Insight

Deepfake technology, involving the creation of hyper-realistic videos or images by digitally altering a person’s appearance, has evolved rapidly. Its implications are profound, particularly for leaders who rely on their reputations as a reflection of their professional effectiveness.

The digital age has brought in in groundbreaking technologies, among which deepfake stands out for its potential to significantly impact personal and professional brands, especially for leaders.

Deepfake: A Threat to Authenticity

Deepfake technology poses a significant threat to authenticity, a key element in leadership and personal branding. The capacity to convincingly manipulate images and videos means that leaders can be portrayed in ways that misrepresent their actions and intentions. Such scenarios can erode the trust and credibility painstakingly built over years, potentially causing long-term damage to personal and professional relationships.

For example, when the mayors of several European capitals were duped into holding video calls with a deepfake of their counterpart in Kyiv, Vitali Klitschko or when an AI deepfake mimicked a CEO’s voice and stole €220,000.

This unauthorized use of deepfake could depict a leader in a compromising situation or expressing views that are contrary to their beliefs. This kind of misrepresentation can lead to a loss of public trust, negatively impact the stock market, or even sway public opinion in critical matters.

The Risks of Misinformation and Disinformation

Deepfakes are a powerful tool for spreading misinformation and disinformation. In a business context, this can be particularly harmful. Competitors or disgruntled employees might use deepfakes to create misleading content, launching smear campaigns that can rapidly gain traction on social media.

The implications range from personal reputation damage to broader impacts on company morale and stock prices.

Deepfake in Advertising and Marketing: Opportunities Abound

Despite these risks, deepfake technology also presents unique opportunities, especially in advertising and marketing. When used ethically and transparently, deepfakes can create engaging, innovative content that sets a brand apart. For instance, marketing campaigns using deepfakes to deliver powerful messages in multiple languages or to resurrect historical figures for educational purposes have demonstrated the potential of this technology.

This can be seen in the marketing campaign for a voice petition by Synthesia, a startup based in London. They developed an advertising video featuring football celebrity David Beckham articulating the phrase “Malaria Must Die” in nine different languages. The success of the campaign is a perfect example on how deepfakes can influence people around the world to take meaningful action. The petition was instrumental in enabling the Global Fund to exceed its fundraising target, accumulating US$14.02 billion.

A Balanced Approach for Leaders

Leaders and marketers need to strike a balance. Understanding the risks and ethical implications is crucial. On one hand, there’s the potential to use deepfakes to enhance storytelling and create memorable brand experiences. On the other, there’s the risk of reputational damage and the spread of disinformation.

Leaders should educate themselves about this technology, investing in deepfake detection tools and strategies to protect their personal and professional brands. Simultaneously, exploring the creative and positive applications of deepfakes can open up new avenues for innovative marketing and branding strategies.

The Future of Deepfake 

Deepfake represents a pivotal element in the future of digital communication and branding. For leaders and marketers, the challenge lies in harnessing this tool responsibly, ensuring that its use aligns with ethical standards and contributes positively to their personal and professional narratives. As we move forward, the conversation around deepfake will evolve, demanding ongoing vigilance and adaptability from those at the helm of leadership and brand strategy.

If you’re contemplating how to balance the risks and rewards of deepfake technology in your leadership or branding strategy, we’re here to assist. Reach out to us to explore innovative solutions that safeguard your reputation while embracing new opportunities for growth and success.

Spotify. Safe to say that everyone has heard or is active users of one of the most popular music streaming services in the world right now. While it is the current leading platform in the audio-streaming business, it still does compete fiercely with other platforms.

To stay ahead, Spotify relies on AI-powered SEO. This technology helps Spotify understand what users want to listen to and how they behave online. With this knowledge, Spotify creates personalised playlists and recommendations, keeping users happy and loyal even when facing tough competition.

This approach is a game-changer for businesses striving to strengthen their online presence. By delving into how Spotify and others use AI to understand and engage their users, we reveal the transformative impact of AI in SEO strategies.

The Seamless Integration of AI into SEO: Beyond Traditional Methods

AI has redefined SEO, transitioning from basic keyword placement to understanding complex user behaviors and preferences. This evolution isn’t just about climbing search engine rankings; it’s about creating a personalized journey for each user. Spotify’s success story lies in how it uses AI to analyze user listening habits, generating customized playlists that resonate personally, thereby fostering user loyalty in a saturated market.

Similarly, eBay and Airbnb have tapped into AI’s potential. eBay utilizes AI to optimize product listings and search relevance, enhancing the shopping experience. This approach doesn’t just elevate sales; it builds a foundation of trust and satisfaction among customers.

