Hi, my name is Min

Since 2022 until the current time (it's November 2023 as of the day this is written), we've been managing a government-owned public education fund (I've signed an NDA, so I can't disclose the name, but there’s only one national education fund body in Malaysia).

When we first came on board, the marketing team of the government agency told us that they needed more meaningful engagements. Normally, their posts were about their services and products, delivered in a government-ish fashion.

Our solution? Create a persona. This persona is called "Min," as in admin, making it easy for people to catch on. We also use a lot of street slang, such as ‘korang’, the use of ‘lah’ and ‘ke’. And we go full BM (Bahasa Malaysia) on their postings.

It took a whole lot of convincing to the top management ; we experimented with a post that uses this approach, initially on lifestyle-type posts. The result was surprisingly good. We eventually expanded the persona to other types of posts, such as products, services, and campaigns.

With this kind of persona as well, we could broaden our content to more relatable posts, such as memes and throwbacks, as shown in the example above.

The client embraced the new direction, and since then, we have increased engagement and page reach by more than 100%.

With this persona in place, followers feel that there are actual people behind the postings, not just a brand interface, making them more inclined to engage with the brand.

We are happy with the result, and the client even more so. Their internal team currently follows our persona in their own postings with good results.

Moving forward, we plan to visualize this persona. We've already begun experimenting with it—a mysterious and cheeky blue-purple monster that is Min. Results are very promising. I'll update on this once I finally roll it out. Cheers.