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Insight

article-april-thumbnail Insight
Apr 13

Last-minute ideas that brands can execute this Raya

Hari Raya is one of the many occasions that gives brands a chance to create a big and lasting impact on its audience. Whether it’s through a short film or holding a contest, brands need to find a way to communicate their Raya message effectively. But what would make your brand’s campaign stand out and be remembered?

With Raya quickly coming up in a month’s time, whether your brand is lagging behind or baffled for fresh ideas, fret not, here are some last-minute ideas that your brand can execute this Raya.

Branded Instagram Augmented Reality (AR) filter

  • IG filters are used on the daily and their uses can range from altering one’s facial features to an entertaining interactive game.
  • At the start of 2020, AR engagements saw a 20% increase along with 90% conversion rates from users who utilised AR filters.1
  • Users spend 4x more time engaging with AR filters, which is an average of 75 seconds in comparison to video content.2
  • By creating an interactive IG AR filter as part of your brand’s Raya campaign, users are able to post their images/videos/results on their IG Story and this will amplify reach by enticing other users to partake in using the filter as well as check out your brand’s IG account.
  • Need some inspiration? Check out the IG AR filter that we created as part of our agency initiative for Chinese New Year, where users can discover their 2021 fortune.

Instagram Story personality quiz

  • IG stories are a quick way to engage with your target market. With a ton of prompts and stickers, it’s no doubt that users will partake in the activities as it is short and simple.
  • A study from Meltwater showed that 86.6% of Instagram users use stories, while almost 80% of brands noticed a large effect on their influencer content from Instagram stories.3
  • A simple way of getting the audience to engage in IG Stories this festive season is by creating a Raya-themed personality quiz. This encourages users to stay till the end of your Instagram Story queue to find out their “personality”. Topics can include, “Which kuih Raya are you?” or “What Hari Raya song you should play while balik kampung?”.

Live sessions with influencers/KOLs

  • Live sessions are a great way to interact with your audience as they are able to comment and give likes in real time. Contests, giveaways, and promotions are some of the activities held during live streams to encourage engagement.
  • According to Facebook, the number of livestream viewers had a significant increase of 50% from February to March 2020 due to the Covid-19 pandemic.4
  • To complement these live sessions, influencers can play a huge role in targeting a specific audience as these individuals are able to impact the decisions of their followers, making them an ideal choice as hosts.
  • A study done by Twitter and Annalect showed that 49% of users depend on advice from influencers while 40% of users said to have purchased products that influencers have used on Instagram and several other social media platforms.5
  • For some inspiration of a successful live campaign, take a look at this Facebook live campaign that we created for Haier last Raya.

User generated content – Complemented by the usage of specific hashtags

  • User generated content is a cost-efficient way to let the public spread the word about your campaign for you.
  • Like word-of-mouth marketing, users are able to post their own content that relates to your campaign, thus this creates buzz among the public.
  • A survey carried out by Stackla found that 79% of people claimed that UGC plays a huge role in influencing their purchases.6
  • In 2020, UGC created a sense of community among social media users, especially during the Covid-19 pandemic, where people are stuck at home by themselves.7
  • Carrying forward into 2021, UGC centric campaigns will be an effective method of getting your target market to interact and connect with your brand.
  • Creating different hashtags, that closely relates to your brand’s purpose, to signify different groups is a way of getting users to post their own content. Search up “#TeamHijau” or “#TeamBiru” on Instagram for real-life interactive content ideas.

Source: Instagram

Personalised content/videos 

  • People crave personalised content because when it is catered to them specifically, they hold a connection to it because it shows that your company cares. This, in turn, increases customer loyalty to the brand.
  • SmarterHQ found that 72% of consumers prefer to only interact with messages that are personalised.8
  • In addition, 66% of consumers stated that they lose interest in purchasing when the brand does not personalise their content.8
  • While personalisation may seem like a daunting task with it requiring a sizeable cost and a lot of resources, it doesn’t have to be. Take a look at how we executed personalised thank you ‘cards’ for each of our Heroes and brands that we’ve worked with, where we produced 340 custom videos within a week by utilising our Digital Creative Automation delivery system.

