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Marketing Featured South Asia

Flipkart’s new campaign invites customers to give their homes a makeover

Bengaluru, India – Flipkart has released a new home-centric campaign, which invites its customers to give their homes a makeover through its showcase of home products in store. Flipkart aims to reach customers across the country, offering them the ease of shopping premium brands at an affordable price.

The campaign has brought on board an array of the best possible finds with carefully curated home inspiration to make brick and mortar buildings feel like home. The latest collection features products including bedsheets, curtains, showpieces, plants, cutlery, cookware, home improvement tools, among others. 

In addition, the platform is running the influencer campaign called ‘Home Flipover’ with influencers such as Chef Karishma Sakhrani, Aayushi Bangur, Bahaar Dhawan Rohatgi, Ashwiinii Dongare Banga and Chef Kirti Bhoutika joining.

Speaking on the launch, Kanchan Mishra, senior director of consumables (FMCG), general merchandise and home at Flipkart, said, “The recent hybrid work model has encouraged customers to rethink life at home as it has become the place where they spend most of their time. Eventually, it has made them redecorate and enhance the look and feel of their homes. This trend is here to stay as people are spending more time at home than they were before.” 

She added, “At Flipkart, our prime focus is to drive value for our customers on the best quality products. To diversify our product portfolio and make Flipkart the go-to destination for all things home, we have handpicked products from branded and premium range to homegrown D2C brands. Now, the home makeover can be a spontaneous plan with a wide range of selections available on the platform.” 

The new campaign comes just days after the recent campaign launch for their loyalty program ‘Supercoins’.

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Marketing Featured Southeast Asia

YoloFoods ties with impact.com to scale its affiliate, influencer marketing initiative

Singapore – YoloFoods, a healthy food delivery service in Singapore and Malaysia, has partnered with impact.com, a partnership management platform, to accelerate its affiliate and influencer marketing initiative – ‘YoloFoods Health & Wellness Programme’. 

Targeting healthy food junkies, the programme aims to incentivise and equip community ambassadors with information and resources on leading a healthy lifestyle.

In order to inspire and motivate more consumers to make healthy lifestyle changes across Singapore and Malaysia, the YoloFoods Health & Wellness Programme onboards affiliates and content creators on a commission-based reward system, to share reliable Health & Wellness information and offers with their respective audiences. To roll this out at scale, YoloFoods is leveraging the vast network of affiliates and influencers which impact.com provides.

Yolofoods said that as managing influencers and affiliates at scale requires many manual steps and reconciliation, having a robust platform like impact.com that automates contracting, tracking, payouts to affiliates, and data consolidation will help the platform to make more informed business decisions.

Alex Bauduin, CEO of YoloFoods, noted nutrition and wellness have always been a point of passion for them, and they’re excited to kickstart this strategic partnership with impact.com.

“This launch will not only allow us to make a positive mark on our local community, but is also an opportunity for YoloFoods to further scale our brand growth and customer acquisition in the region and increase our ROAS by tapping into the wider network of consumers while expanding beyond our existing channels,” said Bauduin.

Meanwhile, Antoine Gross, impact.com’s general manager for SEA, commented, “We are thrilled to be partnering with YoloFoods on this initiative. Great collaborations are a result of a common goal and shared values, and we look forward to helping YoloFoods grow their e-commerce business in Singapore and Malaysia and helping improve the wellness of local communities. 

“Joining a growing group of brands in the region who are finding success through affiliate partnerships, YoloFoods will be able to reach their target audience in an effective way while rewarding the affiliates who help make it happen,” Gross said.

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Marketing Featured APAC

Ezechiel Ritchie takes on expanded regional role at Jellysmack

Singapore – Global creator company Jellysmack has announced that current ANZ and SEA country manager Ezechiel Ritchie, has taken on an expanded regional role as general manager for APAC. In his expanded role, he brings rich experience in brand partnerships, advertising, and digital content and leverages his deep expertise with content and creators to establish meaningful partnerships.

