Big companies switching focus to social media
KUALA LUMPUR: Big companies are spending less on marketing as they look to get more impact for every ringgit spent via increased focus on social media.
Celcom Axiata Bhd spent less advertising ringgit last year compared with 2016, but saw a greater impact after switching its focus from foreign celebrities to the social media, in which it showcases Malaysian values that connect with the company’s brand values.
For National Day and Malaysia Day last year, Celcom showcased two short films and a microsite on former prime minister Tunku Abdul Rahman through its campaign was called Celcom Merdeka Integrated.
M&C Saatchi strategic planning director Chia Mei Yeng said the films garnered more than two million views each, with the highest number of views in August when it was first aired.
M&C Saatchi is Celcom’s marketing agency.
As a result of the campaign, Celcom gained higher market share in brand value in the second half of last year, said Chia.
Quoting a Kantar NTS brand health study, she said Celcom had trailed rivals Maxis and Digi in local market share.
“To curb further decline, it was imperative for Celcom to ensure it relates and connects with its target market. There is no hard selling here, as the brand takes a back seat in the videos. It showcases Malaysian values, including inclusiveness and unity. This is how we portray brand values,” she said at Appies 2018.
Telekom Malaysia Bhd (TM), meanwhile, has consolidated its platforms under one brand as it foresees higher consumer engagement from the strategy.
Marketing executive Eelynn Kong said TM transformed its brands into a singular brand called Unifi.
“The intent was to consolidate all of our platforms under one brand and to make our consumers a part of the brand.”
More than 200 delegates from various industries attended Appies 2018, which ends today.
The Appies is a unique platform for marketers and partners to share and learn best practices.
At the event, attendees discovered 44 marketing case studies across six industry categories.