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เทศกาลสงกรานต์ในประเทศไทย เป็นช่วงเวลาที่หลายคนตั้งตารอ นอกจากคนไทยแล้ว เทศกาลสงกรานต์ยังมีชื่อเสียงในระดับนานาติ รู้จักกันในชื่อ Water Festival หรือเทศกาลน้ำ เนื่องจากความเชื่อในวันสงกรานต์ ‘น้ำ’ เปรียบเสมือนการชำระล้างสิ่งที่ไม่ดีให้ออกไปจากชีวิต รวมถึงยังเชื่อว่าเป็นการช่วยชำระล้างจิตใจ และสิ่งที่เป็นภัยอันตรายต่างๆ ก็จะไหลไปกับน้ำนั่นเอง นอกจากนี้ยังเป็นเทศกาลที่ผู้คนต่างเฉลิมฉลอง โดยครอบครัวต่างๆ จะรวมตัวกันเพื่อสืบสานประเพณีดั้งเดิม เช่น การสรงน้ำพระและรดน้ำดำหัว ในขณะที่ตามท้องถนนจะอบอวลไปด้วยบรรยากาศการเล่นน้ำที่คึกคัก จนกลายเป็นเทศกาลที่ดึงดูดนักท่องเที่ยวจากทั่วโลกให้เข้ามามีส่วนร่วมกับเทศกาลสุดยิ่งใหญ่นี้

บรรยากาศอันสนุกสนานของเทศกาลสงกรานต์ถือเป็นโอกาสทองสำหรับแบรนด์ต่างชาติในการเข้าถึงผู้บริโภคชาวไทยและเพื่อสร้างความโดดเด่นในตลาด ดังนั้น Mutant PR Agency น้องใหม่ในประเทศไทย จึงอยากจะมาแชร์แนวทางและข้อมูลเชิงลึกสำหรับแบรนด์ตะวันตกในการเปิดตัวแคมเปญสงกรานต์ที่โดนใจคนไทย มีดังนี้

การให้ความสำคัญกับความแตกต่างทางวัฒนธรรม

เมื่อแบรนด์ต่างชาติมองหางแนวทางในการมีส่วนร่วมผ่านแคมเปญที่เกี่ยวกับเทศกาลสงกรานต์ แบรนด์เหล่านี้อาจเผชิญกับความท้าทายหลายประการ ซึ่งส่วนใหญ่เกี่ยวข้องกับความเข้าใจและความอ่อนไหวทางวัฒนธรรม นี่คือสิ่งที่แบรนด์ควรพึงระวัง รวมถึงควรศึกษา ค้นคว้าและวางแผนอย่างรอบคอบก่อนเริ่มแคมเปญประชาสัมพันธ์ เพื่อหลีกเลี่ยงการสื่อสารที่ผิดพลาด

• การคำนึงถึงวัฒนธรรม: แบรนด์อาจมีความเสี่ยงสูงที่จะสร้างความเข้าใจที่ผิดแก่สังคมและสร้างผลลัพธ์ในเชิงลบ หากแบรนด์ไม่ได้ศึกษาและตระหนักรู้ถึงวัฒนธรรมนั้นๆ อย่างละเอียดถี่ถ้วน

• การเหมารวมและการจำกัดความ: หากแบรนด์นำเสนอสงกรานต์ในแง่ของ ‘การเล่นน้ำ’ หรือ ‘การเฉลิมฉลองและปาร์ตี้’ เพียงอย่างเดียวจะถือเป็นการไม่เคารพมรดกทางวัฒนธรรมของไทย และแสดงถึงความเข้าใจเพียงผิวเผินเกี่ยวกับประเทศไทย ดังนั้น แคมเปญควรนำเสนอความสนุกสนานและความงดงามของเทศกาลสงกรานต์ในหลากหลายมิติ จึงจะแสดงออกถึงความเข้าใจในวัฒนธรรมของตลาดนั้นๆ ได้อย่างดีที่สุด

• การปรับเปลี่ยนให้เหมาะสมกับบริบท: แบรนด์จะต้องปรับแต่งแนวทางของแคมเปญให้เหมาะกับความต้องการของคนไทย แทนการสื่อสารแคมเปญที่มีอยู่จากต่างประเทศ ควรพัฒนาและต่อยอดให้เหมาะสมกับประเทศไทยให้มากที่สุด เพื่อการนำเสนอแคมเปญที่มีประสิทธิภาพ

เมื่อตระหนักถึงข้อพึงระวังและความท้าทายเหล่านี้ แบรนด์จากต่างประเทศจะสามารถดำเนินการเชิงรุกในตลาดได้อย่างมีประสิทธิภาพ กลุ่มเป้าหมายคนไทยจะรับรู้ได้ว่าแคมเปญสงกรานต์นี้ได้ถูกออกแบบมาอย่างดีภายใต้การตระหนักรู้ถึงความละเอียดอ่อนทางวัฒนธรรม และเหมาะสมกับสังคมไทยซึ่งจะมีโอกาสประสบความสำเร็จในการมีส่วนร่วมกับคนไทยในที่สุด

แนวทางในการสร้างสรรค์แคมเปญสงกรานต์ที่ใช่

เมื่อคุณศึกษาความละเอียดอ่อนทางวัฒนธรรมและข้อพึงระวังดังกล่าวข้างต้นแล้ว Mutant ขอแนะนำ 3 ขั้น
ตอนในการสร้างการสื่อสารเชิงกลยุทธ์และแคมเปญที่ประสบความสำเร็จในช่วงสงกรานต์ที่แบรนด์ตะวันตกไม่ควรพลาด

ขั้นตอนแรก: เลือกสถานที่ที่เหมาะสมที่สุด

สถานที่ ถือเป็นปัจจัยสำคัญที่จะตัดสินความสำเร็จของแคมเปญ คุณต้องเลือกอย่างพิถีพิถันว่าสถานที่หรือบรรยากาศใดสอดคล้องกับวัตถุประสงค์ของแคมเปญและกลุ่มเป้าหมายของคุณมากที่สุด

ในกรุงเทพฯ สยามสแควร์ ถือเป็นโลเคชันที่เหมาะสมมากสำหรับแบรนด์ต่างๆ ที่ต้องการจัดงานอีเว้นท์ ป๊อปอัปบูธ หรือแคมเปญที่ต้องการเข้าถึงผู้คนจำนวนมาก เพราะในช่วงสงกรานต์ พื้นที่บริเวณนี้จะกลายเป็นถนนที่อัดแน่นไปด้วยผู้คนที่มาเล่นสงกรานต์ ปะแป้ง และเล่นน้ำกันอย่างสนุกสนาน เกิดเป็นบรรยากาศที่คึกคักพลุกพล่านไปด้วยผู้คนในทุกช่วงวัย อย่างไรก็ตามหากแบรนด์ต้องการเจาะกลุ่มเป้าหมายที่เป็นสายปาร์ตี้ ถนนข้าวสาร และ ถนนสีลม ถือเป็นตัวเลือกหลักที่คุณไม่ควรมองข้าม

