Challenge
2020 was a very challenging year for businesses to retain and acquire new customers. As consumer sentiment hit a all time low, the economic climate created much uncertainty.
While many were stuck at home, Malaysians spent more time on their devices looking for entertainment to ease their worries. Behaviours shifted starkly as the virus spread and pushed us to our devices for work, play and connecting.
Solution
As the No. 1 content creator in Malaysia, we were excited to bring in a brand new innovative winning solution. With an aim to capture happy consumers, we premiered an international leading global franchise, The Masked Singer Malaysia.
- Generated talkability by featuring celebrity judges: Datuk Hj Aznil Nawawi, Ella, Zizan Razak, Remy Ishak, Nabila Huda, Angah Sinar, Ramona Zamzam, Michael Ang and Raja Azura
- Celebrity contestants: Hidden identities created mystery for viewers at home including Aina Abdul, Dato’ Mirnawan, Yana Samsudin and more.
- High exposure of Brand Integration at every touchpoint: SK Magic and Oppo both did multiple integrations on every episode, online and offline. Hotlink tapped onto the growing fan base of Astro Gempak Live+.
Results
This brand new IP showcased the strength of entertainment, resulting in an unprecendented performance.
- A new record: 32.7 mil digital views
- 50% VTR for YouTube videos (+33 percentage points above benchmark)
- #1 trending topic on Twitter with 70,000 mentions on this debut season, even before the finals!
- On Demand downloads: +82% vs target
- Ranked top 5 in Monthly Content
- 6.8 mil PR Value
We unmasked a record-breaking performance both offline & online by pushing the boundaries of content marketing across TV & Digital.
Check out the key highlights below.