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Marketing Featured Southeast Asia

Consumer sentiment on Charles & Keith rose sharply following trending TikTok of teenager calling brand ‘luxury’ 

Singapore – Following Charles & Keith’s response to the viral TikTok video of Singapore-based Filipino teenager Zoe Gabriel, it’s revealed by research firm YouGov that consumer impression and purchase consideration towards the brand sharply increased. 

In a recent trending incident, Gabriel was bashed online by several users after posting a TikTok video of her purchasing a Charles & Keith bag and sharing that it’s her ‘first luxury bag’. An additional caption read, “Thank you dad.” 

As a response, the brand invited Gabriel and her dad to its headquarters in Singapore and were given more gifts. Charles & Keith later on praised Gabriel for her ‘grace and humility’ despite the online bashing.

According to YouGov, the brand’s ‘Buzz’ score–pertaining to measurement of positive and negative sentiments of the brand in media–soared by 19.7 points: from 7.9 on January 8 to 27.6 by January 16.

Meanwhile, the brand’s ‘WOM Exposure’ score–which tracks the percentage of consumers who are talking about a brand in the past two weeks–also rose by 12.3 points – from 8.4 on January 8 to 20.7 by January 16.

In terms of consumer perception metrics, Charles & Keith’s net ‘Impression’ scores–which measure whether more consumers have a positive or negative impression of a brand–gained 13 points: from 8.2 on January 8 to 21.2 by January 16.

Lastly, the brand’s ‘Consideration’ scores–which track the percentage of Singapore residents who would consider buying from the brand when they are next in the market for a fashion product–increased by 8.3 points – from 11.5 on January 8 to 19.8 by January 16 – indicating that more consumers are interested in shopping for Charles & Keith products following the incident.

Following the incident, the trending topic also sparked quite a conversation within Singapore’s politics, with deputy prime minister Lawrence Wong using the incident as an example of questioning what is truly deemed as a ‘luxury’. 

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Platforms Featured Global

Twitter’s policy banning tweets promoting rival socmed retracted after a few hours 

Singapore – Hours after the announcement of banning users from promoting rival social media platforms, Twitter has deleted its previous announcement regarding said social media policy, with the dedicated page for it now unavailable.

In a series of now-deleted tweets, the official page of Twitter Support had said that starting December 18, they would no longer allow promotion of particular social media platforms on Twitter.

Some of the mentioned platforms include Facebook, Instagram, Mastodon, Truth Social, Tribel, Nostr, and Post. In addition, link-in-bio tools like Linktree and Lnk.Bio will be also banned.

“We know that many of our users may be active on other social media platforms; however, going forward, Twitter will no longer allow free promotion of specific social media platforms on Twitter,” the company said back then on its policy page.

However, it is worth noting that the social media platform said it will allow such types of tweets provided they fall under paid advertising or paid promotion.

The policy deletion was a result of the quick widespread criticism of said policy, including those by influencers who often cross-promote their social media platforms from one medium to another.

At the moment, Twitter’s safety page is currently holding a poll related to said ban on rival social media platforms. The poll revealed highly favoured opposition, with 85.5% of the respondents against such policy.

The new policies are done under the leadership of new CEO Elon Musk, who started off his time in the company by firing the company’s C-suite leadership, as well as doing massive layoffs which have reached marketing and communications teams in the Asia-Pacific region.

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Marketing Featured South Asia

Madison Digital launches new creative, social media unit ‘Madison Loop’ 

Mumbai, India – Madison World’s digital arm Madison Digital has recently launched its digital creative unit ‘Madison Loop’, which will offer social media management, digital creative development and solutions, SEO, ASO, website development and management, technology solutions, influencer management and content collaborations.

Madison Loop has already developed a portfolio of work for clients including McDonald’s, Vicco, Joy Cosmetics, Raymonds, Pidilite, ePay Later, Godrej Properties, Bandhan Bank, Asian Paints, Zee5, Glide Invest, and Zee Bangla, amongst others.

Madison Loop will be led by Kosal Malladi, vice president at Madison Digital who will continue to report to Vishal Chinchankar, CEO of Madison Digital and Madison Media Alpha.

Vikram Sakhuja, Group CEO at Madison Media and OOH said, “For any creative idea to be successful it needs to be adapted to the syntax of the platform. In Digital the creative idea needs to be expressed across platforms as varied as Instream video, Breakbumpers, display, social media posts, microsites, social messaging, influencers, content etc. Under Kosal’s leadership we are very excited to launch Madison Loop that will not only create a platform relevant expression of a creative, but also link it to outcomes using data and tech.”