นอกจากนี้ในประเทศไทยยังมีอีกหลายจุดหมายปลายทางยอดนิยมที่ดึงดูดนักท่องเที่ยวจากทั่วโลกให้มาร่วมสนุกกับเทศกาลสงกรานต์ด้วยกัน ไม่ว่าจะเป็น เชียงใหม่ ภูเก็ต พัทยา และขอนแก่น โดยสถานที่แต่ละแห่งล้วนนำเสนอธีม-ไฮไลท์ในแต่ละปีอย่างยิ่งใหญ่อลังการและไม่ซ้ำใคร ดังนั้นหากแบรนด์ต้องการดำเนินแคมเปญภายใต้จุดหมายปลายทางยอดนิยมเหล่านั้น ต้องตรวจสอบให้แน่ใจว่าวัตถุประสงค์หรือธีมของแคมเปญ มีความสอดคล้องกับธีมของสถานที่จัดงานนั้นๆ หรือไม่

ขั้นตอนที่สอง: หาโอกาสร่วมมือกับองค์กรหรือหน่วยงานท้องถิ่น

ในปี 2567 นี้ เทศกาลสงกรานต์ถือว่ามีความสำคัญยิ่งกว่าปีไหนๆ เนื่องจากเทศกาลสงกรานต์ใประเทศไทยเพิ่งจะได้รับการยอมรับให้เป็นมรดกทางวัฒนธรรมที่จับต้องไม่ได้โดย UNESCO ส่งผลให้รัฐบาลไทยจัดกิจกรรมที่มีชื่อว่า Maha Songkran World Water Festival 2024 เย็นทั่วหล้ามหาสงกรานต์ 2567 โดยมีวัตถุประสงค์เพื่อส่งเสริมการท่องเที่ยวและอนุรักษ์ประเพณีไทยผ่านงานเฉลิมฉลองทั่วประเทศไทยโดยเฉพาะในกรุงเทพฯ

ด้วยการเฉลิมฉลองที่ยิ่งใหญ่และพิเศษกว่าทุกปีนี้เอง ถือเป็นโอกาสทองของแบรนด์ต่างชาติในการหาความร่วมมือกับหน่วยงานภาครัฐของไทยหรือหน่วยงานที่เกี่ยวข้องกับการท่องเที่ยว เช่น การท่องเที่ยวแห่งประเทศไทย (ททท.) เพื่อเปิดตัวแคมเปญประชาสัมพันธ์ที่มีประสิทธิภาพในช่วงระยะเวลาการเฉลิมฉลองที่ยาวนานถึง 21 วัน

ขั้นสุดท้าย: เน้นการตลาดเชิงสร้างประสบการณ์ การมีส่วนร่วมของชุมชน และความรับผิดชอบต่อสังคม

การทำแคมเปญที่เน้นการตลาดเชิงประสบการณ์เป็นเครื่องมือที่มีค่าอย่างยิ่งสำหรับแบรนด์ต่างๆ ที่หวังจะสร้างชื่อเสียงในประเทศไทย อีกทั้งยังสร้างความแตกต่างจากคู่แข่ง นี่คือตัวอย่างแคมเปญสงกรานต์ของแบรนด์ตะวันตกที่จัดขึ้นในประเทศไทยในปี 2566 โดยทั้งสองกิจกรรมสะท้อนให้เห็นถึงการคิดและออกแบบแคมเปญอย่างมีประสิทธิภาพ

ขอบคุณภาพจาก Amarin TV

ในช่วงเทศกาลสงกรานต์ปีที่แล้ว Dyson แบรนด์เครื่องใช้ไฟฟ้าภายในบ้านชื่อดังได้ตั้ง ‘บูธช่วยเหลือผู้ประสบภัยผมเปียก’ ผ่านการทดลองใช้งานไดร์เป่าผมในตำนานอย่าง ‘Dyson Supersonic’ ที่ใจกลางสยามสแควร์ แคมเปญนี้ได้รับการตอบรับเป็นอย่างดีและได้รับการยกย่องจากผู้เข้าร่วมว่าเป็น ‘บูธที่คนที่เล่นน้ำสงกรานต์ต้องการมากที่สุด’ เนื่องจากผู้เข้าร่วมต่างต้องการเป่าและจัดทรงผมอย่างรวดเร็วหลังจากเพลิดเพลินกับการเล่นน้ำเพื่อที่จะเข้าไปเดินห้างต่อ เรียกได้ว่ามอง pain point ของกลุ่มเป้าหมายได้อย่างเฉียบขาด

ขอบคุณภาพจาก GoPro

อีกหนึ่งแคมเปญดีๆ จาก GoPro ที่ร่วมมือกับ ททท. เพื่อสนับสนุนอินฟลูเอนเซอร์ทั้งในและต่างประเทศให้มารังสรรค์และถ่ายทำคอนเทนต์ที่เผยแพร่บรรยากาศความสนุกและประสบการณ์ที่น่าจดจำผ่านการเข้าร่วมเทศกาลสงกรานต์ที่เชียงใหม่ โดยคอนเทนต์ทั้งหมดถูกถ่ายทำผ่านกล้อง GoPro ที่มีคุณสมบัติกันน้ำได้เป็นอย่างดีและยังพกพาสะดวก แคมเปญนี้จึงสามารถดึงเอาศักยภาพของผลิตภัณฑ์ออกมาได้เป็นอย่างมีประสิทธิภาพ ในขณะเดียวกันก็ยังช่วยส่งเสริมการท่องเที่ยวท้องถิ่นผ่านบรรยากาศเทศกาลสงกรานต์อันมีชีวิตชีวาในจังหวัดเชียงใหม่ซึ่งถูกเผยแพร่ออกสู่สายตาชาวโลก

เมื่ออ่านมาถึงจุดนี้ คุณจะพบว่าความสำเร็จของทั้งสองแคมเปญอยู่ที่การที่แบรนด์สามารถเข้าถึงปัญหาและความต้องการที่แท้จริงของผู้บริโภคชาวไทยได้เป็นอย่างดี เริ่มที่แบรนด์ Dyson ซึ่งเล็งเห็นถึงความต้องการของคนที่เล่นน้ำบริเวณนั้นที่อยากให้ผมแห้งเร็ว ส่วน GoPro ก็สามารถดึงเสน่ห์ในการบันทึกภาพความทรงจำในช่วงสงกรานต์ที่เชียงใหม่ได้ง่ายๆ โดยไม่ต้องกังวลว่ากล้องจะเสียหายจากน้ำและความชื้น ที่สำคัญ แคมเปญเหล่านี้จะไม่เน้นการขายของจนเกินไป ทำให้ผู้เข้าร่วมรู้สึกว่าพวกเขาได้มีส่วนร่วมจริงๆ และกลับไม่รู้สึกว่าถูกกดดันให้ซื้อสินค้า สิ่งเหล่านี้เองที่ช่วยส่งเสริมความรู้สึกเชิงบวกที่มีต่อแบรนด์ สร้างปฏิสัมพันธ์ที่ดีต่อผู้บริโภค และยิ่งไปกว่านั้นคือการสร้างความรักและภักดีที่พวกเขามีต่อแบรนด์ของคุณ

