Tag: Social media engagement

Taipei, Taiwan – Automotive brand BMW in Taiwan has partnered with SaaS company Appier and creative agency Bremen Digital Creative to create joint efforts in raising BMW Taiwan’s brand awareness and further foster its customer loyalty.

Through the partnership, BMW Taiwan aims to engage both potential buyers and existing BMW car enthusiasts on social media channels. With this, Bremen Digital Creative has developed a campaign around a cherished Lunar New Year tradition where the first person to burn incense in the temple after midnight is blessed with good luck. 

Meanwhile, Appier’s BotBonnie conversational marketing solution has been implemented, allowing BMW Taiwan better utilise Meta’s Recurring Notifications feature and successfully connect with its community on Facebook to achieve four times more engagements than it did in previous years with a 78% opt-in rate and 99% read rate. Moreover, with BotBonnie’s comment auto-reply feature, the brand will now be able to immediately respond to users and create a longer duration of engagement with each of them.

Brian Chen, Bremen Digital Creative’s account manager, said that with the directions pre-discussed with BMW Taiwan, they designed the social campaign for the Lunar New Year holiday, hoping to increase the number of engagements that BMW Taiwan could have for Facebook campaigns.

“With BotBonnie’s expertise in conversational marketing, we not only hit the target but also greatly exceeded expectations in several key results,” added Chen.

Meanwhile, Li Chiang, digital marketing specialist at BMW Taiwan, shared that during the whole campaign process, Appier’s BotBonnie solution provided the users with 24/7 support, and with the conversational marketing solution, they could respond to users immediately and create longer and more engaging journeys.

“Importantly, in order to broaden the community of BMW fans and potential customers, we implemented Recurring Notifications which helped the company gain 1,500 subscriptions and 2,500+ participants in three days,” said Chiang.

Samuel Chiang, Appier’s assistant manager of customer success, noted, “With the Lunar New Year campaign, BMW Taiwan saw a tenfold improvement in customer participation over previous online campaigns, and we can attribute that success to Recurring Notifications, powered by Appier’s conversational marketing solution BotBonnie, Meta’s authorised partner.”

Hong Kong – Media investment company GroupM is continuing its expansion in the Asia-Pacific region, this time launching INCA, an influencer marketing company, to the Hong Kong market.

With this regional expansion, INCA will then allow brand-influencer partnerships to leverage content-driven campaigns. Furthermore, as more brands are reallocating their influencer marketing budget to social media brand engagement, INCA upholds brand safety across using AI technology leverages.

As a study from data company Nielsen shows that economic and social uncertainties have affected brand advertising by means of audience impact, brands have since then ventured out into strategies that are efficient and will have return of investment in no time. Hence, INCA in Hong Kong aims to provide influencer marketing to the local brands by allowing them to collaborate with genuine influencers in spreading the brand, benefiting Hong Kong-based brands from the leveraging strategies from INCA.

“We are committed to helping brands in Hong Kong create the best possible outcomes through our data-driven and brand-safe approach to influencer marketing. Our AI-powered solutions and thorough influencer and content approval processes ensure their investments in influencer marketing inspire their customers, protect their brands, and achieve results that are directly tied to business results,” said Michael Woo (right of banner picture), associate director for Product & Operations at INCA Hong Kong.

INCA is also allowing brands to check the authenticity of their influential marketing strategies through INCATech, a platform that allows brands to check unique creator and audience insights, workflow tools, content amplification, and detailed campaign reporting dashboards which includes Genuity Score.

Screengrab of INCATech Platform
A screen grab featuring the dashboard of INCA’S INCATech platform that monitors partner influencers (Photo Courtesy of INCA)

“Advertisers are faced with the challenge of finding authentic and relevant content creators while ensuring cost-efficiency in their marketing campaigns. Our technology will help equip advertisers, not only in Hong Kong but globally, with data-driven tools that will connect them to genuine influencers and leading publishers in order to achieve their marketing objectives,” said Andy Chung (left of banner picture), head of programmatic at GroupM. 

Singapore – As chief executives of their respective firms, CEOs are sure mentioned and displayed a lot on online media, and this year, DBS Bank’s Piyush Gupta emerged as the most visible CEO in local digital media in Singapore, according to a report by market intelligence firm CARMA ASIA. 

Gupta had the largest volume of online articles that mentioned him, amounting to 90 articles from the period of May to October this year. CEOs’ visibility, or frequency of mentions, was studied on both mainstream media – which are local online publications such as The Straits Times, The Business Times, and The New Paper – as well as on social media, particularly Twitter mentions.

Gupta retains the crown, being hailed in the same rank last year. Meanwhile, Singapore Airlines’ Goh Choon Phong received the highest social media engagement with 999 mentions. 

According to the report, Gupta outperformed other CEOs due to his frequent communication around DBS’ efforts to navigate the COVID-19 crisis. 

The report also looked into how ‘favorable’ the visibility of CEOs are on media, and for this strand, Wilmar International’s CEO Kuok Khoon Hong took the reigns.

