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Case study: How Kampung Quest gained traction on social media

Media productions house Feisk Productions tackled the social media marketing landscape alongside the launch of its show, Kampung Quest.

Task

The show was independently produced by Feisk, which also employed a guerilla marketing strategy in ensuring the show’s publicity. The target audience was 18 – 24 year old males.

Execution

Feisk marketed the show via social media, such as Facebook, Twitter and online forums. Using the Twitter handle @KampungQuest and hashtag #KampungQuest, Feisk’s social media strategy was aimed at generating online hype for the first season.

Sponsored ads were placed on Facebook, while family and friends helped share posts on Kampung Quest with their connections on Facebook.

Contestants, sponsors and industry partners were encouraged to spread the word of our TV show via various digital platforms.

On Twitter, Feisk generated buzz on Kampung Quest by marketing it as Malaysia’s ‘first locally-produced adventure reality show’.

The producers also featured former Miss Universe Malaysia, Deborah Henry, Neelofa, and Vivy Yusof in the show further connecting the show with its target audienc.

Results

According to Feisk, organic reach for each Facebook post averaged around 4220. For instance, the month of February 2014 saw non-organic reach for one month averaged at 23,235 peopl, with impressions averaged at 42,539.

Through media buzz created on social media platforms,  the show had several digital media portals and mainstream media such as Poskod.my, The Asian Entrepreneur, The Star, Malay Mail, BFM 89.9, TV2, picked up on the show.

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