Ritchie, who joined Jellysmack last year as ANZ and SEA country manager, previously held executive roles at Google and Taboola, and was at the helm when Jellysmack launched its Creator Program in Australia last October.

Commenting on his new role, Ritchie said: “Creators across Australia, New Zealand and Asia are having incredible success, not just on a local level but with fans and subscribers across the globe. In Australia alone there are 6 million content creators, which has grown by 48% since 2020. There are 18.5 million content creators in Japan and 17.5 million in South Korea.”

He added, “However, there is a big difference between a content creator and a successful content creator who can make a living from doing what they love. This is where Jellysmack can help by growing new audiences and revenue streams for local creators and I’m looking forward to growing our presence in the Asia Pacific region even further.” 

Meanwhile, Youri Hazanov, chief international officer at Jellysmack, commented, “Growing the creator economy across Asia Pacific is a top priority for Jellysmack, and following the success Ritchie has driven across ANZ and Southeast Asia, we are delighted to have him take the reins of the region.”

Jellysmack has partnered with over Australian and New Zealand content creators since the company launched here last October, including some of the biggest YouTubers such as How Ridiculous, JoshDub, Whippy, Vincenzo’s Plate, Indigo Traveller, Living Big in a Tiny House and How to Cook That. 

The company has also expanded its Asia Pacific presence, signing popular creators such as Junya who is Japan’s biggest YouTuber, TikToker, JianHao Tan from Singapore and Food Kingdom in Korea. 

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Marketing Featured Southeast Asia

Huggies doubles down on influencer marketing to spark convo on diaper quality

Vietnam – Huggies, the diaper brand of baby and child care company Kimberly-Clark, has partnered with INCA, GroupM’s brand-safe influencer and content marketing arm, to launch a new campaign for its latest diaper product in Vietnam – Huggies Thin & Soft. This campaign aims to get Vietnamese moms to talk about diaper ‘quality’, ‘absorbency’ and ‘thinness’, which are unique attributes not typically associated with children’s diapers.

INCA noted that urban Vietnamese mothers place a high value on imported goods, and are excited by innovations hailing from Japan and Korea. This is also where Huggies turned their focus towards mom communities, whose small but powerful word-of-mouth influence could collectively spark powerful conversations.

Through the new campaign, INCA and Huggies have selected two hundred nano and micro-influencers who had a dominant share of voice and strong influence on more than 20 mom communities to incite conversations endorsing the value of thin and soft attributed diapers, before reviewing ‘the thinnest best-selling diaper brands from Korea’. 

The campaign was hinged on the fact that mothers turned to other mothers within their communities for advice and product recommendations. These influencers would then privately share Huggies sale links with other mothers in the communities.

Uyen Nguyen, Huggies’ senior brand manager for Vietnam, commented partnering with INCA was crucial in helping them build relationships with mothers in Vietnam through word-of-mouth, one of the most reliable and trusted channels mothers rely on.

“The campaign demonstrated the immense potential for soft & thin diapers, something unheard of in the Vietnamese market. This campaign exceeded all expectations, and we look forward to partnering with INCA again in the future,” said Nguyen.

Meanwhile, Loan Menuge, INCA’s lead for Vietnam, shared that through their brand-safe technology, they were able to align with Huggies’ campaign goals and forge deep connections with creators and consumers to drive business outcomes for the clients. 

“We are pleased that Huggies is now the top diaper brand known in Vietnam for its thinness, quality, absorbency as well as other interesting attributes and that we are able to bring comfort and innovation for mothers and their children,” said Menuge.

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Marketing Featured Southeast Asia

Of VTubers and influencer marketing: The case of airasia’s Aozora Kurumi

If there is one facet of marketing that is seeing more growth than ever, it would be influencer marketing. The latest data from Statista notes that the market has reached US$13.8b in market size as of 2021, compared to just US$6.5b in 2019. This is all thanks to the rise of the content creator economy, primarily banking on interactions and purchasing powers from their fanbases.

