Malaysia is famous for many things, including its tourist attractions, scrumptious food and cultural diversity. However, there’s one more reason why Malaysia is famous in the eyes of global citizens – the country boasts a large number of paid public holidays!
Did you know that Malaysia ranks second in the world with 19 paid nationwide public holidays? With a multiracial and multicultural population, it’s no surprise that Malaysians observe a myriad of festivals, encompassing both cultural traditions and religious observances.
While this festive abundance may pose challenges to business productivity, it does present unlimited opportunities for brands, companies, and Malaysian influencers to craft compelling content!
By harnessing the superb marketing opportunities presented by these annual festivals, brands can forge deeper connections and cultivate trust, loyalty, and engagement among specific ethnic communities.
Marketing content that ties into festivals has great potential for going viral, as each cultural group spends significant time and effort on preparations. During the pre-festival period, they turn to social media for inspiration, ideas, and moments of relaxation or amusement.
Brands that embrace the spirit of Malaysian cultural and festive celebrations not only foster inclusivity but also capture the attention and affinity of a wider audience, driving brands towards greater visibility and impact.
Let’s explore 3 categories and 10 angles that influencers and brands could employ for their festive marketing campaigns:
A. FAMILY TRADITIONS
1. The ‘balik kampung’ journey
During the festive season, many urban dwellers and families who reside outside of their original hometowns plan to return home and celebrate with their extended family members.
Traffic jams, car breakdowns, sold-out bus tickets, missed flights and the all-around stresses of traveling are worthwhile topics to visit annually. Besides tying up with influencers to produce informative tips, and travel advice and introduce products and services for long-distance travel journeys, brands could also produce skits of short films or unusual video angles around this topic to drive more viewership of stories around this common Malaysian pain point.
2. Family gatherings and family expectations
Each festive season, the Malaysian news feed is rife with comedic videos about the nosy questions of older relatives directed at the younger ones. New versions pop up every year, but these videos never get old!
These videos capture the public’s attention easily and brands should capitalize on them. Companies can aim to partner with influencers for a new and different take on this topic that is commonly experienced by Malaysians, no matter which background they’re from.
Another topic that brands could utilize is the comparison of achievements and milestones among family members. Such evergreen topics are relatable to every Asian person, no matter which country they’re from.
3. Home decorations
Malaysian malls regularly spend hundreds of thousands of Ringgit to dress up their concourses and exteriors with grandiose festival decorations. Similarly, each family would endeavor to brighten up their homes with festive decorations.
A wide range of content could be crafted around festive decorations. From an eco-friendly perspective, brands could organize contests or encourage consumers to upcycle packaging materials for their homes.
4. Outfit of the day (OOTD)
It doesn’t officially count as a festival if there aren’t new and colorful outfits to don for the celebrations. In anticipation of the common festival-themed OOTD (outfit of the day) photos and family photos, brands could plan ahead and engage influencers to creatively parade their fashionable offerings.
The most popular shots are in the form of OOTD and family portrait mock-ups. With a little creativity, brands can add a marketing twist or creatively shoot OOTD videos with the help of influencers. For instance, turn up the entertainment factor by adding festival songs or dance routines. Another example is to create humorous or dramatic skits to promote outfits and accessories unexpectedly.
B. FOOD
5. Cooking and baking for festivals
Food is the common language that unites all Malaysians and is a topic that’s close to our hearts. Not surprisingly, food preparation for festivals takes a center-stage role that involves many family members. Particularly for Ramadan month, uncountable videos and content that revolve around fasting, recipes for sahur (pre-dawn meal) or buka puasa (breaking fast).
Instead of mundane cooking or baking tutorials, brands and companies have a golden opportunity to infuse creativity into their marketing strategies by collaborating with influencers.
For instance, they can request influencers to conduct street sampling or blind tests on members of the public to taste the difference of ingredients. The fun element can be introduced around food routines with original songs and creative dance routines. Remember to add a heartwarming touch, too, perhaps with memorable family skits centered around food to leave a lasting impression on viewers.
These innovative approaches not only engage the audience but also showcase the brand’s personality and festive spirit.
6. Festive gifting
During Malaysian celebrations, festive gifting frequently revolves around food. Families and friends exchange hampers filled with delectable treats, health-focused foods, and heartwarming meals, deepening the bonds of togetherness.
Brands can seize this opportunity by offering glimpses behind the scenes of crafting these festive gifts, collaborating with multiple influencers to sample and showcase the gifts, and employing creative strategies to highlight promotions.
