Amplifying Kindness: How 'Gandakan Kebaikan' Became a Nationwide Movement

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.

Turning Crisis into Control: Crisis Lessons from Mad Hat Asia

When a scandal breaks, it doesn’t just dominate headlines; it tests the resilience of the brands and campaigns connected to it. Earlier this year, one of our clients faced a similar situation: a major campaign was set to launch when an unexpected controversy involving a key stakeholder arose.

With the spotlight shifting from the launch to the scandal, our team was tasked with safeguarding the client’s reputation and managing the unfolding crisis. Here’s how we navigated the storm.

Understanding the Crisis

Within hours of the story breaking, news outlets and social platforms amplified the issue, sparking outrage and speculation. While most of the backlash was directed at the individual involved, the client’s upcoming project risked being overshadowed and unfairly associated with the scandal.

The challenge was twofold:

• Prevent negative sentiment from spilling over to the client.

• Reposition the campaign around a new direction without fueling further controversy.
  

Our Approach

Our crisis management plan was built on three core pillars: anticipate, assess, and act.

• Anticipate: We identified potential crisis scenarios—from fan backlash to competitor exploitation—and drafted tailored mitigation strategies for each.

• Assess: We conducted real-time social listening and keyword monitoring across media and social platforms to track sentiment levels and pinpoint moments where escalation might be required.

• Act: We prioritized non-escalation. By holding back public statements unless the crisis reached severe levels, we minimized attention while ensuring all messaging remained aligned with the client’s values.

Key Actions Taken

• Requested the removal of promotional posts featuring the client’s branding on the individual’s channels.

• Advised all stakeholders to refrain from public statements unless thresholds were crossed.

• Guided the project’s repositioning with a recast, ensuring strong promotional continuity.

• Monitored conversations across platforms and intervened only when absolutely necessary, containing the narrative before it could spread further.

Results

• Crisis Contained: Negative chatter remained isolated and did not escalate into brand-focused backlash.

• Seamless Repositioning: The launch of the campaign proceeded smoothly with the updated cast and direction.

• Integrity Preserved: The client’s reputation stayed intact, with public focus redirected to the project’s content rather than the controversy.

Let’s Talk

Is your brand ready to face the unexpected?
We prepare for and navigate crises with confidence.

👉 Get in touch with us today at hatters@madhat.asia.

Spreading Joy with Purpose – Mangosteen’s Gifts That Give Back

As a homegrown lifestyle brand that dedicates 100% of its profits to empowering women and children across Southeast Asia, Mangosteen wanted its Christmas 2024 campaign to not only deliver luxury gift sets, but also create meaningful impact.

That’s where Mad Hat came in. Our role? To craft a communications strategy that celebrated conscious indulgence while inspiring consumers to take part in Mangosteen’s mission.

The Brief: Make Every Gift Meaningful

Mangosteen’s “Gifts That Give Back” campaign featured its newly launched Tropics Vegan Collection alongside festive gift sets, created in collaboration with local social enterprises like bake X dignity. The campaign wasn’t just about selling products, it was about:

• Positioning Mangosteen as a brand that blends luxury with social impact.

• Highlighting its commitment to sustainability and community empowerment.

• Driving awareness and purchase during the competitive festive retail season.

Our Strategy: Purpose Meets Storytelling

Mad Hat knew this campaign had to be heart-led yet polished. We leaned on three core approaches:

• Impact-First Storytelling – Framing every product as more than just an indulgence, but as a direct contribution to women and children in need.

• Festive Visual Identity – Designing content that blended the warmth of Christmas with Mangosteen’s tropical, homegrown identity.

• Engagement Through Partnerships – Elevating the collaboration with bake X dignity to connect with consumers who value gifts with deeper meaning.

What We Did

• Press Release & Media Outreach – Positioned the campaign in lifestyle and CSR-focused media to spotlight Mangosteen’s unique 100% profit pledge.

