Why is this work relevant for Social & Influencer?

It’s super relevant because we’re not using your usual Instagrammers just to amplify a campaign. We’re actually using them to influence the sentiment of a nation. By celebrating the many races of Malaysians who come together as a clan every night to play games, we want to remind Malaysians that when we play together, we win together as a nation.

Background

Situation:Intel Brief: Intel wanted us to help create a cultural event gamers recognize as an annual celebration of the thing they love most. Objectives: To turn the annual Intel Gamer Days from a sale into a cultural event by giving it a festival wrapper

Describe the creative idea (30% of vote)

Social media is full of stories about Malaysians facing segregation and discord. We wanted to inspire Malaysians on national day, by showing them the one place where every Malaysians play, fight and live together harmoniously - online gaming. So we commissioned Malaysian gamers and crowd-sourced footage and created an ode to the spirit of togetherness that is Malaysian gamers to celebrate National Day.

Describe the strategy (20% of vote)

Target audience (consumer demographic / individuals/ organisations): Alpha influencers, mainstream gaming enthusiasts, gaming fanatics, and PC purists who are between 18 - 35 years old Relevance to social platform: Facebook stream is the go-to platform for streamers in Malaysia. Approach: We made a video to capture the spirit of Merdeka among Malaysian gamers - a declaration of love for gaming and the country through our national anthem. Each line of the anthem is spoken by gamers, juxtaposed with montages of numerous PC games.

Describe the execution (20% of vote)

Implementation: Pre-campaign Manifesto video ad (cutdown & full length), social activation (encourage gamers to update their profile picture with Intel Gamer Days frame), Countdown teaser post During the campaign Event Launch Post, Gaming KOLs Gameplay & Giveaway Livestream, Retailer Promo Post Last day of event Work with Malaysia’s no 1 custom laptop brand to do a Merdeka-theme Gaming Rig Live Stream & giveaway Timeline: 20th August 2021 - 5th September 2022 Placement: Facebook Scale: Nationwide (Malaysia)

List the results (30% of vote)

Reach: Organic Post Reach increased 106.84% Engagement: Social Engagement increased 366.18% Sales: NIL Achievement against business targets: Brand Awareness increased 334% Event Launch & Giveaway posts achieving 165% of targeted landings Retailer Promo post achieving 157% of targeted clicks Manifesto video achieved 169% of the targeted thru plays