When the COVID-19 pandemic hit, millions had to work, operate and study from home. This resulted in significantly higher residential electricity consumption. Certain groups urged TNB to play a bigger role in supporting Malaysia during crisis. All these developments resulted in enormous pressure on TNB and its corporate reputation. TNB needed to enhance and elevate the Rakyat’s trust as millions suffered the effects of the pandemic. TNB embarked on a communications strategy that looks beyond mitigating the issues at hand but instead use this crisis as a platform to showcase its purpose-driven journey. TNB embarked on a communications strategy with this crisis to showcase its purpose-driven journey, beyond mitigating the issues at hand.
We implemented a communications strategy that shifts the conversation towards a purpose-driven narrative while managing issues and reputational challenges:
The communications initiative adopts a multi-channel and multi-media approach, including direct engagements with stakeholders. It involved paid, earned, owned and social media assets.
MAGGI rolled out an empowerment and upskilling campaign for women named Program Mentor Wanita Cukup Berani MAGGI (PMWCBM) to encourage women to be brave in stepping out of their comfort zone and taking on new challenges.
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