แบรนด์ตะวันตกสามารถพัฒนาแคมเปญสงกรานต์ที่มีประสิทธิภาพได้ผ่านการให้ความสำคัญในเรื่องความแตกต่างทางวัฒนธรรม พร้อมทั้งค้นหาวิธีที่จะมีส่วนร่วมกับผู้บริโภคชาวไทยได้อย่างตรงจุด ภายใต้คำแนะนำและการศึกษาตลาดอย่างเข้าใจ จะทำให้แบรนด์สามารถดำเนินแคมเปญที่ใช่ รวมถึงสร้างผลลัพธ์ที่ประสบผลสำเร็จได้ในที่สุด

หากคุณกำลังมองหาเอเจนซี่และที่ปรึกษาด้านประชาสัมพันธ์ที่จะช่วยสร้างแคมเปญการสื่อสารที่แข็งแกร่งให้กับแบรนด์ของคุณไม่ว่าจะในเทศกาลไหนๆ ก็ตาม ไม่ต้องมองหาที่ไหนไกล! เพียงติดต่อเรามาที่อีเมล hello@mutant.co.th แล้วเราจะมาร่วมกันยกระดับแบรนด์ของคุณให้ก้าวขึ้นไปอีกขั้น

No matter where you look, it’s hard to avoid Taylor Swift. Whether it’s a new album announcement, her romance with a professional athlete, or the economic impact of The Eras Tour, there’s no denying that the singer-songwriter dominated headlines in 2023 – and it doesn’t seem like that’s going to change anytime soon.

But what is perhaps most impressive about this is the fact that Swift is doing it nearly two decades into her career. Her first album was released in 2006, and since then she’s put out 13 more albums, won 14 Grammys, and successfully changed genres, going from a country chanteuse to an international pop star. This continuing success is in large part due to Swift’s talent and hard work. But crucially, she has remained relatable to people the world over, even as her fame has risen to incredible heights.

Swift’s boundless appeal

Despite the fact that she’s a superstar with wealth, accolades, and access to a lifestyle that most of us can barely fathom, Swift doesn’t often feel untouchable. She is endearing, but not cool; she’s sharp, but not intimidating; she’s witty, but not uproarious; she’s poised, but not graceful. And that means she’s someone many people can relate to – the kind-of awkward friend who sometimes tries a little too hard and is more than a little self-deprecating.

And on top of all that, there’s her songwriting. Album after album, her work captures the minutiae and nuances of life and love in a way that makes listeners feel as if she perhaps looked into their brains and watched memories about a first kiss or a toxic friendship or a slow heartbreak or a particularly wonderful weekend play out.

But beyond penning songs that successfully communicate nostalgia and angst and rage and joy in ways that are universally understood, Swift and her team have pinpointed ways to keep her fans engaged and not just hungry, but ravenous for more.

In examining her career, there are several lessons brands can learn from the enduringly relatable Swift.

Don’t be afraid to evolve

It’s called The Eras Tour for a reason: Swift has very effectively changed genres, styles, sounds, and attitudes from album to album, creating different “eras” throughout her career that reflect how she – and her audience – have grown and changed over the years.

Take the temperature of your vertical and audience regularly and consider whether you are still relevant. If the answer is no, then identify what you need to change, be it a complete rebrand, new messaging pillars, a shift in strategy, or tweaking your brand voice – because it’s time to enter a new era.

Allow your failures to make you stronger

Several of Swift’s public embarrassments loom large in pop culture. “I’mma let you finish” became a catchphrase after Kanye West interrupted Swift’s acceptance speech during a live awards show; her unrestrained reactions when winning awards turned her into a punchline (and a lot of gifs); photos of a boyfriend wearing an “I ♥ TS” shirt at her Fourth of July party made both of them internet punching bags; and her statement about the rights to her masters being sold (which was the catalyst for the “Taylor’s Version” re-recordings of her first six albums) led many people to question the veracity of her claims.

Rather than pretending these moments never happened, Swift usually confronts them head-on after a period of reflection. Whether it be through songwriting or even merch, she often works these moments into her narrative, owning them, and making them part of her brand.

It’s an interesting consideration for brands. Though not every crisis scenario or company failure is something that businesses will want to shine a light on or remind people of, addressing public missteps can be beneficial. It could bring a sense of humility, humour, or levity if done correctly, and even go to show how much a company has reflected and grown.

Inject fun into your strategy

Something that Swift has become synonymous with is her use of clever hints and Easter eggs, which keep her fanbase puzzling over what might be coming next. Most recently, Swift performed a mash-up of three songs during one of her Eras Tour concerts in Melbourne that has many fans speculating on social media that she was hinting “reputation (Taylor’s Version)” will be released in August.

Incorporating playful ideas that tease new products, services, or offers, or that simply engage customers between campaigns, is a great way to strengthen your marketing strategy, and keep you top of mind.

Proclaim your values

For years, Swift stayed out of politics. But in 2018, she publicly endorsed a Democratic politician in her home state. Since then, she has continued to be vocal about her political opinions, beliefs, and values, supporting the LGBTQ+ community, defining her stance on abortion, releasing a political anthem, and encouraging voter registration.

As value-based marketing becomes more crucial for businesses, it’s important for brands to define their values, and incorporate them into their key messages and mission statement. From there, brands can then determine how to create marketing campaigns, communications strategies, and crisis plans that consistently and seamlessly reinforce their values.

Surprise your audience from time to time

Despite Swift’s penchant for hints, she often still manages to surprise fans. During her Eras Tour shows, she reserves time to play two “surprise songs” that change from show to show, and in years past, she’s referenced memes of herself, hosted intimate, in-home listening parties for fans, and sent fans gifts during Christmas, which was quickly dubbed “Swiftmas.”

By finding ways to delight fans – either as a collective or individually – Swift forges a deeper bond with them. Brands, too, can do this, creating opportunities to foster a sense of community and genuinely bring joy to their audiences, while also boosting engagement and brand loyalty.

Taking a page out of Swift’s playbook can help your brand find ways to remain self-aware, connect with your audience, create community, and grow, when needed. And if it doesn’t go exactly as planned?

Then just shake it off and move on to the next era.

This article first appeared in Marketing Interactive.

Need help with your next era? Drop us at a note at hello@mutant.com.id

Most marketers are struggling under pressure to outperform, even as they navigate budget cuts. They’re unable to hire more people, but are expected to produce more content and media coverage than ever before. From conversations with clients, it’s clear that allocating budgets strategically is crucial, and that one wrong move can prove costly. One marketer, for example, was forced to ditch their SEO budget in favour of a splashy, one-off event, that we’re not sure generated the expected results.

