BRANDTHINK Malaysia » #PR

Our (Work), Presented in Cases

BRANDTHINK Malaysia — Tue, 29 Sep 2009 15:38:42 +0000

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Case studies are a great way to learn new things. Over nearly 10 years, our agency has slowly built a collection of cases that we draw on every year for inspiration, for insight and for principles of success.

Highlighted below is a sample collection of the experiences we have shared with our clients. From our work in advertising, or PR to our recent exploration of social marketing, we hope you’ll find a case here that spark an insight on your own marketing campaigns. (If not, we’re simply a call away. *wink*)

Advertising & Interactive

Apple – The Mac Minute Show – Making radio fun again
We have been working with Apple -- one of our largest clients -- since 2002 in helping them build the brand in Malaysia. The Mac Minute Show represent perhaps the most fun we had in creating a radio campaign – and we really had plenty of fun with it. To date, it’s still the radio ad the sound engineers over at the radio station remember us by.

HotelClub – Who Says You Can’t Enjoy Business Trips? Campaign & Birthday Sale – Promotions help you sell
One of our new regional clients, HotelClub is giving us the opportunity to work on the creative over many countries, and Singapore is just the start. From digital marketing to print advertising, we hope to see the brand continue its rise as the premier destination for hotel reservations online.

JetstarAsia – Plus! Plus! Plus! Campaign
JetstarAsia – KL-SIN Launch Campaign
JetstarAsia represent our second budget airline client in our stable, and the first we have officially launched. The timing could not have been better as Malaysia’s travel industry saw the most aggressive marketing war between the national carrier and the national budget airline. Against the odds, we created a campaign that helped the airline jumpstart its awareness level amidst a highly competitive market and more importantly fill their seats.

Public Relations

Although less than 2 years old, our public relations agency has been a true star in the industry. We have been blessed with incredibly wonderful and challenging opportunities with great clients. Here are some highlights:

Cortina Watch – Launch of Penang Boutique by the Penang Chief Minister
Max Mara – Official Press and Customer Launch, the party was indeed fun!
Caran d’Ache’s Beautiful Writing Instruments
Breitling’s Instruments for Professionals
MAX&Co – Private Preview
Cortina Watch Jewellery Time 2008 – all the way to Singapore
Facet Fire Media Explosion
Davidoff – Official Media Launch

On top of that, we have created a special NewsFeed site that serves as a wire service for our clients to reach the media. Visit BRANDTHINK NewsFeed and preview all our client press releases!

Activation

What is work if you can’t party a little, eh? Well, we are in the best positions to enjoy some of the most dazzling parties of the year. After all, we helped made it successful!

Breitling’s Party of the Year in Malaysia – How did the guest react to the appearance of the VIP in a custom made WWII-era Mustang?

Mac+iPod DiscoveryWeek – iPod Dancers – Imagine those iconic iPod ads coming to life right in the streets of Kuala Lumpur! We had the traffic grooving to our mojo.

www.youtube.com/watch?v=wEc8j-HUFB0

Apple iPod U2 Launch Party in 2005: One of our earliest and biggest events. To date, we still believe it single-handedly marked the start of the meteoric rise of the iPod in Malaysia. Since then, we have done another iPod Party, and an iMac Party.

How do you reach the highly affluent individuals? With a touch of class and plenty of exquisite wines, that’s how. Moet Hennessy Estates & Wines’s Flavors of the World & Riche Monde’s Cape Mentelle Winemaker’s Dinner.

Social Media

Mac+iPod DiscoveryWeek – Blog, Facebook, and Twitter Campaign – It started out as a quick & dirty way of promoting the DiscoveryWeek event. Today, the DiscoveryWeek blog, Facebook fan page and Twitter are fast becoming a sweet spot for marketing innovation. Next steps? Seeing how to integrate the social media aspects into the on-ground event!

Gap Malaysia & Guess Watches Social Media Campaign – When we first published the Facebook page for Gap & Guess Watches, an industry magazine ran a story on us. At the time, we had 200 odd fans each, and the target was 2000 by the end of 2009. Lo and behold, we hit our target in less than 2 months!

For both our featured campaigns, it marked some of the new initiatives that our client is beginning to explore, including custom Facebook pages and applications. The future landscape of social media is yet to be defined but these initial steps would prove to be a great enabler in the future!

Self-plug: Now is a good time as any to encourage you to join the BRANDTHINK Facebook fan page! Simply click on the Facebook Be A Fan button below and get instant updates on all our agency’s activities!

Interested in hiring our Agency for your marketing, advertising or public relations needs?

Let’s face it: every business is different. Even if your business is in the same industry, you’ll no doubt face unique challenges. Are you looking for a specific case study that is more related to your business? If what you are looking for is not listed here, call us! We might have a case study tucked somewhere we can share.

Call us at 603-22872255 or email us from here.

Highlight: Twitter for Business, 101.