Don’t know which direction your brand should head for this Raya? Drop us a message today.

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article-thumbnail-personalisation-loyalty Insight
Mar 29

How personalisation helps foster brand loyalty

In this era of instant gratification, consumers are increasingly drawn to brands that they have forged a personal and emotional connection with.

In fact, emotionally connected customers have a 306% higher lifetime value, remain loyal to a brand for an average of 5.1 years and will recommend brands at a much higher rate.1

Brands that can’t meet their customer’s needs and expectations risk losing them to those that do. Personalisation is one of the key elements for building emotional connections which in turn helps build brand loyalty.

Why personalisation drives loyalty

Consumers gravitate towards personalised experiences due to a psychological principle known as the ‘Cocktail Party Effect’. In a noisy environment, our brain separates overlapping conversations into different auditory streams so that it can ignore irrelevant information. One of the key triggers for people to ‘tune in’ is when they hear their name.2

Today, personalisation is far more than just saying “Hi, John” in an email subject line – it’s about anticipating the consumers’ needs at every touchpoint. As each customer is on their own unique journey, the motivation to try, buy, or stay loyal changes depending on the individual.

Increasing customer retention by 5% can increase profits by 25% to 95%.3

By personalising your digital campaigns, your brand will be able to:

  • Build trust
    Through personalised experiences, your customers will get the impression that you have their best interests in mind.
  • Show commitment
    Since you are taking the effort to build a relationship, customers will believe you genuinely value the relationship.
  • Encourage reciprocity
    As you’ve made the effort to get to know your customers, they may return the favour by keeping your brand top-of-mind for future purchases.

Getting personalisation right to nurture strong customer relationships

With brands pivoting and adapting to a new way of operating, there is an increased sense of urgency to leverage insights to better understand consumers’ new needs and expectations.

While brands recognise the power of personalisation and the need to make it a priority in providing consistent, tailored experiences, meeting those personalised expectations require a deep understanding of each customer as an individual and acquiring that kind of insight takes time.

Additionally, when it comes to execution, most brands find it challenging to keep up with producing variations of content and creatives that resonate with different audiences. A study by Adobe revealed that time is the top barrier to personalisation, followed by cost due to insufficient resources.4

On average, it requires 12 days to take a single piece of content to market.4

Brands can no longer rely on the traditional one-size-fits-all generic marketing messages approach to build relationships with consumers, and they need to move away from the manual production workflow to achieve personalisation at scale.

Personalisation made possible with creative automation

Technological innovations today have enabled brands to take personalisation, even hyper-personalisation, to a whole new level. However, the challenge has always been to scale the creative and content assets to a high standard, cost effectively.

Now, it is made possible with Digital Creative Automation (DCA), our proprietary delivery system as a managed service.

DCA speeds up the creative and content adaptation process, allowing for large volumes of personalised digital ads (including video), emails, and creative assets to be produced in the templates of your choice.

With DCA, brands can test multiple variants of messages, languages, visuals, call-to-actions, and ad sizes to determine which drive performance. They can then use these insights to optimise and improve digital campaigns quickly and effectively.

This helps brands to save time and cost, which in turn, offers better ad experiences for your consumers as the content matches their needs. More relevant experiences equal more engaged customers, which leads to greater emotional loyalty for your brand.

Looking to explore personalisation for your digital campaigns? Schedule a demo for DCA today.

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article-raya2021-thumbnail Insight
Mar 18

#WaterCoolerChat: Raya in the eyes of #KDHeroes

Insightful opinions on how to brand it right this Raya.