It is no wonder why various forms of influencer marketing have popped up, ranging from real-life influencers like gamers and beauty gurus to virtual ones such as Rozy and Rae. But there is one facet that is considered the middle ground between human and virtual influencers–these so-called virtual YouTubers or ‘VTubers’.

What started out as a niche industry in Japan, VTubing, in general, gained popularity in 2019 as various agencies and brands ramped up in debuting new VTubers into the scene. It is no wonder why global brands such as Crunchyroll, Netflix, MSI, and Suntory have their own VTubers, primarily used to engage with their online fanbase and create new avenues for brands to engage with.

This is the case for the multinational company airasia, which announced the launch of their VTuber project called ‘Project Kavvaii’ in March 2021. Months later, they debuted their first-ever talent Aozora Kurumi in May 2021. Since then, Kurumi has completed over 150 streams and amassed more than 22,000 subscribers and over 1.2 million views on YouTube.

As she recently celebrated her one-year anniversary, MARKETECH APAC’s The Inner State spoke with Rudy Khaw, group chief brand officer at airasia Super App, to learn more about what they have learned dealing with VTubers and how their existence plays out in the influencer marketing scene.

How airasia has worked with influencers in general

Being a multinational company, airasia believes in the importance of representing diversity across their platforms, more specifically in how they tap into influencers to promote their brand. One of those examples was their latest launch of the ‘Red Radio’ in a bid to promote Asian artists on air, and their record label ‘RedRecords’ which has signed artists such as Jannine Weigel and Airliftz.

Khaw found out that with influencers, there wasn’t anything they could really own. It should be noted that there is a difference between a virtual influencer and a VTuber. While a virtual influencer is a computer-generated ‘persona’ that uses AI to shape its personality, a VTuber has a real person behind a digitally-drawn avatar, rigged by a face-tracking software to move the model.

“We also saw some limitations with virtual influencers as it didn’t feel genuine enough for two-way engagement,” he stated.

Khaw was referring to airasia’s previous venture into virtual influencers with the launch of their virtual influencer called Miss AVA. Said influencer was modelled after their chatbot named AirAsia Virtual Allstar (AVA).

He then noted that with their venture to VTubers, they have seen an opportunity to connect with a new online avenue across their followers online.

“When we explored the VTuber space, what we loved most about it is the genuine interaction and community-building opportunity it offers,” he added.

This reflects Project Kavvaii initial vision for their VTuber endeavour, which aligns airasia’s transition from an airline company to a lifestyle brand with the airasia super app, including a focus on the importance of content creators such as VTubers. In addition, the project aims to fast-track airasia’s growth by leveraging its digital capabilities, such as artificial intelligence and facial recognition.

On Aozora Kurumi’s impact as a VTuber and influencer

With Aozora Kurumi officially celebrating her one year anniversary, Khaw stressed out Kurumi’s importance in the online scene, as it allowed them to tap into a new demographic that could potentially be new customers.

“Kurumi’s following has grown healthily over the past few months and it’s definitely created a new set of audience for us. More recently, Kurumi has been exploring pre-recorded content, which is the beginning of more offline content to come,” he stated.

Aside from the typical type of content Kurumi streams such as gaming and karaoke ones, she is also involved in several brand activations for airasia, including a large giveaway stream, done in celebration of airasia’s 20th anniversary.

When asked how is VTubing just as impactful as normal influencers, Khaw said, “[There is] the ability to engage with a fan base [or] followers through similar interests and also because it is also so driven by personality, which is the core of what attracts a following.”

He also stated that while Project Kavvaii is a fairly new initiative that is unlike any of their previous endeavours, Kurumi’s presence brings value to their airasia Super App.

“Project Kavvaii is a part of airasia Super App; the value that Kurumi or the Vtuber space, in general, brings to the Super App is content. It opens up doors for us to explore more content opportunities in the future and develop our ideas to engage consumers beyond the transactional space.”

Brand advice to entities tapping into the VTuber space

When asked about what brands should keep in their mind in launching their own VTubers, Khaw said that they always put the talent first, not the brand, in order to create much more genuine traction for both the brand and the talent from their new audience.