BRANDTHINK Malaysia — Fri, 24 Jul 2009 16:51:19 +0000

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If your business is looking for ways to leverage on new social media technologies to reach out to customers, then this guide is for you.

Twitter 101: http://business.twitter.com/twitter101

Made by the creators of Twitter itself, Twitter 101 is a friendly instructional guide for any business to create a strategic and effective presence on Twitter. It helps users to foster a collaborative community among customers that are increasingly turning to Twitter as a form of communication. With this guide, you’ll learn the lingo of Twitter, the basics of using Twitter, and some examples and case studies on how Twitter is currently being used for marketing purposes. It starts by answering the first question on any business executive’s mind:

So what does Twitter do for businesses?

Twitter is a communications platform that helps businesses and their customers do a number of useful things. As a business, you can use it to quickly share information with people interested in your company, gather real-time market intelligence and feedback, and build relationships with customers, partners and other people who care about your company. As an individual user, you can use Twitter to tell a company (or anyone else) that you’ve had a great–or disappointing–experience with their business, offer product ideas, and learn about great offers.

While the technology is fairly nascent, and it will be awhile before it reaches the tipping point in Malaysia, it doesn’t hurt for you to learn more about Twitter now, so you are well prepared to use it when your business is ready for it.

This guide covers quite a variety of topics, which includes:

This guide provides a comprehensive overview on what can be applied in business and gives you a starting point for your own Twitter project. Closer to home, our local clients have began to experiment with ways of reaching their customers via Twitter. Follow a local example at: http://www.twitter.com/discoveryweek. You can also find out more about DiscoveryWeek as a whole here.

Insight: Measuring PR Campaign Performance

BRANDTHINK Malaysia — Sat, 06 Jun 2009 08:32:01 +0000

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Measuring PR Campaign Performance

Not too long ago, the yardstick for measuring the success of a PR campaign seemed so simple. Calculate the number of clippings you can generate, or number of times you can get your product or spokesperson on that one program everyone’s watching seems to do the trick. But, PR in today’s market is more complex. We have an explosion of media titles, from satellite TV with multiple channels, countless newspapers, euphoria of new magazine titles and not to mention the Internet. The fragmentation of target audience has reached a tipping point that you can’t simply focus on just one media, or one media channel to reach your audience. Your audience is now everywhere.

Therefore, a different set of KPIs is needed to measure a campaign success. Each KPI act as a second sight, an alternate view of the performance of the media relations effort. It may reveal strengths previously unknown, or loss factors that may have been masked.

1) DOLLAR VALUE RESULT (DVR)

By far the standard measurement test across the PR industry today is the dollar value result. It is simply the value of the media coverage based on the advertising rates of each media. It gives you a base level measurement on how each coverage is worth – if you were to advertise instead. Obviously, the higher the value, the more successful a campaign. But is dollar value result as a metric enough?

2) MEDIA COVERAGE INDEX (MCI)

Dollar Value Result may indicate the value of press coverage you receive, but it masks the breadth of such exposure. Today’s audience is no longer glued to the same channel, or to the same newspaper. In fact, they may not be glued at all considering the countless media options on display today. Suppose your entire dollar value is concentrated on a single source, or on publications that has little or no relevance to your target market, what good is that dollar value to your business?

Media Coverage Index gives you a metric that tracks how well you’re reaching a fragmented audience. With a media list agreed upon at the start, you can track how well your campaign is reaching that media list. A high index means that you’re successful in reaching a higher proportion of the media, while a low index means the breadth of your coverage is too narrow.

To take this further, the media list can be broken down into different tiers, with the top tier representing the media that is consumed by your key target market group. You can give that a higher weightage compared to media that may be less relevant, but still opens up access to your target market.

The end result is that you have a tool to measure how wide the reach of your PR campaign is. The wider the reach, the more exposure you’ll gain. And as we say, the more famous you are, the more successful you’ll be.

3) SHARE OF VOICE RANKING (SOV)

The last metric, perhaps the most important is Share of Voice. It’s important because it’s the only measurement that acts as a benchmark – against your competitors, your industry. It represents a tool that gives you a rather accurate picture on whether you’re a leader in your segment, or a laggard.

Share of Voice ranking is simply a rank measured against your closest competitor, and using the earlier metrics of DVR and MCI to see where you stand among your peers.

A low ranking may mean that you have issues with your product, or that you have little news angle to share. It shows that despite your best efforts, your competitors are doing better. Perhaps a change in strategy is required.

A high ranking on the other hand gives you confirmation on your strategy. It allows you to own the opinion space, to act as key thought leaders in your segment. It gives the impression of leadership among stakeholders, customers, even employees.

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Beyond this three quantitative metrics, don’t forget there are qualitative ones as well. The quality of the content of your coverage is equally important, albeit more subjective in terms of defining what constitutes “quality”. The value of these three quantitative measurements is that it gives you a common ground to benchmark against best practices and results of other campaigns, essentially a standard way to determine success or failure.

