Myanmar · Corporate Leadership & Reputation
Garena: Entering Myanmar's Chat App Market
Garena aimed to be a first mover in Myanmar's emerging chat app market in 2015 and engaged Ruder Finn Era to advise on messaging, sponsorships and media relations during market entry. The programme generated 344 media exposures in three months, with 95 percent positive coverage.
The challenge
In 2015 Myanmar's chat app market was only just emerging, and Garena wanted to be a first mover. Being first is an advantage only if the market notices, and Garena had no established voice in the country.
The company needed advice on how to position itself for a young audience, which cultural properties to attach to, and how to build media relationships from scratch so that its entry would be reported widely and favourably.
Our solution
Ruder Finn Era, then ERA Communications, was tapped to advise on communications messaging and media relations. The team's central recommendation was to meet teenagers and young adults where their passions already were, advising Garena on a series of events to sponsor, including K-Pop and video gaming properties.
Alongside the sponsorship advice, the team managed media relations and outreach on Garena's behalf throughout the market entry phase, establishing the company as a serious new entrant with local journalists and giving its launch a consistent story across outlets.
The results
Three months of outreach produced 344 media exposures, 95 percent of them positive, establishing Garena's presence in the market.
- Client
- Garena
- Market
- Myanmar
- Services
- Strategy and Advisory, Integrated Brand and Creative
- Engagement
- Project
