Skincare Malaysia

Ruby Cell: Meta Ads Post Engagement and Lead Campaigns in Malaysia (2023 Snapshot)

A 2023 snapshot of Meta Ads for Ruby Cell in Malaysia: an engagement campaign, a Malay-language video campaign, a lead-form campaign around its Publika presence and a summer messaging campaign.

The client

Ruby Cell is a skincare brand in Malaysia. It ran Meta campaigns in July 2023 to build awareness, reach Malay-speaking audiences and collect enquiries around its presence at Publika in Kuala Lumpur. The full-funnel programme that followed in 2024 is in the Ruby Cell skincare case study.

The problem

The brand needed attention first and enquiries second: a large, cheap engagement base to retarget, and a separate route for people ready to leave their details or ask a question.

What we did

  • Engagement at scale. A post-engagement campaign built to reach a large audience cheaply, creating a warm pool for later campaigns.
  • Malay-language video. A separate video campaign targeted at Malay-speaking audiences.
  • Lead form for Publika. A campaign driving people to a lead form tied to the brand's Publika location.
  • Click-to-message. A summer campaign opening conversations with the team.

What we delivered

  • 4 campaigns run Engagement, Malay-language video, lead form and messaging.
  • 2 ad languages English and Bahasa Melayu targeting and creative.

Deliverable counts, supplied by shakalakaa. Not performance metrics.

Results (July 2023)

Metric Before After
Engagement campaign — post engagements — 22,719, at RM 0.004 each (35,975 people reached)
Malay-language video campaign — post engagements — 2,602, at RM 0.01 each
Publika lead-form campaign — link clicks — 69, at RM 0.35 each (6,775 people reached)
Summer campaign — messaging conversations — 5, at RM 6.70 each

Source: Meta Ads Manager campaign and ad-level screenshots from July 2023, read as captured. Each row is one campaign. Costs are the client's Meta media cost, not shakalakaa's fee, which we do not publish.

What this means for your skincare brand

The plain-language version. Ruby Cell reached more than 35,000 people with an engagement campaign at well under one sen per engagement, and ran separate routes for Malay-speaking audiences, lead capture and direct conversations.

What this says about shakalakaa: we run Meta Ads as a set of campaigns with different jobs — awareness, language targeting and enquiries — rather than one ad doing everything.

Related at shakalakaa Meta Ads management how we work with enterprise clients

All case studies

FAQ

Frequently asked questions

What did shakalakaa run for Ruby Cell?
Four Meta campaigns in July 2023: post engagement, a Malay-language video, a lead form tied to its Publika location, and a summer click-to-message campaign.

What were the results?
22,719 post engagements at RM 0.004 each, 2,602 engagements on the Malay-language video at RM 0.01, 69 lead-form clicks at RM 0.35 and 5 conversations at RM 6.70.

Why is this called a snapshot?
The figures come from 2023 Ads Manager screenshots, shown per campaign as captured, rather than a full before-and-after report.
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