Airbnb’s AI-driven SEO strategies, personalized based on user behavior, led to increased visibility and a surge in bookings. These examples showcases the significance of AI in crafting user-centered SEO strategies that don’t just attract traffic but build lasting connections.

How can advanced AI technologies transform and uplift your business’ SEO

• Predictive Analytics:

AI can analyse historical data and predict future trends in search behaviour, allowing businesses to anticipate changes in search patterns and optimise their SEO strategies accordingly.

• Image and Voice Search Optimisation:

With AI tools, you have the ability to optimise content for image and voice search, which are becoming increasingly popular. By adapting to these emerging search trends, businesses can expand their reach and attract more traffic (organic) to their websites.

• Content Generation:

AI can assist in generating high-quality, relevant content. From blog posts to product descriptions, AI tools for content generation can help businesses maintain a consistent publishing schedule and attract more visitors to their website.

• Dynamic SEO Strategies:

AI enables dynamic SEO strategies that evolve and adapt in real-time based on user behaviour, market trends, and algorithm updates. This helps businesses respond fast to changes in the digital landscape and stay ahead of the competition.

As you can see, integrating AI into SEO isn’t just a perk—it’s essential for businesses to succeed online. AI provides powerful data analysis and valuable insights helping to make smarter decisions. Marketers can use these insights to make data-driven recommendations, spot new search trends, find new opportunities and boosts SEO effectiveness, demonstrating their value to clients and strengthening the relationship.

Essential AI Tools for SEO Enhancement

If you are looking to utilize AI Tools in your SEO strategy, we have included a few options down below that has been proven to provide results for your queries.

• Google’s RankBrain: Adept in understanding complex queries and enhancing search results.
• SurferSEO and SEMrush: Tools that provide in-depth insights and analytics, driving content optimization.
• HubSpot’s SEO Recommendations Tool: A platform that goes beyond analysis, offering tailored advice for SEO improvements.

Blending AI and Human Insights for Maximum Impact

The synergy of AI and human expertise in SEO is not just a strategy; it’s the future of digital marketing. While AI provides the analytics and automation, human insight ensures that the content is heartfelt, genuine, and aligns with your brand’s ethos.

This fusion is about more than just driving traffic; it’s about building enduring relationships with your clientele, understanding their needs and preferences, and creating an online presence that they trust and return to.

Embrace the future of SEO with AI. Contact us to discover how you can harness this powerful combination to elevate your brand’s digital strategy and forge deeper connections with your audience.

Redefining Search: How Gen Z is Choosing TikTok Over Google

The evolving digital search landscape is witnessing a significant shift with Generation Z’s growing preference for TikTok over traditional search engines like Google. This trend, fueled by the rapid growth of TikTok’s global user base, which reached 1.922 billion in 2023, highlights a shift in how younger generations seek information and make purchasing decisions.

The United States leads in TikTok usage with 143.4 million users, reflecting the platform’s widespread appeal, particularly among the 18 to 34 age demographic.

Source: Tiktok Statistics For 2023: Users, Demographics, Trends

Gen Z’s Search Preferences

A survey conducted by Her Campus Media displays this shift, revealing that more than half of Gen Z, and specifically 51% of Gen Z women, choose TikTok over Google for search purposes. This preference is largely attributed to TikTok’s video format, offering more relatable and personalized content. An impressive 74% of Gen Z use TikTok for search, indicating its significant influence on their buying habit.

TikTok’s success as a search tool can be credited to its engaging and personalized user experience. The platform has become a hub for various topics like DIY tutorials, fashion, and beauty tips, making it an attractive source for discovering new products and trends. However, TikTok’s approach to content, focusing primarily on user engagement and popularity, raises concerns about the accuracy and reliability of the information shared on the platform.

Source: Survey – 51% of Gen Z women prefer TikTok, not Google, for search

Google’s Enduring Strengths

Despite TikTok’s rise, Google remains a critical player in the search engine landscape. Known for its trustworthiness and ability to provide in-depth, geographically specific information, Google has built a solid reputation over two decades.

Google recognizes the competitive threat posed by TikTok and is evolving its features to offer a more visual and dynamic search experience, thereby maintaining its relevance in the face of changing user preferences.

Source: Gen Z is using TikTok as a search engine. Is this the end of Google?

Implications and Future Outlook

The shift in search preferences is reverberating across various industries. Traditional marketing strategies are being reevaluated in light of these changes, with different sectors experiencing unique impacts. For instance, the retail sector is seeing a shift towards social media-driven purchases, while educational resources are still predominantly sought on Google.

