Telum Vox Pop: Ramadan Special
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Telum Vox Pop: Ramadan Special

As we enter the month of Ramadan, Telum's Southeast Asia PR Team spoke with prominent PR practitioners across Malaysia and Indonesia about how their teams plan and execute communications campaigns across the Ramadan and Eid season.

 
Bima Marzuki
Bima Marzuki, CEO / Founder, Media Buffet PR
It just so happens that Media Buffet was recently selected to run the Ramadan campaign for Prime Video. What we offer, and is favoured by big clients like Prime Video, is a 360-degree communication approach that reaches target audiences in many ways throughout their day in a fun, out-of-the-box way, that's also in line with the brand's values.

To reach our audience, we study their habits during Ramadhan, and reach out via key touchpoints, using orchestrated communications tools such as street activations, social media conversations, celebrity, and community engagement. As a communications agency that started in public relations, our approach and way of thinking is significantly different from others.

I believe the main key to a successful campaign during this period is the ability to listen, read, and analyse audience behaviours through data. Next is to translate that data into creative ideas that match the client's values.

 
Muhaiza Ibrahim
Muhaiza Ibrahim, Head of Corporate Communications, Iskandar Investment
This Ramadan and Eid, the Iskandar Investment team will focus on building a sense of community and our stakeholders. As a strategic developer with a vision to build a metropolis in Iskandar Puteri, we aim to give back to Iskandar Puteri’s underserved communities to ensure inclusiveness. We also plan to heighten community engagement amongst our business and student populations to build stronger and more meaningful relationships.

An essential aspect of a successful campaign during this time would encompass advanced and meticulous planning, which my team and I are currently doing, to achieve an impactful campaign that resonates with our target audience.

My team and I will be able to use the virtues of Ramadan and Eid to achieve our vision of building a sustainable and inclusive metropolis of the future.



 
Kishen Alex Raj
Kishen Alex Raj, Senior Public Relations Manager, Kuala Lumpur Pavilion
The months of Ramadan and Syawal are significant events in Malaysia that offer businesses a chance to connect with customers through messaging and promotions that emphasise family values, community spirit, and charitable giving. They are peak shopping seasons and present business opportunities to boost sales and drive revenue through targeted marketing and PR campaigns.

To create a successful Hari Raya campaign, organisations must understand their target audience's cultural and religious significance and identify themes in the area of buka puasa, charity drives, and family gatherings.

A content strategy has to be developed to highlight these themes and align with the campaign's message. Social media influencers can increase engagement, while unique decor and promotions can create a festive environment.

Offering promotions and rewards on products and total spending in another way to entice consumers. Campaign metrics, such as engagement rates and sales statistics, should be used to evaluate the effectiveness of a campaign and make adjustments for future projects. The campaign's message and activities must align with the company's brand values and purpose.

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