In today’s interconnected world, fostering a genuine connection with diverse audiences has become a cornerstone of successful brand communication. This month’s GenZ Speaks topic delves into a captivating discussion: “Celebrating Independence Days: How Brands Can Embrace Cultural Pride in their PR Activities.”
In July, a total of 28 countries marked their independence. Expanding further, August witnesses festivities in another 28 countries, encompassing nations such as Singapore, India, Indonesia, Malaysia, and Vietnam. What specific strategies can brands use to infuse their campaigns with local sentiments?
Join the youngest members of the PRecious Team in exploring the intersection of brand promotion and cultural diversity, bridging gaps, and forging connections in today’s globalised world.
Weaving Patriotism: The Power of Stories in Independence Day Promotion
The most valuable lesson I have learned in PRecious is that all communication efforts need to tell a story. The results can be remarkable when brands weave their narratives in alignment with a nation’s patriotic spirit. Brands can channel the nation’s patriotic spirit by creating a story that aligns with their messages and the country’s collective values, best achieved through a video ad.
Brands can also launch a branded hashtag campaign encouraging people to share their cultural stories through videos using specific hashtags. This creates a sense of community and shared identity, enhancing brand engagement and reinforcing the bonds that unite people during these celebratory times.
Alex Nguyen, Junior Client Executive, PRecious Communications
Global Brands, Local Spirit: Amplifying Independence Day with PR Localisation
Cultivating a sense of connection during Independence Day festivities can be further enhanced through the skilful implementation of localisation strategies. As the world becomes increasingly globalised, these strategies allow brands to infuse their campaigns with local sentiments, resonating deeply with audiences.
Singapore serves as a notable example of successful local campaigns. Brands like McDonald’s and KFC adeptly incorporate local flavours into their menus, addressing specific preferences and cultural subtleties. Similarly, Bumble, a dating app, embraced localisation by weaving relatable references like Kaya toast and the East-West train line into its campaign.
Karin Zabrina Lai, Client Executive, PRecious Communications
Celebrating Independence: Innovative PR Campaigns in the Visual Era
The visual era we live in calls for innovative approaches to PR campaigns. Capitalising on influential platforms like TikTok and partnering with cultural experts, content creators, and influencers can yield tremendous results. This is especially true when celebrating Independence Day, where personal and historical narratives intertwine.
One example of an innovative PR campaign is influencers could engage in short trendsetting videos that intricately embody the Malaysian essence. This could entail donning flag-coloured ensembles or crafting seamless transitions encapsulating our proud Malaysian experiences. In doing so, the campaign would brilliantly capture the spirit of Merdeka, bringing its essence to life for all to witness.
Chelsea Lee, Junior Client Executive, PRecious Communications Malaysia
Heritage-Inspired Merchandise: Fostering Cultural Identity on Independence Day
Brands can introduce exclusive merchandise offerings tailored to the commemoration of Independence Day, thereby fostering a sense of cultural resonance.
A case in point is exemplified by Puma, which unveiled a National Day Collection that is specifically curated to integrate distinctive Singaporean attributes into their T-shirts. Noteworthy inclusions comprise iconic Singaporean culinary items, such as Chili Crab and Singlish, which is a beloved local linguistic for Singaporeans.
Soh Sin Yee, Junior Client Executive, PRecious Communications
Here are a few other ideas for brands to celebrate National Day in ways that resonate deeply with audiences and bring cultural pride to the forefront of PR activities.
Engage in social causes: Showcase support for charitable initiatives and community projects that resonate with the patriotic sentiment of the holiday.
Run contests and giveaways: Organize Independence Day-themed contests and giveaways to encourage user participation and engagement.
Express gratitude to customers: Show appreciation to loyal customers with special offers or exclusive discounts as a token of gratitude during the holiday season.
Partner with relevant organisations: Collaborate with nonprofits or other organisations actively promoting patriotism and social causes.
Embark on a thrilling six-month internship adventure with PRecious Communications, an esteemed powerhouse in Singapore’s PR landscape. Whether you’re a fresh graduate, university, polytechnic, or junior college student, we eagerly invite you to join us. No matter your background, if you possess a fervent passion for impactful communication, digital innovation, financial acumen, or nurturing talent, you’re already one of us. Get in touch with us at talent@preciouscomms.com.