Looking ahead, this trend is expected to evolve further. Emerging technologies like AI and AR/VR could redefine search behaviors yet again. It’s crucial for businesses and marketers to stay ahead of these trends, continually adapting their strategies to align with shifting user preferences.

The preference of Gen Z for TikTok over Google in certain aspects of online search represents a significant shift in digital behaviors. While TikTok offers a more engaging and personalized experience, Google continues to be a reliable source for comprehensive and accurate information. This trend highlights the importance for brands and marketers to adapt to the evolving digital landscape, using the strengths of each platform to engage effectively with their target audience.

If you’re interested in exploring how TikTok and Google can be integrated into your digital strategy to maximize reach and engagement, feel free to contact us. Our team offers detailed insights and guidance to help you navigate the dynamic world of digital marketing. Together, we can unlock new opportunities for growth and success in this changing digital age.

The Social Media Evolution – Threads and X

Social media is an ever-evolving giant, with the emergence of Meta’s Threads and the transformation of Twitter into X (formerly known as Twitter) representing one of the most pivotal moments. These platforms redefine digital communication, influence public discourse, and reshape marketing strategies. This article aims to provide a deeper, more engaging comparison of Threads and X, offering insights for businesses, marketers, and users alike in understanding and leveraging these platforms’ unique capabilities.

X’s Advantages

X, emerging from Twitter’s well-established roots, boasts a vast user base, with 253 million daily active users, significantly overshadowing Threads’ 10.3 million. This extensive reach offers X an undeniable audience engagement and brand visibility advantage. X has weathered numerous changes, including leadership transitions and platform modifications, yet it has maintained its dominance in media and sports.

Its content discovery tools, particularly hashtags, remain central to its appeal, enabling users to track and engage with trending topics and breaking news easily. Moreover, X offers a variety of advertising formats, allowing brands to target audiences based on demographics, interests, and behaviors, making it a versatile tool for tailored marketing strategies.

Source: X (Formerly Twitter) vs. Threads: What Brands Need to Know

Challenges Faced by X

Despite its strengths, X faces significant challenges, particularly in content moderation and trust. The platform’s approach to freedom of speech, coupled with minimal content moderation, has led to issues with harassment, cyberbullying, and the presence of bots.

These concerns, alongside controversial leadership decisions and policy changes, have led to a decline in trust among some users and advertisers, impacting the platform’s reputation and advertising revenue.

Threads: An Emerging Contender with Unique Offerings

Threads, distinct from its parent app Instagram, positions itself as a more personal and intimate social networking platform. It extends the character limit for posts to 500 and allows users to share videos up to five minutes long. This focus on longer-form content and the integration with Instagram makes Threads an appealing platform for sharing more detailed and personal stories.

However, Threads lacks certain features that X offers, such as direct messaging, expansive search functionality, and a comprehensive ‘Explore’ page, which limits its discoverability and user engagement. This relative lack of features may present both a challenge and an opportunity for the platform as it evolves.

Source: https://dataconomy.com/2023/07/10/threads-vs-twitter/

User Experience: A Tale of Two Platforms

While X and Threads share similarities in their user interface, emphasizing multimedia and interactive elements in posts, there are notable differences. Threads, being more mobile-centric, reflect the shift towards mobile internet usage.

In contrast, X offers a robust desktop platform catering to a broader range of internet users. This distinction in accessibility and platform design plays a crucial role in how users engage with each platform.

Privacy and Safety

Both Threads and X require users to make certain compromises in terms of privacy. Threads, following Instagram’s privacy policy, collects extensive user data. X, despite its different ownership, also has its privacy considerations.

However, Threads offers safety features like automatic private accounts for users under 16 and content guidelines similar to Instagram’s, potentially offering a safer environment than X.

Choosing the Right Platform for Your Digital Strategy

In conclusion, the choice between Threads and X depends on specific marketing objectives, target demographics, and the desired level of audience engagement. X’s vast user base, advanced content discovery tools, and versatile advertising capabilities make it attractive for brands seeking broad reach and dynamic engagement. On the other hand, Threads’ emphasis on personal and private interactions caters to brands aiming for deeper connections with their audience. Understanding and leveraging these platforms’ strengths will be key to successful digital marketing strategies as social media continues to evolve.

Interested in exploring how Threads and X can be integrated into your digital strategy? Contact us for detailed insights and guidance. Together, we can navigate the dynamic world of social media, unlocking new opportunities for growth, engagement, and success.

In today’s rapidly changing digital world, TikTok has emerged as a social media juggernaut, transforming the way content is consumed and created. However, myths and misconceptions about the platform persist, often leading businesses and marketers to underestimate its potential.

