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What do you like working with PaperKite?

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How would you take the brand to the next level?

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If you have full authority to manage PaperKite, how would you do differently?

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What annoys you when working with the brand PaperKite?

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While nothing particularly annoys me, a little alignment is needed. Would love to be more involved in tasks, i.e. meeting with print suppliers to select materials, being kept informed about any creative needs—whether it's a keg label or a keychain. Every detail counts to me. Aiming to shorten the curve and enhance efficiency.

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One aspect I might have approached differently is the level of transparency. I envision showcasing more of the behind-the-scenes brewing process in Perak and sharing the captivating story behind crafting our beer. This presents a unique opportunity to further develop the narrative of PaperKite. Emphasizing authenticity and transparency holds particular significance in the craft beer sector, setting us apart from larger beer brands. But other than that, everything is great!

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1. Social Boosting: When the PaperKite cans are released, we can focus more on e-commerce conversions via strategic social media and google ads, also promoting awareness.

2. Collaborations with Local Businesses: Collab with local businesses, such as coffee roasters, chocolatiers, or other breweries, to create unique and innovative beer offerings. Additionally, consider blending our beers with restaurant dishes. This type of collaboration might be less common among larger beer brands.

3. Detailed Storytelling:

To go in detail and educate consumers on the brewing process, the people behind the brand, and the unique qualities of each beer. While large beer brands do engage in storytelling, PaperKite will have a more personalized and artisanal approach.

4. Monthly Campaigns:

Implement monthly (or bi-monthly) campaigns around selected themes or new products to maintain an ongoing and fresh conversation with our audience.

5. Experience Merch Kits:

A merch/KOL experience kit that delivers a curated selection of your craft beers to customers doorsteps. To increase more awareness to our craft beer.

6. Gamification & AR-implementation:

To develop a PaperKite mobile app. Incorporate rewards for completing challenges, collecting points, or sharing the app with friends. This can enhance brand engagement and create a fun and memorable experience. AR can come in with IG filters in relation to campaigns or takeovers.

7. Creative Product Photography:

As the cans are set to be released early next year, let's embark on experimenting with creative photography styles specifically tailored for the cans. Unlike beer glasses, cans offer greater flexibility in showcasing artistic and visually appealing imagery. This approach will not only enhance our marketing materials but also contribute to a distinctive and eye-catching brand image.

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Loving the who, what, and why. Everything that PaperKite stands for. The people, the team. The culture. But ultimately, the almost limitless flexibility in creativity is a winner in my books.

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I understand that as a start up grows it requires for the team and the plans to be agile and versatile while we learn more about the brand with consumers and for processes to be set in place. Not that it annoys me particularly but a lot of the work Marketing does is planning, road mapping, strategy and SOMETIMES it does not get to execution so it seems as though the results were not delivered and impact is not quantifiable. E.g we have edited the events strategy and moved the timeline a few times and or press opportunities we have planned and in discussions with didn’t eventuate. Would aim to set the directions and ideas clear from the beginning so we are able to execute some exciting ideas, press, KOL and events strategy! Really would love to execute a 360 campaign to get that brand awareness and cool factor out there for PK.

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I think Paper Kite is actually doing the best it can right now with the resources it has, in fact better than many start ups. The only thing I would do differently is have the team more aligned every week, even more than before. The best and most successful brand campaigns I’ve worked on is to have every department and level in one meeting consistently meet up every week to talk about their side of things. Eg. Now it is Alicia and I have weeklys, my team and I have meetings, sometimes when require we meet with creative for execution. But the I would love if all of us can spend 30 minutes to meet - including Alvin , in the beginning of the week to set the direction and tasks straight for the week as one team. Being cognizant of the tasks involved in a brand, holistically, gives us the team more awareness about the product and empathy that we can apply on to our respective work.

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1. Brand spirit/voice- We need the spirit of the brand to come through more to unite consumers and audiences. James Watt, pronounced the Brew Dog drink “an audacious blend of eccentricity, artistry and rebellion”. There's so much personality in that - we need a year long campaign to hone in/focus on and educate, what it really means to drink PK. How can consumers relate and how can they be a part of this movement?

2. Ambassador - appoint someone to be the face of the brand. And it should be a spokesperson like never before seen in Malaysian landscape. If possible someone with a bit of a global appeal. i.e Ronny Chieng or Henry Golding. Elevate the Marketing that is done, what the locals know of as Marketing, let’s do it differently, that’s what craft beer community will appreciate as they are usually one that is more in tuned with how Marketing can be done.

3. Content Creation - we need an ad. A topic to unite us all, locally and internationally amongst Malaysians. i.e " What's the most Malaysian thing about you? " A bold ad that will propel PK as a brand that does Marketing differently. The brand voice will come through. Following the ad we need to spark the content creation with KOL and events etc. The brand awareness and cool factor will come. The highest level of content creation would be to have Paper Kite digital Magazine where it will curate editorial content to foster a community - featuring Malaysian talent and stories, listing the PK events throughout the year, special promos in different supermarkets PK is sold, featuring exciting collars with restaurants and bars etc. All things you think are impossible - you can read about it in this magazine.

4. Publicity (traditional and social media) - Let Alvin be the most genuine and loud Alvin as he can be. Not just as PK founder, but let the audiences get to know him and love him for his personality. Don’t be afraid to step out and be bold when doing press rounds. A lot of his voice now on content is very scripted and he is not coming through. Get on the Balls Deep podcast with the boys and talk about his love for Liverpool, get on BFM talk about his hardships building PK, get his KOL friends to create reels with him, eg Arnold Loh helping Alvin clean kegs.

5. Events - we can org and think local events but try to angle it as something that has never been done with he aim of getting global attention from e.g lad bible or Buzzfeed about how special the brand is. Our audiences and target demo is local but we need to do reverse marketing no them whereby PK should be getting some int coverage so in turn they will be even more proud to shout out “this is our Malaysian beer on Buzzfeed did you see?”

6. Working with DJs to promote - this year and next year DJs are really where the crowd and young consumers are spending their time - look into working with all local DJs to get the cool factor up. I know this is not the typical craft beer route, but hopefully we can discuss this and work out if we can get into the EDM, house and festivals scene. That's really where the cool factor is and the masses are. We can start with boiler room sets i.e Mr Yang or Nahsyk - very underrated local DJs moving the scene

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I love the potential PaperKite has in the future and very excited to be part of history in Marketing it, with hopes that our Marketing campaigns can set a benchmark in the industry how campaigns can be done differently with Malaysian Beer. The team is also one of the most progressive and open minded brand owners to work with.