In the lead-up to the Raya season this year, we launched a few social media campaigns for our clients that focused on helping brands build relationships with their audiences via culturally relevant insights related to the Hari Raya festivities.
Using the insight that women are usually the ones that do most of the work when preparing for Hari Raya, we positioned Haier as a brand that supports gender equality with a video that depicted a man taking the responsibility for Raya preparations instead with the aid of products from the Haier Beyond range.
Get Raya Ready with LANEIGE’S Tap Tap Cari Ketupat Contest
We realised that people often tap through their Instagram stories without watching the whole video. During Ramadan, people will also tend to spend more time on social media. Using these insights, we created a series of videos with a fun mechanic where users had to tap on LANEIGE’s Instagram Stories to “unfold” a ketupat in order to find out if there’s an exclusive gift hidden within it, or just a beauty quote. Upon revealing the prizes, the user had to take a screenshot of the Story, repost it, and tag LANEIGE for a chance to win the product displayed in each story.
Sime Darby Property’s Delicious Raya Social Posts
A huge part of Hari Raya celebrations in Malaysia is the variety of kuih Raya that is eaten and exchanged between family and friends as gestures of goodwill. However, not many people know the names of their favourite kuih Raya. Thus, based on this insight, we created a series of social postings on Sime Darby Property’s Facebook and Instagram pages. On Facebook, we featured some kuih Raya with unique names in an informational mini album posting. Upon clicking each kuih picture, the audience could learn more about its appearance and ingredients. On the other hand, the audiences’ knowledge was put to the test on Instagram, where we posted a series of engaging Instagram stories for them to guess the kuih names. To know the correct answer, the audience had to check back the next day.
Rinnai Malaysia Raya Engagement Contest
At the heart of every Malaysian festivity is the food, and with this insight we held an engagement contest where the audience had to comment on the post with their favourite Raya dish, tag 3 friends, as well as submit an entry form to stand a chance to win a Rinnai Induction Hob. Not only did this increase Rinnai’s post engagement, it allowed Rinnai to get a better understanding of their audience and interact with them as well!