“Don’t go into it like you would with influencers or other typical advertising projects. It’s a different space altogether and it’s really about fostering a community. It’s also important to remember that it’s not always about putting your brand out there from the get-go or all the time. The fan base will gather and latch onto your brand organically, don’t force it,” he stated.

Khaw’s advice mirrors his previous statement upon Kurumi’s debut, where he stated that they foresee the project to be a game-changer in the future of streaming content in the ASEAN region. 

“As a digital company, the constant change in the way people consume online content drives us to explore cross-industry innovations with Project Kavvaii to stay relevant and ahead of trends. We hope to see Aozora Kurumi taking the content world by storm very soon,” he said.

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Main Feature Marketing Southeast Asia

Expert Up Close: Ace Gapuz, CEO of Blogapalooza

In a conversation with Ace Gapuz, the chief executive officer at Blogapalooza, she shares her career journey which began as a blogger and creator and then continued as a brand representative. These roles have helped her shape her career into becoming the chief executive officer she is today. 

Ace is a marketing veteran who boasts more than 20 years of experience in influencer marketing. Of what motivated her to pursue influencer marketing, she shares, “I think I was really able to get experience from handling various areas be it on the creator side, brand side, or agency side.”

“Your female energy is always an advantage. Women need to feel powerful because they are female,” Ace adds.

During the conversation with Ace, we asked about her journey as a brand ambassador and a creator, and she shared that “It’s one thing to tell your story as a brand, but that story becomes much richer when other people tell your story for you.”

Meanwhile, Ace also shared that creators and influencers have a strong role to play in terms of having an effect on how people think, what people believe in, and how people will act or decide.

Listen to the full conversation with Ace Gapuz over on Spotify, where Gapuz shares further on what made her decide to join the academe as well her insights about the role of females in the marketing and advertising industry. You can also view the highlights of the conversation on our Youtube channel

If you are a marketing or tech leader who wants to share your industry journey and insights, email us at [email protected] 

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Platforms Featured Global

Vamp badged as an official TikTok Marketing Partner

Sydney, Australia – Global influencer marketing and content creation platform Vamp has been added to the TikTok Marketing Partner program, allowing Vamp’s customers to have access to first-party data that will make running campaigns with TikTok easier and more effective.

In addition, brands who work with Vamp can now obtain TikTok creators insights in a more automated and scalable way. They can now identify relevant creators within Vamp’s vetted community and make data-driven decisions based on their audience insights. All of Vamp’s creators are also added to the TikTok Creator Marketplace.

Furthermore, brands will also benefit from clear, verified performance metrics and can monitor views, likes, shares, comments and engagement, to identify high-performing content and accurately measure the campaign’s success. These performance insights also help brands determine which high-performing content pieces should be amplified using TikTok’s Spark Ads – an ad solution that can be utilised via the Vamp platform.

For Aaron Brooks, co-founder at Vamp, TikTok has become a platform impossible for marketers to ignore, but creator discovery and campaign measurement remain two of their biggest opportunities.

“Vamp’s badging as a TikTok Marketing Partner and integrating with the TikTok Creator Marketplace takes the guesswork out. We’re excited to bring our customers who have already seen success on our platform, like Adobe, Estée Lauder and Benefit Cosmetics, new clarity and capabilities. It’ll also allow creators to recognize the power of their insights, prove their influence and save them time taking endless screenshots of analytics,” Brooks said.

Meanwhile, Melissa Yang, head of ecosystem partnerships at TikTok, commented, “Creators are the lifeblood of our platform and we’re constantly thinking of new ways to make it easy for them to connect and collaborate with brands. We’re thrilled to be integrating with an elite group of trusted partners to help brands discover and work with diverse creators who can share their message in an authentic way.”

Vamp has combined this integration with existing tools that help to streamline TikTok campaigns. Vamp’s platform offers brands easy briefing templates and its algorithm competitively prices TikTok creators for maximum opt-ins. In addition, management tools minimise admin and results are collated in a centralised dashboard.

