Mediabrands Content Studio
URC SNACK FOODS (MALAYSIA) SDN BHD
Cloud 9 Chocolate
With a reach of 64% and an affinity index of 173 (Source – GlobalWebIndex), TikTok was undoubtedly the channel to connect with Gen Z. We eschewed the hefty hashtag challenge on TikTok that competitors resorted to, and instead went without one, using local TikTok creators. We knew TikTok thrived on the element of virality and communal spirit that the channel offers, and decided to create a similar space, scouring thousands of pieces of content manually on TikTok to dissect and understand which emotion drives the most virality: drama and humour. We were ready for the action.
Gen Z spends a considerable amount of their lives online and a lot drama is involved in the way they portray themselves on social media. The most common is relatable skits of everyday situations, exaggerated to the point it almost looks like a TV show, which is why we decided to leverage on their love of parodies and create a TikTok “Malay Drama” series. We selected 10 TikTok creators and KOLs to act and respond to our episodes, further creating awareness for Cloud 9 in a fun and entertaining manner. Our episodes were then turned into Instagram reels and postings to gain a wider audience. Participants of ‘#BaekPunyaDrama’ were celebrated on FB & IG as “best actors”. ‘#BaekPunyaDrama’ episodes were also adapted into video memes on Facebook & Instagram as campaign sustenance.
Mediabrands Content Studio (MBCS)
Group Creative Director : Amir Faiz
Creative Director : Eddy Nazarullah
Senior Copywriter : Zulfatah Arif
Copywriter : Hannah S. Feisal
Jr. Art Director : Arifin Razak
Associate Account Director : Hajar Yusof
Senior Account Executive : Celine Chan
