Malaysian Media Awards Winners Showcase

2013 | |

No Child’s Play – Boosting Clicks with CSR

Advertiser: Hasbro (Malaysia) Sdn Bhd
Brand: Monopoly
Creative Agency: Appleseeds Creativity
Credits: Rachel Jenagaratnam (Senior Social Media Executive), Matthew Ho (Head of Interaction)

Even though Monopoly’s relevance continues to be high, the younger generations of “face-in-phone” consumers are neglecting healthy social interactions. The brand’s challenge was to find a way to engage this younger generation and remind them how fortunate they are to even have an opportunity to spend time with family. 

With Christmas approaching, we saw the perfect opportunity to remind people of this and to spread a little cheer to the less fortunate. Enter ‘Toys to Bring Joy’, a 6week CSR-Social campaign that reminded fans how lucky they are and to give them a platform to give back. Monopoly Malaysia pledged to donate RM10,000 worth of toys to underprivileged children if fans would share the cause with their friends. 

We encouraged fans to spread the word of the cause by liking and sharing our Facebook posts. This simple call-to-action coupled with the public’s enthusiasm helped Monopoly reach 70,000 fan within just 3weeks. Even though surprised with the early success, Monopoly decided to respond by increasing the value of their pledge to RM 15,000 with a new stretched target of 90k fan base by end of the campaign. 

The campaign helped Monopoly increase their fan base by 3 folds during the 6weeks to 102,846 fans at an average acquisition per fan of RM0.40 (60% below industry average). More than 70,000 people were reminded of their good fortune and most importantly, it helped bring immense joy to 350 children.