Public relations (PR) and content marketing offer distinct value propositions – but work best when brands take an integrated approach. While PR focuses on earned media and reputation, content marketing revolves around creating and distributing valuable, relevant content to attract and retain your target audience. However, neither can be done in a silo. But understanding the strengths and limitations of each approach will help you better allocate resources for your specific goals.

If you’re torn about how to spend your budget, consider doing these four things:

Get valuable insights

Before diving headfirst into a full blown marketing strategy, take the time to conduct thorough research. Many brands skip this crucial step, because of historic bias or assumptions they’re making about their target audience.

By understanding your potential customers’ needs, interests, and preferences, you can tailor your messaging and positioning to resonate more effectively. Research can also uncover data that validates your communication plans and identifies new opportunities for growth. Ultimately, investing time in research can lead to more informed decision-making and a stronger, more impactful marketing strategy.

Align your goals with desired results

Many businesses are tempted to be all things to everyone. Often, this means being everywhere, churning out content that most people aren’t even going to see. While there’s no magical number to content and coverage cadence, the key is to ensure you’re creating high-value content on a regular basis across key distribution channels.

To get started, identify your primary goal and allocate budgets and efforts accordingly. For example, if your goal is to gain greater visibility and reach a broader audience, consider a well thought-out public relations campaign, and use coverage to create pieces of content on your LinkedIn and website.

But if it is leads you are after, then focus your efforts on creating more blog content, email marketing, case studies, ebooks, and so on. Regardless of how you’re splitting your efforts, we recommend repurposing content and tailoring it to fit the channels of your choice. 

Assessing performance metrics and ROI

It’s crucial to set clear goals and track how your PR and content marketing efforts are doing. This means deciding what success looks like for you, whether it’s getting mentioned in the media, driving more people to your website, or generating leads.

By regularly checking your performance data, like how many times your brand is mentioned in articles or how many visitors your website gets, you can see what’s working and what’s not. For instance, if you’re running a content marketing campaign, you might measure success by tracking how many leads it generates through downloads of a gated ebook. This helps you understand where to focus your resources and proves the value of your marketing efforts.

Blending AI with human expertise

When used well, generative AI can help businesses preserve budgets. For instance, with the right prompts, it can quickly assist in pulling together a first draft of a press release or the structure of a blog. Marketers, however, still need to do the heavy lifting when it comes to campaign ideation and original storytelling. 

The arrival of transformative technology can be challenging and confusing. Overall, human connection remains important for communications professionals as no AI solution can conceive stories, liaise, pitch, and land coverage with the media in quite the same way. 

If you’re looking for an agency that can make the most of your budgets, hit us up: hello@mutant.com.th

October is typically when we talk about the monsters under the bed and the ones in our heads.

In the world of public relations (PR), there is a natural inclination to synchronise campaigns and efforts with calendar moments. October’s World Mental Health Awareness month is no exception – it serves as a powerful launchpad, capturing attention and resources towards an issue that deserves consistent focus. 

However, our impact as PR practitioners extends far beyond a single month, which is why it is time to integrate mental health conversations seamlessly throughout the year. By weaving these discussions into narratives and strategies, we transform sporadic bursts of awareness into an ongoing dialogue.  

Normalising the conversation

In our day-to-day work, PR practitioners collaborate closely with the media to help them develop feature stories that are valuable to their audiences. These stories can become a potent tool in reshaping societal perceptions. For instance, if the media were to feature more stories of everyday Singaporeans benefiting from therapy, it could effectively address the stigma around seeking therapy.

In spotlighting these narratives and showcasing diverse individuals navigating mental wellness, the media can normalise therapy and communicate the message that seeking help is a proactive and positive step towards well-being. 

This is what we did in September for Bumble. Using survey findings, Mutant worked closely with reporters at The Straits Times to pitch a feature story on how going to therapy is regarded as a “green flag” by Singaporean milennials and Gen Zs.  The survey itself found that more than half (51 per cent) believed that those who have gone through therapy are working on themselves in positive ways.

About 29 per cent thought it was important for their potential partner to be in therapy or have gone through therapy. The feature story talked about how going to therapy might have been a red or beige flag in the past, but it’s now seen as a green flag for millennials and Gen Zs as it indicates that an individual is keen to do the work and grow as a person and be a better partner. 

Increasing the visibility of such stories within the media fosters a more open and understanding community, encouraging others to consider therapy as a viable and beneficial option without fear of judgement.

Driving a deeper discussion

In the wake of the pandemic, more people are talking about mental health in the media. And while early conversations focused on raising awareness, there’s a growing need for more depth and impact, including nuanced perspectives, diverse experiences and solutions. 

With this in mind, we proposed a media luncheon for our client, Intellect, Asia’s largest mental health care company to share more about Mental Health First Aid (MHFA) in November.

MHFA is an evidence-based toolkit that empowers employees, managers, leaders, and individuals to take concrete steps in effectively supporting those with mental health problems – but its existence and advantages are relatively unknown in Asia. The interactive, role-play based media lunch was the perfect example to share more about MHFA, encouraging many of the reporters to learn more. 

Here, PR emerges as a crucial educational tool in steering a deeper, more informed discussion, specifically within Singapore’s context. 

Driving tangible action

Social listening is part of the daily rhythm of any PR practitioner. It offers valuable insights beyond traditional media monitoring and should not be underestimated. As the digital landscape continues to evolve, social media platforms serve as a rich repository of public sentiment, opinions, and trends. PR practitioners should harness the power of social listening to gauge real-time reactions, identify emerging conversations and get a sense of the pulse of audiences on various topics, including mental health.

That’s exactly what The Hong Kong Jockey Club Centre for Suicide Research and Prevention (CSRP) did. Using Meltwater’s social listening tools, CSRP is able to track and analyse entities and issues related to suicide ideation on social media and forums. Through a database that records cases of suicide, as well as historical information on suicide, they can identify risk factors. The vast majority of CSRP’s time is devoted to analysing chatter on suicide and sharing relevant information to their target audience of educators, public officials and social workers, helping them quickly detect warning signs.

Although this is a unique case, it goes to show that PR can drive tangible call-to-actions by fostering discussion and driving actionable change. Through strategic communications, PR professionals can skillfully craft campaigns and initiatives that not only raise awareness but also drive tangible call-to-actions. Whether advocating for policy changes, promoting access to mental health resources, or encouraging societal shifts in attitudes, PR has the power to mobilise audiences toward meaningful action. 

Need a PR agency or content creation agency to help you craft a strong communications strategy to achieve meaningful action? Talk to us at hello@mutant.com.sg. 