• Social Media Campaign – Curated festive-themed assets showcasing the gift sets in a relatable yet aspirational way, from flatlays to lifestyle videos.

• Influencer Engagement – Partnered with lifestyle and conscious-living influencers to share authentic reviews and gift-giving stories.

• Community-Centric Messaging – Crafted captions and narratives that highlighted not just what was inside the boxes, but who they uplift.

The Impact

The “Gifts That Give Back” campaign successfully spread Mangosteen’s mission of conscious luxury while generating festive visibility and engagement.

Campaign Results:

• PR Value: RM315,135.94

• Estimated Pageviews / Readership: 4.4M

• Social Media Impressions: 643,383

• Social Media Reach: 427,733

These results not only amplified brand awareness but also reinforced Mangosteen’s positioning as a leader in luxury with purpose, driving conversations around conscious gifting during the holiday season.

Looking Ahead

For Mangosteen, this festive season was more than just about holiday sales - it was a reaffirmation of its mission: that everyday indulgences can be turned into a force for good.

We brought the vision to life with stories and content that truly connected with people.

Want to spread impact with your next campaign? Let’s craft stories that inspire. Reach out at hatters@madhat.asia 

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The Perfect Pairing: How Malaysia Became the First to Host IPPUDO | MAiSEN

The Gardens Mall Sets the Stage for a World-First Japanese Dining Experience

If ramen is the warm hug of Japanese comfort food, and tonkatsu is its golden, crispy high-five, what happens when you put them in the same room?

When our client approached us with the task of launching the world’s first combined IPPUDO | MAiSEN outlet — not in Japan, but in Malaysia — we knew this wasn’t just another restaurant opening. It was a once-in-a-lifetime opportunity to tell a global-first story with local heart.

The Challenge

IPPUDO, renowned for its rich tonkotsu ramen, and MAiSEN, famous for tonkatsu so tender it can be cut with chopsticks, had never before shared a space. The client’s vision was to debut this pioneering dining concept at The Gardens Mall, Kuala Lumpur and cement it as a must-visit culinary destination from day one.

The brief was clear:

• Position Malaysia as the stage for a world-first Japanese dining concept

• Create excitement that would resonate with food lovers, media, and influencers alike

• Deliver measurable PR impact that matched the prestige of the launch

Our Approach

We designed an integrated launch strategy that blended storytelling, media engagement, and immersive experiences:

1. Crafting the Narrative
We anchored the campaign in a simple but powerful idea: What happens when Japan’s most comforting ramen meets its most exquisite tonkatsu? The answer — a cultural and culinary synergy that could only be described as “magic.” This narrative gave us the emotional hook to build media angles, KOL talking points, and event storytelling.

2. Media & KOL Launch Event
We hosted an exclusive preview at The Gardens Mall, inviting 24 media outlets and 15 KOLs to be among the first to taste the full experience. The event was designed to immerse guests in both brands’ legacies — from ramen-making theatrics to the delicate art of tonkatsu plating.

3. Strategic PR Outreach

We targeted lifestyle, F&B, and news media with tailored pitches that highlighted the world-first angle, the collaboration’s craftsmanship, and Malaysia’s role as the launch destination. This was complemented by curated social content from our invited KOLs to extend reach organically.

The Results

We’re proud to report that our integrated campaign delivered exceptional impact, both in numbers and narrative reach.

• Total PR Value: RM783,210.44
  

• ROI: 31.8x
  

• Total Earned Coverage: 117 pieces
  (1 Print, 13 Online, 103 Social)
  

• Total Reach: 1,940,738
  

• Total Impressions: 1,293,890
  

• Total Readership: 18,751,078
  

• Event Attendance Rate: 100%
  
  

Partner with Mad Hat Asia to create your next first, reach out to hatters@madhat.asia.

