Myanmar · Brand & Creative Communications
MPT: Three Years as an Extended Digital Team
From 2016 to 2018 MPT, Myanmar's largest telecom operator, retained Ruder Finn Era, then ERA Communications, as its social and digital agency. As an extended team it ran viral contests and campaigns and managed MPT's Myanmar Idol, Myanmar National League and The Voice properties, growing a fan base of 5 to 10 million at an 8 percent average engagement rate.
The challenge
Myanmar's telecom market had just opened to international operators, and MPT, the incumbent, faced aggressive new competitors with fresh brands and big digital budgets. Social media was where the fight for young subscribers would be won or lost.
MPT needed more than a page manager. It needed a digital agency that could operate as an extension of its own team, at scale, across national entertainment sponsorships and everyday customer conversation.
Our solution
Ruder Finn Era, then ERA Communications, was onboarded as MPT's social media and digital agency and worked as an extended team for three years. The team executed a long-term content strategy, established working processes and built photo banks that MPT still uses today.
Over that period the agency managed multiple viral contests and campaigns, including #SelfieWithMPT, #MPTMoments and Happy Myanmar, and ran the digital amplification of MPT's biggest entertainment properties on social media: Myanmar Idol, the Myanmar National League and The Voice.
The results
- Client
- MPT
- Market
- Myanmar
- Practice
- Brand & Creative Communications
- Services
- Integrated Brand and Creative
- Sector
- Telecommunications
- Engagement
- Retainer