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Main Feature Marketing APAC

What’s NEXT: What to expect in influencer marketing in 2022

The COVID-19 pandemic brought about many changes to what we know about digital marketing. Businesses have learned that they can operate virtually, and more and more consumers turn to the internet for almost everything they need. Pandemic restrictions propelled the growth of e-commerce exponentially while further cementing the value that content creators and influencers bring to every brand’s marketing mix. 

Influencer marketing has been around for decades, but it has not been until recently when the market more than doubled, reaching USD 13.8 Billion in market size as of 2021, compared to just USD 6.5 Billion in 2019, according to a Statista study. It is predicted that the global influencer marketing industry will grow increasingly faster with the technological developments and the rise of different social networks and platforms.

But before we go even further, for starters, let’s define influencer marketing.

Influencer marketing involves working with people of influence — bloggers, social media influencers, celebrities, thought leaders, charismatic people — in strategically communicating the value proposition of a product or brand. Such promotions are usually sponsored or paid-for endorsements, where social media is the main advertising channel.

Influencers are typically tiered according to their number of followers, where perceived value is attributable to a bigger audience base and compensation is almost always directly correlated to reach.

As we usher in 2022, it is predictable that more brands will jump into the influencer marketing bandwagon, working with content creators and influencers to remain relevant to their audiences. Executive buy-in is not anymore a problem for most marketing teams given the general acceptance of influencer marketing as an important part of the digital marketing pie. Marketing budgets will be appropriated for influencer marketing campaigns, which will then give rise to the demand for influencer agencies, influencer marketing platforms, and influencer managers.

As the influencer marketing industry gains further traction, marketers must prepare for what will most likely lie ahead for the rest of the year. Here are five (5) forces that will drive the influencer marketing industry in 2022 and in the next few years. 

  1. Micro-influencers will continue to prove their value down the customer funnel.

Celebrities and macro-influencers will always have a space in influencer marketing campaigns as they are the ones that drive top-funnel metrics such as reach and impressions, which will always be valuable to any kind of advertising campaign. However, micro-influencers will be the main driving force for visibility, talkability, and even virality in any social media channel. 

Working with micro-influencers levels off the playing field for brands. Bigger brands may have resources to engage celebrities and macro-influencers as campaign headliners, but such brands will always need micro-influencers as amplifiers for their campaigns. While smaller brands may not be able to appropriate big budgets for the big names, they can still work with micro-influencers regardless if budgets are extremely limited.

Micro-influencers have proven time and again that they are able to be more hardworking with their content and engagement. More often than not, micro-influencers are able to engage their audiences beyond surface level, replying to public comments and even private messages. What many brands do not realize is that given this level of responsiveness and interaction, the influencers also become part of the customer’s experience of the brand, which is certainly a richer encounter versus just seeing the brand posted by a famous social media personality.

This influencer-follower engagement makes micro-influencers automatic brand ambassadors, creating content for the brand and personally engaging their audiences to tell the brand story, which proves that even if bigger names trump micro-influencers in terms of top-funnel metrics, marketing investments on the latter are still a more diligent way to spend.

  1. Influencers will be a major driving force for social commerce and live shopping.

Live streaming and live shopping have been growing exponentially since 2020 and this trajectory is predicted to shoot up even further to 2022 and beyond. An article from Forbes.com postulates that sales through live shopping may likely reach USD 500 Billion this year. Major social networks have launched features that incentivize creators to go live. The largest e-commerce marketplaces have poured in copious amounts of investments in putting up tools to support the new wave: shoppertainment

The shoppertainment phenomenon is all about an interactive shopping experience, combining e-commerce, entertainment, and audience engagement. The most popular format of shoppertainment is livestream shopping, where brands get trained presenters to demonstrate the product live, enriching the customer experience of the product to facilitate the journey leading to the point of purchase. Usually, these live stream shows are aided by creators and influencers either through joining the live shows themselves as presenters or promoting the live stream through social media posts. 