A Quarter Chicken, A Whole Lot of Heart: Nando’s Shared Kasih This Ramadan

We believe the best campaigns don’t just make headlines, they make a difference. That’s why we’re proud to have partnered with Nando’s Malaysia this Ramadan to bring their Quarter for Kasih initiative to life, a campaign that proved even a ¼ chicken could carry a whole lot of heart.

The Challenge

Nando’s wanted to mark Ramadan in a way that was true to their brand values,  warm, inclusive, and centred on togetherness, while delivering meaningful impact to communities in need. This wasn’t about discounts or flashy ads. It was about creating a CSR-driven campaign that encouraged Malaysians to share kindness, one meal at a time.

Our Approach

We collaborated with Nando’s to transform Quarter for Kasih from a donation drive into a movement rooted in human connection.

From March 5 to 19, customers could purchase a ¼ chicken with one side to be donated to someone in need. For every meal given, Nando’s matched it, doubling the impact. But we wanted the gesture to go beyond the plate, so each donor received a Ramadan card to write a personal message. These handwritten notes were delivered alongside the meals, transforming a simple act of giving into a deeply personal moment.

Between April 7 and 27, meals and cards were hand-delivered to 24 charity homes across Malaysia, ensuring every recipient experienced the warmth of both food and heartfelt words.

Making It Human

Our storytelling approach focused on the human element — no templated messages, no corporate gloss. Just real people reaching out to others during a season of reflection and generosity. We used social media channels to highlight these moments, encouraging Malaysians to join in and be part of the chain of kindness.

The Results

The campaign resonated far and wide, delivering strong media impact while staying true to its CSR purpose:

• PR Value Generated: RM1,416,250.55 (472% above KPI)

• Total Media Clippings: 92 (135% above KPI)

• Press Release Coverage: 14

• Media Social Mentions: 32

• KOL Social Media Features: 46

But beyond the numbers, the true success lay in the smiles, shared meals, and handwritten notes that bridged strangers across Malaysia.

Why It Matters to Mad Hat

Quarter for Kasih embodies our commitment to Make A Difference. Crafting campaigns that create meaningful connections and tangible impact. We’re grateful to work with partners like Nando’s, who share our belief that the most powerful brand stories are the ones lived, not just told.

If your next campaign is about more than just visibility, if it’s about making a difference, let’s make it happen together.

Reach us at hatters@madhat.asia

Glenfiddich: A Gift for Great Encounters

Our partnership with Glenfiddich for Lunar New Year 2025 brought meaningful collaborations that transcend product launches, creating stories that connect cultures, ignite emotion, and inspire celebration.

In a campaign that united centuries-old whisky craftsmanship with the soul of Chinese folklore, Glenfiddich unveiled its A Gift for Great Encounters (福鹿双至) — a limited-edition gift pack collection in collaboration with acclaimed multimedia artist Zhang Yu.

This campaign didn’t just celebrate the season. It honoured a shared journey between East and West, creating a new benchmark for luxury storytelling during Lunar New Year.

A Cultural Masterpiece in Every Pack

Launching on 6 January 2025, the Glenfiddich x Zhang Yu campaign brought to life a stunning collection featuring Glenfiddich’s 12, 15, 18, and 21 Year Old expressions — each adorned with custom artwork inspired by an imagined meeting of the brand’s iconic stag and the mythical Nine-Coloured Deer from Dunhuang folklore.

The result? A seamless fusion of Chinese ink artistry with contemporary aesthetics, wrapped around a message of wisdom, compassion, and cross-cultural harmony. Each gift pack included thoughtfully paired whisky-nosing or rock glasses, elevating the ritual of gifting and celebration.

