This Is Johan - Going back to the OG to relate with Gen Z
9. Entertainment Kancils [9.15 Influencer & Co-creation]
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Links:
Product/Service:
Internet/Telecom
Client:
Maxis
Brief:
Music is one of Gen Z's major interests. As a brand for the youth, Hotlink wanted to to build presence in that category to further relate with Gen Z.
Solution:
Gen Z has big love for music, and increasingly big love for local music. They're also a generation that appreciates authentic journeys.With over 400 hours of interviews collected over 2 years, we created the first-ever Malaysian Hip-Hop documentary chronicling the rise, fall, and rise again of Joe Flizzow, and partnered with Viu, Malaysia's top OTT streaming platform, to exclusively release the documentary.Results:Regained #1 brand preference in the youth segment13.9 million total views22x more views vs average branded content on Viu2+400% interactions compared to the average of 954.83+400% engagement rate compared to the average of 2.03%3Sources:1. Maxis Internal Research '“ Quarterly Brand Health Tracker Q2 '242. Viu Internal Data '“ 'This Is Johan' Post Campaign Report3. Maxis Internal Data '“ 'This Is Johan' internal Post Campaign Report