Meanwhile, Chinchankar commented, “We need creativity now more than ever. This digital multiverse finally allows us to have a dedicated division to cater to all our clients’ creative needs under one roof. The new expansion of Madison Digital under Kosal’s leadership will be a great step forward for the company.”

Lastly, Malladi said, “I have been a part of Madison since 2014. I have seen digital evolve from a good to have to an absolute must have. Digital, today, can no longer be just about that one video or banner. Media and creative need to work hand in hand to tap into the digital consumer. Madison Loop’s focus is on solving business problems by layering creative magic with ‘data and technology’ solutions. Madison Connect and Madison Automate are tools that have been built by Loop to scale Influencer management and Creative automation respectively. I am really excited to scale Madison Loop.”

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Platforms Featured Southeast Asia

Topics on metaverse, social commerce lead social media conversation in SEA

Singapore – Social media conversation within the Southeast Asian region has been focused on topics on the metaverse, social commerce, as well as sustainability–according to the latest report from consumer intelligence and deep listening company Talkwalker and digital-first customer engagement software Khoros.

The topic of the metaverse is trending amongst Southeast Asian audiences with more than 5.9 million conversations recorded on social channels over the past year. Indonesia recorded the highest number of mentions and engagement amongst the countries monitored, accounting for 60% of all conversations and one-third of total engagements on the topic. This is closely followed by the Philippines, which accounts for almost 24% of mentions and 29% of engagements across Southeast Asia.

In addition, brands looking to launch metaverse campaigns need to stay on top of the latest conversation trends, and ensure that these new realities connect with consumers’ real-world needs.

Meanwhile, in Southeast Asia, the pandemic drove more shoppers online last year, with e-commerce and social commerce accounting for more than 50% of online purchases in 2021.This trend is set to accelerate in 2023 and beyond, with social media platforms set on making the social shopping experience more seamless for consumers.

Furthermore, post-pandemic digital growth and rising costs of living are driving an increased demand for affordability. Consumers are becoming more willing to explore new shopping channels such as social as a result. However, some countries are more ready to adopt social commerce than others. 

Lastly, brands are learning to speak the same language as consumers, as both increasingly use the same keywords to drive sustainability conversations. This indicates a unified vision shared by consumers and brands, and suggests that more brands are determined to integrate sustainable practices in 2023, in order to make a genuine difference to the situation. 

David Low, chief marketing officer at Talkwalker, said, “Marketers are constantly playing catch-up with consumers given the rapidly evolving digital landscape. This is particularly apparent in the Asia Pacific region which is home to some of the world’s largest populations of digital consumers, and which leads the way in online spending globally.”

He added, “In this new environment, marketers must focus on forging symbiotic relationships through a better understanding of online conversations and taking quicker action. It’s this new understanding that will help brands create meaningful experiences and become closer to their consumers.”

Meanwhile, Dillon Nugent, chief marketing officer at Khoros, commented, “As marketers, we know the value of data and the importance of listening to our customers. But, we need to be more action-oriented and use those insights more effectively. Consumers’ comfort level for doing things online—shopping, researching, socialising—is not slowing down as the world opens up.” 

She added, “They also care more about their communities—global, local, IRL, and online. Marketers need to tap into these trends and behaviours more deeply to personalise customers’ experiences and create more impactful strategies that empower your brand to stay connected to customers and grow your presence in the market.”

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Marketing Featured APAC

Twitter’s massive layoffs include comms, marketing teams in APAC

Singapore – The massive layoffs by social media giant Twitter has finally reached the Asia-Pacific region, affecting a large chunk of employees across various teams, including communications, marketing, engineering, and sales.

A report from The Straits Times notes that while the number of laid-off employees are unknown, it is understood that employees who were laid off receive said notice on their private emails, while those who have kept their jobs received an email on their corporate one.

Internal email from Twitter states that the lay-offs were part of “an effort to place Twitter on a healthy path.”

Cipluk Carlita, who served as the head of communications for Twitter in Southeast Asia, was one of the people who bore the shocking corporate decision by the social media platform.

“While this is not how I would’ve wanted my journey to end, Twitter will always have a special place in my heart. It’s not just a place to work, but also to learn something new every single day and create lifelong friendships. Twitter is not a place. It’s the people,” she said on her LinkedIn.

