May Barani Zaw

Marketing & Communications Manager
Samsung Electronics (Myanmar Branch)

Yangon

“I would like every organizations to listen to the voice of employees, especially in innovative ideas.”

It has not been the easiest of times in Myanmar, but May Barani Zaw’s work for Samsung stands out as the kind of sensitive marketing work that can help brands make a difference in the lives of their customers. The company’s ‘To Dance of not to Dance’ initiative shifted its approach to a nationwide strategy, at a time of heightened risk for brands because of their perceived links to Myanmar’s military regime. BaraniZaw created the campaign to focus on Myanmar’s different ethnic groups, tapping into popular sentiment and becoming the first brand in Myanmar to deliver multilingual, multiethnic representation in a major service or product launch. The campaign took home three Asia-Pacific SABRE Awards, generating nationwide awareness, protecting the Samsung brand, and driving e-commerce sales.

How do you define innovation?
Innovation internationally is is doing something which has never been executed before. But to me working in Myanmar, an underdog country, the innovation is doing something which has never been done in the local market, but is proved by the actions of the people and organizations in other countries.

What is the most innovative PR or marketing initiative you've seen over the past 12 months?
I launched a very breakthrough marketing campaign in Myanmar early this year. The campaign touched the heart of the people by understanding the situation of local context. Myanmar has a vary of ethnic groups in several regions. In majority, there are three main languages being used in the country. They are Burmese, Kachin and Shan. Therefore, I determined to create the social video with attractive jingle music in three different languages. Then three different videos run in three different target audience segments. Audience segments varies based on the location of where majority of highest volume of ethnic people lives. For example, Kachin people lives on north of the Myanmar. We published the video in Kachin Language and aired to Kachin state. We aired the video in Shan language aired to Shan state. By that way, we aired three different videos into three different parts of the country. By the means, we were able to hit the heart of the audience with their language. Not only the audiences, but the other marketers also acknowledge and appreciate this campaign. This campaign also brings the 3 trophies at the 2022 Asia-Pacific SABRE Awards for the title of - Best South-East Asia PR campaign - Social Media/ Social Networking Campaign - Influencer Marketing

In your opinion, which brands and/or agencies are most innovative in their approach to PR and marketing?
Brands: Nike, Google, Meta Agencies: Ogilvy & Mather, WPP

Describe a moment in your career that you would consider to be innovative.
I got the opportunity to handle the project of Galaxy A series which was collaborated with the top K-pop girl band, Black Pink.

Who do you admire for his/her approach to innovation?
Richard See who was my former boss.

How do you get out of a creativity rut?
Observation in every moment of watching movies, doing sports, listening music, even in hanging out. Learn the other brands and insights of the market.

What advice would you give to the PR industry around embracing innovation?
Most of the people think the subject of PR as limited to lobbying and keeping the good relationship with media, government or the other organizations. It is wider than that, PR should be playing the main role in every communication and it should be the fuel to burn the activities as integrated to get hot.

What would you be doing if you weren't doing your current job?
I would be producing my own brand of clothing or being the franchisor of dessert shops.

Which book/movie/TV show/podcast/playlist/other cultural source has provided inspiration over the past year?
- The radio FM where broadcasts the different ethnic languages.- Podcast: 92.Omama- Selling Sunset

How would you like to see work culture, and the role of the office, evolve?
I would like every organization which keep first priority to listen to the voice of employee especially in innovative ideas. Then, organizations should give employees time to learn, study and practice so that employees will have chances to do more innovative works.

How can the PR and communications industry harness innovation to make more progress on diversity, equity and inclusion?
PR and communications is the face of every company, which is the most essential platform where we can share our voices to the audiences and listen to the voices of audiences. Therefore, it is our responsibility to do the transitional innovative campaigns which promote diversity, equity and inclusion.