Marketing Featured Southeast Asia

Gushcloud launches new live commerce network, appoints Mary Shynne Santos as its regional head

Philippines – Gushcloud International, a global technology-driven digital talent and media company, has launched its new live commerce unit GC LIVE, which operates premium live commerce shows distributing global brands into SEA. This launch comes after Gushcloud’s move to further establish itself as a global business.

GC LIVE operates premium Open Broadcaster Software (OBS) production with top influencers. Open Broadcaster Software is an open-source streaming software for mixing and producing live video content. Powered by this technology, GC LIVE aims to provide and create high-definition live streaming shows all over Southeast Asia. 

To lead the live commerce division, Gushcloud has appointed Mary Shynne Santos, former head of Kumu Live, to be its new regional head of GC LIVE.

Santos believes that live commerce is the future and the GC LIVE team is ready to take on more global brands and content and localise it into the region. 

“GC LIVE produced ‘Reel K-Hauls with Jessica Lee’, the first-ever cross-border show for Lazada PH and I’d say we started off with a bang! I believe that teamwork is the key to every successful project and the team definitely showed that. The show ran for 3 months and we hit our targets and all items were sold out,” said Santos.

Meanwhile, Felice Olondriz, Gushcloud’s head of talents for the Philippines, said, “The launch of GC Live would definitely open doors for our talents and GCPH. Our team is excited to roll out live commerce executions that utilise our roster talents. This is not just a new revenue stream that we’re excited to have, but more importantly, an avenue for talent growth and multifaceted upskilling.”

Jamie Paraso, Gushcloud’s country director for the Philippines, noted, “The roll-out of GC Live is only the beginning and will open opportunities for the whole ecosystem that we look to grow and thrive, especially here in the Philippines. I look forward to the future shows that our Live Team, led by Shynne, will be able to produce.”

Marketing Featured Southeast Asia

Live commerce network Shoppertainment Live opens seven new ‘Livestyle’ studios

Philippines – Amid the rise in adoption of live commerce both from brands and consumers, the Philippines ’ first livestream shopping network, Shoppertainment Live, opens seven diverse and fully functional studio sets which it calls ‘Livestyle’ studios to bolster its virtual activation.

The ‘Livestyle’ studios will be catering to different categories of fashion and beauty, with kitchen studios for cooking and home appliances, lifestyle studios for talk shows and homecare, as well as technology studios for mobile and gadgets, and music studios and recreation studios for entertainment.

The kitchen ‘Livestyle’ studio

Shopepertainment CEO Hiyasmin Neri-Soyao, who was a former host of local shopping channel O Shopping, shared that the types of the studios were based on the product categories they have identified to be on the rise and in demand. 

Shoppertainment is a tech-enabled network for e-commerce and social media, enabling advertising agencies, companies, and e-commerce platforms Lazada and Shopee to properly sell their products in an online broadcast setup. These are produced at the said studios inside their Quezon City headquarters, with in-house presenters from their talent pool.

“With more studios, we expect more action for the market. The team’s confidence stems from handling the smallest local businesses to the biggest global brands as part of our roster of clients. Shoppertainment Live’s strength is making products sellable, handling diverse products such as cosmetics, clothing, electronics, and everything in between,” Neri-Soyao said.

The live e-commerce network has also launched a new incubation program for livestream presenters through its Shoppertainment Academy. The Academy is a company initiative that aims to educate and equip Shoppertainment Live presenters with skills to be sale-centric, entertaining, and engaging to the market.

Grooming the next generation of marketers, which it uniquely calls ‘influensales’, is within the network’s goal to make its Livestyle activation effective in the virtual realm.

Neri-Soyao said, “Not all presenters can produce the same numbers for every lifestyle. That is why Shoppertainment Live brought together a diverse group of presenters whom we trained to do Influensales™ as opposed to simply producing buzz and engagement for the brand. This follows the company’s philosophy wherein we believe that content is king but they like it better when the cash register rings.” 

Along with new developments, the company has also revealed that it eyes to spread its roots nationally and to also expand internationally. The company aims to install regional offices in three years’ time to open up the opportunity for regional speakers to sell in their own language. 

Internationally, the network is also working on its Southeast Asia and global expansion plans, citing the potential of Filipino livestream presenters because of their strong communication skills and infectious enthusiasm. 

Marketing Featured Southeast Asia

Influencer agency Gushcloud ties up with Lazada PH to launch Korean wave-oriented LazLive series

Manila, Philippines – The popularity of ‘Hallyu’, or the Korean Wave, has deeply taken Filipino fans by storm today, and with this, influencer marketing agency, Gushcloud, has recently partnered with e-commerce platform Lazada in the Philippines, to launch a new LazLive show titled, ‘Reel K-Hauls’.