Imagine this: Driving to your hometown for hours with your family and finally arriving at your nenek and atuk’s house. Waiting eagerly for your cousins to arrive to light sparklers. The smell of rendang wafting in the air as you receive your first duit Raya of the night. For some, it’s the memory of getting teary-eyed from watching advertisements that hit close to home. Everyone might have different ways of celebrating Raya, but one thing’s for sure, the idea of unity and togetherness will remain.

Raya-Picture1

Source: Pond5

To get different insights for this occasion, we caught up with a few of our Heroes – Elaine and Mior, who are both in the Strategy team, Hanie from the Client Servicing team, and Syakira from the Video team. Each of them come from different backgrounds and celebrate Raya in their own ways. They were asked about what Raya means to them and what they think brands should do in order to connect with their audience and create a lasting impression. Here’s what they had to say:

1.What does Raya mean to you?

Hanie: Raya is when everyone in the family gets together and spends some quality time, while we do all the cooking and eating.

Mior: Raya is a moment of celebration and togetherness. A moment where family and friends get together. It’s the time to nurture a stronger bond with the people close to us.

Syakira: Raya means victory in the month of Ramadan. This time period is used as a way to physically and spiritually purify oneself in order to bring the faithful closer to Allah.

Raya-Picture2

Source: iProperty

2.What’s your favourite part of the Ramadan-Raya season?

Elaine: My favourite part of the Ramadan-Raya season are the Ramadan bazaars and the mall decorations.

Hanie: Best part would be visiting the Ramadan bazaar and opening fast with the whole family.

Mior: My favourite part of Ramadan-Raya is the food, because it’s the centre of ‘sahur’, ‘buka puasa’, and open houses.

Syakira: Going back to my hometown, cooking for Raya preparations, the smell of ‘kuih Raya’ in the oven, trying on Raya clothes, and singing Raya songs while being stuck in the traffic jam.

Raya-Picture3-gif

Source: Pinterest

3.How was Ramadan different for you last year, given the lockdown?

Elaine: Having to break fast alone at home instead of with my boyfriend.

Hanie: The biggest difference would be not going to bazaars like previous years or going out to open fast. I cook more at home instead.

Mior: ‘Buka puasa’ was totally different before lockdown. Normally, I would ‘buka puasa’ with my family or friends. And we would take this opportunity to reunite and create a stronger bond with each other.

Syakira: I miss going to the mosque and praying ‘tarawikh’. I also miss the Ramadan bazaars.

Raya-Picture4-gif

Source: WiffleGif

4.What are the common misconceptions about Raya and how does these affect brands’ Raya marketing? 

Hanie: Perhaps not the most common misconception, but I do have some friends who are not Malay and think that this is purely a religious celebration. They aren’t aware that it is also very cultural and can be celebrated even if you’re not Muslim.

Mior: Marketers perceive that Ramadan and Raya are similar. In truth, Ramadan is a moment of charity whereas Raya is a moment of forgiveness, celebration, and reunion. I think a brand should create a journey from the first day of ramadan to the end of Raya. Each phase expresses a different kind of emotion and situation.

Syakira: Raya is all about religion, family, relationship, and emotion. Without these elements, the younger generation might not understand the celebration like we do and might misinterpret the meaning of Raya.

5.How can brands connect better with consumers during this season?

Elaine: I believe that brands should consult with Muslims when it comes to ads during this season in order to avoid committing cultural faux pas.

Hanie: Perhaps a rewarding/give back/charity kind of campaign, which in a way can be helpful to those who are in need, or simply make others feel appreciated.

Syakira: I think brands should incorporate a few childhood memories that’s associated with Raya preparations such as ‘bakar lemang’, ironing numerous sets of ‘baju Raya’, and queueing to shower to make the audience feel nostalgia.

Raya-Picture5-gif

Source: Giphy

6.What’s one tip you would offer when it comes to Raya campaigns/marketing?

Elaine: Practice more mindfulness in campaigns/marketing. Most brands love using Raya elements to sell, sell, sell, when Raya is actually all about gratitude and togetherness. There’s no harm in promoting sales during Raya, but I feel like there should also be a balance in giving back.

