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Challenge
Mamee Monster is a popular kids snack. However, with increased competition; driving purely awareness is no longer sufficient. The mission : to strengthen emotional attachment with kids. Hence we sought to use branded content to solve the affinity problem for Mamee monster. The question was “what to use” and “how”?

Solutions
Cartoons are entertaining and very real in the eyes of any child. So we embedded our mascot into an animated series and made him the hero. FIT- “Bola Kampung” had the perfect strategic fit; promoting fun, adventure and friendship. MameeMonster blended naturally into the story. FOCUS – We sought engaging interactions. With specially crafted placements of our mascot, the brand became alive and loveable. FAME- Programme promos and series reached over 80% of all kids.

Execution
Instant FAME was achieved when our mascot came alive in Bola Kampung. He cleverly jumped out of the packaging and became part of the program, appearing in scenes with high kids affinity; toys, hot air balloon, snack food stand, t-shirts, etc. In each of the 26 episodes, our mascot made numerous scripted appearances to keep interest high. When he played football with lead character, Iwan, we knew we won the kids’ hearts.

Result
Our hero in Bola Kampung was a surreal solution to a real problem! Kids’ affinity was hugely positive and awareness increased. Media ROI was 1:6. More importantly, branded content’s engagement value was 3 times higher than what were achieved via spot buys alone. Market share was up 2 percentage points.

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Challenge
SK-II has built its strong affinity towards the Chinese market. The brand appeals more towards Chinese women, less engaging to the Malay women. SKI-II introduced a new whitening product targeting Malay women. The challenge: To make it appealing to the Malay audience with the new communication strategy ‘aura from within’.

Solutions
Malay community looks up to local Malay socialites; it makes them feel proud of fellow Malaysians’ outstanding achievements. We wanted to connect with the Malay elite society, thus partnered Astro to produce an 8-episode branded content series, ‘SKI-II Wanita Gemilang’, which showcased successful female Malay socialites. This idea also brought up SK-II’s brand communication strategy, ‘aura from within’ that translated into ‘going beyond white to aura brightness’ message for the audience.

Execution
Branded content series include: •Interviews with eight successful Malaysian women; amongst were YM Datuk Paduka Datin Seri Sharifah Hishmah Shahabudin, Datin Paduka Marina Mahathir, and Datuk Khadijah Ibrahim •SK-II tips given at the end of every episode •Weekly branded and sponsored promos, branded opening and closing of the show, lead in/out commercials •Premium positioning of TV commercials

Result
Cross promos on ASTRO RIA and ASTRO PRIMA reached 48% of brand target audience. SK-II Wanita Gemilang was a hit on ASTRO PRIMA. Re-runs were even requested. Collectively, each episode delivered a high rating of 1.2 TVR. SK-II saw an increase of 30% Malay affluent foot fall to SK-II counters.

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Challenge
Baby Kiko, primarily targeting Malay mums was facing the brand perception of being ‘local’, in a market where international fashion brands have higher aspirational value. The challenge was to improve sales by creating the feeling of “I want my kid to be seen wearing it” among urban parents

Solutions
An in-depth study of parents’ shopping psyche revealed that baby clothes are not selected on basis of ‘price’ and ‘style’ alone, but there is a deeper emotional connect. The brand of kids clothes reflect a parent’s love for their child compared to other parents. In a society driven by celebrity endorsement, it would be easier to convince consumers about the brand’s premium status, by demonstrating, that even celebrity parents are governed by this same emotion

Execution
We executed the first-ever child makeover reality show in Malaysia on Astro Ria – ‘Fesyenista Manja Baby Kiko’. Eight celebrity parents were given the opportunity to compete for their kid to be crowned as ‘most stylish’. The camera crew allowed audience a first-hand view as celebrity parents became fashion stylists and dressed their kids in Baby Kiko apparel based on different themes. The makeover unleashed the glamorous side of the kids through the clothes

Result
Successful integration of the brand into the branded content impacted sales positively. The client attributed ‘double digit growth’ in sales to the influence of the show, thereby exceeding their sales target. Viewers were excited and the program averaged 300,000 viewers/episode (Nielsen). These media achievements resulted in Season 2 being commissioned