The pandemic has accelerated the age of the client. For brands to outlive, it’s much more urgent for them to fulfill customers’ ever-changing calls for and be wherever they’re always. According to Talkwalker’s “2022 Social Media Trends” report, TikTookay will take over social media, leaving different platforms to adapt. At the identical time, social adverts will develop on account of the deprecation of third-party cookies.
The report additionally highlighted that omnichannel engagement will change the method customers have interaction with social media. Consumers are not loyal to at least one channel, ensuing in content material diffusing cross-platforms quicker than ever. For brands that want inspiration to manage with the fast-changing social media panorama, the group at A+M has your again.
We turned to our Marketing Excellence Awards Malaysia 2021 outcomes to search out out which corporations impressed the judging panel with their social media marketing methods. Listed alphabetically, the high 5 winners under received over our impartial panel by way of the work they’ve performed.
1. Malaysia Airlines
With lockdown plaguing most international locations in 2021, journey appeared out of the query. While individuals might not journey as they wished, Malaysia Airlines sought to treatment this downside, in addition to uplift these affected by a distinct form of cabin fever, by dazzling its prospects with a brand new form of product – The Sounds of MH, an Autonomous Sensory Meridian Response (ASMR) audio monitor consisting of the varied sounds of journey.
ASMR is a form of mind therapeutic massage that is stress-free and provides customers a full-body massage-like expertise. For this explicit marketing campaign, Malaysia Airlines discovered the good technique to are inclined to travellers’ woes, an answer that would provide as soon as extra the expertise of flying, albeit merely, by way of sound.
From the second one enters the airport to embark on their subsequent journey journey, they’re greeted by hundreds of sounds: of checking in, to safety checks and boarding gate bulletins to the Malaysia Airlines in-flight bulletins, sounds of taking off, the dinging of the seat belt and extra.
The Sounds of MH is a 30-minute-long video that transforms one’s thoughts right into a dwell theatre by way of the ASMR function, and was uploaded on YouTube for all to take pleasure in. The firm additionally utilised its TikTookay, Facebook and Instagram channels as different mediums the place it might market its newest innovation, performed by way of quick 15-second snippets of the audio monitor.
User-generated content material was additionally utilized by the firm to higher have interaction with audiences. This included teleprompter challenges the place audiences would be capable to give their rendition of an in-flight cabin crew announcement or a pilot’s announcement. These challenges have been additionally made in varied languages to go well with the demographic of Malaysians – English, Malay and Mandarin.
The marketing campaign resulted in the firm’s YouTube channel gaining over 100,000-subscribers, and the common view period went up by 54%. While TikTookay was a brand new platform for the model, the teleprompter challenges led to the enhance of recent subscribers, beginning at lower than 500 and reaching 15,000 in the first 4 days of the problem’s launch. The language flexibility function additionally helped the model obtain over 1.8 million views and 9,749 individuals throughout TikTookay, Instagram and Facebook. Many celebrities additionally took half which led to free publicity.
Malaysia Airlines was additionally capable of attain PR protection from 33 information shops domestically and globally, resulting in a rise in PR media worth of RM3,426,690 and publicity by way of celebrities’ social media accounts, with nearly zero funds invested.
2. Nando’s Malaysia
Nando’s Malaysia labored with company Fishermen Integrated for its re-celebrate marketing campaign in 2020. The key goal of the marketing campaign was to extend social buzz stage and optimistic sentiment by 10% throughout the marketing campaign interval and enhance dine-in gross sales by 5% by driving footfall to the shops by way of its RM10 off Full Platter-for-Four promo redemption.
Due to the Movement Control Order in Malaysia stopping diners from eating in, Nando’s suffered a 74% dip in gross sales throughout this era and had issue competing with rival chains that had already established a powerful supply presence and have been geared up with giant marketing budgets.
To keep top-of-mind amidst large opponents corresponding to McDonald’s, KFC, Pizza Hut and Domino’s, Nando’s regarded to discover a method the place it might enhance the model’s affinity and social media presence whereas utilizing a low funds. The key aim was to drive extra prospects again to Nando’s and dine in as soon as extra.
Nando’s analysis revealed some key insights relating to related matters, corresponding to what Malaysians wish to post-pandemic. The three issues Nando’s recognized have been assembly pals, spending time with household and eating out. Yet as a consequence of the pandemic, there have been a whole lot of missed celebrations and Nando’s sought to choose the spirit of Malaysians up once more by way of its “Re-celebrate 2020″ marketing campaign, which allowed for “the whole lot you wished to have fun however couldn’t in 2020”.s Nando’s then invitations prospects to take action at the meals outlet itself.