Positive publicity is not something that can be manufactured – it’s a byproduct of a company’s authenticity and commitment to its values. When a company is looking to enhance its reputation, boost brand equity, and foster positive relationships with stakeholders, a well-executed public relations (PR) campaign can go a long way.. While effective strategies, messaging, and communication tactics are vital components of a successful PR campaign, an often overlooked – but equally important – factor is the company culture.

When internal campaigns are driven by a strong corporate culture, they’re more likely to ring with authenticity and resonate more deeply with external stakeholders. A company’s culture can play a significant role in shaping public perception and contribute to the effectiveness and impact of PR campaigns. Here’s how: 

Boosting authenticity and credibility

When an organisation’s values, mission, and actions align with its PR messages, it creates an inherent sense of trust and credibility. And PR teams, whether in-house or at an agency, can leverage this authentic culture to craft compelling narratives that resonate with the target audience, establishing a strong reputation of consistency and transparency for the company in the long run.

Inspiring employee advocacy

Employee advocacy can be a powerful tool for brands. When employees genuinely believe in and align with the company’s values, they naturally become more engaged and passionate about their work, leading them to become a brand ambassador and advocate for their employer. And this enthusiasm can extend to their interactions with external stakeholders, such as customers and the media.

One example of this comes from Gojek in Indonesia, where the company spotlights and connects with  employees through an Instagram account, @lifeatgojek. Because the account is public, this also allows people outside of the company to understand more about Gojek’s values and mission, as well as what it is like to work there.

Employees who feel valued, respected, and motivated are more likely to share positive experiences, stories, and achievements, bolstering the company culture publicity among the audience. Their authentic testimonials can be invaluable assets for media outreach, social media engagement, and content creation.

Fuelling innovation and adaptability

A vibrant and innovative company culture can fuel creativity and adaptability, which are essential for PR success.  A culture that encourages open dialogue and diverse perspectives can foster breakthrough ideas and unconventional approaches in PR campaigns that embrace emerging trends and technologies. This attitude can, in turn, help brands capture attention, differentiate themselves from competitors, and deliver impactful, resonant messages.

While a well-planned PR campaign requires strategic thinking, effective messaging, and tactical execution, the underlying company culture can play a pivotal role in driving its success. 

By cultivating a culture of authenticity, employee advocacy, innovation, and adaptability, brands can lay a strong foundation for their positive publicity. A positive company culture not only enhances internal morale and employee engagement – it also helps create PR campaigns that can positively influence external stakeholders, and shape the perception of the brand. 

Talk to us if you need guidance on how to build a robust company culture: hello@mutant.com.sg

Social media has an undeniable grip on our lives. What began as a tool for connectivity has evolved into a multifaceted platform with opportunities for networking, marketing, and entertainment. We flock to it reflexively, our hands reaching towards our phones first thing in the morning and throughout the day for everything from news updates to family photos, messages from friends to updates from brands.

But what, exactly, is it about social media that keeps us coming back for more? 

The answer lies in persuasive design practices. Features such as likes, comments, and shares are designed to keep people engaged by gamifying social interactions into a reward system that offers users digital validation and keeps them coming back for the next dopamine hit. 

Another tactic keeping us hooked is the design of infinite scrolling — the term for a page that automatically loads more content as you scroll — as well as the use of algorithms that make it easier for people to see the content that interests them. Social media has a digital architecture that has been purposefully built to keep us engaged for a long time, so that the more we browse, the more personalised it becomes. 

Harness the potential of social media with persuasive design

It’s important to understand that social media is the beating heart of your brand’s digital presence. The biggest mistake brands can make is to only use it for marketing, and not as a platform to connect and engage with your global audience. With social media’s extensive reach to a diverse audience, brands with an excellent track record in content creation are successful in capturing and retaining their audience’s attention – eventually leading to increased brand visibility, which is a huge driver to boost interest and sales for your business.

As the algorithm works 24/7 to deliver the content users crave, how can brands capture their audience’s attention and cut through the noise? Whether you’re a professional working in social media or a brand seeing dips in your social presence, here are some ways you can use persuasive design to convert screen time into tangible business revenue.

• Capitalise on the visual nature of social media

The introduction of infinite scrolling has undoubtedly encouraged user engagement by populating an endless stream of content – but it have also significantly impacted attention spans. To capture and retain the attention of your target audience as they scroll, it is essential to create a content plan with a good mix of formats: videos, interactive elements, images, and more. For example, brands can repurpose an existing report into a carousel post with bite-sized infographics for each image.

Use a content calendar to plan, organise, and strategise your content, then take a big-picture look to ensure that your formats are diversified. By experimenting with a variety of content that appeals to different consumption behaviours and checking performance by A/B testing, you can better understand your audience’s preferences and will have a better idea how to align your content with what grabs their attention.

• Gamify brand interactions for community building

Engagement is gold in the social media space, so take a page from the way social media is built and gamify your own content. By implementing a “reward system” for user engagement, you can foster a relationship with your followers and create a brand that is built on collaboration and partnerships.

The key to this type of community building is user-generated content – the holy grail of social marketing. Not only is it considered credible brand amplification, it’s also an excellent source of relatable and fun content that helps you get to know your audience better. Start by regularly incorporating interactive elements such as polls and Q&As to encourage user participation. Over time, incentivise these interactions with reposts, giveaways or contests to make the experience rewarding for your community.

• The dopamine effect

Associated with feelings of pleasure, dopamine is what drives our social media behaviour. The chemical is released when we have successful social interactions, such as scoring ‘likes’ from our online friends, and watching entertaining content. This surge of dopamine makes people want to come back to social media time and time again. Similarly, brands can employ a dopamine-inducing content plan to build brand loyalty.

Stay on the lookout for trending content and leverage the topics or formats by incorporating them into your brand’s narrative. For example, you could reference this week’s hot topic to stay relatable to your audience. Go the extra mile to delight your followers by responding to comments – a positive interaction will not only result in digital validation, it can also foster a sense of belonging.

Persuasive design is an effective call-to-action that guides your customers intuitively and influences behaviours by understanding human tendencies, especially from your target audience. It’s possible to dominate the digital landscape by creating a cohesive content plan with a focus on visual appeal, interaction, and relevancy.

And if all else fails, always remember to prioritise your users by tailoring content to their needs and preferences – after all, they hold the key to your brand’s success. Cultivating an engaged following is a long-term strategy with no shortcuts, but it is immensely gratifying.

Need help breaking into social media? We can help: hello@mutant.com.sg

Healthcare is a broad umbrella term, and managing public relations within the industry can be challenging. Our PR strategy for healthcare has a direct impact on people’s wellbeing, so it is essential to build trust, maintain a positive reputation, and disseminate factually correct information – if the last three years have been any indication! 

In this blog, we will explore the key strategies and tactics that public relations professionals and healthcare organisations can use to reach the right people and effectively communicate key messages. 

Understand your audience and meet them where the spend time 

The first step in navigating a public relations approach in the healthcare industry – or any industry for that matter – is to understand your target audience. This includes digging deeper to identify their pain points,concerns, and the media channels that resonate with them. 