Favorability was measured via an article’s disposition, such as whether a company appears in the headline, the tone of the sources inside the article, and the sentiment of the journalist and the media outlet. Meanwhile, the mood of Twitter mentions was determined via the tone of the messages as well as the type of emojis and GIFs placed.  

The report said Hong’s favorability in the media emanated from the depiction of Hong as resilient, financially sound, and supportive towards the community by giving away the company’s largest-ever S$7m donation as well as the firm’s acknowledgment that the business had continued to record positive performance in 2020.

Meanwhile, Singapore Airlines’ CEO Goh Choon Phong was commended for being the first to publicly address the news surrounding SIA including staff layoffs and pay cuts, as well as their rapid response to the backlash following new initiatives such as the ‘Flight To Nowhere.’ 

OCBC’s Samuel Tsien, Singtel’s Chua Sock Koong, UOB’s Wee Ee Cheong were also among the most visible CEOs with a total of 60, 40, and 22 articles respectively. These were due to their prompt responses to the COVID-19 crisis, assurance of the companies’ financial positions, and introduction of digital transformation initiatives to ensure their companies are able to weather the COVID storm.

CARMA ASIA’s Managing Director Andrew Nicholls spoke about the importance of CEOs being vocal in a time of crisis.

“In a period that has shaken confidence, the pressure on CEOs to provide guidance and reassurance to shareholders, employees, and customers has intensified.” 

Malaysia – In its continuing foray to integrating augmented reality (AR) into their marketing projects, local-based digital marketing agency Webqlo announces a new Instagram AR filter for Taiwan Excellence, a movement that promotes Taiwanese products and services.

The Instagram filter is developed in line with Taiwan Excellence’s “#EverydayExcellence Selfie & Win” contest for Malaysian participants, and encourages users to use the filter, share it on Instagram and Facebook to grab a chance to win prizes from the contest holder. .

The contest promotes engagement on Malaysian users to look into the promotions of Taiwan Excellence, including Taiwanese products, services and businesses.

“We’re very excited to work with them to launch this #EverydayExcellence contest as a new way to engage with their audience and also to try out AR, which is new to the brand. This is inline with the brand’s focus on innovation and response from the audience has been very encouraging as well,” Cherrie Koay, head of digital for Webqlo stated.

Koay also added that brands are increasingly investing in interactive strategies like this in a way to create more engagement in a digital aspect.

“Interactive experiences like AR and VR are fast becoming an integral part of social media marketing, especially during this pandemic. We’re seeing a lot of brands investing in AR and VR to engage with their audience in more immersive and interactive ways digitally. From launching fun branding filters to offering experiences that are typically only available in-store, brands are leveraging on these technologies to blur the lines between the virtual world and the real world.  These new technologies are definitely here to stay and will change the way we consume social media,” Koay said.

Webqlo has also worked with other AR-related projects before, including brands such as South Korean cosmetics brand LANEIGE and ZA Cosmetics.

Malaysia – To set up a digital footprint is easy for brands, but to build and keep a high social media engagement – that is another story. Nowadays, almost any business is only knowable through the lens of social media – from retail to food and customer service, and players in the cinema industry aren’t an exception.

In Malaysia, local cinema brand Golden Screen Cinemas (GSC) is getting ahead of the engagement race on Facebook, according to data by Facebook Analytics, extracted by digital marketing agency Webqlo.

Among the three largest cinema brands in the country, GSC has the highest number of page likes with 1.8 million, followed by TGV cinemas at 760K, with MBO cinemas garnering the least number at 580K. 

In terms of the overall number of reactions to posts, GSC still retained the top spot with 2.3 million reactions, with TGV’s and MBO’s count lagging with only 320K, and 150K respectively.

Similarly, the findings showed that when each of the brand’s highest engagement posts between the period of January to September 2020 is put side by side in terms of shares, GSC still demonstrated the most promising count. 

The cinemas’ posts are often movie trailers, and GSC garnered 50,856 shares when it posted the Birds of Prey trailer. Meanwhile, TGV landed on the second spot with 13,177 shares for posting the Greenland trailer. On the other hand, MBO’s highest engagement post was that of the opening of its Tropicana Gardens location, which when compared to the two, still had the least shares with 2,093.

The highest number of comments to posts was also looked into. Quite different from the previous findings, TGV is now moved to the last spot, gaining only 1,639 comments for its giveaway post in July for the premiere of the film Train to Busan Presents: Peninsula. Meanwhile, GSC still led with 53,847 comments for its welcome back giveaway post that was published in the same month, followed by MBO for its January post on its Cuckoo water purifier giveaway, which gained only 2,059 comments.

Ultimately, findings showed which of the brands’ social media teams is the hardest at work, and although GSC rose to top with a total of 1,299 posts within the period of the findings, it was a close count with MBO which published 1,279 posts, while TGV showed with the least sum at 1,047.

According to Webqlo, compared to the two brands, GSC was the most proactive in boosting its posts, applying it for 32% of its posts which could explain the brand’s higher amount of followers and reach.

All of the Facebook pages of the three cinema brands were opened about the same time 10 years ago.