The model utilised social media as its essential marketing device, and rolled the marketing campaign out in three levels: teaser, launch and social PR activations.
The first a part of the marketing campaign teaser noticed the model publish two greeting posts on its social channels, one celebrating Hari Raya and the different Chinese New Year. These have been posted in September and didn’t align with the dates the festivities truly occurred and have been performed deliberately to stir confusion and curiosity. Nando’s selected to publish this on the Sabah state election weekend, which made individuals hyperlink Hari Raya to Pilihan-Raya. Unsurprisingly, many thought Nando’s had made a mistake and have been sharing it, which generated on-line buzz, extra in order Nando’s continued to maintain its followers, and even brands and information portals, guessing.
Next was the launch video, the place Nando’s owned as much as its followers two days after the posts by way of a 60-second storytelling video, performed through animation. Therein it revealed that it didn’t in reality combine up the dates, however simply wished to re-celebrate the yr. Nando’s took this chance to supply a promotional meal, which included RM10 off a full platter for 4. Not stopping there, the model bought its followers to have fun the festivities by having them costume up for the event, and continued the dialog on social media, to construct extra model love and buzz. It additionally did a shock supply to says.com and NST to have fun the new workplaces and a hundred and seventy fifth anniversary respectively.
Nando’s achieved its marketing campaign goal objectives by growing buzz by 20% and seeing 2,232 weekly promos get redeemed. Brand mentions and optimistic sentiment additionally elevated by 119% and a pair of% respectively. Nando’s additionally topped Twitter’s trending charts and noticed a ten instances enhance in natural attain throughout Facebook, Twitter and Instagram. The marketing campaign additionally generated RM908,000 in earned media worth, from 37 articles and 33 social postings. 53 brands, on-line media and KOLs additionally engaged with Nando’s by way of social postings and feedback.
3. Taylor’s University
Taylor’s University regarded to sort out the matters of inequality, discrimination and underrepresentation for its 2020 Deepavali marketing campaign. These matters have been chosen in gentle of social points in Malaysia, significantly these affecting Malaysia’s Indian inhabitants. Taylor’s shared that as a minority inhabitants, Indians are extra impacted by rules and insurance policies, which creates each socioeconomic disparities and social discrimination.
Karmveer Singh, doctoral candidate in Southeast Asian Studies with a specialisation in Malaysia, wrote about how Malaysian Indians are marginalised and excluded from the mainstream of nationwide improvement. This consists of fundamental requirements, basic rights, and equal alternatives for progress.
Taylor’s wished to make clear these points and spark conversations round them, desirous to turn into key thought leaders that would champion such conversations. According to Taylor’s, this was an empty area that its friends weren’t occupying, so it wished to personal the area and set off these conversations whereas elevating consciousness to Malaysians.
The marketing campaign took type in a video and tells the story of a younger Indian boy Kumar, and was made obtainable on digital platforms corresponding to YouTube, Instagram, LinkedIn, and WhatsApp. Taylor’s cited how its neighborhood communicates with the model by way of social channels, and the way it’s these channels that give the widest attain with the alternative for conversations to flourish. “We wished to get as many eyes on this as potential and believed that the content material had the potential for top shareability,” stated the model.
A key problem for Taylor’s was the right way to method the tone of the video. With the purpose of not sounding too crass or preach-like, it referenced content material that was available on-line to see points like such have been portrayed. It discovered that past direct articles, these issues have been raised by way of the expressions of music or comedy, and have been made by way of private enchantment.
To additional stability the weight of the message to the tone of its supply, inspiration from exhibits corresponding to “Kid’s Say the Darndest Things” and viral movies of toddlers swearing have been considered. Taylor’s then landed on an concept to wrap these points in the type of harmless questions that got here from a genuinely curious little one and injected some humour into the method it was introduced to assist with this stability as effectively.
As lights are a distinguished image of Deepavali, Taylor’s took this additional by increasing the time period to characterize data, that would illuminate the hearts and minds of individuals to battle injustice. (*5*), as an training model, it was a chance for Taylor’s to offer that gentle on Deepavali.
Taylor’s labored with companions Imagineers Film for the video, preferring a seasoned accomplice that has developed a novel stage of understanding of the model’s objectives, with a hand in hand method to the venture. The sensitivity of the messaging additionally required meticulous detailing, having the proper actors and the proper expressions for the roles.