The massive Twitter layoffs follow days after billionaire Elon Musk completed the social media giant’s acquisition. It should be noted that key C-Suite executives from Twitter’s global team have been fired, including CEO Parag Agarwal.

Musk’s takeover of Twitter has also caused a massive wave of advertising exodus, with large brands such as Mondelez, General Motors, and Pfizer announcing they have halted advertising on Twitter. In addition, advertising giant Interpublic Group (IPG) has also advised its clients to halt Twitter advertising for the meantime.

Despite Musk trying to appease advertisers to stay and initial reports saying that Twitter has approached several fired employees to come back, Musk’s Twitter takeover has had a rocky start, with rocky issues including the introduction of paid verification status, as well as lessened restrictions on controversial and far-right content.

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Marketing Featured Global

Elon Musk completes Twitter acquisition, starts off with exec firings

Singapore – Months after the initial desire from billionaire Elon Musk to acquire social media giant Twitter in April, the acquisition deal has been finally completed. However, as part of the early moments of the acquisition, Musk has been reportedly firing key executives of the Twitter board.

Reports from the BBC note that while there was no official investor relations announcement posted, an early investor for the company confirmed the deal has been done. In response to the acquisition, Musk posted several tweets to commemorate the deal, including a tweet saying ‘the bird is free’, and a video of him entering the Twitter headquarters–while jokingly bringing a kitchen sink and saying ‘let that sink in’.

Musk also tweeted out a statement directed at advertisers, saying that his motivation in acquiring Twitter was to have a ‘common digital town square’, where a wide variety of beliefs can be shared with one another without resorting to violence.

“There is currently great danger that social media will splinter into far right and far left wing echo chambers that generate more hate and divide in our society”, he said.

Despite the intentions, Musk’s Twitter takeover is marred with issues. Reuters reports that inside sources say that Musk has fired chief executive Parag Agrawal, chief financial officer Ned Segal and legal affairs and policy chief Vijaya Gadde. Agrawal and Segal, who were present at the closing deal, were later escorted out.

It should be recalled that Agrawal previously said that Musk won’t be joining the Twitter board following his desire to acquire the company.

The Musk-Twitter acquisition deal has been a long one in the making, with Musk previously backing out of the deal in July. In response, Twitter filed a lawsuit against Musk, with the latter finally accepting to acquire Twitter.

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Marketing Featured Southeast Asia

How the Shopee PH endorser flak unfolded–as told by social data

The recent brand ambassador announcement by Shopee Philippines has caused a wide range of reactions amongst Filipinos online, with the majority turning against Shopee for tapping local celebrity Toni Gonzaga who is known for her controversial support of now-president Ferdinand ‘Bongbong’ Marcos Jr. 

As of this writing, Shopee has defended its decision, stating that Gonzaga was chosen for her ‘mass appeal’, and not for her ‘political views’.

Despite this, clamour and discussion regarding Shopee Philippines’ announcement remained. In light of this, MARKETECH APAC has tapped social media monitoring Digimind to learn more about how the negative flak unfolded–as told by social media data.

Are Social Mentions Equal to ‘Boycott’ Sentiment?

Digimind noted in its data that social media mentions of Shopee spiked following the brand ambassador announcement, peaking at 286,495 on September 29. Said day was the time Shopee Philippines uploaded a teaser video of Gonzaga as the new brand ambassador.

However, despite the large volume of tweets mentioning Shopee, social media mentions, specifically those suggesting the boycott, only took 0.4% of all social media mentions. Despite the small percentage, this still amounts to a fairly sizeable volume of4,000 netizens expressing their opinion to boycott Shopee.

According to Olivier Girard, head of Digimind for APAC, influencers will always be on the verge of receiving scrutiny, especially when being associated with a partisan group or cause. 

“While consumers are familiar with the concept of influencers or celebrities endorsing brands, brands now need to have a more stringent process in place when assessing each influencer’s fit for their brand or campaign. Any brand, large or small, runs the risk of facing some level of social scrutiny or backlash when announcing a public figure with uncertainty over the public might receive them,” he said.

Was There a Spillover to Rival Platform Lazada?

 Following the negative flak to Shopee, numerous citizens have shown interest in moving to rival e-commerce platform Lazada, which is also one of the most popular e-commerce platforms in the country.

