HANDS-ON ASSESSMENT
Performance Marketing Specialist
Take-Home Assignment — Titiu Care
48 Hours
5 Tasks
Welcome to our hands-on assessment. This assignment is designed to test your real execution ability — not theory, but how you actually think and work.
Titiu Care is a Malaysian natural gel therapy product focused on gastric and GERD (acid reflux) problems. Target audience: Malaysian men & women aged 25–55 who suffer from chronic gastric issues. Sold online via paid ads through the brand’s own website.
Included Materials
Raw product images (packshots & product photos)
Product knowledge document (ingredients, benefits, USPs, pricing)
3 complete Titiu Care video ads (for Task 3 — choose 1)
Open Google Drive ↗
Rules & Guidelines
1
Deadline: 48 hours from the time you receive this.
2
You may use AI tools (ChatGPT, Claude, Gemini, Canva AI, etc.) — but you must declare where and how. We value people who leverage AI smartly.
3
All ad copy must be in Bahasa Malaysia (not Bahasa Indonesia) and/or English.
4
After submission, there will be a 20-minute video call where you’ll explain and defend your work live.
⚠️ Ad copy MUST be in Bahasa Malaysia, not Bahasa Indonesia. The ability to adapt to the Malaysian market is essential for this role.
Task 01 — Create a Poster Using AI Tools
30 minCreate one conversion-focused poster/static ad for Titiu Care using any AI tools of your choice.
Requirements
- Use the raw product images we provided as your base
- Poster must include: headline, brief body text, clear CTA, price/offer (you may create a dummy offer)
- Format: 1080×1080px (Feed) or 1080×1920px (Stories)
- All copy in Bahasa Malaysia
- Suitable for Meta Ads placement
Evaluation
- How you use AI tools — prompting skill, iteration process, tool selection
- Final output — conversion-ready? CTA clear? Trust elements?
- Full creative freedom on AI usage
Submit
- Final poster file (PNG/JPG)
- Short write-up (3–5 sentences): AI tools used, key prompts, iterations
Task 02 — Create a Poster Manually
30 minCreate one more poster/static ad — this time using Canva only, without any AI assistance.
Requirements
- Use Canva (free or pro)
- Do not use any AI features (Magic Write, Magic Design, AI image gen, etc.)
- Poster must include: headline, brief body text, clear CTA, price/offer
- Format: 1080×1080px (Feed) or 1080×1920px (Stories) — may differ from Task 1
- All copy in Bahasa Malaysia
- Must be a different angle/approach from Task 1
Evaluation
- Real design skill — layout, typography, color, visual hierarchy
- Conversion thinking — does the eye flow toward the CTA?
- Speed & proficiency with Canva
- Difference in approach from AI poster — creative range
Submit
- Final poster file (PNG/JPG)
- Canva share link (if possible)
Task 03 — Video Ad Enhancement
60 minWe’ve included 3 Titiu Care video ads in the materials folder. Choose one video that you think has the most potential, then create 3 enhanced versions of that chosen video — each with a different approach/strategy. All in 1:1 format (1080×1080px) for Meta Feed.
Task
- Watch all 3 provided videos — choose the one you believe has the most potential and explain why
- Analyze your chosen video — what can be improved from a paid ads performance perspective?
- Create 3 different enhanced versions of your chosen video using CapCut, each distinctly different
- Export all in 1:1 format (1080×1080px)
Suggested Approaches
- Version A — Hook-focused: New hook (first 3s) to test scroll-stopping power
- Version B — Information-focused: Heavy text overlay, subtitles, benefits for silent viewing
- Version C — Urgency/CTA-focused: Stronger pacing, urgency elements, prominent CTA end frame
You may propose your own approaches as long as each is distinctly different and justified.
Consider for Each Version
- Hook (first 3s) — strong enough to stop the scroll?
- Text overlay — readable? Important for no-sound viewing
- Pacing — appropriate for paid ad format?
- CTA end frame — clear call-to-action?
- Music/SFX — fits the brand?
- Subtitles — added where needed?
Submit
- State which video you chose and why (2–3 sentences)
- 3 video files in 1:1 format (1080×1080px)
- File naming: TitiuCare_V1_[approach]_[YourName]
- Write-up (8–12 sentences): what you changed and why
💡 Three identical videos with minor tweaks = poor score. Three distinctly different strategies with clear reasoning = high score.
Task 04 — Data Analysis & Profitability
45 minYou are the Performance Marketing Specialist for Titiu Care. Below is campaign performance data from last week (7 days) and the product’s cost structure.
Product Cost Structure
| Item | Amount (RM) | Notes |
|---|---|---|
| Selling Price (per unit) | RM89.90 | Standard retail price |
| Product Cost (COGS) | RM28.00 | Manufacturing + packaging |
| Shipping Cost (per order) | RM8.00 | Average across all couriers |
| Payment Gateway Fee | 3% | Of selling price (RM2.70) |
| Platform/Marketplace Fee | RM0 | Direct website |
| Total Cost Per Unit (excl. ads) | RM38.70 | COGS + Shipping + Gateway |
| Gross Profit Per Unit (before ads) | RM51.20 | Margin available for ads |
Note: Avg order = 2.17 units. AOV: RM195.40. Avg COGS/order: RM60.76. Avg total cost/order (excl. ads): RM83.96.
