournament. The year closed with a client Gala Dinner in Jakarta (December 2021), with a custom backdrop and award plaques, and co-branded TigerWit x Liverpool FC face masks for events.
What I delivered
- Local marketing research and competitor benchmark
- Digital marketing strategy and in-house team model
- Channel plan: social, search, YouTube, app growth, partners
- Bahasa social content engine and #Switch2TigerWit campaign
- Bahasa localisation of website, emails and tutorials
- Webinars, talkshows, MasterClass series and city seminars
- E-Trader Arena campaign concept and characters
- Client Gala Dinner design and co-branded merchandise
Let's talk
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