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Our Blog

2019 | |

This Merdeka, Maxis celebrate very Malaysian, big, small and furry

Advertiser: Maxis
Brand: Maxis
Creative Agency: -
Credits: -

The Challenges
Merdeka Day’s purpose is to celebrate Malaysians but we often forget about a certain group of Malaysians who also deserve our attention and are sadly endangered… Malaysia’s very own wildlife animals. Maxis decided that this was the perfect opportunity to raise awareness and inspire Malaysians to care and make a pledge to save the wildlife.

Insight, Strategy and the Idea
To capture the plight of our endangered Malaysians, Maxis brought together PERHILITAN for their knowledge and fund raising efforts, renowned wildlife photographers and Huawei to tell a compelling story every Malaysian need know. Maxis created a destination to house the stories allowing their human friends to share and make pledges to save the endangered Malaysians. We decided to socialise the stories in the most natural way possible, allowing pictures to tell a thousand words and allow words to move a nation, executed via social editorial and influencers.

Media Execution
We cherrypicked influencers of the fashion, beauty and parenting pillars (Malaysians’ social passion points), to spread the word through their very own pledges and inspire their followers to pledge, too: Parenting influencers pledged to educate their children ie. taking them to animal sanctuaries; Beauty influencers pledged to only use animalfriendly products; Fashion influencers pledged to change excessive retail habits harmful to nature.

Results and Effectiveness
3.2mil reach via 23 influencers only 10% of entire Malaysian population with RM50,000 (Cost Per Reach of RM0.02); 102,680 social engagements.50,000 Malaysians made a pledge. 254,374 social story reads; 207,000 positive social engagements. Moved the needle for Maxis’ brand preference leading telco in Q3’2018 at 33points, beating Digi (26points) & Celcom (28points).

2019 | |

The Other Sanders

Advertiser: QSR Stores Sdn Bhd
Brand: KFC
Creative Agency: -
Credits: -

The Challenges
It was the best of times, also the worst of times. 2018 was tough for KFC. Visits to KFC grew by a mere 4%, while the category grew at 30%. We were losing relevance, with an audience fed on variety and value. Hence, we needed a branding initiative beyond products and promotions, a spark that would resonate with Malaysians.

Insight, Strategy and the Idea
#1 WOMEN DON’T CHOOSE KFC ANYMORE We deep dived into our sales data to understand where we were losing out and learned that females’ spending with KFC was on a decline, quarter on quarter (Nielsen).
#2 BRANDS (INCLUDING US) WERE STAYING AWAY FROM GLOBAL CONVERSATIONS Conversations on InternationalWomen’sDay recorded a year on year 20% growth on social, but ironically, local brands were reluctant to jump on. The conservatism of a Muslim majority played a dominant role in brands staying away.
The Aha Moment: It wasn’t about feminist fireworks, just a wifely story. Instead of confrontation or ‘lip service’, we opted for a story rooted in our brand and relevant to the cause. Coupled with a ‘dutiful wife’ tonality that would resonate well with the conservative Muslim majority. Introducing the Other Sanders: On InternationalWomen’sDay, KFC’s iconic ColonelSanders logo was replaced with someone the world knew little about; his supportive and inspirational wife, ClaudiaSanders.

Media Execution
Our distribution approach was: social as our primary channel to trigger conversations aplenty. Through a clever swap of profile photos on Facebook and Instagram, we replaced images of ColonelSanders with ClaudiaSanders. Using social listening, we identified InternationalWomen’sDay conversations and against it seeded an introductory video of ClaudiaSanders. Media added fuel to the fire that ClaudiaSanders organically initiated.

Results and Effectiveness
We were back to being the favourite: KFC store visits grew by 13%, TOM shot up by +6%, and conversations grew by +128%. Our story traveled across 54 countries, touching millions and even featuring on JimmyFallon and EllenDeGeneres’ shows.

2019 | |

Kakaks, Your Wish is My Command.

Advertiser: Giant
Brand: Giant
Creative Agency: -
Credits: -

The Challenges
For Malaysians, Facebook is the Internet. Retailers like Tesco, Mydin and us Giant were guilty of bloodshed on newsfeeds. With ditto looking promotions, catalogues, value guarantees, testimonials & store updates; Facebook pages were choked. Aisles and SKUs were brawling for attention on the page. Yet, we couldn’t cherrypick because people wanted all of it: a classic conundrum! So, how could Giant cut through this sea of sameness on Facebook, drive more engagement and gain new shoppers?

