DiGi: Evangelist

With this campaign, telecoms company DiGi reached out to Malaysian bloggers by creating DiGi Evangelists, a grassroots blogger community.

DiGi: Evangelist

Youli Hooi, Sulin Lau

Campaign details

Brand owner: DiGiBrand: DiGiAgency: Starcom MediaVest GroupCountry: MalaysiaChannels used: Internet - general, Internet - search, Social mediaMedia budget: Up to 500k

Executive summary

80% of the top Superbloggers are on the payroll of rival telecommunication giants in Malaysia. DiGi had to make a no-win call to either 'pay to play' in the blogosphere, or forfeit playing.

For every hundred superbloggers, there were at least a thousand other 'nobody bloggers' that are ignored. DiGi Evangelists, a grassroots blogger community, was created to...

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