Mior: I think that brands should consider the factors that are relevant to the Malaysian Muslim community, such as the Malay language and specific culture references and try to incorporate them into the ads.

Syakira: Raya songs are a must and ideas should be close to our hearts. It’s all about missing the hometown memories.

Raya-Picture6-gif

Source: SAYS

7.Aside from films, what other innovative ideas or executions can brands consider implementing to strengthen relationships with its audience?

Elaine: I would love to see more brands talk about Raya culture rather than caricatures as recent ads love to do. Influencer marketing definitely works, but we could look into having Muslim influencers tell real stories and highlight Muslim brands.

Hanie: Interactive and personalised content that are still related to the Raya theme would resonate with the audience better. For example, maybe a social media campaign that uses UGC marketing.This gets people to engage with the brand and get rewarded or be featured in their ads.

Mior: Instead of just doing films that are 3 minutes long, why don’t we split it to 5 or 10 seconds per video? This way, the video can target consumers based on their behaviour online and relevant interests. I really hope to see this kind of campaign for Raya because it rarely happens in Malaysia, as we are too focused on making film-style advertisements.

Raya-Picture7-gif

Source: Giphy

8.Share with us  your favourite Raya campaign.

Elaine: I like Grab’s 2020 Raya campaign. Grab gave out 1.5 million GrabRewards Points to users who sent their first three GrabPay e-Duit Raya transfers. Grab also partnered with various charities and non-profit organisations to encourage people to contribute as it’s part of the Muslim tradition of ‘sadaqah’.

Hanie: I personally find humorous and #relatable ads more memorable. For example, last year’s #RayaStyleLain with vivo. I like how they mentioned all the things that most Malay families would do when preparing for Raya, and still connect to the whole pandemic situation. Meanwhile, the USPs of the product/brand image are also captured.

Mior: Have a look at PNB Raya ad from 2000s. I really love dissecting this ad. It’s simple and speaks to the right audience with the right message. Another one of my favourites is the Tesco Raya campaign “Raya Jimat, Raya Selamat”. Tesco also understands their audience by creating deals, like recipes and contests on their platform. One day, I would like to plan a Raya campaign that will knock someone’s ‘songkok’ off.

Syakira: A memorable ad was “Ikhlas” from Pelaburan MARA that was made in 2017. I chose this because the raw emotions and struggles of ‘balik kampung’ during Raya are relatable to all Malaysians who celebrate Hari Raya.

Need help for your upcoming Raya campaign? Get in touch.

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Insight
Mar 09

How storytelling can humanise your brand

92% of consumers want brands to make ads that feel like a story when consumed.1

With the pandemic accelerating digitalisation, the competition between brands has become increasingly intense. To stand out, brands must connect with consumers at a much deeper level and encourage brand love.

One way to achieve this is through captivating brand storytelling. According to our Head of Strategy, Edmund Lou, connecting to consumers via quality storytelling is something all brands should aspire to achieve.

As the human brain is programmed to respond to good stories, this is the ideal way to capture consumers attention and help them retain the information long-term.

Why a good brand narrative matters?

A good brand narrative can contribute significantly to your brand positioning as it strengthens brand visibility and builds consumers’ trust. In the long run, a compelling narrative can help consumers understand the brand better leading to greater brand affinity.

Building authentic connections

Even through storytelling, brands shouldn’t try too hard to push their branding and values unto consumers. Edmund explains that “it’s a fine line between authenticity and superficiality. Finding the common ground is vital and this should be pursued authentically.”

When in doubt, Edmund advises that brands should tie their intention back to their brand values and what they stand for.

Beating the digital clutter

The key to standing out in the digital space is to simply understand the targeted consumers well. Brand storytelling can extend to far more than just engaging films – it could even be a social media challenge or an always-on display/social content.

The important thing here is to be consistent: stick by it, own it, and preach it,” explained Edmund.