Which is why we are aiming to debunk some of the myths regarding TikTok, shedding light on the platform’s true capabilities and how it can be harnessed effectively.

TikTok’s Global Impact and Growing Influence

In a few short years, TikTok has become more than just a platform for entertainment; it has evolved into a global phenomenon influencing culture, trends, and consumer behavior. With its unique algorithm, TikTok offers an unparalleled ability to amplify content and create viral sensations.

This influence extends beyond entertainment, impacting sectors like fashion, technology, and even politics. Understanding TikTok’s global impact is crucial for businesses and marketers aiming to stay relevant in an increasingly digital-centric world.

TikTok: Myth versus Facts

Myth #1

Myth: TikTok’s user base is too young for most marketing purposes.

Fact: TikTok’s audience is diversifying rapidly. In 2021, a report showed that 36% of its users were between 35 and 54 years old, a notable 10% increase from the previous year. This evolution signals that TikTok’s appeal spans beyond the youth, reaching a more mature and diverse demographic.

Brands that traditionally target older demographics should reevaluate their stance on TikTok. The platform offers a valuable opportunity to engage with an audience that has both spending power and influence.

Myth #2

Myth: TikTok cannot compete with established search engines like Google.

Fact: Contrary to popular belief, TikTok is making strides in search engine functionality, especially for specific queries. Its increasing popularity for searches related to fashion, beauty, automotive, and finance indicates a shift in consumer search preferences.

Users are gravitating towards TikTok’s dynamic and visually engaging format for quick information and advice. Brands looking to optimize their search engine strategy should consider TikTok as a viable platform, especially when targeting younger demographics who favor its interactive and visual content.

Myth #3

Myth: TikTok is not a suitable platform for serious or traditional brands.

Fact: TikTok’s versatile content format makes it a fitting platform for a wide range of topics and brands, including those with a more serious undertone. The success of platforms like NPR’s Planet Money, which tackles complex economic subjects, illustrates TikTok’s capacity to engage audiences in diverse topics.

This versatility opens doors for traditional brands to reinvent and present their content creatively, making it more accessible and engaging to a broader audience.

Myth #4

Myth: High follower numbers are essential to go viral on TikTok.

Fact: TikTok’s unique algorithm levels the playing field, allowing content from accounts with fewer followers to achieve viral status if it resonates with users. This aspect of TikTok democratizes content virality, emphasizing quality and relevance over follower count.

This phenomenon is crucial for brands and content creators to understand. It means that with the right strategy and creative approach, even new or smaller brands can make a significant impact on the platform. The focus should be on crafting content that genuinely engages the TikTok community, rather than solely on growing follower numbers.

TikTok’s Role in Modern Marketing Strategies

TikTok’s unique characteristics – an increasingly diverse user base, emerging search engine capabilities, and content versatility – make it a valuable tool in modern marketing arsenals. Understanding these aspects allows brands to develop more nuanced and effective marketing strategies.

Whether targeting older demographics, optimizing for specific search queries, or presenting serious content in an engaging format, TikTok offers a plethora of opportunities for innovative brand promotion and storytelling.

Conclusion

TikTok’s unique characteristics – an increasingly diverse user base, emerging search engine capabilities, and content versatility – make it a valuable tool in modern marketing arsenals. Understanding these aspects allows brands to develop more nuanced and effective marketing strategies.

Whether targeting older demographics, optimizing for specific search queries, or presenting serious content in an engaging format, TikTok offers a plethora of opportunities for innovative brand promotion and storytelling.

TikTok presents an array of untapped opportunities for brands willing to explore its dynamic environment. By dismissing myths about its user demographics, search capabilities, and content suitability, brands can unlock new potentials for growth, engagement, and innovation.

Interested in transforming your brand’s digital strategy?

Contact us now to explore the dynamic world of TikTok marketing and stay ahead in the ever-changing digital landscape.

The future of loyalty programs is poised for a transformation, leveraging the advancements in artificial intelligence (AI) to evolve from traditional points-based systems to highly personalized, engaging experiences. This shift marks a significant opportunity for businesses to deepen customer relationships and drive brand loyalty in innovative ways.

Evolution of Loyalty Programs

Traditional loyalty programs, largely based on a points system, have served well to encourage repeat purchases. While effective in encouraging repeat purchases, this model often lacks the depth to create a truly engaging customer experience.

The digital era ushered in a more nuanced approach, with loyalty programs incorporating customer data to offer more tailored rewards. However, this approach still operates within the confines of a predefined reward structure, which can limit its effectiveness in genuinely understanding and responding to individual customer needs.