In 2018, Instagram launched shoppable posts, allowing brands to tag products in content to create a seamless user experience from post to purchase. Off the live shopping experience, shoppable content in social media is becoming mainstream and influencer content can now be repurposed by brands to be more hardworking.

Social commerce is the awakened sleeping giant in 2022. Increasingly, product discovery will be through social media, and influencers will be the gatekeepers of consumer consideration, purchase, and perhaps even loyalty.

  1. Short-form videos will increase in demand and be the preferred content format for influencer campaigns.

Like it or not, everybody is at the mercy of social media algorithms. Many creators have seen a drastic decrease in visibility of their content in the major social networks, as social media platforms introduce new features that boost the visibility of short-form video content. The growth trajectory of TikTok is impressive and Instagram has taken notice, prompting the launch of Reels. YouTube has kept up with this with the introduction of Shorts, and even subscription streaming service Netflix brought in Just For Laughs in its mobile platform real estate to keep up with the short-form video trend.

The attention span of people becomes shorter and shorter by the day, which posits a challenge for the marketers of today: how do we communicate everything in just a few seconds and still meet the implied requisites of our audience? With marketers grappling to capture and sustain the attention of their customers in overcrowded social media channels, short-form video content made by influencers are the solutions to this challenge.

Short-form video content is more engaging compared to static format content such as text or photos, but less effortful to consume compared to long-form videos. With short-form videos, influencers are able to entertain by showcasing their creativity and personality, educate the viewer about the message and key elements of the brand campaign, and empower their audience to make informed decisions coming from these propositions — all in a few seconds. 

  1. The InfluencerPreneurTM phenomenon: content creators will now be recognized as credible creative marketing channels operating as individual media companies.

Decades ago when blogging was still the newer form of media (compared to traditional publications and television), brands engaged bloggers as its key opinion leaders (KOLs). Bloggers will write about their experience of or with the product, usually getting the product for free in exchange of authentic reviews and placement in their blog sites. Monetary compensation was not common practice then, as blogs were still recognized as personal channels with not much commercial value. After all, while people may have referred to KOLs for guidance in opinion formation and decision-making, most still got their information primarily from traditional media.

However, the days when free products in exchange for posts were the norm are long gone. Now that more and more people are turning to the internet and to social media for product discovery, influencers have found themselves to be owners of prime digital real estate, and prime real estate always comes with a price.

Creators are now fully aware of the value that they bring to brands and quality people will not be willing to work for free. The increasing commercial value of influencer content will bring about the phenomenon of content creation work to be a real, widely-accepted profession, and will give rise to individual influencers being media companies themselves. Compensation for content creation work will be commonplace, as creators and influencers are professionalizing their content creation business by hiring their own teams of professional videographers, editors, and even production teams. 

With this development in the influencer marketing space, brands must now start treating the content creator as an InfluencerPreneurTM: an individual who is in the business of content creation. There are two (2) significant implications to this that modern marketers must remember. First, as an influencer, the content creator is a creative individual that produces creative work, and as such, reasonable artistic license and discretion must be fully allowed by brands in the creation of the materials. Authenticity will remain to be a crucial component of what makes influencer content compelling to the audiences. Second, as an entrepreneur, the content creator treats content creation work as a business venture, and as such, has to be commercially compensated, mostly through monetary means.

  1. Long term influencer collaborations will win over one-off engagements.

Just like in traditional business ventures, long term partnerships with influencers provide the most strategic value over time. The general user base of social media is a clued-up audience — they know when something is paid and they usually second-guess the truthfulness and believability of the information when the content is sponsored. The doubts are fueled even further when they know for certain that the relationship of the influencer with the brand is very transactional.

There are plenty of reasons why long term collaborations are better than one-off engagements, but it all comes down to this: it takes time to make a sale. The marketing “Rule of 7” states that a prospective customer needs to encounter your brand seven (7) times before they are actually prompted to take action. If an influencer talks about a brand once and never again, the likelihood that the message sticks to the followers of the influencer is extremely low. On the other hand, if an influencer talks about a brand consistently in their channels over a prolonged period of time, this communicates that the brand is a part of the influencer’s life, which then builds the credibility of the brand in the minds of the followers of the influencer, and will have a lot of impact on customer lifetime value.

