Your partner at every stage: the Carro and TIA story

A company’s marketing needs are not static. The strategy required to establish a startup’s credibility is vastly different from the one needed to capture mainstream market share. A good marketing partner understands these nuances, adapting not just the tactics but also the entire approach to meet a client where they are and propel them to the next level.

The multiyear partnership between Southeast Asian AI-driven used-car marketplace Carro and Tech in Asia Studios is a prime example of this adaptive strategy in action. It showcases a journey of strategic evolution, delivering the right message to the right audience at every stage of growth.

Stage 1 (2022): Cementing the unicorn narrative

• The challenge:
  As a freshly minted unicorn, Carro needed to translate its valuation into deep credibility. The goal was to go beyond the numbers to build an authentic brand narrative that would resonate with the discerning tech and investor community.
• The solution:
  Instead of a traditional ad, TIA Studios developed an authentic piece of brand storytelling designed to build affinity and thought leadership. The solution was Chasing cars and the Unicorn Dream, a documentary-style video produced in partnership with B Capital, one of Carro’s key investors. It featured thoughtful insights from Carro founder Aaron Tan, reflecting on the company’s growth journey and what lay ahead.

• The results:
  The video campaign proved the audience’s appetite for authentic stories and wildly overperformed on its brand awareness objectives. The key results included:
  • 368,000+ video views across targeted social channels
  • 1.2 million+ total reach, exceeding the campaign target by over 150%
  • 4,800+ engagements like likes, comments, and shares, creating a genuine moment of brand connection within the tech ecosystem

Stage 2 (2023): Achieving ubiquity with a high-value audience

• The challenge:
  By 2023, Carro was an established leader in its sector. The marketing challenge shifted to sustained brand reinforcement. Carro needed to achieve top-of-mind awareness and become a ubiquitous presence among a tech-savvy audience representing high-value customers.
• The solution:
  To build this ubiquity, TIA Studios worked with Carro to develop a high-frequency, “always-on” campaign focused on brand awareness. A three-month masthead sponsorship on the Tech in Asia’s daily newsletter provided regular visibility to TIA’s most engaged subscribers.

• The results:
  The campaign was highly effective in bringing massive brand exposure and consistent traffic, proving that the newsletter is a powerful channel for both awareness and direct response. It delivered:
  • Over 4 million impressions, placing the Carro brand directly into the inboxes of a high-value audience
  • 12,000+ clicks to Carro’s website, maintaining a steady flow of targeted traffic over the three-month period

Stage 3 (2025): Dominating the mainstream with a multichannel blitz

• The challenge:
  The objective shifted yet again: Now, Carro’s goal was to drive massive awareness and footfall for a major Carro Festive Sale. The target audience expanded dramatically from the tech community to the general car-buying public in Singapore.
• The solution:
  To drive mass market awareness and lead generation, TIA Studios pivoted from content creator to strategic media partner. Leveraging its network, TIA facilitated and managed a comprehensive media blitz with SPH Media, saturating the Singapore market across digital, print, and radio.

• The results:
  The multichannel campaign successfully connected with a wide consumer audience, offering significant reach and actionable insights for future marketing efforts. Highlights include:
  • 7.5 million+ impressions across digital, print, and radio channels
  • 35,000+ clicks to the Carro Festive Sale landing page
  • Actionable performance data showing that radio drive-time slots were a top-performing channel for this specific consumer audience

Your partner at every stage of growth

The Carro story demonstrates the power of an adaptive partnership. Tech in Asia Studios provided tailored solutions that aligned with Carro’s evolving business goals at every phase of its journey:

• Build ecosystem credibility and thought leadership
  Through authentic video storytelling that connects with a discerning founder and investor audience
• Achieve sustained brand awareness
  Using high-frequency channels like *Tech in Asia*’s daily newsletter to build top-of-mind recall with a high-value demographic
• Drive mass-market sales & engagement
  By leveraging our network to execute multichannel media campaigns that encompass a broad consumer base

Let’s build your growth story

Your marketing strategy needs to evolve with you. Tech in Asia Studios combines deep ecosystem knowledge with strategic execution to deliver campaigns that resonate at every phase of your company’s journey.

Let’s build an adaptive strategy for your goals. Fill up the form below so the Studios team can get in touch with you ASAP.

This content was produced by Tech in Asia Studios, which connects brands with Asia’s tech community. Learn more about partnering with Tech in Asia Studios.