Insight, Strategy and the Idea
Early 2018, Facebook recalibrated their algorithm to encourage visibility for people’s posts over brand posts. It struck us that Facebook groups received 4X higher visibility & 80%+ organic reach than pages. Real Deal: Retailers were under leveraging it! We studied our fans via IBM Watson. They were astute promo seekers; Kakaks were all eyes & ears; liking, sharing & discussing promos, pursuing the best promotions. Idea: What if we created an opt in Facebook group for our promo seeking “kakaks” and use the Facebook page to court new shoppers?

Media Execution
> We created HariHariValue (HHV) group and linked it to the Giant Facebook page. HHV engaged with the promo seeking Kakaks, while the brand page built affinity
> HHV content calendar was earmarked on promos; be it category, product, location or SKU
> Facebook page content calendar focused on ‘Stories in Store’, our staff & customers moments.
> Redistributing our media spends, we backed our Facebook page content with paid ads to acquire new shoppers. Fans had a choice to opt into HHV
> Optimizing on the go, we maximized engagements on HHV & courted shoppers on the Facebook page

Results and Effectiveness
> In 3 months, we acquired 12,000 new shoppers with a CPA of RM 5.86 & 131,000 engagements on HHV.
> HHV promo posts garnered 85% Organic reach, as opposed to 1% when on the main page.

2019 | |

Creating 100,000+ Influencers Out Of Scratch On Social Media

Advertiser: TENA
Brand: TENA
Creative Agency: -
Credits: -

The Challenges
Incontinence effects 1.4 Million Malaysians and due to the social stigma associated with it, people decide to remain silence about it. In order to avoid incontinence, they prefer staying alone, avoid social gatherings and physical activities. The challenge was to put stigma out of Incontinence by giving it an experiential touch to non sufferers.

Insight, Strategy and the Idea
After listening to 1000+ Social media conversations through multiple social listening tools, we decided to use “Empathy” as a tool to break the stigma by giving sufferers a psychological hug. The big idea is to turn every common man to become an influencer on Social Media and generate sea of conversation to raise awareness about the issue. Given by the “everyone can be an influencer approach” Tena introduced an experiential touch to social video marketing by creating a social experiment video to give voice to the common people to talk about their struggels with Incontinence.

Media Execution
The social experiment sees two caregivers and their parents partake in wearing TENA pants throughout 2 weeks to better understand the worries and fears experienced by an incontinence sufferer. Campaign was launched on Facebook and Google considering the talkability and engaging nature of two of the most widely reach platforms. Two specific audience sets 1) Caregivers 2) Ageing Parents were created. Digital footprints were created using 3rd Party and 1st Party Data and full throttle campaign was launched on those segments.

Results and Effectiveness
Results were overwhelming as TENA is considered a low interest product. Campaign received 3.4M views with 2 Million+ engagements in the span of only 4 weeks. 5000+ comments created a flood of conversations around a tabooed topic. As the talkability grew, stigma got less and less resulting into increase in sales by 26%. TENA also maitained its market leadership of being no.1 in market with 50% market share.

2019 | |

+1.3 Million Cases of Coca-Cola Sold Starting With Realtime Conversations

Advertiser: Coke
Brand: Coke
Creative Agency: -
Credits: -

The Challenges
FIFA World Cup is marked by excitement amongst fans, and over 500 advertisers competing for a piece of attention, relevance and consumption. CocaCola had a big challenge to galvanize the greater populace to make us the chosen beverage during this once every 4 years event.

Insight, Strategy and the Idea
“Cupturalists”, the majority of football viewers, not nearly as knowledgeable and current as their diehard counterparts but fear missing out, want to be part of the conversation with friends and family, and hence, need a boost of energy and casual conversation “hooks” to keep themselves involved. Hence we found our role: ignite the Cupturalists’ inner fan and helping them stay connected by “giving them a say” in the matches.

Media Execution
We engaged Cupturalists while driving the need to drink Coke when viewing matches. ‘Pick your Team’ was the message in bitesized branded videos published on social, taking over the Stadium Astro’s social media page through image and poll posts on FB, IG, and IG Stories to directly get viewers to choose and vote which team they’re rooting for. Timetargeted posts connected with Cupturalists right before matchtime, while chat groups were also hijacked. Our playful prematch summaries and predictions encapsulated in video posts allowed Cupturalists to vote through the adjacent comments section, with results featured in FWC’s pre and halftime shows, as hosts invite even more audiences to participate. As voting data grew, we developed even more realtime prematch predictions content, and inturn shared them back onto Social to ‘challenge’ even more Cupturalists to participate, while simultaneously giving them the talking points they need. Parallely, we activated our national promotion through Facebook posts for chances to win exclusive merchandise, limitededition Coke and a flight to watch the finals live.

Results and Effectiveness
Engagement rate surpassed target 3x. Social helped achieve record sales +45% in June vs precampaign, +1.3 million cases sold!