This landscape has been part of a broader, dynamic market. The global loyalty management market was valued at USD 5.29 billion in 2022. Showing the potential for significant growth, it’s projected to reach USD 28.65 billion by 2030, growing at a Compound Annual Growth Rate (CAGR) of 23.7% during this period.

In regions like Asia-Pacific, China has become a pivotal market. The rise in startups and online shopping there has driven the development of new loyalty programs. Similarly, in Japan, there’s been an increase in loyalty programs across various sectors, including telecom, e-commerce, and hospitality. This indicates a broader trend of integrating digital solutions and customer-centric approaches into loyalty programs.

AI’s Role in Personalizing Rewards

The integration of AI into loyalty programs represents a significant leap forward. AI’s ability to analyze vast amounts of data in real-time allows businesses to understand customer preferences, behaviors and needs at an individual level. This deep understanding enables brands to offer highly personalized rewards and experiences that resonate more profoundly with their customers.

For instance, AI can identify patterns in customer purchase history to predict future buying behavior and recommend rewards that align with those predictions. This level of personalization fosters a stronger emotional connection between the brand and its customers, transforming loyalty programs from mere transactional interactions to a meaningful part of the customer’s lifestyle.

Nurturing Deep Customer Connections 

At the heart of modern loyalty programs is an emphasis on having authentic connections with customers. This is where subtle, sophisticated data analysis tools come into play. They assist in discerning customer preferences and behaviors, helping brands offer more personalized and relevant experiences. By understanding each customer’s unique preferences and needs, brands can create a loyalty experience that feels genuinely personal and engaging. The final goal is to create a loyalty program that feels like a natural extension of the customer’s lifestyle.

The key to deepening customer relationships lies in understanding not just what customers buy, but why they make these choices. Sophisticated data analysis tools play a pivotal role here, subtly gathering insights from customer interactions and feedback. This isn’t about tracking purchases alone; it’s about comprehending the nuances of customer behavior, their lifestyle choices, and even their aspirations. This deeper understanding allows brands to not just respond to customer needs but to anticipate them, creating a proactive relationship.

Innovative Approaches to Loyalty

At Kingdom Digital, we envision leveraging AI to revolutionize loyalty programs. AI’s capability to analyze extensive data in real-time allows for a deeper understanding of individual customer preferences and behaviors. This enables us to offer highly personalized rewards and experiences, transforming loyalty programs into an integral part of the customer’s lifestyle.

While traditionally we haven’t utilized AI extensively, we are now exploring how AI can enhance our loyalty program offerings. For example, a future concept might involve an AI-powered e-wallet service. This service could provide personalized recommendations and exclusive offers to users based on their location and previous purchasing behavior, using the combined power of AI and 5G technology. Users will receive exclusive offers and discounts whenever they are in range of participating retail outlets. Returning customers will receive targeted discounts for their favourite products, while new customers will receive special introductory messages to welcome them to the club.

Future Trends in Loyalty Strategies

Looking ahead, the future of loyalty programs will likely see further AI integration, with a shift towards more experiential rewards. Instead of just offering discounts or products, brands will leverage AI to understand and cater to their customers’ broader lifestyle needs, offering truly unique and personal rewards.

Here, we are not just keeping pace with the future but also helping to shape it. Our team of experts collaborates closely with each client, ensuring that our AI-driven solutions perfectly align with their unique brand values and customer expectations. With Kingdom Digital, you’re not just adapting to the changing world of customer loyalty but leading the charge.

If you’re ready to transform your loyalty program and harness the power of AI for deeper customer engagement, Kingdom Digital is your ideal partner. Contact us today to explore how we can elevate your loyalty strategies and drive meaningful engagement in this new era of personalized customer experiences. Let’s redefine loyalty together.

In the creative industry, there are high highs and low lows. Then, add in the fascination of AI and the stigma of Malaysians working in said industry, that’s a lovely cocktail for assumptions and self-doubt. So, we are raising questions on what it means to be creative or creative enough.

Here’s the scoop, relying too much on AI tools might dim the sparkle of our authentic creative touch and intuition. Picture it like AI having a favourite pattern it keeps using, potentially turning our creative mixtape into a one-genre wonder, missing out on the diverse beats we love. Oh, and hands-on skills? Don’t let AI hog the spotlight; we need that tactile, hands-in-the-paint, and experiential groove for our artistic journey.

Plus, AI can be a bit emotionally challenged—genuine feelings and personal stories aren’t exactly its forte. And watch out for the predictive side of AI; it might nudge us to stay in our creative comfort zones, missing out on the wild and wonderful unknowns. AI’s efficiency dance might skip our creative process’s messy, trial-and-error steps.

