At Mad Hat, we’ve always believed that even the smallest act can create waves of impact. Tropicana Twister’s ‘Gandakan Kebaikan’ campaign was proof of that – a nationwide movement where journaling a simple good deed could translate into real support for families in need.
When Tropicana Twister approached us to help amplify the campaign’s wrap-up, we knew we had to spotlight not just the CSR heart of the initiative, but also its recognition in the Malaysia Book of Records. Our job? Make sure both stories got the attention they deserved.
The Brief
Close the loop on Tropicana Twister’s ‘Gandakan Kebaikan’ campaign (7 March – 30 April 2025), which invited Malaysians to journal acts of kindness during Ramadan and Raya. The campaign wrapped up with a significant milestone: over 13,000 deeds journaled, RM200,000 in care packs distributed, and a Malaysia Book of Records title for the most digital journals collected in an online campaign.
The Challenge
When it came time for the wrap-up, the campaign had already been launched months earlier – which meant momentum risked fading. On top of that, we had two key messages to deliver: the CSR impact of supporting 5,000 families, and the MBR achievement. The challenge was to package both angles into a story that still felt fresh and newsworthy.
Here’s what we did:
Crafted a press release that balanced both CSR and MBR narratives.
Targeted the right publications: CSR + lifestyle titles for the human impact, and news + business media for the record-breaking achievement.
Drafted and tailored two separate pitch notes to ensure each message reached the right media audiences.
The Impact
Despite timing challenges, the campaign gained strong traction:
PR Value: RM 2,065,146.65
Total clippings: 89 across lifestyle, CSR, news and business media
Here’s to celebrating wins that matter – for communities, families, and the future we’re building together.
Want your campaign to create buzz and drive real change? Contact us at hatters@madhat.asia.