When the Story Is Enough: Mad Hat Asia's PR Strategy for the National Stroke Awareness Campaign 2025

Not every corporate communications campaign comes with a splashy launch event or a ministerial announcement. Sometimes the brief is leaner and the stakes are higher. When Stroke Services Institute (SSI) approached Mad Hat Asia to drive awareness for Singapore's National Stroke Awareness Campaign 2025, the challenge was immediate: no new data, no event, no hook. Just a cause that mattered and a media landscape that needed a compelling reason to cover it.

SSI faces the same wall every year. Without fresh statistics or a headline moment to anchor coverage, stroke awareness stories risk being passed over in favour of harder news. Our answer was to go back to what corporate PR does best when everything else is stripped away: strategy, storytelling, and the right voices. We developed a fresh suite of human-centred media angles and profiled credible spokespeople across different races and backgrounds, giving editors and producers something they could genuinely connect their audiences to rather than another awareness campaign that felt like a press release.

The results were Tier 1 across the board and entirely earned. Coverage landed in Channel News Asia, The Straits Times, Lianhe Zaobao, 96.3FM, Berita Harian, Tamil Murasu and MediaCorp Suria News, reaching Singapore's communities in four languages. Total PR value hit S$732,000, secured purely through compelling pitching and meaningful narratives with no paid media, no event budget, and no ministerial peg to lean on.

For us this was one of the most meaningful campaigns of the year and a reminder of what good corporate communications can do when it is built on substance over spectacle. If you need a PR partner in Singapore who knows how to find the story when there isn't an obvious one, we would love to help. Get in touch at hatters@madhat.asia

Serving Stories That Sizzle: Bulgogi Syo x Chef Choi Hyun-seok of Culinary Class Wars

In Singapore's fiercely competitive dining scene, a new menu launch rarely makes headlines. A cultural moment does. When Bulgogi Syo partnered with celebrity chef Choi Hyun-seok of Culinary Class Wars fame, they didn't just want buzz — they wanted the collaboration to feel like a live episode of Culinary Class Wars. They brought in Mad Hat Asia to make it happen.

The challenge was standing out in a city saturated with chef collabs and F&B launches. We needed to go beyond a standard media push and build a campaign with real narrative weight. Our answer was "Memories on a Plate" — a storytelling-led campaign built around four exclusive dishes inspired by Chef Choi's iconic TV moments, brought to life through a 360° communications plan spanning strategic PR, bespoke media drops, and intimate KOL and media tasting events.

The results spoke for themselves. The campaign generated 111 pieces of coverage in a month across top-tier local and regional media including The Sunday Times, Prestige, Time Out and Lifestyle Asia, delivering over SGD 1.1M in PR value and 44 million in total reach. Bulgogi Syo didn't just launch a menu — they owned the K-dining conversation in Singapore.

Ready to turn your next F&B launch into a cultural moment? Drop us a note at hatters@madhat.asia

The Heart of Singapore with HECS

Singapore Beyond the Skyline

Everyone knows the Singapore postcard shots. Marina Bay Sands, Gardens by the Bay, the gleaming CBD skyline. Beautiful, iconic, and honestly a little overexposed. When Heartland Enterprise Centre Singapore (HECS) came to us wanting to show regional tourists the Singapore that actually exists beyond the tourist trail, we knew this wasn't a job for polished destination ads. It was a job for storytellers with genuine curiosity and the right following to match.

The challenge was a real one in Singapore's tourism marketing landscape. The heartlands, the kopitiams, the HDB neighbourhoods, the aunties and uncles who define the everyday rhythm of this city, rarely make it into international travel content.

Our brief was to change that and make regional audiences genuinely curious about the Singapore most tourists never see. We brought in three lifestyle and travel KOLs with strong regional reach and a talent for authentic content: @workingwithmonolids for hidden local gems and community stories, @GhibOjisan for his outsider-yet-local perspective as a Japanese creator based in Singapore, and @GeorgiaCaney for her global traveller's eye that could connect Chinatown, Toa Payoh and Tiong Bahru to international audiences.

Instead of scripted tourist itineraries, we handed them insider passes and let them do what they do best. The result was travel content that felt lived-in and real, hawker finds, neighbourhood quirks, cultural nuances that no guidebook covers. The campaign reached 2,094,100 people across the region and sparked genuine conversations about a side of Singapore that rarely gets the spotlight it deserves.

Tourism marketing works best when it makes people feel something before they even book a flight. If you want your destination or hospitality brand to resonate beyond the obvious, Mad Hat Asia knows how to tell those stories. Get in touch at hatters@madhat.asia

Where Food Meets Festival: Our Take on Singapore Food Festival 2025

Singapore already has some of the world's most passionate foodies. So when Blake Harris Entertainment tasked Mad Hat Asia with making the 32nd edition of Singapore Food Festival the culinary moment of the year, the challenge wasn't awareness —it was standing out in a city where F&B events, activations, and launches are happening on every corner all at once.

The campaign needed to travel beyond Singapore's borders and land internationally. We led a multi-pronged approach across 3 weeks that the event was happening: crafting story-led press releases that went well beyond standard event announcements, curating on-ground food KOL and media hosting that made every touchpoint shareable, and profiling festival spokespeople as genuine thought leaders in Singapore's food culture. Every activation was designed to hit hearts, feeds and headlines at once.

The numbers tell the rest of the story. Against a target of SGD 800K in international media value, we delivered SGD 1.8M — more than double. Total PR value hit SGD 6M against a SGD 5M target, with 373 pieces of coverage across The Straits Times, Travel + Leisure, Lifestyle Asia and more, reaching 272 million people worldwide.

Want PR and food KOL results that actually move the needle for your next F&B event in Singapore? Get in touch at hatters@madhat.asia

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.

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 

Crafting Holiday Magic: Our Success Story with the World Christmas Market Singapore

Filling a 20,000 sqm event space was only part of the challenge—doing it over a 21-day run, while launching a new event into Singapore’s crowded Christmas calendar with minimal awareness, raised the stakes entirely. When the team behind the inaugural World Christmas Market Singapore needed a PR and KOL partner to put their holiday extravaganza on the map, they came to Mad Hat Asia.

With ambitious KPIs and a tight runway, we deployed a focused three-part strategy: story-driven press release distribution that built anticipation well ahead of opening, end-to-end on-ground KOL and media hosting that generated authentic coverage across social and digital platforms, and strategic spokesperson profiling to give the event a credible, human voice in the press.

The results set a new benchmark for event PR in Singapore. Against a target of 100 pieces of coverage, we delivered 507. PR value hit SGD 4.27M against a SGD 1.5M target. Total reach came in at over 44M on social media alone, with top-tier placements across The Straits Times, CNA, Mothership, Tatler Singapore and more. Most importantly, 148,965 visitors walked through the gates — nearly 50% above the target footfall.

Planning an event launch in Singapore and want PR and KOL coverage that actually drives footfall and media attention? This is what Mad Hat Asia delivers. Get in touch at hatters@madhat.asia