Marketing and advertising in Malaysia can be beneficial yet challenging. This country is one of the most successful countries in Southeast Asia due to its robust economic growth. Businesses continue to flock Malaysia because of its value in the international market. This means two things--this market is great for business expansion, but there will be thousands of competitors for your brand. In order to stand out, you must do your research on the best strategies that work within this country.
There are hundreds of marketing strategies in Malaysia, but only a few work best. For one, social media remains to be the top medium where people discover brands online. Social media platforms like TikTok, Instagram, and YouTube remain to be the best avenues for brand promotion and advertising.
Though online advertising and marketing is the current trend, offline advertising remains to be important in the Malaysian market. Strategies such as TV commercials, billboards, promotions on physical stores, and sponsorships are still being practiced. There's no single formula for succeeding in Malaysia, but there are solid examples of successful campaigns where we might get tips, lessons, and insights from.
We curated a list of the best marketing success stories in Malaysia in different kinds of media. We hope this helps you in creating your own marketing campaign which will wow the market. Let's have a look.
Top 7 marketing success stories in Malaysia ⬇️
1. Big Mac TikTok Challenge
McDonald's took on the challenge of winning the attention of the Malaysian market, especially millennials and Gen Zs. With this generation's fondness with short-form video content, McDonald's saw TikTok as the best platform.
McDonald's collaborated with Malaysian singers Elizabeth Tan, Siti Nordiana, Fuying and Sam, and KeQing and used the hashtag #BigMacTikTok. It involved a ‘finger dance’, some trendy dance grooves, a Big Mac chant, and a prize for the most creative challenge submissions.
The #BigMacTikTok Challenge successfully generated millions of interactions and an enormous sales increase. Over 1,500 verified videos of Big Mac chanters were submitted in the hopes of being the lucky grand prize winner to walk away with the coveted RM10,000 cash prize among others.
2. Football Beer
In the year 2018, the world's attention was on The World Cup. Carlsberg Malaysia rode the wave and became the official sponsor of the 2018 fans of the cup.
Geometry Malaysia learned from intensive fan research that Malaysians tended to support Brazil, England, Spain, Portugal, Germany, and France. Thus, Carlsberg created cans and bottles uniquely showcasing the flags of these most supported countries by Malaysians.
The marketing campaign was a success, gaining massive numbers of viewing parties, on-premise games, and football programming. The campaign overall reached over 700,000 consumers. The boost in sales surpassed the campaign's original target.
This shows that with proper research on the market, your campaign can be flexible enough to cater to their wants and preferences.
3. Sound of A Nation
CIMB Bank Malaysia
The Sound of a Nation campaign demonstrates the diversity and unity of Malaysia. It extraordinarily approached the concept of "symphony" by demonstrating how Malaysians of various communities could unify together forming a single, harmonious piece of music.
CIMB started their campaign by inviting Malaysians to send their portraits, which then translated into melodies through facial recognition. These were then weaved into a symphony performed by an equally extraordinary orchestra.
Malaysia encompasses a nation of wide-ranging ethnicities, cultures, and languages, creating a big challenge for brand messages to cut through. CIMB Bank decided that Malaysia Day was the perfect occasion to honor this diversity.
The “Sound of a Nation” video gained 5 million views and 147,136,799 impressions across digital media throughout Malaysia.
4. Flavettes Celebrates Women’s Inner Beauty
Flavettes conducted a relaunch campaign on its vitamin C product which transformed it from something unknown into something everyone wants.
Flavettes was a relative newcomer in the vitamin C effervescent tablet variety, and had low awareness rates versus its more established competitors. Because of this, their relaunch campaign had the objective of increasing product awareness and sales.
The brand was reintroduced via sponsored product placements in Malaysia's high-rated drama, Lafazkan Kalimah Cintamu.
The campaign encouraged Malaysian women to post their natural beauty selfies on social media to join the "Flavettes Glowing Star Search".The biggest prize was appearing in a Flavettes Effervescent Glow TVC. Flavettes Effervescent boosted market share by record levels, becoming the first newcomer to achieve No. 1 in quantity and quality in the Adult Vitamin Category.
Starbucks partnered with famous actress, influencer, and entrepreneur Neelofa to spread the message of compassion, and to support her in her efforts to make the world a better place.
The MY Cups of Kindness campaign began with Neelofa's simple tweet expressing her intention to learn how to make her favorite Starbucks beverages. Starbucks Malaysia replied with an invitation to have their baristas show her the ropes, and after which the MY Cups of Kindness campaign arose.
Neelofa came to Starbucks to be a barista for a day, serving her favorite beverages with personalized messages of kindness on each cup. Starbucks donated a percentage of the sales of Summer Frappuccino to a charity of Neelofa’s selection.
The marketing strategy was a success as sales for the day were the highest for any Starbucks store in 15 years. The store even became one of the top-performing stores nationwide.
Marvel characters took over 7-Eleven stores in the Marvel Magnefico promotion created to enhance 7-Eleven Malaysia’s visibility on social media.
In the promotional campaign, customers were given a sticker for every qualifying purchase. After they collected 10 stickers, they were rewarded with a specially created Marvel magnet.
Consumers were encouraged to post photos of themselves with their Marvel Magnefico magnets, on their own Facebook walls or Instagram feeds, to win special prizes in the ‘Mirror Your Marvel' social media contest.
The promotion accomplished a higher than expected growth in interaction on the 7-Eleven Facebook page, with over 6 million impressions and a huge number of clicks on Facebook Ads throughout the campaign period.
RHB Bank FCB Malaysia
RHB created a short video campaign that celebrates the Chinese New Year festivities while bringing to life's RHB's values of 'Progress is for Everyone' and 'Together We Progress'. Amidst battling the COVID-19 pandemic, RHB Bank felt is necessary to bring hope and optimism to the audience during the Chinese New Year.
The video was about the incredible true story of a father who refused to let his daughter down, both literally and figuratively. The father carried his daughter to school every day after she had lost her mobility due to a disease.
The spirit of this story became a motivation for everyone, inspiring people to help one another during the difficult times. This campaign was a success, generating over 18 million views until this day.
Malaysia is a valuable ground for business expansion. However, this opportunity also means having to face thousands of competitors. For brands to stand out in this local market, research on the best marketing strategies is a must.
In this list, we've included the most successful marketing campaigns in Malaysia for you to take lessons from, containing both online and offline examples. We hope this list helped you gain insights on the best practices in Malaysia when it comes to advertising and marketing.
Creating your own marketing campaign can be challenging. If you need the help of a local marketing agency, check this list on the Top 17 marketing and advertising agencies in Malaysia.
If you want to learn more about the Malaysian market, visit the AJ Marketing Blog.
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