The penultimate year-end is not backing off on a lighter note. In its own right, the month of November ends with a bang with new marketing leaders inducted in the digital space, a launch of an industry-first partnership, and a massive contest marketing from an e-commerce brand.
In Singapore, a top e-commerce has unveiled its biggest giveaway yet for its campaign on 11.11. Meanwhile, in APAC, a communications firm has revealed in one fell swoop its new digital leaders for its different markets in the region. This month, a media giant’s creative agency has also announced its new MD for APAC.
Still region-wide, a creative and communications network has specially partnered with TikTok to specifically build capabilities for brands to conquer audiences on the platform.
Most interestingly, we have seen, this month, a veteran from the world’s favorite content creator joining a fast-growing live streaming platform in the Philippines.
Get to know more the top-read stories this month.
Regional e-commerce platform Lazada in Singapore, in a bid to further encourage 11.11 sales, has launched one of its biggest giveaways yet: a S$1m-worth condominium unit at the Normanton Park. The initiative, co-sponsored by real estate company PropNex, has concluded with a 70-year-old retiree as the winner, who interestingly just entered the contest with S$3.41 for Aloe Vera Gel and a digital voucher for a Nasi Lemak as investments.
Speaking to MARKETECH APAC, Wook Kwon, chief marketing officer at Lazada Singapore, said that through these giveaways, they aim to reel in more customers to go back to their platform.
“The world of e-commerce can bring on an array of possibilities. So in this way, the latest giveaway, we strive to keep our customers going back to our platform, keep them engaged to go back to our sellers on the platform,” Kwon stated.
A major part of the campaign is gamification, where eligibility to enter and win is through collecting ‘golden keys’ on various missions in the Lazada app, and that more keys collected grant a higher chance of winning.
Kwon added, “Gamification is important in customer experience. It’s the best experience that keeps our customers going back to our platform. Gamification is part of our ‘shoppertainment’ strategy to enhance the shopping experience.”
Virtue, the creative agency under media company VICE, has appointed former head of client services at MediaMonks Singapore Lesley John, to be its managing director for the Asia-Pacific region.
Through her new role, John will be overseeing Virtue’s business and teams across the region including offices in India, Indonesia, Korea, and Japan from its Singapore hub.
Regarding her view on the state of content creation within APAC, John told MARKETECH APAC that there is diversity shown across the region, amplified by global cultural phenomena such as K-pop and J-pop.
“If you were to look at streaming platforms like Netflix, they’re starting to surface more cross-cultural content pollination,” she stated.
John also noted various cultural tropes that make the region’s content consumption unique, such as the rise of anime and idol content in homegrown platforms like Bilibili, or how a universal theme such as humor can vary from region to region, just like how Thailand’s approach to humor is ‘deadpan’.
When asked what advice can be given to brands when creating content for APAC audiences, she shared that the first thing is always finding an ‘interesting story’, and then finding the most compelling way to deliver it.
“Don’t be afraid to tap into emerging themes or subcultures if they’re relevant to the theme [or] story you want to deliver. Be authentic, reward your audience intellectually. I guess there’s always a temptation about going to the lowest common denominator, [and] that results to very bland, inauthentic, doesn’t feel like it’s coming from a real point of view,” John concluded.
Global communications firm has unveiled the new executives that will be at the wheel of its digital business in APAC, namely the heads of digital for its India, Hong Kong, Taiwan, Korea, Malaysia, and Australia teams.
Speaking with MARKETECH APAC, Matt Collette, Edelman’s APAC vice-chair for digital, shared that the new hires are the firm’s response to brands’ stronger commitment to deliver greater digital experiences over the pandemic.
On the top challenge digital marketers are facing today, Collette specifically cited reduced ad targeting opportunities brought about by stricter privacy features from tech giants such as Apple.
“The implications for that…had been on the quality of data that companies are receiving with respect to how people are engaging with ads specifically; [that] has deteriorated significantly. What we’ve seen [is an] increase in costs for performance campaigns,” said Collette.
Collette said that, hence, this is a major area the communications firm is helping out clients on today – figuring out what other strategies and tactics they can deploy to effectively build first-party data.
“We want to make sure that we have digital teams across all of our markets in Asia-Pacific that are able to engage with the clients in a way that demonstrates deep expertise and knowledge of the digital space,” said Collette.
Creative and communications network dentsu in APAC has unveiled in October a partnership that will see the network building commerce and media capabilities to effectively elevate brands’ presence in TikTok.
Interestingly, within the tie-up is a program called ‘Test with TikTok’ which brings together the performance team from dentsu and product team from TikTok to test several performance and commerce hypotheses on the platform.
In an interview with Sunil Naryani, dentsu APAC’s president for product, commercials & partnerships, he shared that oftentimes, testings within the market ecosystem do not yield in valuable results and insights for reasons such as failure to establish a clear hypothesis on what must be tested and at times, tests’ misalignment to a brand or media’s objective.
“This is what we’re trying to solve with ‘Test with TikTok’. It is essentially a structured way in which we are testing various TikTok products and solutions so we could unlock the full potential of the platform for our clients,” Naryani said.
Naryani further shared that most of all, the whole objective of the partnership is to deliver differentiated value to brands.
“The key discussion that takes place is what is important for our [clients] and we’re looking at the full funnel. At this stage, there is a lot of focus on the mid and the bottom funnel,” added Naryani.
And our top story for the month of November is none other than live streaming platform kumu in the Philippines, with its recent appointment of Anand Roy, former regional director of music and live entertainment for SEA at Disney, to be its new senior vice president for strategy and international.
According to Roy, he first heard about the kumu platform from Open Space Ventures, one of the company’s investors, and at that time, was feeling quite unhappy with the state of social media generally.
In a MARKETECH APAC interview, Roy shared what themes of online content will be the next big thing among audiences.
“One big seismic change which has happened in consumers’ lives for the past two years has been the realization that both work and study can happen online. This is a fact which has been brought to the surface because of the realities around the pandemic, and it promises to be an absolutely monumental change in the way people work,” he said.
Roy believes that over the next period, people will try to find balance between online image and research projection and offline detox and offline unwind.
Regarding his new role, Roy also shared the international plans of the proudly Philippine-made live streaming platform.
“The international strategy will be built on the authenticity of the platform. kumu stands for optimism, hope, positivity, and community; these are values which translate across the planet,” said Roy.
He added, “My endeavor would be to ensure that these fundamental principles get translated in every market we go to, and these guiding principles become the bedrock on which the platform is built.”
Rankings are based on Google Analytics from the period of 16th October to 15th November.
Watch our exclusive interviews with the brands themselves on the latest episode of MARKETECH APAC Reports, now live on our YouTube channel.
This is in collaboration with Malaysia-based media company The Full Frontal.