Get the full insights from Edmund here.

Looking to take your brand storytelling to the next level? Get in touch with us.

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article-mar-2021-Thumbnail Insight
Mar 02

Tips & tricks for your next social media campaign

Social media platforms are constantly changing. There are always new features or a different set of technical issues that one may encounter when executing a social media campaign. Most of the time, it’s hard to find a solution that is readily available on help sections or Google search, which can be frustrating.

That is exactly what we faced when executing our personalised year-end tribute #KDWrapUp2020, where we discovered some great social media learnings that have not been talked about much.

Here are a few things you may not know when it comes to posting content on Facebook and Instagram business accounts along with some tips & tricks to go about it.

Facebook

  • Album
    Unlike personal accounts, you can’t upload both video and images simultaneously into the same album on a business page. For a quick workaround, upload your images into an album first and once the album is published, add in your videos using the ‘Add Photos/Videos’ option.
  • Video Playlist
    While Facebook playlist supports up to 500 videos and allows for bulk video uploads, it’s not meant for multiple videos to be published simultaneously as each video will appear as a standalone post on both your page and users’ news feeds. The playlist feature is best used for multiple videos that you want to release at a set interval.
  • Missing Features
    If you’ve posted all the videos (like we did) and want to hide it from appearing on your feed, it’s no longer possible as the ‘Hide this post’ feature has been removed. Deleting the post will also delete the video from your playlist.
  • Technical Errors
    When uploading videos in bulk into the content library and saving them as drafts, we faced a technical issue where our videos remained stuck in ‘Draft’ mode, even after clicking ‘Publish’. We’d recommend uploading in batches and publishing them directly, or only upload the video when you want it to go live.

Instagram

  • Carousel Posts
    Although Facebook’s business page allows you to schedule and publish posts to your linked Instagram account, it doesn’t allow for photos and videos to be posted in the same carousel. The best alternative is to use the scheduling option available under the ‘Instagram’ section in Creator Studio.
  • Story Limits
    • Instagram limits how often you can do certain things on the platform. For example, if you tag too many accounts in posts/stories within a short time frame, you will receive an error prompt notifying you to try again later as you’ve reached the threshold.
    • 100 is the magic number for Instagram – when it comes to how many stories you can post in a day & the maximum number of stories per IG Highlight.

Content marketing is an effective tool to stimulate interest in your products and services. When done right, the results can be truly transformational for your brand.

Need help with your social media campaigns? Get in touch with us.

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article-feb-2021-thumbnail Insight
Feb 18

4 tips on marketing to millennials

Millennials aren’t just the biggest group of consumers today; they are also the most connected. This audience segment is more prone to conduct extensive research online before making a purchase which makes content marketing the ideal way to reach this
audience segment.

If you’re looking to target millennials, you will have to align your content strategy with their concerns, interests, and behaviours to resonate with them on a deeper level. Here are 4 tips to help you get started:

Appeal to instant gratification

  • As digital natives, millennials are used to having nearly everything available immediately.
  • Brands can appeal to this need for immediacy by incorporating elements of instant gratification in digital campaigns.

Be authentic

  • Millennials prefer to buy products they believe in; from companies they trust.
  • In the past, it may have been unacceptable to speak out on political stances or social justice in the marketing world, but today, these things can actually help brands connect better with the target audience and strengthen support.

Embrace uniqueness & stand out

  • By creating a product/concept that’s unique and stands out, brands can expect better response from millennials.
  • This will also encourage more likes and shares, offering better campaign mileage.

Get interactive

  • Incorporating interactive experience in digital campaigns can be a great way to grab millennials’ attention.
  • If you can get them engaged, you can expect stronger brand affinity and loyalty in the long run.

Need help reaching millennials for your next digital marketing campaign? Get in touch with us today.

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Insight
Jan 21

How we embraced opportunities during the pandemic

The pandemic outbreak and stay-home policies not only changed the way businesses operate; it had also caused a shift in consumer behaviour and media consumption.