Jessica Lee, which is a talent of Gushcloud, will be hosting the series. She is a content creator that has over 600,000 subscribers on YouTube and 73,000 followers on Instagram.

Reel K-Hauls aims to ride on the hallyu wave, showcasing popular Korean brand products and the beauty of Seoul, South Korea. With weekly themes highlighting Korean beauty and Korean cuisine, the LazLive series seeks to be the gateway for Filipinos to shop and see the city from the comforts of their homes. The show is set to run for 12 weeks, every Friday from 5:30 pm to 6:30 pm PHT on LazLive.

Shynne Santos, the regional operations head of live commerce at Gushcloud, noted that as people are now embracing the new platform of selling, which promotes live streaming here in the Philippines, the agency is helping to connect with the needs of the people who are working and staying at home and the brands.

“With more than 14,000 views and it being the pilot episode of Gushcloud’s Live commerce Project, it is safe to say that this weekly LazLive, featuring our very own Jessica Lee, will be a hit to the Filipinos,” said Santos.

Meanwhile, Andrew Lim, Gushcloud’s country director for Korea, commented, “We are truly excited to be pushing the cross-border envelope from Korea to the Philippines by partnering with the Lazada Philippines team. We hold strong conviction in live commerce as a cross-border sales and marketing tool, and will continue to invest in this emerging business.”

Jamie Paraso, Gushcloud’s country director for the Philippines, said that over the years, they have seen how Filipinos have ridden the Hallyu wave, making this a very strategic partnership with Lazada. 

“Leveraging on our globality as a firm, we are now able to bring viewers from the Philippines to Seoul virtually through Reel K-Hauls with Jessica Lee. Alongside this strategic approach is Gushcloud’s promise to enrich our talents’ versatility in the digital space,” said Paraso.

Marketing Featured Southeast Asia

dentsu MY partners with Nuffnang Live, strengthens ‘Total Commerce’ offering

Kuala Lumpur, Malaysia – Dentsu Malaysia and live video commerce enabler Nuffnang Live Commerce has forged a new partnership that will integrate the two firms’ capabilities to drive marketing solutions for brands on live commerce.

Nuffnang Live Commerce is a subsidiary under Netccentric Limited, an investment holding company for media platforms. As part of dentsu’s ‘Total Commerce’ solutions for brands, the partnership brings onboard live video commerce service offering which will enable advertisers to strengthen their e-commerce strategy and drive traffic to their brands’ social pages, create better engagements with brand influencers, and drive on-the-spot sales.

Live commerce is the latest innovation in online commerce today, which aims to bring newer experiences for consumers. E-commerce platforms and brands have caught on the trend of livestream e-commerce which had started in China, and Asia’s Shopee and Lazada now have it well-placed in their marketplaces. Said consumer trend promises further branded content, live influencer engagement, and also real-time conversion.

Dentsu Malaysia said that its Total Commerce ambition is to integrate all the strategic and operational capabilities and ecosystem enablers of what makes a robust and holistic commerce solution, whether through proprietary online stores, marketplaces, social channels, or physical stores in Malaysia, to bring to life the best online shopping experiences for customers.

Jing Wen Foo, who was just recently appointed as dentsu malaysia’s e-commerce director, said, “With the rise of livestreaming as a new conversion channel for commerce and consistent growth in share of sale of social commerce, there is a strong use case for us to strengthen dentsu’s Total Commerce capability around live commerce to empower brands to leverage this trend beyond the packaged offers available in [the] market to accelerate their e-commerce growth.”

Meanwhile, Ganesh Kumar Bangah, executive chairman of Netccentric Limited, described live commerce as the ‘secret sauce’ for brands to succeed online.

“The formula for online success is for brands and businesses to sell products on these platforms through live commerce, a trend that has and continues to accelerate due to the pandemic. Live commerce is a proven effective way to sell and it’s for everybody and not just the big brands,” said Bangah.

Dheeraj Raina, CEO of Media for dentsu malaysia, adds, “E-commerce platforms are a dominant media touchpoint and immensely mainstream now. But consumers are constantly driving a change in the way they shop on e-commerce platforms and for us to be able to anticipate that change and help brands win on it, is a critical part of our commitment to the growth of our clients’ business. With this addition of Live Commerce partnership powered by our proprietary Total commerce products, we should be able to unlock the ease of adoption of this new channel and bring brands closer to consumers in a humanized form.”

This integration is already being rolled out across clients from FMCG, health and beauty, and consumer electronics categories.