To create uniformity in its key message, the accomplished movie was exported onto quite a lot of codecs to cater to all platforms. Taylor’s recognized its company web site as having the highest attain, which led the model to create a dynamic banner with snippets of the movie and a call-to-action to observe the full movie on its YouTube channel.
YouTube was the main website for the video, the place the model utilised TrueView to maximise attain. On the neighborhood entrance, Instagram was the most energetic platform, and the video was uploaded to IGTV with captions burned onto the visuals, to maximise attain effectivity. Taylor’s additionally posted teasers on its channels previous to the launch of the movie to construct anticipation, utilizing teasers optimised for cellular expertise by way of a portrait crop, a 4:5 crop for Instagram posts and a 9:16 crop for Instagram tales.
This was a deliberate determination on Taylor’s half, as information confirmed that cellular was the main consumption machine for the model’s content material. The model additionally utilised WhatsApp, and exported a lighter model of the video that could be WhatsApp pleasant, for simple distribution to inner teams, brokers, and companions.
The marketing campaign garnered 1.2 million views on YouTube, over 47k views on Instagram, and near 1.9 million views on Facebook. The video garnered a lot interplay with over 5.5k engagements on YouTube, greater than 6k on Instagram and 16k on Facebook. There was a complete of 9k shares throughout all platforms.
4. Berocca
Berocca, a healthcare model beneath Bayer Malaysia, regarded to alleviate Malaysians’ well being throughout Ramadan by dedicating a marketing campaign to energise Malaysians with its merchandise. During Ramadan, Muslim Malays are required to quick day-after-day from daybreak to sundown and go about their every day routines regardless of not having the ability to eat or drink the entire day. Berocca recognized that modified dietary habits and sleep patterns throughout Ramadan may cause individuals to be additional exhausted, particularly when fasting for 12 hours day-after-day in tropical Malaysia. Berroca sought to discover a answer to this by serving to Malaysians keep energised and wholesome all through the total Ramadan month.
The two key challenges Berroca needed to sort out have been establishing Berocca as appropriate for every day use. With the onset of the COVID-19 pandemic, client shifted to taking extra Vitamin C, thus the model wanted to drive utilization in order to revive the declining multivitamin class. Secondly, it regarded to strengthen and personal the ‘power’ fairness, which then was a whitespace. Berocca selected Ramadan as the greatest time to do that, the place they aimed to get Malaysians to take Berocca every day throughout the Ramadan month and persuade them that Berocca retains them energetic all through the day, enabling them to do extra for themselves and others – a key precept throughout Ramadan.
Berocca selected to align its marketing campaign with these two objectives in thoughts, and got here up with the marketing campaign Berhari-hari Bertenaga Bersama Berocca (“Be energised every day with Berocca”). Additionally is the marketing campaign slogan’s native relevance, which makes use of the BER prefix that begins off the model namel,additionally used as a prefix for Malaysian motion phrases. Thus at any time when Malaysians look to be energetic, they should start with a BER. Run → Running or in Malaysian Lari → Berlari.
The model sought to develop social content material that generated engagement with customers for this marketing campaign, and did this by designing a 30-day #BeroccaBERchallenge that would maintain individuals energetic and energised throughout the Ramadan month, exemplify Berocca’s advantages in offering long-lasting power throughout the fasting month, and serve reminders to eat the product and type a behavior of every day utilization by incorporating a “shock” component that revealed a BER-activity day-after-day.
The #BeroccaBERchallenge was carried out as a one-month marketing campaign throughout a number of digital media touchpoints in three phases: driving consciousness on the significance of ‘power,’ create pleasure and buzz from the challenges and maximise conversion to trial and gross sales of Berocca merchandise. For occasion, video adverts have been positioned on YouTube, Video-on-Demand platforms, FTA and Pay TV channels, and a brand new BER-activity was posted every day on social media, with new challenges to remain energised all through Ramadan.
Berocca additionally enlisted KOLs to participate, with shock deliveries product of the 30-day #BeroccaBERchallenge Ramadan Calendar pack – every day containing an exercise and a sachet of Berocca. This would encourage the KOLs to create content material as they carry out the varied challenges.
Berocca additionally introduced in Ustaz Don Daniyal, a distinguished Muslim spiritual determine and a social media influencer, to host 12 episodes of 90-second movies explaining the spiritual and religious context behind the #BERchallenge phrases. Conversational stickers on social media websites additionally helped Malaysians categorical Ramadan greetings in a enjoyable method and enabled Berocca to hitch in their on a regular basis conversations with catchphrases corresponding to “persistence”, “let’s break quick”, “pray extra.”