“Personally, I believe there’s no “enough” in creativity—it’s about constant exploration and growth”. – Content’s Cult Leader

“I knew at the beginning that I was not a very creative person. I just wanted to create more beautiful things”.- Video Team’s Vixen

So, with or without AI tools, there is no set standard for creativity. Now, what do we do with information? How do we navigate through our journey of being a creative oh dear Obi-Wan?

Well, there are 2 options, either we shield our juniors by harnessing their skills and decide when they’re allowed to use these AI tools (because we don’t want them to become too reliant). Or maybe… just let them use it.

“… I would use AI when I first learned how to be creative because I believe AI tools can enhance efficiency, and I believe it will be a leading trend in the future AI world, it’s important that we learn and utilise AI tools to enhance on our creativity”. -Design Diva

“… explore AI applications in their work and encourage cross-functional projects to enhance creativity together with their thinking/research, not replace it. As a lead, always ensure that AI integration doesn’t disrupt established creative processes but rather enhances them, as we can use Chat GPT/Mid Journey to generate a lot of ideas/artwork for us, but it won’t be our final artwork”. -Creative Connoisseur

If we believe that AI is just a tool, we as creatives should embrace it and show that nothing can truly replace the human touch.

Here’s a TL: DR on how to enhance that creative growth:

1. Embrace collaboration between you as an individual, AI and other people (even those “not necessarily creative”).
   Explore how AI can be a creative collaborator rather than a solo performer. Work hand-in-hand with AI tools to enhance your ideas, drawing inspiration from the symbiotic relationship between human creativity and technological innovation.
2. Experiment and iterate just because you enjoy it or it’s scary.
   Keep the spirit of experimentation alive. Use AI as a tool for trying out new ideas, but don’t shy away from the messy, iterative nature of the creative process. Embrace the learning that comes from trial and error, allowing for growth and discovery.
3. Think of how you and your work can cultivate the human connection.
   Infuse your work with genuine emotions and personal experiences that AI lacks. Use storytelling and human connections to create depth and resonance in your creative endeavours, ensuring your unique perspective shines through.

A reminder that In the creative cosmos, there’s no “creative enough.” Embrace collaboration, experiment boldly, and infuse your work with genuine human connection. Whether shielding or letting juniors explore AI, remember, the canvas is yours to paint, and the journey, is an endless celebration of creativity.

Interested in learning more about this topic? Get in touch with us.

What is trendjacking?

Trendjacking (aka newsjacking) is a marketing move where brands or organisations jump on an opportunity to join a popular trend or conversation online. This helps to generate buzz and promote their products or services, which is a great way to increase brand visibility. By being relevant to what people are currently talking about, trendjacking aims to capture audiences’ attention and create a memorable impression.

Trendjacking can be done through social media posts, articles, videos, or any other form of content. It is important to get your content distributed across digital channels as these trends have a very short life span. While it can be a powerful tool when executed correctly, it also carries the risk of backfiring if done insensitively.

If you’re new to all of this and want to know more, continue reading!

Benefits of trendjacking

Leveraging trends is a dynamic way to connect and build strong relationships with your audience. To master the art of trendjacking, here are some key principles to follow:

1.  Keep an eye out for upcoming trends

• Stay up-to-date on the latest news, topics, and social media trends in your industry. Utilise tools like Google Trends, Twitter’s ‘Trends for You,’ Reddit’s ‘Trending Today’ section, and social media listening tools to monitor mentions, hashtags, and industry-related conversations.

2.  Stay relevant to your brand and audience

• Ensure that your content aligns with your brand values and products. Not every trend is worth jumping on. Authenticity is vital because consumers can easily detect inauthenticity, which can harm your brand’s reputation.

3.  Timing is crucial, be quick on your toes

• In a crowded digital landscape, many other brands may also be looking to hop on similar trends. Acting quickly gives you a competitive edge, allowing your content to stand out before others saturate the space. However, speed should not compromise authenticity and alignment with your brand values.

How have brands leveraged on trendjacking?

Barbie Trend

The Barbie movie was a long-awaited delight for millennials, creating quite a buzz online ahead of its release on July 21, 2023. This excitement reached a pinnacle with the recent release of a new trailer and a set of movie posters.

To enhance the film’s promotional efforts, Barbie’s team introduced a marketing initiative called the “Barbie Selfie Generator.” This innovative tool allowed fans to immerse themselves in Barbie’s world by inserting pictures onto a Barbie-themed background with customised taglines. This initiative sparked a wave of memes and user-generated content, boosting the film’s online presence.

