KUALA LUMPUR: Twitter announced the recipients of its #BestofTweets 2021 Malaysia Awards. The winners have tapped on various Twitter's innovative solutions to launch campaigns for society, or to strengthen customers relationships, these brands remained resilient through adversity, never shying away from being creative.
"This year has shown us that creativity knows no bounds and we're truly inspired by how brands throughout Southeast Asia leveraged our service to launch their campaigns and connect with their communities —this year's winners raised the game on Twitter by tapping into insights from the talk on Twitter. They were not afraid to lead the conversations and not just follow," said Twitter NEXT's Southeast Asia brand strategist, Avril Chua.
The winners are:
BEST CAMPAIGN FOR DRIVING POSITIVE CHANGE IN SOCIETY
Axiata #AdvancingToZero campaign, featuring Axiata's employees at the heart of the campaign, set the goal of reaching net-zero carbon to combat the rising temperature of the earth for people and the planet to co-exist in a balance.
BEST BRAND VOICE
Tapping into the element of childhood nostalgia, Milo Malaysia launched a
heartwarming campaign #TimeforMilo, just in time for the Merdeka celebration to mark Malaysia's independence day.
BEST USE OF VIDEO
McDonalds Malaysia creatively captured the spirit of Ramadan as they transfer the offline experience to online with a series of video features "Syukur" in his journey to appreciate the values of the holy month using digital visualisation to tell stories that connect with all Malaysians.
BEST CAMPAIGN FROM A NEWCOMER
AikenMY sample drive for anti-acne skincare range Aiken Tea Tree Oil on Twitter called for audiences to retweet with hashtag #AikenTeaTreeOil for a chance to win a product sample. The simplistic idea of the campaign, in mixing up the languages along with local lingo, resonated well with the audience and generated conversations across the country.
BEST LAUNCH ON TWITTER
In conjunction with the release of "Money Heist" final season, Netflix Malaysia approached Malaysian superstar, Yuna and Malaysia's Philharmonic Orchestra to recreate the series' theme song. The end result was a wonderfully interpreted and instantly iconic take on the song.
MOST TWEETED ABOUT BRAND
It is without a surprise that @NetflixMY emerged as the Most Tweeted About Brand. Throughout their campaigns, the streaming giant identifies local cultures and approaches that help people relate to a show, not only piquing their interest but igniting organic conversations around it, too.
BEST CONNECTION TO CULTURE
As the country celebrates Merdeka, Tenaga Nasional paid an homage to Malaysians' tenacity and generosity spirit with a touching short animation, 'Celebrate Our Malaysia'. The video told stories of four Malaysians overcoming a myriad of pandemic-related challenges, while helping others along the way, regardless of ethnicity or background—a message that resonated with Malaysians through and through.
BEST #ONLYONTWITTER
The challenge is set and clear drive subscription for their 'Sports Pack'. To complete the tasks at hand, Astro turned to sports conversations on Twitter. As an answer to the challenge, the satellite television company crafted the Sports Pack campaign, with the hashtag #SokongMalaysia, to
rally Malaysians to cheer their national athletes during the games.
According to Chua, the industry is seeing another shift where brands and marketers are now turning to social networks to drive conversations around brands by tapping into what resonated best with Malaysians.
"The industry has shifted yet again this year; and marketers look to Twitter to break through the mold and drive conversations around their brands and products.
"The winning brands also dialled up their innovation through experimenting with new features, as well as exploring bold and creative ideas. From groundbreaking launches to the most creative use of Twitter; these winning brands made us laugh, cry, reply, and retweet. It's one thing to be trending—another to leave a lasting impression. #BestOfTweets is our platform to celebrate those brands and we can't wait to see what they do next in 2022," said Chua.
