Social media engagement was no job for an ordinary man. So we created "Kucing Happy" – a cat who talked his way into the hearts of Malaysians by asking them to wish for something that would make them happy.

Over 6 webisodes, Kucing Happy filtered through over 50,000 wishes and granted some of them with his own interpretation of what would make them happy.

Besides it being a happy occasion for the bank – BSN’s 40th Anniversary, the social media landscape of late seemed to be filled with negativity and news that made our target sad or angry.

This was an opportunity for BSN to truly celebrate its anniversary by making people smile, laugh, and feel upbeat. We knew that creating such emotions would reflect positively on BSN, get our content shared and spread the new BSN philosophy.

The execution of this series of response videos involved picking the wishes of the week, then writing a script, filming, recording, and uploading the video all in the space of 7 days.

Six videos were released over six weeks.

After the launch, these videos became a much-anticipated weekly event.

We wanted to create some engagement with the fans. But we created a nationwide sensation instead.

From 20th March 2015 to 28 April 2015 (the campaign launch):

• Facebook engagement (unique users) increased from 114,171 unique users (the month before #KucingHappy) to 1,049,289 unique users (campaign month).

• Average page engagement rate rose from 11% to 31%.

• BSN’s organic reach increased from the virality of the campaign from 328,238 unique users (the month before #KucingHappy) to 2,055,047 unique users (campaign month).

• The #KucingHappy Videos garnered 2,842,574 views across Facebook & YouTube.

• Total #KucingHappy on Facebook, Twitter, Instagram & Youtube garnered 59,782 hashtags.

• BSN was ranked as the No.1 most engaging Bank on social media during the campaign period vs No. 9 before the campaign*

• New Savings Accounts up 31,800%

• Credit Card sign-ups up 62%

• Loan Applications up 31%