To drive conversion, the identical calendar pack utilized by KOLs was made obtainable on eCommerce website Shopee, offered solely on the Bayer retailer. Additionally, a ‘dwell promoting professional’ hosted 3 x 45-minute periods to elucidate Berocca merchandise’ advantages, reply queries about utilization and promote the calendar pack whereas incentivising viewers to shut the loop by offering rebate vouchers and Shopee cash on the app.
The marketing campaign obtained 14.2 million accomplished views throughout YouTube, Facebook and leisure platform Viu. As for engagement, Facebook and Instagram posts attain 28.7 million customers reached and an total engagement charge of 6%. The KOL’s every day #BERchallenge postings reached 824K individuals, garnering 535K engagements in whole.
Berocca’s Facebook and Instagram pages noticed its KOL’s posts led to elevated curiosity in the #BERchallenge and its associated contents on Berocca’s Facebook and Instagram pages, reaching 784K individuals total. The every day #BERchallenge postings additionally generated an engagement charge of 36% (vs. a median of three%) beforehand. Fishermen Integrated and MediaCom Malaysia have been concerned in the marketing campaign.
5. RHB Banking Group
Several SMEs throughout the nation have been compelled to take a hit throughout the pandemic, which solely worsened with declining client confidence and limitless lockdowns. As SMEs contribute 38% of the nationwide GDP and make use of 70% of the nation’s workforce, monetary establishments corresponding to RHB Bank felt the must take up methods to offer ample assist help monetary help to the struggling native companies.
Even although RHB’s enterprise had been on a downward pattern ever since the pandemic hit Malaysia, the firm didn’t flip a blind eye to its SME companions who have been additionally struggling throughout this time. RHB thus devised a method they may assist each their SME shoppers and their very own enterprise. This concerned discovering methods to rapidly enhance RHB’s market share amongst the SME phase, stimulate card utilization and strengthen the affinity and belief Malaysians had positioned in the financial institution throughout these attempting instances.
RHB Bank took to a two-pronged method in help dissemination, which concerned the supply of economic help and growing account openings, in addition to serving to SMEs achieve traction by exposing them to contemporary audiences to stimulate spending for RHB’s present prospects. This was termed ‘Project Open,’ described by the firm as an end-to-end on-line initiative to maintain Malaysia’s SMEs “open” throughout and after lockdown. “Project Open” would additionally serve to maintain RHB’s personal enterprise amongst key buyer teams.
RHB performed “Project Open” in a lot of methods. First, the focus was on channelling RHB’s share of Bank Negara’s Special Relief Facility (SRF) of RM10 billion help funds to SMEs, and thru digital channels.
The firm additionally utilised a novel viewers to realize higher perception into SME Business Owners, by taking up the obligation of offering for households and securing workers’ future by encouraging motivation to “keep open”, extending past merely making a revenue. RHB’s inventive work mirrored this sentiment and focused three key SME segments – retail, providers and manufacturing. Each advert contained a easy name for motion: a QR code that linked to RHB’s devoted SME webpage, from which the required assist might be obtained.
The group additionally launched its #JomSapot initiative – a platform for SMEs to enlist assist from RHB debit and credit score cardholders. Merchants from varied sectors – together with retail, F&B, hospitality, journey, style and leisure – might listing their companies on #JomSapot, and RHB cardholders in flip might make digital pledges to assist them. These pledges have been then transformed into free social media promoting for the SME companies earlier than finally changing into an precise sale when the cardholder fulfilled their pledge by making a purchase order from that SME.
According to the model, 7,000 Malaysian companies and extra have been aided because of this, with the SRF accepting over 1,400 profitable purposes and RM1 billion given in help over the span of 4 weeks. #JomSapot additionally succeeded in supporting over 5,700 shops with a 21% enhance in spending by RHB credit score and debit cardholders.
RHB obtained high marks from retail banking prospects, scoring 90% versus the trade common of 83% on consciousness of COVID-19 measures, with a satisfaction rating of seven.65 versus the trade common of seven.55. Project Open additionally propelled RHB to turn into the chief in debit card utilization, with the hole in RHB’s share of debit card spend vs the trade’s rising from 3.8% pre-campaign to 16.3% by the finish of the marketing campaign. FCB Group Malaysia was concerned in the marketing campaign.
Photo courtesy: 123RF
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