By doing this, you can tailor your communication strategies to meet their needs, and build trust. For example, if you aim to establish your organisation as a clinical research and thought leader, targeting mainstream media and publications with a B2B industry focus is the way to go – rather than focusing on lifestyle publications. 

Social media can be a powerful tool, too, of course. Platforms like TikTok, Facebook, Instagram and LinkedIn can and must be used to share news, updates, industry insights and thought leadership – but it requires  planning and preparation to ensure your message is getting across in the right way,for each platform. 

In Singapore, TikTok has emerged as a key content consumption channel, with government officials, news publications and healthcare experts using it to wield their influence. 

Having said that, it is important to remember that different demographics  consume information online differently. For example, the young (and young at heart) are more inclined to obtain their news from video-centric platforms such as TikTok and Instagram, while Gen X folks might feel more familiar clicking through links on a Facebook feed, or reading about corporate movements on LinkedIn. 

As communications professionals, we need to understand the unique strengths and user demographics of each platform,  adjust our tone and style accordingly, and plan a pipeline of platform-differentiated content.

Be transparent to establish trust

In healthcare, transparency, clear messaging, and honesty are key. Building trust can be done in different ways, but if your message isn’t perceived in the way you intended, you’re unlikely to create meaningful impact. 

Be as open as possible about any challenges or issues that you’re facing, as well as sharing information about your products and services in a clear and concise manner. By being transparent, you can build trust with your target audience and demonstrate your care. 

Raising awareness is also key to establishing trust – your audience may not know your ongoing projects, research and efforts. Find creative ways to showcase these lesser-known aspects of the industry, be it through profiling staff or highlighting innovations through media pitches, which can all play a part in reassuring patients, caregivers and the public that you are working to provide them with the best possible care. 

Build relationships with key stakeholders 

Building relationships with key stakeholders such as other healthcare partners, patient groups, community partners and of course, media friends, is so important. This can help you to better understand their needs and concerns, and tailor your communication strategies accordingly. It also helps you to stay informed about changes in the healthcare industry, such as new legislation or regulations, which can impact your organisation. 

Healthcare is a very specific industry and it isn’t hard to identify key stakeholders. However, these relationships are contingent upon establishing trust and mutual benefit, to make our work much easier – not just in our day to day, but in tougher times too (ahem, crisis). These relationships might also open up new opportunities for joint public relations engagements. 

Monitor your online community in a timely manner

In healthcare, feedback and responding to consumers – often online – is an exercise in time management. Any issues or questions that arise are typically time sensitive, to ensure your audiences have access to the information they need.  Online feedback and comments can have a significant impact on your reputation, so it’s essential to monitor them regularly and quickly. By responding to feedback in a timely manner, you can demonstrate that you are listening and are committed to providing them with a solution and support. 

Always be ready for a crisis

Dealing with people’s health means that inevitably, at some point, you will be faced with negative sentiments and unforeseen problems. It’s important to have a communications plan in place to address these before they escalate into a full-blown crisis, which includes communications and clearance protocols for handling negative media coverage, standby media assets, and messaging for speaking to patients and the public. 

Last but not least, be familiar with the regulations in your local market

In Singapore, healthcare advertising is subject to the Private Hospitals and Medical Clinics (Advertisement) Regulations. These regulations require accuracy and transparency in all healthcare communications, so avoid misleading claims, and prioritise patient privacy and data protection. View these regulations not as limitations, but as guidelines that help us tell an educational, informative, relevant (and when needed, emotive) story.  

Drop us a line at hello@mutant.com.sg for assistance with your healthcare communications needs!

About 2000 years ago, Aristotle created his theory of persuasion, which stated that anyone wishing to persuade an audience should craft a message using three things: facts and logic (logo), credibility and trustworthiness of the communicator (ethos), and appealing to the emotion of the audience (pathos).

It’s not often that something developed over two millennia ago remains relevant today, but every communicator has heard a version of this theory for their entire career. In the world of public relations, the ability to persuade and influence is very much tied to success. It’s how we effectively communicate messages, build relationships, pitch successful stories, and drive desirable outcomes for clients. 

Sometimes there are misconceptions that persuasiveness in PR is about bending the truth or omitting facts, but this couldn’t be further from the truth. Rather, persuasiveness is focused on a form of negotiating and understanding how others operate to achieve the best results. 

This ultimately ties back to crafting messages that can compel changes in behaviours and attitudes over time. For PR professionals, it might look something like this: 

Know who you’re speaking to 

While you are unable to anticipate and prepare for the challenges you might face, you can do your homework and conduct audience research before any PR campaign. This means understanding the demographics, preferences and attitudes of your audience segments, which can help you to tailor your message accordingly.

One quick way to understand your audience is through dipstick surveys with the people around you, or to reach out to media contacts who could share insightful thoughts on their audiences’ taste and preferences. Personalisation is key here, as people are often more likely to be influenced by stories and campaigns that are relevant to them. 

Establishing credibility and trust 

In order to successfully persuade your client’s audience that your client is a voice of authority on the subject matter, you must be able to showcase their credibility and expertise. This can come in the form of deep industry knowledge, success stories, case studies or endorsements. It’s also why we often ask our clients to share personal anecdotes and stories that may strengthen the point they’re trying to make in media interviews or thought leadership articles – because adding in that firsthand experience helps to build trust. 

Craft compelling stories that resonate  

Building trust doesn’t just happen overnight – but unique storytelling techniques and visual content can work together to raise your client’s credibility over time. As humans, we are naturally drawn to impactful stories that are relevant or interesting to us – this often explains why clickbait articles are so popular despite – and as PR practitioners, we’ve got to become experts at weaving these stories together with the client’s key messages and values. This can be further amplified by visual content like images, infographics and videos to grab attention and convey information quickly. 

For example, Mutant helped mental health tech company Intellect conceptualise and execute a multi-channel campaign, #Canyouhearme, which aimed to find common ground between HR and mass employees with a mental health narrative.

The campaign went beyond traditional press assets and utilised video assets, personal stories, and LinkedIn to connect with the relevant audiences.  Through this campaign, Mutant secured a total of 17 pieces of coverage across mainstream and HR-trade publications, including an interview with CNA938 (Money Mind). 

Remain open to feedback and conversations 

You won’t always get the persuasion formula right the first time – and the best thing you can do is stay open to feedback and engage in constant conversations. This can be done through formal channels such as feedback sessions or informally via social media comments, DMs, or by conducting social listening. Understanding what the audience is saying about your client helps to frame certain messages and campaign accordingly to cater to their needs and can positively impact how the story or message is received. 

For example, it is good practice to request for feedback from the media after the conclusion of successful interviews or large scale events. This can ensure that their concerns are addressed, and can formulate a more efficient and effective working relationship in the future. 

