Media Prima Merdeka Campaigns get louder with TikTok | MARKETING Magazine Asia

Media Prima Merdeka Campaigns get louder with TikTok


Malaysia’s largest integrated media group, Media Prima Berhad, has incorporated short-form mobile video leader TikTok into its 2020 Merdeka campaign, #KitaBersama, to amplify its awareness.

Running from 17 August to 17 September 2020, the #KitaBersama campaign calls on Malaysians to express their love for the nation in celebration of Malaysia’s Independence Day amidst the pall of a pandemic.

It is aimed at galvanizing Malaysians about unity of the nation and the achievements that have been reached together while reminding them of how beautiful the country is.

Media Prima’s #KitaBersama campaign also calls on Malaysians to unite by spreading positive vibes among each other and rebuild the Covid-19 ravaged economy by supporting Malaysian products.

The official musical backdrop for the #KitaBersama challenge will be Faizal Tahir’s song “ Malaysia ”, complemented by fun festive filters to create Merdeka themed videos using an interactive Merdeka-themed TikTok feature.

The suite of Media Prima platforms will also be used to create awareness of the TikTok Rewards programme that allows users to collect points and redeem vouchers from the brand partners to support local businesses and contribute to their economic recovery.

The campaign will feature a showcase of short videos of some Malaysians expressing their sentiment amidst the pandemic and how they are embracing the new normal after which the public will be encouraged to join the #KitaBersama campaign and share their positive vibes.

The #KitaBersama campaign culminates in a thank you to Malaysians for contributing their positivity while encouraging them to keep a positive mindset and stay united for a greater future.

The cross-platform collaboration between Media Prima and the Beijing-based Internet technology company – which currently already has some 46.1 million views for #kitabersama – will see the involvement of all Media Prima platforms to reach out to an estimated combined 24 million Malaysians.

Executive Director/CEO of Media Prima Omnia Michael Chan said, “Media Prima is proud to be able to contribute to the 2020 Merdeka celebrations and infuse a feel-good factor so necessary now with the #KitaBersama challenge.

“This strategic collaboration with TikTok Malaysia to amplify these celebrations, leverages our insights on effective reach, as we have to work around not having mass gatherings. The wide reach of our media platforms will allow Malaysians to celebrate Merdeka patriotically as a nation by tuning in and watching TV together, plus reading positive messages across all our platforms.”

Cheah Sheau Mei, User and Content Operations Manager, TikTok elaborates, “Merdeka Day is a special day for Malaysians of all ages, where we see communities, friends, and families coming together in a show of unity and solidarity. This Merdeka may be unique as we aim to flatten the curve by avoiding crowded places, but the spirit of patriotism remains alive. #KitaBersama is our way of supporting our nation by bringing a little happiness to our users and giving back to our community, right from the comfort of their own homes. What better way to engage and stay connected with family, friends and the TikTok community.”


The 14th Malaysian Media Conference (MMC) is happening on 25 September at the Sime Darby Convention Center and is proud to announce its list of speakers compromising the most influential leaders in Malaysia’s media landscape. Have you registered to join MMC 2020?