KUALA LUMPUR: PHD Malaysia, part of the network of global communications planning and media buying agency PHD Media Worldwide under the international global group Omnicom Media, has partnered with Asia’s leading influencer and content marketing company Nuffnang to create Malaysia’s first “Influencer Playbook” create.
“Here at PHD Malaysia we have always questioned the standards. We strive for innovation, creativity and thought leaders in our approaches and solutions, ”said Eileen Ooi, Managing Director of PHD Malaysia.
Kiron Kesav, PHD’s General Manager, Strategy and Platforms, stated that PHD selected Nuffnang to partner in creating this playbook because both companies share the same values of innovation and thought leadership in the industry.
“Since Nuffnang also instills the ‘start-up mentality’, it means that we’ve proven to have experimented with different influencer marketing perspectives to deepen our understanding of creating impactful influencer-led campaigns. We are therefore very pleased to be working with PHD on this ambitious project, ”said Kausern Hieu, Country Manager of Nuffnang Malaysia.
Vivien Chew, head of Client Relationship and Operations at Nuffnang, believes that given the company’s track record in activating influencer marketing campaigns, Nuffnang is in a tactical position to support this partnership.
“There are a lot of inconsistencies and gaps in knowledge in influencer marketing as there is no clear framework for what is right and when activated, the ROI (return on investment) is not clear,” she added.
According to Kiron, influencer marketing has become an important part of marketing plans around the world. By 2022, influencer marketing spending is projected to grow to $ 15 billion. However, when it comes to influencer marketing, many questions still remain unanswered.
“What are the right metrics that determine influencer marketing success? Are there ways to make it more measurable? How do we ensure that our campaigns are integrated into the entire brand history? These are just a few of the problems marketers face when it comes to influencer marketing. “
This new playbook creates a framework for viewing influencer marketing, a joint statement from both companies said: “While this is not the one-size-fits-all strategy for those looking to create a successful influencer marketing campaign, it was designed to make it possible Brand marketers provide a solid foundation from which to determine their strategic directions and plan influencer marketing initiatives. “
“We spent time researching and analyzing our proven track record of past campaigns and successful campaigns in order to develop this framework. We hope that through this playbook we can steer the influencer marketing industry in Malaysia in a more strategic direction, ”emphasized Chew.
Currently, the players in the Malaysian industry have brought influencers closer to the marketing funnel, working on conversion, loyalty and advocacy.
“Instead, we as industry players have to turn influencer marketing into a turnkey solution that covers the entire marketing funnel. This game book will determine where influencer marketing is strongest and most effective in Malaysia. namely the top of the marketing funnel or creating awareness and education, ”added Kesav.
According to Chew, the influencer marketing playbook contains important factors to consider before starting the campaign. from the selection of the right influencers to their step-by-step introduction to the required budgets.
In addition to showing the framework on which brand marketers can build their campaigns, the playbook also shows some of the best practices as well as case studies to demonstrate how effective the framework is.
The influencer playbook was recently published virtually on the PHD Media Facebook page. Key PHD Malaysia & Nuffnang executives shared their views on the state of influencer marketing in Malaysia, as well as some of the key highlights the industry would discover with the playbook. All of the 1,400+ viewers reached during the virtual launch also heard from a special guest – influencer Jin Lim from JinnyboyTV – about his perspective on the growth and future of influencer marketing.
PHD Malaysia – which has been named Malaysia Media Agency of the Year four times in the last 7 years – is 13 years old in Malaysia and consists of an agile team of communication planners who are known for “challenging conventional ideas, reinventing communication and who obsessively focus on growing brands ”.
“We serve leading customers such as HSBC, the Volkswagen Group, Wipro Unza, Wipro LDW, SC Johnson, Schneider Electric, Hewlett Packard, BonusLink, Warner Bros. and others. For us, the power and “magic” are the collective and networked intelligence that is anchored behind our human-based precision marketing platform Omni and our operating system Omni Studio, ”the statement said.
Nuffnang is a subsidiary of Netccentric Ltd listed on the Australian Stock Exchange (ASX). The company was founded in 2007 and had 300 bloggers who signed up within the first 3 days.
Today, after a decade in business, Nuffnang has refreshed its image to consolidate its leading position in the influencer and content creation segment. The company recently rolled out an influencer-led live commerce solution that can instantly address the entire marketing funnel from impressions to conversions.
Malaysiakini had previously introduced Netccentric’s majority shareholder and CEO, Ganesh Kumar Bangah, including his vision for the Netccentric-Nuffnang Group. The story can be read here.
Source: PHD Malaysia and Nuffnang
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