Campaign Performance
| Campaign | Spend | Impr | Reach | Hook | CTR | CPC | Conv | ROAS | Rev |
|---|---|---|---|---|---|---|---|---|---|
| TC_Gastrik_Video_A | 2,400 | 89,200 | 52,100 | 34% | 2.1% | 1.28 | 47 | 3.8x | 9,120 |
| TC_Gastrik_Video_B | 2,400 | 91,500 | 48,300 | 12% | 0.7% | 4.82 | 6 | 0.5x | 1,200 |
| TC_Gastrik_Carousel_C | 1,800 | 67,400 | 41,200 | — | 1.4% | 1.92 | 22 | 2.4x | 4,320 |
| TC_Gastrik_Static_D | 1,200 | 45,100 | 38,900 | — | 1.8% | 1.48 | 19 | 3.1x | 3,720 |
| TC_GERD_Video_E | 800 | 12,300 | 9,800 | 28% | 1.9% | 2.10 | 3 | 0.7x | 560 |
| TC_Gastrik_UGC_F | 2,400 | 95,600 | 55,200 | 41% | 2.8% | 0.96 | 58 | 4.7x | 11,280 |
| TC_Retarget_G | 1,000 | 18,200 | 8,100 | 22% | 3.2% | 1.72 | 31 | 6.1x | 6,120 |
Total weekly ad spend: RM12,000 · Total revenue: RM36,320 · Total orders: 186
Funnel Data (All Campaigns)
| LP Sessions | Add to Cart | Init Checkout | Purchase | Revenue |
|---|---|---|---|---|
| 4,820 | 412 | 187 | 186 | RM36,320 |
| — | 8.5% | 45.4% | 99.5% | Avg: RM195.40 |
Web Performance
| Page | Sessions | Bounce | Avg Time | Load | Mobile | Conv Rate |
|---|---|---|---|---|---|---|
| Landing Page | 3,240 | 62% | 0:42 | 4.8s | 87% | 3.2% |
| Product Page | 1,580 | 38% | 2:15 | 2.1s | 82% | 5.8% |
| Checkout | 412 | 12% | 3:40 | 1.9s | 85% | 45.4% |
Questions — Answer All
- Rank all 7 campaigns from best to worst performer. Explain your ranking criteria.
- Calculate actual net profit (or loss) for each campaign after deducting COGS, shipping, gateway fees, and ad spend. Which are profitable, breakeven, or losing money?
- Identify the 3 biggest problems from all data. For each: diagnosis + recommendation + who takes action.
- You have RM12,000 budget for next week. How would you allocate it? Specific numbers + reasoning — factor in actual profitability, not just ROAS.
- Funnel data: where is the biggest drop-off? Likely causes and what would you do?
- TC_GERD_Video_E launched 2 days ago, RM800 spent, 3 conversions. What is your decision and why?
💡 A campaign with good ROAS does not automatically mean it’s profitable. Factor in all costs before making budget decisions. Show your calculations.
Submit
- Data analysis with profitability calculations (Google Doc / PDF)
Task 05 — Ad Copywriting: BM & English
30 minCritical test. We need to verify you can write in natural Bahasa Malaysia — not Bahasa Indonesia that’s been “translated.”
Context
Brand: Titiu Care (natural gel therapy for gastric & GERD). Target: Malaysian men & women aged 25–55. Platform: Meta Ads. Objective: Purchase / WhatsApp enquiry.
Task
- Write 5 ad hooks (first 1–2 lines) in Bahasa Malaysia — must sound natural
- Write 5 ad hooks in English for the same audience
- Write 1 full ad copy in BM (hook + body + CTA, max 150 words) — conversion-focused
- Write 1 full ad copy in English (hook + body + CTA, max 150 words) — conversion-focused
BM Malaysia vs Bahasa Indonesia
| Category | ✓ BM Malaysia | ✗ Bahasa Indonesia |
|---|---|---|
| Addressing | Awak / Korang | Kamu / Kalian |
| Negation | Tak / Takde | Tidak / Nggak / Enggak |
| Invitation | Jom | Ayo / Yuk |
| Praise | Best gila / Terbaik | Keren banget |
| CTA | WhatsApp kami | Hubungi kami |
| Delivery | Penghantaran / Pos | Ongkir / Pengiriman |
| Medical | Gastrik | Maag / Asam lambung |
| Symptom | Pedih ulu hati | Nyeri lambung |
Tone: Direct, casual but not rude. Malaysian ads naturally mix BM + English. Example: “Jom try Titiu Care, gastrik settle!”
Submit
- Copywriting BM & EN (Google Doc / PDF)
Submission Checklist
Task 1 — AI poster (PNG/JPG) + AI declaration write-up
Task 2 — Manual poster (PNG/JPG) + Canva link
Task 3 — 3 enhanced videos (1:1) + video selection + write-up
Task 4 — Data analysis with profitability calculations
Task 5 — Copywriting BM & EN
⏱ Deadline: 48 Hours
After submission, we will schedule a 20-minute video call.
You will need to explain and defend every decision you made — live.
You will need to explain and defend every decision you made — live.