The Barbie Selfie Generator quickly spread across social media, catching the attention of brands looking for creative collaboration opportunities. They harnessed the Barbie craze to showcase their products and services in an entertaining and interactive way. This feature not only strengthened the bond between the movie and its audience but also sparked creativity within the Barbie community.

For instance, United Overseas Bank (UOB) joined the Barbie Selfie trend, promoting individuality and empowerment on its UOB Lady’s Card Instagram page.

Airbnb x Barbie’s Malibu DreamHouse

Besides that, Airbnb also managed to bring back Barbie’s iconic Malibu DreamHouse for an unforgettable experience, hosted by Ken! The collaboration between Barbie and Airbnb has created an opportunity for fans to indulge in a staycation while relieving their childhood dreams. Both brands leveraged this partnership to genuinely connect with their audience, capitalising on the excitement and forging meaningful interactions.

Oreo – “Dunk in The Dark”

Oreo, the renowned American sandwich cookie brand famous for its chocolate and vanilla cream-filled treats, made a game-changing move in 2013.

During a high-stakes third-quarter battle between American football teams, the Baltimore Ravens and the San Francisco 49ers, the Mercedes-Benz Superdome in New Orleans suffered a 34-minute power outage, plunging the stadium into darkness and leaving people confused.

Oreo’s team seized the moment for real-time marketing, crafting and posting a simple tweet on their Twitter account. The tweet featured a dimly-lit Oreo cookie with the words, “You can still dunk in the dark.” The entire concept was designed, executed, and published within just 10 minutes!

Within a day, this tweet garnered around 15,000 retweets and approximately 20,000 likes on Facebook. The “Dunk in The Dark” image also garnered an astounding $525 million in earned media impressions.

Power out? No problem. pic.twitter.com/FOxi0eouQ0

— OREO Cookie (@Oreo) Feb 4, 2013

Coldplay Trend

When you try your best but you don’t succeed~

Earlier in May, Coldplay (a popular British band) confirmed that they will be having their first concert in Malaysia. However, to the dismay of many, there would only be one show. Amid the rush to grab Coldplay concert tickets, several brands, including Durex, McDonald’s, and others, jumped on the Coldplay bandwagon by creatively incorporating song lyrics or highlighting the challenging ticketing process in their advertisements.

Bad trendjacking

Leveraging trends and current events can boost your brand’s visibility, but it can go wrong when it becomes distasteful. Here are some situations to avoid:

1. Exploiting tragedy

• Using tragic events, deaths, polarising politics, or racial sensitivities for marketing can be in poor taste unless your brand genuinely aligns with a related social cause.

2. Inauthentic engagement

• Joining sensitive conversations solely for promotion is not advisable. It’s better to participate when it serves a meaningful purpose and raises awareness for a cause.

3. Forced trend integration

• Not every trending topic fits naturally with your brand’s identity. Pushing trending topics into your content can make it seem low-quality and irrelevant, discouraging audience engagement.

Here are some examples of trendjacking that did not work:

luiga

Iuiga, a local homeware and lifestyle retailer, faced public criticism for a campaign featuring porcelain teapots named after Inuka, Singapore’s last polar bear. Many found it insensitive for the company to profit from Inuka’s name and legacy, given that Inuka had been euthanised by the Singapore Zoo.

Cinnabon

Actress Carrie Fisher is best known for her iconic role as Princess Leia in Star Wars. More iconic still was her hair rolls, resembling two giant pastries. Shortly after her passing, Cinnabon attempted to associate their product with her by tweeting, “RIP Carrie Fisher, you’ll always have the best buns in the galaxy.” This move backfired, casting the company in a negative light. They proceeded to apologise and deleted the post.

Final Thoughts

In summary, trendjacking can serve as a valuable tool for brands to engage with their audience and boost their visibility. However, it should always be approached with authenticity, sensitivity, and a deep understanding of your audience’s preferences. Before you hop onto it, it is essential to carefully weigh the pros and cons.

Discover how we helped our clients trendjack! Time Internet, EVA Airways Malaysia, and Hair Care Bear Malaysia.

Want to help your brand jump on current trends?

Get in touch.

AI stands as the enigmatic guest within our digital realm, a topic that continues to captivate our conversations. Last month, my fellow colleagues explored ChatGPT. Now, allow me to unravel the world of AI image generators—are they allies or adversaries to the creative minds in Kingdom Digital? Read on to find out.

To begin, I asked ChatGPT to introduce its generative AI counterpart.

There we go! ChatGPT basically summarised it.

