Powerful marketing magic driven by a social cause

How the right strategic platforms make good content great!

This is a classic case of when creative content marketing partners up with media, unleashing the power of story telling beyond the conventional.

Pantene Malaysia’s iconic #WanitaBesi campaign is all about empowering women. While Wanita Besi (iron lady) is a local slur to defeminise Malaysian women, Pantene decided to turn the insult on its head and redefine it as a clarion call for women’s excellence in sports.

Astro partnered with agency and client using this cultural issue to paint a bleak future for Malaysia’s sports with a risk of losing  potential Olympic gold medalists, if women kept dropping out of sports.

Launched on International Women’s Day, the movement encouraged women in Malaysia to take up and stay in sports. Any girl wearing the ‘golden ribbon’ was given free access to any Fitness First outlets for one month during the campaign.

The campaign engaged the nation in a controversial, but positive conversation about sexual inequality in sports. From celebrities, public figures, school girls and the government, it drove a national conversation on TV, print media, retail, mobile and on digital platforms.

…. The campaign engaged the nation in a controversial, but positive conversation about sexual inequality in sports…

By the end of the campaign, they turned the insult into a symbol of strength and empowerment to encourage girls to stay in sports. We let the figures do the talking now…

o  Wanita Besi was trending #1 on Twitter

o  16 million social reach

o 268 million digital impressions

o Over 7 million views on YouTube

The campaign became so viral, even Malaysia’s then Minister of Youth and Sports, Syed Saddiq Syed Abdul Rahman, officially endorsed the campaign on Astro Awani.

Contact the AMS team today and see how your brand can also spark a national conversation.

✭ GOLD EFFIE for Best Influencer

✭ GOLD PR Award for Best Use of Advocates

✭ SILVER PR Award for Best PR-led Integrated Communications

✭ SILVER EFFIE for Best Media Idea

✭  Bronze EFFIE for Best Engaged 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?

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

REGISTER NOW