However, Digimind notes that the social media conversations around Shopee still eclipse those about Lazada, showing that resentment towards the former is much stronger than renewed support for the latter. Over the course of September 26 to October 3, Shopee registered around ~2M social media mentions while Lazada only managed to get around ~145k social media mentions. In addition, Shopee’s mentions reached around ~11m users while Lazada reached around ~5.2m.

“Where brand reputation is concerned, it is therefore critical that brands evaluate potential ambassadors closely in the domain of social media,” Girard said, related to how brands should pick their next brand ambassador.

Who and Where the Discussion is Coming From

Digimind noted a great number of discussions related to Shopee come from sellers themselves and users that are greatly concerned about the welfare of the sellers.

A handful of small businesses and online shops have decided to create a business account, with some saying that they would not support a platform that ‘enables [political lies]’, as well as ‘unjust termination of employees’. Netizens have pointed out the irony from Shopee Philippines’ side in retrenching employees in order to ‘optimise’ operations and then contracting a new brand ambassador afterwards. 

Girard said that it’s important for brands to obtain consumer sentiments to help them prepare communication contingencies ahead of time, as in the case of Shopee. 

“[This] can help brands identify influencer profiles that match their target community and sieve any negative sentiment your marketing and social teams might otherwise miss out on in the macro analysis,” Girard explained.

In the end, the brand ambassador announcement for Shopee Philippines went on as usual, albeit social engagement against them has diminished over time. Time will only tell how these media social sentiments truly play out in the longer run.

Categories
Technology Featured Global

Talkwalker, Khoros team up to deliver social media management, listening services 

Singapore – Consumer intelligence and deep listening company Talkwalker has partnered with digital-first customer engagement software Khoros to provide brands with a world-class social media management, intelligence, and deep listening experience.

Said partnership will equip brands with the tools they need — from insights to action — to remain attuned, responsive, and adaptive to market trends and audience shifts.

Through the partnership, Khoros customers are now equipped with in-depth insights through deep listening. Additionally, Talkwalker customers can now leverage an integrated social media management solution with tools to take action on insights at scale and the ability to thoughtfully engage with and meet customers wherever they are.

Some of those advantages include holistic view of all customer conversations, powering thoughtful engagement, data coverage, actionable insights with leading AI, as well as reporting and strategy.

Lokdeep Singh, CEO at Talkwalker, said, “Having the best of both social listening and customer engagement technologies together means that brands have unprecedented capabilities to understand customers more than any other solution on the market. Marketers can tap into the deepest and most reliable data coverage allowing them to get closer to consumers more than ever before, at every point of the consumer journey.”

Meanwhile, Chris Tranquill, CEO at Khoros, commented, “We’re proud to partner with Talkwalker to help brands stay one step ahead in competitive markets and a rapidly changing digital landscape. Deep listening insights are key to tracking competitor activity and audience shifts, informing campaigns, and providing brand reputation management. Adding this to our digital engagement platform with publishing, content management, and moderation capabilities creates a powerful social marketing solution, and we’re excited to build upon our partnership.”

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Platforms Featured Global

These are the world’s most influential players on Instagram, according to Nielsen

Singapore – Market measurement firm Nielsen has released new data to list the most influential players on Instagram, with all of the listed players to play at the FIFA World Cup 2022.

Cristiano Ronaldo, who has been a global superstar for nearly 20 years with Manchester United, Real Madrid and Juventus, again increased his Instagram following in the past year with around 47% follower growth. He leads the list with a media value of US$3,585,218.

Following next is Argentinian footballer Lionel Messi with a media value of US$2,631,388 and Brazilian footballer Neymar with a media value of US$1,152,495. Other high-ranking players include French football player Kylian Mbappé (US$1,173,157 media value) and Brazilian player Vinícius Júnior (US$685,120).

Meanwhile, Spanish footballer Gavi ranks first in the breakthrough players list on Instagram, with an expected media value of US$377,305 and an engagement rate of 29.46%. Following him is Brazilian player Raphinha with a media value of US$22,727 and engagement rate of 3.59% and Brazilian player Antony with media value of US$106,229 and engagement rate of 12.42%. 

Other breakthrough players include Spanish player Pedri (US$255,212 media value and 13.20% engagement rate), Argentinian player Rodrigo De Paul (US$206,983 media value and 13.34% engagement rate), and Brazilian player Rodrygo (US$119,726 media value and 5.42% engagement rate).