Strategic Goals

Our campaign objectives were focused, ambitious, and rooted in narrative-led strategy:

• Position Glenfiddich as a cultural tastemaker, not just a whisky brand

• Spotlight Zhang Yu’s artwork as a vessel for storytelling and visual identity

• Drive nationwide awareness and desirability of the limited-edition packs

• Amplify Glenfiddich’s presence during one of Malaysia’s most festive retail moments

• Boost consumer engagement through immersive on-ground experiences

Bringing It to Life: A 360° Approach

To ensure Glenfiddich’s vision was translated into impact, we deployed an integrated campaign across earned, owned, and experiential platforms:

Narrative Development & Press Outreach
We built compelling press kits that highlighted the story behind the artwork, the heritage of the whisky, and the cultural relevance of the collaboration — creating hooks for media and lifestyle publications to amplify.

Media & KOL Engagement
Influential voices helped bring personal perspective to the collection, sparking authentic conversations across digital platforms.

Experiential Pop-Ups Across Klang Valley
To extend the campaign beyond screens, we supported Glenfiddich’s pop-up activations at Publika, Pavilion Bukit Jalil, and Pavilion KL. The experiences included:

• Live Chinese New Year calligraphy

• Bottle label personalisation

• Lucky draw wall

• Whisky tastings and storytelling touchpoints
  

These activations served as high-touch brand experiences — merging the festive spirit with Glenfiddich’s legacy of excellence.

Exceptional Results That Raised the Bar

The campaign delivered exceptional outcomes across visibility, engagement, and media value — affirming Glenfiddich’s relevance in the luxury gifting space:

• Total PR Value: RM2,097,311.80

• Total Earned Coverage: 95 Pieces
  

• 3 Print | 25 Online | 67 Social

• Total Readership: 94,972,638

• Total Reach: 1,738,979

• Total Impressions: 2,664,546

Let’s raise a glass to your next chapter.

Contact us at hatters@madhat.asia 

How Expert-Led Messaging Builds Real Trust

Every New Year, we promise ourselves all kinds of things: to hit the gym, to drink more water, to read more books. But few resolutions carry as much weight (or stigma) as “quit smoking.” It’s one of the most common pledges people make and break. And yet, it's also one of the most transformative.

This year, we helped smokers light up a new kind of beginning, one that didn’t involve a cigarette, but rather with Nicotine Replacement Therapy. 

So, how do you discuss something that people already know is bad for them, yet still struggle to change? At Mad Hat, our answer isn’t scare tactics. It’s credibility. And one of the strongest ways to build it is through expert engagement.

Why Experts Work

In today’s saturated media landscape, audiences are savvier than ever. They scroll past brand messages in seconds unless the message comes with earned trust. That’s why expert voices aren’t just “nice to have.” They’re essential to any comms strategy where credibility is on the line.

For health, finance, sustainability, or any high-stakes topic, we’ve seen how expert-driven storytelling cuts through the noise. It reassures the skeptics, strengthens the believers, and adds weight to the message without overexplaining or overselling.

Quitting is Hard. That’s Why the Experts Matter.

When we were tasked to build awareness around Nicotine Replacement Therapy (NRT), we knew the comms couldn’t come off like a PSA. It had to feel like support real, informed, and human.

Our scope included strategy, messaging, and earned media outreach. We saw New Year’s as a cultural moment already steeped in health-first thinking, so we slotted NRT’s story right into it: new year, new lungs.

But we didn’t position the product as the hero. Instead, we brought in medical experts, the real MVPs, to talk about how quitting works, why it’s hard, and how support makes all the difference. Through earned media, we secured high-credibility placements on BFM, CNA938, Sin Chew Daily, Traxx FM, and LOVE972.

One standout moment? A segment on BFM’s Doctor in the House, featuring Dr Takdir Singh Riar from Klinik Kesihatan Tanglin. He joined Dr George Lee to unpack the psychology and physiology of quitting. It wasn’t product push — it was public service.

What This Taught Us

People don’t want to be sold to. They want to feel understood. And experts, when given the space to speak like real humans, become powerful messengers. We didn’t need to shout. We just needed to show what was possible.

The result? We helped NRT become part of the broader conversation on health and habit change, without ever turning it into an ad. Because when your goal is real impact, trust is the best creative strategy.