As a digital agency providing consumer-centric strategy for brands, we needed to adapt to these changes and find alternative ways of working to adequately support our clients during this trying time, as many of them placed renewed emphasis on their digital footprint.

Here are a few ways how we have embraced the opportunities from the pandemic.

Adjusting to the remote working life

Similar to many other agencies and businesses, we instated the work-from-home policy, to comply with the government’s preventive measure and prioritise the safety of our employees.

Being a digital agency, we are fortunate to experience a smooth and less daunting transition to remote work as we are used to working ‘online’ with infrastructure and resources already in place that supported the change.

Virtual pitches take centre stage

As physical meetings couldn’t take place, we leveraged on video conferencing platforms, such as Google Meet and Zoom, to present our creative pitches.

Virtual pitches aren’t a replacement for face-to-face meetings, as connecting with people through a screen requires a lot more preparation and consideration to overcome situations such as technical glitches. But when done right, this form of pitching has proven to be effective as we have secured new business wins during this time.

Shrinking borders across the globe

The pandemic has normalised remote work and altered the perception of needing a physical, local presence to execute work in a different country, especially for our industry.

With digital acceleration leading to more virtual collaborations, great campaigns can still be achieved – without compromising on the quality of the creative outputs and in-depth understanding of the local markets.

Digital executions across markets

As a result, we rose to the challenge and continued producing great work for Malaysian clients as well as brands across different countries in the Southeast Asian market.

Some of our notable 2020 campaigns include:

1) Grab empowers small businesses in Southeast Asia with personalised campaign

What we did: Popular e-hailing brand Grab launched a community initiative during the pandemic to support small businesses by offering free ad space within the app. However, this meant that they needed personalised ads to showcase the thousands of merchants, appeal to the varied audience sets, while taking into consideration local nuances in different countries. We leveraged our Digital Creative Automation (DCA) service and helped Grab to produce over 7K creative assets in just 2 weeks.

Why it worked: To generate multiple digital ads in varied languages, messaging, and creatives at this scale would typically take up to 2 months of production time and require more resources, incurring additional costs. By using DCA, we recorded an 80% reduction in required resources and saved 80% in overall campaign cost.

Learnings: Creative automation is a great way for brands to tackle the challenges in achieving personalisation at scale. By understanding Grab’s challenges and automating their creative process via DCA, the campaign was a great success and drove maximum exposure for the small businesses.

2) Haier hops on video trends to foster the Raya spirit

What we did: With COVID-19 leading to the first-ever social distancing Raya celebration, we helped leading home appliance brand Haier uplift consumers’ spirits while strengthening its brand awareness through our two-pronged campaign via Facebook Live and TikTok branded hashtag challenge.

Why it worked: By leveraging on social platforms that were trending at the time, we effectively reached Haier’s target audience, the millennials, with relatable content. As most people were looking for entertainment and a sense of community in a time of increased isolation, our #AdaHaierAdaRaya executions helped foster the communal spirit of the festive season, virtually.

Learnings: In times of uncertainty, brands should be nimble and rethink their marketing strategies to ensure relevancy. One way to do this is by leveraging on trends and platforms that are suitable for the brand/target audience.

Learn More

3) How Tohtonku brands stayed relevant during the lockdown

What we did: To help personal care company Tohtonku maintain its brands’ relevance and engage with Malaysians during the Movement Control Order (MCO), we executed a series of livestreams under its brands. For Ubermen and Nanowhite Men, we organised live grooming sessions as people were unable to get haircuts at the time. Meanwhile, we partnered with selected influencers to co-host educational Instagram Live sessions under its Nanowhite brand and designed a series of self-healing themed Facebook Live sessions, led by local wellness instructors under its Nutox brand.

Why it worked: Rather than hard selling the products, we angled our strategy toward helping Malaysians cope with the lockdown blues and provided a form of escape from the hard-hitting COVID-19 news.