Finally, always remember that persuasion in PR is an ongoing skill that constantly evolves with the landscape and audience. It is imperative to stay nimble, adaptable and strive towards refining these skills to best cater to your audiences. 

Drop us a line at hello@mutant.com.sg to find out more!  

The world may be moving on from the pandemic, but for many of us, the three-year ordeal has accelerated interest in healthcare and lifestyles. Just ask me. As a new mum, not only am I concerned about my one-year-old daughter’s health, but also constantly seeking ways to ensure that our extended family stays on top of their health and wellness. 

Many others are rethinking their priorities. According to a study from Bain and Company, about 80% of consumers in Asia Pacific are interested in health maintenance and lifestyle changes, and almost half are willing to spend more out of pocket to receive better healthcare experiences. 

This presents a major opportunity for those in healthcare communications to engage and win people. But this is easier said than done in Southeast Asia: a highly diverse market that’s grappling with enduring misinformation and distrust. For instance, in Malaysia, national health authorities suffered the biggest decline in trust, one study found.

This is where effective communication can help. Here’s how healthcare communicators can step up to deliver:

Data-based storytelling 

The world is more digital than ever, which is great for communicators who can now lean into powerful insights and tell compelling stories. With millions of online exchanges shared across blogs, articles, posts, forums, and comments, social listening is one of the most effective ways to stay on top of industry trends, respond to misinformation and gain a broader understanding of audiences, including customers, policymakers and healthcare professionals.

Once you have social listening-based insights, you’ll have a better understanding of what an array of people want and need to hear from you, making, it easier to craft messages that achieve desired outcomes 

Storytelling, meanwhile, can be an inspiring tool to create change and dive deeper into the what, how, why and next steps. That’s exactly what the Agency of Integrated Care for Caregivers (AIC) did through its “We See You Care” campaign.

A study showed that Singapore caregivers had been left feeling invisible, with more than half of all caregivers not even recognising their role of care. To portray real experiences and validate caregivers’ feelings, AIC moved away from a more traditional narrative and focused instead on sharing what caregiving looks like. 

Data-led communications are especially important in a market like Malaysia, where the elderly population is expected to double by 2028. As the country’s healthcare system grapples with this statistic, healthcare communicators can somewhat ease the burden using the next five years to raise awareness of unmet needs across all disease areas. 

The role of influencers 

Some of the most effective and awarded healthcare campaigns from the past year featured influencers. Indeed, collaborations between influencers and healthcare professionals add a layer of credibility to communications efforts, especially now that many Asian countries require people to disclose their sponsorship deals. And yet, they remain largely underutilised across the region. 

One study by Emplifi found that healthcare brands can potentially increase audience reach by 20X, compared to brands within their industry, when collaborating with an influencer. Data also shows influencer cooperation could lead to a 3.4X increase in engagement, compared to usual engagement rates for brands in their industry. 

The encouraging response to Maggy Wang’s recent collaboration with TMC Fertility underscores these findings. To mark World Infertility Awareness Month, Wong was honest about her experience and detailed a step-by-step account of what people can expect when navigating fertility issues. Beyond this, she hosted a podcast episode, featuring a doctor and another key opinion leader (KOL) to dive into more details.

Done right, personal healthcare experiences can humanise medical issues and foster a sense of empathy and solidarity while strengthening trust with healthcare providers.

Language matters 

Ever read a health-related leaflet, poster or press release? They’re typically packed with medical jargon, which can be extremely overwhelming for people, especially in areas with lower literacy rates – and this can have serious implications. People may be too afraid to ask questions and express concerns, or worse, they may become entirely turned off by what they see. 

Today, the success of any large-scale public health campaign requires communicators to use clear, concise and plain language. For example, use short sentences, clear subheads, and bullet points in your communications, and employ visuals, infographics and video content for more complex topics.

Where possible, include real people sharing their experiences simply and directly. In non-English speaking markets, it is crucial to extend this jargon-free approach in localised communication materials, too. 

For the healthcare industry, the stakes are very high – and there is very little room to get things wrong. This is why evidence-backed, humanised, clear communications are key to engaging meaningfully with people.

This article first appeared in Marketing Interactive.

If you’d like to partner with an expert in healthcare comms, drop us a note at: hello@mutant.com.sg

Long-form content is everywhere. Whether its annual reports, trend forecasts, or quarterly analyses, reports and whitepapers abound. And it’s understandable that the idea of a long-form, data-driven report sounds about as exciting as watching paint dry – especially when so many people are focused on short-form video strategies that capitalize on the trend du jour.

While snackable content has a place (and can be highly effective in gaining top-of-mind brand awareness, when done right), it doesn’t necessarily drive leads the same way that a meaty whitepaper can – and believe it or not, a whitepaper can be plenty exciting on its own.

A couple of weeks ago, as part of a PRCA APAC webinar, Mutant’s head of content chatted with Fiona Choi, the Chief Marketing Office of beBIT TECH, and Lim Jing Ying, Senior Marketing Manager at Syfinido for PRCA APAC to discuss all things content. 

Here are some key learnings from the webinar: 

Data-centric content needs to be powered by storytelling

If data is the “head”, or the logical part of the content strategy, then storytelling is the “heart”, according to Jing Ying, whose experience with data-driven whitepapers informs her insights. Even if you have original, never–before-seen data and insights to present in your content, none of it would be as valuable if not for a compelling storyline. 

Even B2B customers, who typically tend to value data above everything else, still rely on emotional and social proof points — which are often presented as a story — before making a decision. 

Repurposing content across multiple channels increases its longevity

Instead of making your content a one-and-done thing, ensure it lives across all social platforms inhabited by your target audience.

There are several ways a brand can go about this: either they can start off with a social-first campaign, spotlighting findings from the content piece in question. Or, they could leverage a PR-first approach and secure coverage for the content piece before exploring a social strategy, Fiona recommended. The possibilities are endless!

Avoid using “hard-selling” tactics when it comes to content

At the end of the day, people do not want to be directly sold anything. Therefore, if brands come off a little too strong with their messaging, it might turn customers off entirely. 

Jing Ying suggests that brands should rely on employee advocacy and thought leadership to build brand goodwill, therefore indirectly influencing people to engage with their content. Working with trusted content partners is also another avenue for brands to continue building momentum with their intended target audience. 

Knowing how to tastefully communicate a brand message also depends on how well the business knows its customers, and has a keen understanding of what they might like or dislike. Jing Ying recommends a community-based content approach to social media instead, and suggests using LinkedIn as a guiding tool to interact and connect with people who might be interested in what your brand has to say.

Look beyond conventional measures of success for your content: While it’s no secret that content can be measured via tracks, clicks, downloads, and more, these metrics are not the be-all and end-all of measurement. For instance, consider looking at the quality of leads (people providing their details to download your ebook) as well as customer acquisition and lifetime value.