Marco Nazzari, managing director of international sport at Nielsen said, “With dozens of the world’s most recognizable athletes competing for football’s ultimate prize, the World Cup will capture the attention of nearly a billion people. This event provides brands unique opportunities to partner with the right footballers to effectively engage their target audiences. Nielsen InfluenceScope evaluates all aspects of a particular player’s influence so that brands can ensure that they receive a proper rate-of-return for the right investment.”

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Main Feature Marketing Partners APAC

Powering Up Social Commerce: How TikTok is Trailblazing the Content-to-Cart Purchase Journey

TikTok has recently powered up its social commerce value proposition to brands, launching a suite of three ad solutions called Shopping Ads. Identifying brands’ most pressing needs when it comes to using the platform for product and brand marketing, TikTok developed new formats to address these pain points, namely – Video Shopping Ads, Catalog Listing Ads, and Live Shopping ads. 

In fulfilling its mission of becoming a reliable partner for brands and their business, TikTok has integrated digital enablers to help brands successfully put their consumer engagement in place – and for the newly launched Shopping Ads – TikTok has tapped Smartly.io as its first-to-market campaign and ads partner. 

TikTok Shopping Ads is a smarter and simplified solution that drives maximum impact by mixing the best of TikTok’s existing e-commerce advertising products with new tools. As TikTok’s first-to-market campaign and ads partner, Smartly.io will be supporting brands in its Video Shopping Ads and Catalog Listing Ads formats. 

Smartly.io will empower brands with the tools and automated workflows needed to enable scale, optimisation, and testing to drive real results that take their TikTok Shopping Ads to the next level. The social advertising platform will be supporting the creative and campaign creation and management process for Video Shopping Ads and Catalog Listing Ads. 

When TikTok rose to the top of its game, it hadn’t originally been seen as a channel to discover consumer products, but instead as mainly a social media platform for bite-sized entertainment. Khush Karai, the APAC Marketing Lead of Smartly.io, believes the tipping point has been the pandemic. 

She said that the pandemic accelerated peoples’ reliability on social media, and TikTok most especially for its unique format, the short-video platform naturally evolved to be an essential part of consumers’ buyer journey. 

“TikTok’s popularity has steadily increased over the years and gained a strong fanbase. As it became the world’s most visited website last year, brands and advertisers started to plan how to include TikTok in their social advertising mix,” said Karai.

Another strong factor in the transformation of consumers’ purchase journey would be TikTok’s unique ‘For You’ page which enables personalisation, bringing the most curated and suited content for a specific user. Through this experience, users had quickly grown to see TikTok as a source to discover something new, whether that’d be relevant content or products to buy. 

The ‘For you’ page, in line with commerce, will become even more valuable for both consumers and brands with the latter afforded the new Shopping Ads solution. 

With Smartly.io, brands are able to scale, optimise, and test their Shopping Ads to drive performance. According to the platform, they have observed that 86% of customers saw performance lift for test campaigns against core performance metrics. Together with its strong partnership with TikTok and years of expertise with leading brands and advertisers, Smartly.io can be a strong strategic partner to help brands ace their paid social game on TikTok. 

Why brands must start testing now for TikTok Shopping Ads

“Right now is actually just the perfect time,” said Karai. 

As brands and advertisers gear up for the upcoming festive period and the holiday shopping season, brands must now take the time to test these formats and see what works best. These ads are perfect opportunities for brands looking to launch new products during the holiday season, and with these use cases in mind, brands can plan ahead. 

Smartly.io, the new TikTok ads partner, also gives a tip right off the bat – use Shopping Ads with Triggers. In this way, brands can create assets in advance and schedule campaigns to start and end on particular dates, which can be during the Mega Sales Days. This will be largely useful in the South East Asia region, as we’ll see an uptick in campaigns over the Mega Sales Days and this is a great way for brands to stand out from their competitors. 

Karai says that the new commerce solutions from TikTok show the extent to which social media can influence consumer behaviour today. Smartly.io has been sharing its predictions about the ever-evolving consumer behaviour and strongly advises brands to adopt the multi-platform strategy. Within this strategy emerges the need to leverage the high-level traction of TikTok.

TikTok’s Shopping Ads offer a one-stop solution for brands to drive e-commerce sales and allows them to meet shoppers along the purchase journey – from content to cart.

Smartly.io’s solution for TikTok Shopping Ads enables seamless campaign management, bulk optimizations, reporting, and creative automation. Advertisers have access to automated workflows that help them to enable scale, optimise, and test ads that drive results and connection.

Visit Smartly.io for more details.