Learnings: By adapting quickly to the changing environment, brands will be able to subtly inject themselves into trending conversations and strengthen their relevance. A crisis can be turned into an opportunity to stand out and build trust for long-term brand affinity.

See The Media Coverage

While we are still working from home, we’re fully operational and available to support your digital marketing needs. Looking to expand your digital footprint? Get in touch with us.

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Insight
Jan 12

Infographic: Top 6 digital trends for 2021

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Insight
Nov 30

How brands can engage consumers with interactive experiences

The COVID-19 pandemic has resulted in more people staying indoors and spending time online. As the competition for consumers’ attention intensifies online, it’s now increasingly challenging for brands to engage effectively with consumers and stay ahead of the competition. To overcome this challenge, brands should employ digital innovations in marketing campaigns, which can encourage two-way conversations.

What can brands do?

One of the ways brands can do this is by incorporating immersive experiences or gaming elements into the campaign strategy. By adding the element of interactivity into digital campaigns, brands will be able to capture audiences’ attention and offer experiences that resonate with them.

In fact, 79% of marketers agree that interactivity can enhance brand messaging retention.1

Redefining the customer journey through interactive experiences

Here are some ways we have used interactive web experiences in our campaigns:

Shiseido: #MyUltimuneStrength

Japanese skincare brand Shiseido has an Ultimune product range that fights signs of ageing by strengthening skin barriers from within. To celebrate the launch of its new Ultimune Eye Concentrate, we leveraged on this ‘strength’ unique selling proposition (USP) to produce an interactive video, allowing viewers to discover their inner strength through the story of a blind first date. Taking a cue from Netflix’s ‘Black Mirror: Bandersnatch,’ the video allowed users to decide how the story played out. The choices reflected the strength the participants excelled in and they received Shiseido products catered to these strengths.

This campaign successfully attracted over 7K unique visitors, with more than half of the users watching the entire interactive video. It also recorded a 3-minute, 27-second average session duration – surpassing the average benchmark by 50%.2

Key Takeaway:
When you can get users to interact with your content, they process information that is being shared better, spend more time on your site, and engage with your brand. By using interactive video, we transformed Shiseido’s consumers from passive viewers into active audiences, while allowing them to learn about the product and its USP in a more memorable way – leading to deeper brand affinity.

Try It Out

Nutox: Wheel of Radiance CNY Campaign

Chinese New Year (CNY) is not complete without ang pows and the game of chance. To help skincare brand Nutox stay top of mind during the busy festive season, we combined these insights with digital innovation to create the ‘Wheel of Radiance’ campaign. Hosted on a dedicated microsite, users could create custom digital ang pows with personalised greetings and share them with their loved ones. Users could also spin the digitised wheel for a chance at winning Nutox prizes.

We succeeded in engaging Nutox customers during one of the busiest festive seasons as over 6K customised ang pows were created in just 3 weeks. Moreover, 77% of them had shared their custom packets with their family and friends.

Key Takeaway:
Incorporating audience insights and interactivity in digital campaigns can help brands deliver a more dynamic and personalised experience. This may also change the way users engage with a particular brand and encourage deeper connections.

Spin The Wheel

Kingdom Digital: What The Fatt CNY AR Initiative

Augmented Reality (AR) has been trending around the world – thanks to the popularity of mobile apps such as PokemonGo and the surge of AR filters on social networks. However, these are often app-based and getting users to download an app can be challenging. Realising that convenience is a key factor today, we created an interactive web-based AR game as part of our agency’s CNY initiative to overcome this challenge.

This webAR game, titled ‘What The Fatt’, allowed users to hunt for signature Malaysian Chinese ethnic dishes directly from the convenience of their mobile browsers. This made the game easily accessible without needing to download a mobile app, which contributed to higher interactions.

