In order to reach a broader world audience, I recently decided to make a YouTube ad for display in Malaysia. Now I am not a linguist, so I thought it would be better to get local people to coordinate the project for me. I decided to hire a firm in Kuala Lumpur to produce it for me.
I was initially concerned that there may be communication problems, but they had a great English speaking account manager who I was able to speak to.
The video was pretty successful, it resulted in a lot of interaction on the community website I was promoting (a music website).
Malaysians are very active on the Internet, with a very large percentage of my target demographic using YouTube on a weekly basis, so I was able to achieve saturation very quickly.
As with anything else, running a successful Youtube campaign was 80% planning and 20% execution, and I’m pleased to say that this time, I didn’t make any major planning mistakes!
Good communications between the stakeholders in a project like this is essential, and I could not fault the manager – he was constantly in touch via Skype, telling me how it was going, sending me casting photos and even conducting interviews and summarizing them for me. It was like being there, except without the inconvenience of traveling and the airfare!
This was my first step into social media advertising in a different culture. It took less effort than I expected, but I think that I will continue to put more of my attention on English speaking countries. There is a huge amount of potential in Malaysia for social media advertising, but I like to be involved in the creative work a little more – this is how I justify my high fees to my clients, after all!
However, if you enjoy travelling, or you don’t mind subcontracting to reliable companies of freelancers in the country, then I encourage you to go for it! It’s a great way to get brand exposure amongst an audience that you would probably never reach any other way.