One-off engagements with influencers are still a good way to go about launches and campaigns that are intended to be short term, but real brand value will be driven by influencers only through a long term, ongoing relationship. After all, as digital transformation continues to influence the great migration to the internet (and the metaverse even!), brands will need more creative online partnerships to set them apart in the space.

Ace Gapuz

This article is written by Ace Gapuz, CEO of influencer marketing company, Blogapalooza Inc., in the Philippines.

The article is published as part of MARKETECH APAC’s thought leadership series What’s NEXT. This features marketing leaders sharing their marketing insights and predictions for the upcoming year. The series aims to equip marketers with actionable insights to future-ready their marketing strategies.

If you are a marketing leader and have insights that you’d like to share with regards to the upcoming trends and practices in marketing, please reach out to [email protected] for an opportunity to have your thought-leadership published on the platform.

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Marketing Featured Southeast Asia

What do Viets perceive of virtual influencers?

Ho Chi Minh, Vietnam – As influencer marketing is continuing to grow in popularity, especially in Asia, there has been another rise of influencers: virtual influencers. More recently, more companies are playing with the idea of marketing through virtual influencers. These computer-generated public figures almost have a life of their own – reflected on their social media accounts – and even work with brands to promote the latest products.

In the latest survey conducted by consumer research platform Milieu Insight, it has found that 45% of Vietnamese consumers are very interested in following virtual influencers, while 44% said they are somewhat interested in, and 11% saying they are not interested.

In terms of credibility, 21% of respondents say that they trust virtual influencers more than their human counterparts. Meanwhile, 37% indicated that virtual influencers are to be trusted at the same level as human influencers, 27% said that they are less credible, and 14% said that they are unsure.

Meanwhile, in regards to local preference, 60% said that they want the virtual influencers they follow to look Vietnamese, while 16% say that they want them to look non-Vietnamese, and 25% said that they have no preference. 

On the aspect of how these virtual influencers communicate, 71% said that they prefer to be communicated in Vietnamese, 9% said they prefer someone not communicating in Vietnamese, and 21% said that they have no preference.

Lastly, in terms of gender appearance, 49% said that they want virtual influencers to look feminine, 20% want them being masculine, 14% want them to be androgynous, 2% have other options, and 15% say that they have no preference.

Categories
Platforms Featured Southeast Asia

Influencer marketing agency Gushcloud PH signs celebrity gamer Chin Valdes

Manila, Philippines – Influencer marketing agency in the Philippines, Gushcloud, has recently signed gamer, singer, and actor Chin Valdes to help him grow his digital presence and overall digital strategy. 

Currently, Valdes’ YouTube channel houses gameplay highlights of his two favorite games Mobile Legends: Bang Bang and Genshin Impact. 

As part of the deal, Gushcloud will be working with Valdes to represent and manage key brand deals, and to provide channel management support. It will co-manage Valdes’ YouTube channel and explore a variety of content that would allow the viewers to get to know him beyond the gaming space. 

Chin shared that gaming, especially today, is so relatable and at the same time, influential. It has taught him that nothing ever gets easy, to keep moving forward, to continuously learn and level up, which has affected how he approaches things in real life. 

“I want to be able to share these with my viewers as we both enjoy our love for gaming,” said Chin.

Jamie Paraso, Gushcloud Philippines’ country director, noted that they constantly aim for a holistic evolution that brings out the different facets of their talents, as they come into their own in the entertainment industry. 

“Indeed, it is an honor to be part of their journey as their collaborative creative partner. We are beyond excited to have Chin Valdes onboard to unlock different paths beyond gaming and reach creative milestones together,” said Paraso.

Aside from Valdes, Gushcloud has also signed celebrity wedding videographer Jason Magbanua, gaming creator Yuka Kuroyanagi, as well as celebrities Bangs Garcia, Ciara Sotto, Bettinna Carlos, Michelle Madrigal, and Patrick Garcia, among others.