Key Takeaway:
One of the things brands should do to be more customer-focused is maximising the convenience offered to consumers – especially right now. With interactive experiences such as webAR, brands can create seamless customer experiences and engage them in an innovative manner. When an interactive campaign is hassle-free, it can also encourage users to share it, allowing brands to reach a wider audience segment without relying solely on paid channels.

Experience The Hunt

Check out more of our interactive campaigns here.

As pandemic restrictions continue to be implemented across the globe, consumers are turning to the digital world for a sense of normalcy and to remain connected. For brands to stay relevant, interactive web experiences could be an innovative way to replicate some form of the consumer connection virtually. This would contribute to strong brand loyalty that keeps customers coming back, even after the crisis has passed.

Looking to inject interactivity into your digital campaigns? Get in touch with us.

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Insight
Oct 26

Crafting an effective content marketing strategy

Consumers today are constantly bombarded with a variety of content which has lowered their attention span. One of the biggest challenges in digital marketing is captivating audiences with the right content. The content posted by brands, especially on social media, has the power to transform them into a household name and turn followers into fans.

84% of marketers have even successfully used content marketing to generate stronger brand awareness.1

This is why having a content marketing strategy is essential. A well-executed strategy considers the target audiences’ behaviour and appeals to them at different stages of the buying process. But, creating a content strategy isn’t easy. It takes research, insights, and time to develop one that delivers results.

To better understand content marketing strategies, here are some best practices and insights from our content team.

Key considerations for building an effective strategy

Brands must remember that there isn’t one cookie-cutter content marketing strategy that will guarantee success – the strategy differs depending on the industry and audience.

When developing a content marketing strategy, our first step is to understand the brand’s story, objective, as well as its target audiences’ problem. With a comprehensive grasp on these, we can then conceptualise a solution and convey the message in the most creative way.

In short, these are the 5 questions to consider when building a strategy:

  1. What is your brand’s unique proposition?
  2. What are your campaign’s objectives?
  3. What do you know about your audience?
  4. How is your competitors’ performance?
  5. Which platforms/touchpoints do you intend to connect with your audience?

Maximising inspiration for compelling content

Inspiration is everywhere. It’s in the things we do or the things our friends/family say. Inspiration can also be derived from other brands, competitors, and even internet trends. With a strategic mindset, we will be able to convert these into compelling content.

Based on our experience, the biggest source of inspiration comes from the target audience. By putting ourselves in their shoes and looking from their perspective, we’ll be able to understand what appeals to them best.

A good tip is to always be on the lookout for great content ideas even when idly scrolling through social media. This helps us get a better understanding of what makes a thumb-stopping content.

Determining the ideal content format

For content to be effective, choosing the right topic is not the only vital element. We will also need to decide on the right format which gives the content the best chance of being consumed and shared.

Picking the ideal format is largely dependent on these 3 elements:

  • The goal of the content
  • The intended message
  • The best platform to reach the target audience

Here are some great content-led campaigns:

e.l.f.: #eyeslipsface TikTok Challenge

This is dubbed the most-viral campaign ever on TikTok with nearly 5 million user-generated videos. The challenge involved a custom music track and specially curated dance moves. It successfully captivated audiences and built awareness on a key brand pillar: e.l.f. is for every eye, lip, and face.

100% Pure New Zealand: Good Morning World

Tourism New Zealand’s campaign involved its natives taking advantage of being the first to see the sun each day by sending welcome messages to the world. These messages were shared via social channels for 365 days and were effective in showcasing New Zealanders’ warmth as well as the land’s picturesque view.

KFC Malaysia: KFC You Soon

As dine-in reopens following the lift of the Movement Control Order (MCO), KFC launched a campaign featuring a humorous video of a lonely KFC store, pining for the return of its customers. The campaign also included a dedicated love-sick music playlist to serenade customers back to its stores.

Content marketing is an effective tool to stimulate interest in your products and services. When done right, the results can be truly transformational for your brand.

Need help creating a compelling content marketing strategy? Get in touch with us today.

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