Case Study


BigPay Logo Round

How we optimized BigPay’s paid ads campaign by AB testing
motion videos at scale



Southeast Asia




Install, Registration, Reload


One of the largest challenger banks in Malaysia, BigPay, has a mobile app that comes with an accompanying Debit Mastercard that can be used to spend, send, and receive money anywhere in the world. One of the main challenges that BigPay faced when scaling up their media budgets was a gradually increasing Customer Acquisition Cost.

The Strategy

In order to scale up their Media Spend whilst maintaining a low and controlled Acquisition Cost, Motionable implemented a scalable motion-first ad strategy.


Motion Video First

Motionable’s creative experts selected relevant static banners from BigPay’s extensive bank of static content to shift their performance marketing strategy from predoninantly using static banners to dynamic creatives.


A/B Testing at Scale

Motionable systematically redesigned BigPay’s motion videos changing format, design, copy, and language to provide an array of variations for AB testing. Testing this against different campaign objectives, ad copy, and audience targeting. This created a broad set of experiementations that allowed BigPay to unearth multiple opportutities for incremental improvement acros all key performance metrics.


Informative yet
Visually Engaging

Informative yet Visually Engaging

With a mobile-first approach, creating easy to digest content was key in making the campaign successful. The profile of BigPay’s target market heavily consumes mobile content hence, it was important to send BigPay’s message across within seconds. Staying away from lengthy or wordy ads, Motionable’s creative team captured BigPay’s message by crafting short and visually engaging content that resonated with the target audience.

Key KPIs.




Cost Per Install


Cost Per Conversion

Play Video
Play Video
Play Video

Client Testimonial

Working with Motionable is easy. The team working on our account is smart, responsive and always coming up with suggestions and improvements. Our feedback is promptly implemented. Motionable has supported our growth plans by producing high quality creatives. It feels like we’re in a mutually beneficial partnership rather than a contractual relationship – which is exactly what we were looking for.

bigpay logo

Head of Marketing

Jonathan Nyst

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