Instead of bowing down to the uncertainty that shrouded around 2021, brands have remained unfazed and continued to leverage Twitter for creative launches. Be it impressing audiences with sincere campaigns that benefited society, or strengthening relationships with their customers, Twitter said brands remained resilient through adversity, never shying away from being creative as they sought to connect with their communities. The social media company recently showcased the list of brand tweets that broke through the clutter and caught the attention of Malaysian consumers. Here is a look at them.
1. Aiken Malaysia
Understanding that younger audiences turn to social media to find solutions for their skin problems, Aiken Malaysia came up with a plan to drive sampling for their anti-acne skincare range "Aiken Tea Tree Oil" on Twitter. The brand took to asked its Twitter audiences to retweet with the hashtag #AikenTeaTreeOil for a chance to win a product sample. The simplistic idea of the campaign, in mixing up the languages along with local lingo, resonated well with the audience and generated conversations across the country.
With a challenge to set and clear drive subscription for its "Sports Pack", Astro turned to Twitter with sports conversations, gaining deep understanding of the sports community in Malaysia.
3. Axiata Group
Axiata's #AdvancingToZero campaign made Twitter's list as the best campaign for driving positive change in society. Featuring its employees at the heart of the campaign, the telecommunications company sets a goal of reaching net-zero carbon to combat the rising temperature of the Earth. Additionally, the campaign aims to tell a story where people and the planet can co-exist in a balance.
4. McDonald's Malaysia
While the pandemic has brought about several challenges, it has also pushed brands to evolve creatively to engage with their audiences, including during cultural festivities. This year, the fast-food chain creatively captured the spirit of Ramadan as it transfers the offline experience to online with a series of videos. The video utilises digital visualisation, showing the journey of the character, Syakur, and how he comes to appreciate the values of the Holy Month.
5. MILO Malaysia
Childhood memories are a powerful thing, especially with its ability to transform one back into the simplest treats that evoke happiness. Tapping into the element of childhood nostalgia, Milo Malaysia launched its heartwarming campaign, #TimeforMilo for Malaysia's Merdeka celebration.
The campaign resulted in positive engagement on Twitter as it brought joy to all Malaysians as they celebrated “the voice of a friend” from their childhood times. Though at times consumers are still undecided whether to pronounce it as Mai-lo or Meelo, it is pretty much agreeable that #TimeforMilo is what memories are made of.
6. Netflix Malaysia
In 2021, Netflix Malaysia launched an activation that not only captured the eyes of the Malaysians, but also the ears. In conjunction with the release of the final season of Money Heist, Netflix approached Malaysian singer, Yuna and Malaysia’s Philharmonic Orchestra to recreate the series’ theme song. The end result was a wonderfully interpreted and instantly iconic take on the song.
Meanwhile, Netflix's strategy of promoting its final season of Money Heist with various creative activations also stirred up online buzz. Throughout its campaigns, Netflix identifies local cultures and approaches that help people relate to a show, not only piquing viewers' interest but igniting organic conversations around it as well.
7. Tenaga National
As the country celebrates Merdeka, Tenaga Nasional paid homage to the tenacity and generous spirit of the Malaysians with a short animation. Titled, "Celebrating our Malaysia", the video told the story of four Malaysians overcoming a myriad of pandemic-related challenges. It also shows how these four individuals were quick to help other people along the way, regardless of their ethnicity or background.
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