SIGNAL HOUSE
Case study
EMARQUE
Sharpening the positioning and campaign direction of a high-performance computing brand.
Year
2024
Timeline
2 years
Category
Positioning & Paid Growth
Scope
Positioning & Messaging
Paid Media Campaigns
Creative Direction
Campaign Optimisation
Challenge
EMARQUE builds high-performance PCs and workstations for demanding workloads, including gaming, professional applications, and AI-related tasks.
The brand faced increasing competition from generic custom PC builders and AI workstation providers.
Within this crowded market, many offerings appeared similar, making it difficult for potential customers to clearly understand what differentiated EMARQUE. Specifications alone were not enough to stand out.
Insight
The project began by examining how EMARQUE was positioned within the high-performance computing market.
While the company offered specialised systems across gaming, professional workloads, and AI-related use cases, much of the category messaging focused heavily on specifications.
The opportunity was to clarify the brand’s positioning around performance, reliability, and purpose-built systems designed for demanding applications.
What we did
We refined EMARQUE’s positioning and messaging to clearly communicate the brand’s expertise in building high-performance systems for demanding workloads.
This sharper narrative helped differentiate EMARQUE from generic custom PC providers and created a stronger foundation for marketing campaigns.
Using this messaging framework, we developed and optimised paid marketing campaigns targeting high-intent audiences.
Creative variations were tested continuously while campaign structures and audience targeting were refined to improve efficiency and conversion performance.
Result
The clearer positioning and campaign direction helped EMARQUE stand out within a highly competitive hardware category.
Return on ad spend increased from 27.18 in 2024 to 38.47 by January 2025, eventually reaching a peak of 58.47 by December 2025.
In December alone, RM22,230.84 in Meta ad spend generated approximately RM1.3M in revenue attributed to Meta campaigns, with an additional RM537K generated through other channels including Google Performance Max, TikTok Ads, and SEO.
For EMARQUE, performance alone was not enough. The brand needed clearer positioning, sharper communication, and campaigns that could compete in an increasingly crowded category.
Project visuals
Metrics
58.47
Peak ROAS achieved
Peak month highlight · Dec 2025
RM22k
Meta advertising spend
RM1.3M
Revenue attributed to Meta campaigns
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