Do you have an insight into what metrics you are using to measure success? Share with us, and keep the search for excellence open and alive. Contact us at +60-3-22872255 or visit www.brandthinkasia.com

About BRANDTHINK

BRANDTHINK is Malaysia’s most imaginative agency that helps brands engage with customers through every imaginable touch-points, including Advertising, PR, Events and Interactive Marketing. We’re famous for our work with major clients in luxury, fashion, lifestyle and technology – having launched iconic brands and products in Malaysia and being the go-to agency for reaching the affluent consumer.

Spotlight: Why you’ll enjoy life more with BRANDTHINK PR

PR & Publicity — Tue, 26 May 2009 15:44:05 +0000

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PR 101: If you’ve never used a PR agency before this, you’ll be certain to ask “What value can you gain from our PR agency services?” Here are some very quick facts on the benefits of working with BRANDTHINK for your PR needs:

1. A talented team of people to create and manage media databases, craft pitches, compile and disseminate press releases, and spend many many hours reaching out to more than 80 media outlets in the country. That is in addition to countless other stakeholders such as stylists, bloggers and celebrities. And the work never stops.

2. You will inadvertently be preoccupied with many other duties and responsibilities. Our goal here is to be a consistent resource that will pursue PR opportunities on a structured consistent manner, helping your team achieve what needs to be achieved.

3. Because we are focused on PR on a daily basis, we will enjoy more regular contact with the media. The advantage is that we’ll be able to sniff out opportunities more quickly. Perhaps a photoshoot for a jewellery client will require outfits from another. While the media may not have considered your brand initially, our hope is that with our regular interaction with them, we will be in a position to influence a more favourable decision.

4. We can also be a source of new ideas for garnering media coverage, based on our collective insights from all our client base as a whole. Our experience draws not only from PR, but also from our entire group that spans Advertising, Interactive Marketing and Events. New Media? Social Media? There are opportunities out there beyond a simple press release – and we’ll be well positioned to take advantage of that.

Have a PR campaign that needs its day in the spotlight?

Call us at +60-3-22872255 and talk to us.

Spotlight: How famous do you want to be?

BRANDTHINK Malaysia — Sat, 23 May 2009 15:48:41 +0000

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Stage 1: Brand recognition – also known as “ya, I’ve heard of it somewhere” is low level consciousness of your product, service or brand in the minds of your consumers. At this stage, your advertising has made perhaps a small inroad. Some people may have come across it and remember your name. However, at this stage brand recognition may not be enough to be effective, as it does not guarantee a sale. (Fame Level: 1/4)

Stage 2: Brand awareness – also known as “Yes, I know that brand” happens when your brand name becomes familiar to large numbers of people within your target market. At this stage, they know who you are, they are aware of what you do and what you’re selling. They may not have bought your product, but they are aware of it. (Fame Level: 2/4)

Stage 3: Brand recall – also known as Brands with Fans. Brand awareness on its own is not enough to generate a sale. For one, a particular brand needs to be part of the selection list of the consumer at the time of purchase. Brand recall occurs when, at the moment of a buying decision, a consumer is able to produce a menu of options from the top of his or her mind without having to be reminded what those options may be. (Fame Level: 3/4)

Stage 4: Brand preference – also known as Fanatic Cult Status Fame. A coveted place to be, brand preference happens when a consumer purposely chooses one brand over the other. (Fame Level: 4/4)

Being famous, in our minds is that your products, services and brands reach a pinnacle of brand preference unmatched by any other. So, how famous do you want to be?

Be Famous > There is a four-stage process:

Stage 1: Brand recognition – also known as “ya, I’ve heard of it somewhere” is low level consciousness of your product, service or brand in the minds of your consumers. At this stage, your advertising has made perhaps a small inroad. Some people may have come across it and remember your name. However, at this stage brand recognition may not be enough to be effective, as it does not guarantee a sale. (Fame Level: 1/4)

Stage 2: Brand awareness – also known as “Yes, I know that brand” happens when your brand name becomes familiar to large numbers of people within your target market. At this stage, they know who you are, they are aware of what you do and what you’re selling. They may not have bought your product, but they are aware of it. (Fame Level: 2/4)

Stage 3: Brand recall – also known as Brands with Fans. Brand awareness on its own is not enough to generate a sale. For one, a particular brand needs to be part of the selection list of the consumer at the time of purchase. Brand recall occurs when, at the moment of a buying decision, a consumer is able to produce a menu of options from the top of his or her mind without having to be reminded what those options may be. (Fame Level: 3/4)

Stage 4: Brand preference – also known as Fanatic Cult Status Fame. A coveted place to be, brand preference happens when a consumer purposely chooses one brand over the other. (Fame Level: 4/4)

Being famous, in our minds is that your products, services and brands reach a pinnacle of brand preference unmatched by any other. So, how famous do you want to be?