Popular Netflix show Squid Game is a hot topic on everyone’s lips, and it’s still trending in Malaysia, with many brands riding on the show’s hype for an instant connection with their audience, as did clients of Entropia – Telekom Malaysia’s Jiran and Petronas Dagangan Berhad:
Telekom Malaysia’s hyperlocal content platform website, Jiran features popular eateries, new lifestyles, exciting stories, tips for local businesses and many other neighbourhood happenings.
Trendjacking Squid Game is the perfect opportunity to build awareness for Jiran’s social media pages @kitajiran, as they are still in their infancy. With their “What if Squid Game Was Set In Malaysia” Instagram post, Jiran asks the audience whether they will have a better chance of surviving if Malaysian childhood games like ceper, eraser battle, pepsi cola and gasing were played instead.
The idea is to invoke engagement by interplaying nostalgia with the actual show, and asking the audience to comment other Malaysian childhood games that deserve a deadly twist.
Within 24 hours of posting on Instagram, the post garnered triple the engagement rate organically and has become the post with the highest engagement rate for the brand to date.
Petronas Dagangan Berhad
PETRONAS Brands used Squid Game to promote their running campaign, Mesra-Visa Kasih Bonanza, a collaborative campaign between PETRONAS Dagangan Berhad and Visa, awarding over 1,000 fortunate winners a total of RM1 million in cash and Mesra points.
Engagement rates for the posts vary across platforms, but were all organic, and counts as the highest this year on PETRONAS Brands’ social media when totalled.
The first piece of trendjacking content was different from what was done by other brands, but what justifies the higher engagement rate compared to the second content, is that both those who have seen the series and those who haven’t could engage in comments with their friends.
Check out the content posted on PETRONAS Brands’ Instagram, Facebook & Twitter.
APPIES Asia Pacific 2022 is happening in Malaysia!
Submissions Deadline: 15 November 2021
Announcement of Finalists: 29 December 2021
Judging & Presentations: 25 & 26 January 2022
Winners Announcement: 22 February 2022
Download the entry kit here.
Submit your entry here.
APPIES Asia Pacific is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
MARKETING Magazine is not responsible for the content of external sites.
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 10 categories, and 7 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2022 to May 2023
For more details visit https://appies.com.my/ or contact Vishnu