Looking to build credibility through comms that actually connect?

Let’s talk. hatters@madhat.asia 

Integrating Sweet Success: Haagen-Dazs x Emily in Paris

At Mad Hat Asia, we thrive on crafting compelling narratives that resonate with audiences and deliver tangible results. We're excited to share a recent campaign that perfectly illustrates our ability to integrate brands with pop culture: our collaboration with Haagen-Dazs for their limited-edition "Emily in Paris" products.

Our mission was to seamlessly integrate Haagen-Dazs with pop culture through its collaboration with the hit Netflix show Emily in Paris, launching these exciting products in Singapore, Malaysia, and Thailand.

The Challenge: A Parisian Dream Across Borders

We faced a unique set of challenges to ensure a truly cohesive and impactful campaign:

• Regional Integration: Orchestrating a unified campaign across three distinct markets – Singapore, Malaysia, and Thailand – each with its own nuances and media landscape.

• Tight Timelines: With only three weeks from ideation to execution, the launch had to perfectly coincide with Emily in Paris' debut on Netflix.

• Global Guidelines: Adhering to stringent directives from PARAMOUNT, NETFLIX, and Haagen-Dazs for event design, layout, and execution, ensuring brand consistency and legal compliance.

Our Strategic Approach: A Taste of Parisian Chic

To overcome these challenges and achieve our ambitious goals, we deployed a multi-faceted strategy:

• Elevating Haagen-Dazs into Fashion & Lifestyle: Our core strategy was to position Haagen-Dazs within the realm of fashion and lifestyle, lending a sophisticated Parisian flair to the entire campaign.

• Tri-Market Watch Party & Dinner: We hosted a premier tri-market watch party and dinner for top-tier fashion, lifestyle media, and Key Opinion Leaders (KOLs). This exclusive event created buzz and generated anticipation for the limited-edition products.

• Creative Product Drops: Bespoke product drops were strategically executed to build excitement and pre-launch hype.

• 3 Physical Events: To maximize engagement and media exposure, we organized three physical events across the markets.

• Themed Launch Events: Each event was meticulously themed to capture the Parisian charm synonymous with Emily in Paris, creating Instagram-worthy moments for both Haagen-Dazs and the attending media and influencers.

• Public Relations & Influencer Engagement:

• Bespoke Press Kits: We distributed custom-designed press kits and creative media packages to key media outlets.

• Strategic Influencer Partnerships: We collaborated with a mix of paid and organic influencers to maximize campaign visibility and drive social buzz across all three markets.

Phenomenal Results That Speak Volumes:

Our integrated approach yielded exceptional results, significantly exceeding expectations and solidifying Haagen-Dazs' presence in the fashion and lifestyle sphere:

• Total PR Value:

• Singapore: SGD 432,2750

• Malaysia: RM 1,444,721.50

• Thailand: THB 5,560,632 These figures demonstrate the substantial return on investment and widespread media attention generated across all markets.

• Physical Events Success:

• 3 Physical Events were successfully executed.

• A total of 80 attendees across the three markets engaged with the campaign.

• An impressive 98% attendance rate highlighted the high level of interest and commitment from our invited guests.

The widespread media and influencer coverage, coupled with the high attendance at our physical events, ensured that the Haagen-Dazs x Emily in Paris collaboration was a resounding success, capturing the hearts and taste buds of consumers across Singapore, Malaysia, and Thailand.

Partner with Mad Hat for Your Next Success Story

The Haagen-Dazs x Emily in Paris campaign is a prime example of Mad Hat Asia's expertise in seamlessly integrating brands with pop culture, delivering impactful results, and navigating complex regional campaigns. We are dedicated to partnering with our clients to elevate their presence, amplify their message, and achieve their business objectives.

Ready to make your next brand initiative a resounding success? Contact us today to learn how Mad Hat can help you achieve your goals.