By showcasing the thoughtfulness and quality of their offerings, brands can capture the essence of festive generosity and connect with consumers on a personal and meaningful level.
C. CULTURAL TRADITIONS
7. Heartwarming advertisements
Since the heydays of the iconic Petronas festive advertisements spearheaded by Yasmin Ahmad, heartwarming advertisements have become a staple of Malaysian festivities. Brands and companies are continually inspired to create similar advertisements that tug at the heartstrings. These productions, whether grand or modest in scale, must carry a message that touches hearts so that it remains etched in memory.
While several companies have modernized their advertisements with elements like cute animations, original songs and dances, and humor, the true success lies in delivering a message that reinforces family values and strikes a chord with everyone.
Companies with a small budget may find it worthwhile to explore various creative approaches with influencers for their festive ads, as long as they evoke emotions and effectively convey the essence of the festive season.
8. Festive songs and dance
Music holds immense potential for brands to engage with audiences and celebrate cultural traditions vibrantly. For instance, each year, Astro unveils a Chinese New Year album compilation featuring original festive songs showcased in vibrant and creative music videos. Besides adding a modern twist to festive songs, this marketing strategy is particularly effective when brands are invited to collaborate as sponsors, integrating their products seamlessly into these musical videos.
Likewise, brands can leverage the popularity of viral TikTok songs and dance routines during festive seasons, either by joining existing trends or by creating fresh, innovative interpretations of traditional songs. For example, hosting dance challenges on social media platforms where participants can showcase their creativity and win prizes could generate significant buzz and engagement.
Additionally, companies could explore collaborations with local dance influencers, musicians, or bands to produce performances that resonate with audiences across various cultural backgrounds. By infusing creativity, authenticity, and inclusivity into their festive song and dance initiatives, companies can foster deeper connections with consumers and amplify their brand presence during celebratory periods.
9. Cultural traditions
The cultural traditions of each festival offer a wealth of engaging content angles that brands can explore. For instance, Chinese traditions include the gifting of angpow envelopes with money throughout Chinese New Year, while Muslims observe forgiveness-seeking rituals and visits to ancestors’ graves on the first day of Hari Raya Aidilfitri. Indians, on the other hand, practice morning oil baths and temple visits during Deepavali. These diverse traditions provide rich storytelling opportunities for brands to connect with their audiences.
Open houses are another widespread tradition embraced by all cultures, offering brands a universal theme to create compelling content that resonates with Malaysians. Additionally, campaigns can be designed to promote the spirit of “muhibbah,” a Malay term that translates to “harmony” or “unity,” aiming to foster a sense of togetherness and inclusivity among the population.
In 2023, Maybank organized an “Acts of Sincerity” campaign centered around influencers and members of the public performing sincere acts for each other. This coincided with the year-end and Deepavali celebrations, so some of the videos were filmed with Deepavali-themed festivities.
10. Side effects of celebrations
The celebration of festivals, with major preparations, feasting on rich food, and long-distance travel, may lead to stress and health challenges in individuals.
Companies can take this opportunity to partner with KOLs to create valuable content around post-festival recovery, such as healthy diets, exercise routines, and stress management techniques.
Such content may include recipes for nutritious meals that aid digestion and boost immunity, gentle workout routines to counteract holiday indulgence, and relaxation techniques to alleviate post-festive stress.
By focusing on wellness topics relevant to the post-festival period, brands demonstrate care for Malaysians’ well-being, positioning themselves as advocates for healthy living and longevity. This approach not only engages the audience but also reinforces the brand’s commitment to supporting a healthy lifestyle beyond the festivities.
Conclusion
In conclusion, leveraging Malaysian festivals for marketing is crucial for brands and companies seeking to capitalize on the heightened consumer enthusiasm and shopping mood before and during festivals. People are not only looking forward to celebrating but are also actively engaging in shopping and festive preparations. Therefore, brands should seize this opportunity to connect with their audience through creative and impactful campaigns that resonate with the festive spirit.
The 10 angles discussed in this article provide a solid foundation, but with creativity and collaboration with influencers, brands can explore a multitude of innovative approaches to stand out and make a lasting impression on their target audience. By riding on the wave of increased expenditure and aligning their marketing efforts with the festive mood, brands can enhance visibility, engagement, and brand loyalty among consumers during these festive seasons.
If you want to learn more about short video marketing strategies, all the most comprehensive influencer marketing strategies can be found on KOL Radar! Feel free to inquire for free: https://www.kolradar.com/en/solution
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