Fisherman's Friend gets social

ARACHNID   SOCIAL MEDIA   USER GENERATED CONTENT   MARKETING

• Fisherman's Friend launches social media effort
• Collaborates with Arachnid
• Features local comedian Afdlin Shauki
  

Malaysia - Fisherman's Friend recently launched a social media marketing campaign involving comedian Afdlin Shauki, which gave participants the chance to land a role with the actor in his next movie.

Launched in collaboration with interactive agency, Arachnid the campaign targets young urban Malays which are a growing segment for the brand. The campaign titled "Adakah Anda Kuat Berlakon?" is the results of research which showed the target audience's active digital social life and affection for local celebrities. 

"We are very excited by the new generation of possibilities that social media and the internet offer progressive marketers," said Mohan Alagappar, general manager of GBA Corporation which markets the Fisherman's Friend brand here. 

Adding that the results are very encouraging, Alagappar said that perhaps one of the best signs that this is gaining traction are the spoofs of their content consumers have produced.

"Kuat berlakon" literally translates "strong acting" - a colloquial wordplay on the "strong lozenges" proposition. 

To participate, consumers shoot themselves acting out any number of quirky scenarios provided on the site , upload the video(s) to YouTube and submit the video URL(s) to the campaign website.

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