Our greatest joy is watching our clients win.
All of our clients worked very hard, followed our strategies, invested in advertising, events and overcame multiple challenges to succeed. Do not assume under any circumstances that your results will look like theirs. Your brand/business is different, and so your results will be different.
Results are everything. The purpose of our consultancy is to help our clients succeed.
KIPLING Malaysia
Objective: KIPLING was to launch their Winter Soft Nylon Collection in Q4 2017 but historically did not get much interest from the media and their consumer target of millennials. The brand wanted to garner awareness for their products and entice millennials to shop at their outlets.
Solution: Focused on introducing the brand to millennials by sponsoring a pair of endangered White-Handed Gibbons (subtle tie-in to their logo) in Zoo Negara, where the new collection was unveiled to the media whilst announcing the sponsorship of the endangered species. KIPLING unveiled its plaque at the gibbon cage for a photo opportunity and gave away products via a lucky draw for the media and attendees with select paid-influencers highlighting the issues with endangered gibbon population in Malaysia.
Results: KIPLING received up to RM800,000 in PR value coverage for the launch and magazines continued to publish the story three months later. The brand also received tax exemption on their sponsorship amount from the Zoo. The brand continued to highlight the endangered gibbon issue throughout the year in keeping with its brand logo of an ape and giving millennials a cause to rally behind. This in the long-term will create a community that the brand can mine for its products and cause, increasing its sales and giving back to conserving the endangered species.
Hard Rock Café Kota Kinabalu (HRC KK) Crisis Communication
Objective: HRC KK opened its doors on 7 April 2015 and proceeded to put up buntings in Kota Kinabalu of a photoshopped picture an Orangutan playing an electric guitar, which the Sabah Wildlife Dept. took offence with and denounced it on Facebook. The Facebook post received over one hundred shares and received media attention locally and globally.
Solution: Agency worked with Hard Rock International in Orlando, USA to craft out an official apology statement to the media stating it was not its intention to offend Sabahans. HRC KK also took down the buntings.
Results: Coverage in major nationwide medias of the apology and was taken up by Associated Press which was republished by American media. Whilst there was outward support for HRC KK by other Sabahans in that it did not offend them but they appreciated that HRC KK took the matter seriously. The crisis cooled off within a week and HRC KK is currently enjoying a healthy following by the locals and tourists. The general consensus is that HRC KK cares enough to listen and admit a mistake, which endeared them further to the locals.
Carousell
Objective: Carousell, one of the world’s largest and fastest growing classifieds marketplace wanted to increase its share of voice in the Malaysian market dominated by major ecommerce players.
Solution: Focussed on community based events and public relations campaign by tying in with the Star Wars Malaysia Fan Club, Republic of Bricks (Lego builder fan club) and other communities to raise the profile of the users highlighting the versatility of the platform for fan clubs and niche communities to connect and trade. Top Carousellers were also highlighted via interviews with the media with a human-interest angle talking about how they used the platform to earn extra income or build their business. Special meet the press sessions were held with select media to introduce the platform by the country head. Coupled with listicles and in-app survey results tied-in with trending news also increased the media coverage to position Carousell as an industry data provider.
Results: Over the year we managed to increase their share of voice from single digits to an average of 15-16% through pure public relations overtaking their closest competitor.