If you need content experts, you’ll be in good hands with us: hello@mutant.com.sg

In today’s digital landscape, engaging a target audience through social media content has become increasingly challenging for brands. After all, social content is more than just likes and views – if it doesn’t forge a genuine connection, it brings nothing to a brand’s name. 

To approach this matter, brands can apply design thinking – an approach to problem-solving that is user-centered – to their social content creation. I believe that by understanding the target audience, brands can create content that is not only more engaging, but also more impactful.

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User-centred research and insights

Design thinking emphasises understanding the needs and preferences of the target audience. To gain deeper knowledge of an audience, brands can conduct research, surveys, and interviews that shed light on their audience’s interests and pain points, enabling them to create content that resonates with their followers.

A great example of this is Airbnb’s “Live Anywhere on Airbnb” campaign, which offered twelve participants the opportunity to experience the digital nomad lifestyle for one year, and received over 314, 000 applicants. To get the campaign right, Airbnb conducted extensive research to identify the challenges faced by this audience and created content that showcased unique listings suited for long-term stays.

By adopting a user-centred approach, the AirBnB team successfully customised their social content to cater to a particular audience segment. Additionally, the team put the insights to further use by making changes to their app that helped to improve the customer experience of remote workers and people looking for long-term stays.

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Iterative content development and testing

Design thinking encourages an iterative approach to problem-solving by building, refining, and improving a project until the end result is satisfactory. Brands can apply this concept to social content creation by continuously testing and refining their content ideas. By releasing smaller pieces of content, analysing performance, and gathering feedback, brands can make data-driven improvements to their content strategies.

For instance, Coca-Cola’s “Share a Coke” campaign began in Australia in 2011. Using iterative content development, the brand created personalised bottles that featured popular names, and encouraged people to meet and share photos and stories on social media using the hashtag #ShareACoke. 

The campaign started with some of the most popular Australian names printed on the bottles and appearing in fridges across the country allowing consumers to discover this themselves. 

They extended this initiative to multiple countries by allowing consumers to participate in selecting the upcoming set of names to be launched. Additionally, they established kiosks to enable people to instantly print their names on a Coca-Cola bottle and launched a website where you could enter your name to have it included in their forthcoming local orders.

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More importantly, this campaign encouraged existing audiences to consume the drink by inviting them to “Share a Coke” with someone they know, thus boosting sales and improving brand presence. I believe part of the reason that this was a huge success is because of the simple mechanics, which made it easy for a broad range of people to participate. Everyone loves a little personalisation when it comes to brand experience!

By continuously testing and optimising, Coca-Cola acquired valuable insights, and successfully expanded their “Share a Coke” campaign worldwide.

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Collaborative content creation

Lastly, design thinking promotes collaboration and diverse perspectives. Brands can involve various stakeholders in the content creation process. By leveraging different skill sets and perspectives, brands can generate innovative and inclusive content ideas.

One excellent example of collaborative content creation is LEGO’s “Rebuild the World” campaign, which engaged both children and adults in the content creation process to show that play is essential for the happiness of the family. The brand invited fans to submit their creative LEGO builds, and the selected creations were showcased in LEGO’s social media content and advertisements.

By involving their audience in content creation, LEGO encouraged a collaborative and inclusive approach to generating its campaign, thus strengthening the relationship with its audience and extending the core brand message across different platforms. 

In short, by applying design thinking principles to social content creation, brands can create content that is more user-centric, iterative, and collaborative, leading to a higher engagement and a stronger connection with their audience.

Need help with social content creation? We can help: hello@mutant.com.my

It used to be that public relations was the first to suffer budget cuts in a recession. Not so much anymore. Amongst the significant shifts – we’re seeing some sectors and companies focus on quick wins over the longer-term foundational building as they face difficulty raising funding, pressures on profitability and a general sense of gloom and doom. But the value of PR is more apparent than ever. 

Within this, fintech has emerged as a real standout. Part of this is likely because Asian fintechs are somewhat bucking macroeconomic difficulties. Investment in the region hit a record high of $50.5 billion in 2022, and the outlook remains bright, with incomes continuing to rise and adoption of digital technology expanding. Equally, perhaps businesses have learnt something from past economic downturns – rather than cutting spending, they’re staying the course in the hopes of reaping more significant rewards in the long-term.   

Whether you’re a big, established player or an upstart, communications will continue to play a disproportionate role in long-term brand building. After all, a brand that gets remembered gets used.   

The state of fintech communications

Despite companies continuing to invest in PR and communications, clients are still presenting budget challenges. Many want to do more with less, while others are bogged down by long contractual lead times, sometimes by as much as six months. In these situations, we urge brands to move away from significant, splashy events and product announcements and focus on storytelling via social media, beefy thought leadership pieces, and ongoing media relations.    

Media relations are proving especially important when tackling another critical challenge – Southeast Asia’s shrinking mainstream media pool and a financial media that skews its coverage toward more traditional industries. 

Despite being a hub of business and economic activity, Singapore, for example, is now dominated by two publishing houses – Singapore Press Holdings (SPH) and MediaCorp. This makes it challenging to land coverage, but with fewer correspondents and a lack of actual “beat” reporters, understanding of emerging fintech business models and crypto remains woefully low.  

Our advice to counter both issues is the same – double down on your owned media channels, whether through short-form content on social media or long-form content on your website and app. 

For example, HitPay – the payment gateway solution for SMEs in Singapore –  is excellent at B2B outreach. Although the company scaled fast, it remains accessible through a direct, personalised, multi-platform approach that feels genuine.  

Indeed, scaling owned content efforts couldn’t come at a better time, with one industry study citing business as the “only global institution to be both competent and ethical”. In other words, people trust businesses more than they do other sources.  

Finally, don’t scrimp on crisis communications. No business wants to be in a sticky situation – but planning for it is critical to coping. This is as true for upstarts navigating evolving regulations as it is for established banking and financial institutions facing market, credit and operational exposures.  

The elephant in the room

As I write this, PR agencies and communication professionals are grappling with rapid advancements in artificial intelligence (AI) technology, with 65% of comms leaders predicting its transformative impact on the PR industry, one recent study found. Yet, industry leaders are not acting quickly enough to capitalise on the opportunities (58%) or manage the risks (59%) posed by AI.   

These findings track. At industry events, communications professionals on the client and agency side get how fundamentally disruptive AI can be – but there’s little consensus on the way forward. It is worth noting that AI as a tool in marketing and comms is even more sensitive in the fintech industry.  

Finance ministries and other regional statutory boards have strict rules about what can be said to who and when. So while AI in comms might be a valuable tool for analytics and idea generation, nothing has been released to date that suggests it can do the bulk of the heavy lifting in campaigns.   

What is more apparent is that layering compelling ideas and subject matter expertise with a unique tone and voice keeps readers interested, especially in highly-regulated industries.    

The communications landscape is changing rapidly, and the stakes are high – but so are opportunities for those willing to take them.   

This article first appeared in Campaign Asia.

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