AI-generated images are hard to miss due to the availability of various AI text-to-image generators like DALL-E 2, Midjourney, and more. These generators can fashion photorealistic images from text prompts in mere minutes. A single text prompt unlocks boundless visual ideas for creatives—providing inspiration, expanding imagination, introducing novelties, and bringing visions to life.

The Kingdom on AI Image Generators

AI image generators can be a potent tool that augments human creativity, opening up a world of new possibilities for creatives who craft brand ads. However, the question persists: Can they entirely replace creatives?

Our designers view AI not as adversarial, but as collaborative. In fact, they are already integrating these generators into their creative workflow, and here’s what they think:

• AI image generators are regarded as a valuable tool for kickstarting and streamlining the creative process.
• They create different images each time, aiding creatives in crafting unique visuals that bolster brand identity and competitiveness.
• AI image generators can help to create storyboards, mood boards, and visual aids for brainstorming sessions.
• They can rapidly transform conceptual ideas into lifelike depictions.
• Although AI is proficient in generating images, achieving perfection is not guaranteed, often requiring the use of other image editing software for refinement.
• Creatives are encouraged to train AI using their own work, unlocking further possibilities in image generation and addressing ethical considerations.

AI Image Generators vs. The Kingdom

To demonstrate the capabilities (and limitations) of AI image generators, I’ve enlisted the help of Cheng, Harris, and Adrian to conduct an experiment.

Each designer will create their visual from scratch. Then, challenge their chosen AI image generator to recreate the same visual concept they aim to achieve. Our Head of Creative, Alicia Thein, Sr. Digital Art Director, Anson Chiam, and Digital Art Director, Sook Yan, will comment on the visuals as if they are overseeing work.

Final Thoughts

New tools bring forth new power. Yet, AI image generators don’t replace discernment. They are not yet mature enough to make judgments. These generators rely purely on databases of pre-existing text and images to make decisions. Hence, the onus still rests on creatives to decide which ads require a human touch and which can be entrusted to AI.

The marvel of our era lies in human-AI collaboration, with AI image generators as our creative allies, amplifying our capabilities within the realm of advertising. To unleash AI’s creative potential, it’s essential that we embrace it and evolve alongside its development to advance the advertising industry.

Check out Projek MY Malaysia, where we assisted our client CelcomDigi in bringing Malaysians’ visions for the nation to life this National and Malaysia Day with generative AI.

If you’re eager to learn more about the utilisation of AI in creating creative visuals for your brand, get in touch.

Introducing our competition, ChatGPT

Hello! I’m a writer. You may remember me from the article, Aesthetics & Marketing.

For this article, Audrey (who you may remember from the Communities article) and I are going to delve into the world of AI, specifically ChatGPT. But instead of me, I’ll get ChatGPT to tell us what it is.

There we go! Now that we know what ChatGPT is, let’s move on to the next part.

ChatGPT vs. The Kingdom

We have enlisted the help of a fellow Sr. Content Writer, Charmaine Loh, and our Head of Content, Celeste Song, to conduct an experiment.

Each writer will go up against ChatGPT in a challenge. Our Head of Content will then comment on the content as if she’s overseeing work that will be posted on our brand pages.

Let the challenges begin!

And there you have it, but we’ll need a bit more insight than that, don’t you think?

The Kingdom on AI

Here are some overall thoughts from our Content Team:

• ChatGPT is seen as a helpful tool for starting and structuring writing.
• It can assist with checking and refining copy.
• While useful for translations and expanding vocabulary, it may not always be completely accurate, requiring manual double-checking.
• Our teammates have used ChatGPT for copywriting inspiration, overcoming creative blocks, and refining ideas.
• Our team emphasises the importance of not becoming overly reliant on ChatGPT and maintaining their own creative abilities.
• ChatGPT can be utilised for generating overviews, outlines, and long-form content.
• It is viewed as an AI partner for conversations and prompt-based idea generation.
• Our team finds value in using ChatGPT for formal emails, pitching ideas, gaining different perspectives, and eliminating repetitive copy.

Final Thoughts

Crafting attention-grabbing copy is a challenging task but with ChatGPT, it becomes easier to generate a large number of options to find the perfect one. Training ChatGPT to think like a writer and providing information on tone, manner, and prompts is tedious but will eventually prove to be useful in saving time and exploring ideas.

The overall verdict is that while ChatGPT is fast in generating copy, it still needs a writer to prompt and guide its output.

In summary, ChatGPT is a valuable tool in generating numerous options for copy and streamlining the creative process. However, it is important to note that it requires a writer to achieve the desired results.

If you’re seeking to learn more about the usage of AI in generating content for your brand, get in touch.