There is no escaping it. Surveying the marketing press over the past year it has become clear that everyone in the industry has resigned themselves to the fact. It’s Facebook’s world and we are simply living in it. Whether you’re messaging on WhatsApp, telling your photographic story on Instagram or still belligerently poking people on Facebook (Yes amazingly you can still do that – #throwback) the social landscape of 2 billion+ users is dominated by the big blue and white F from Silicon Valley. With Snapchat being copied and imitated at every turn and the stall and potential fall of big rival Twitter, one may look out at this Zuckerberg dominated social landscape and assume that the future of social media will be nothing but an interconnected Facebook vortex. One that everyone on the planet will eventually be sucked into. Especially if Facebook drones start achieving their lofty goal of providing internet access for all. Yet something is stirring in the East: something that appears to have been somewhat overlooked amongst all this Facebook euphoria. WeChat.
On one hand, online video ad formats such as YouTube’s TrueView ads have removed traditional 30-second time constraints, giving brands more time to tell their stories. On the other hand, a 'skip' button that allows viewers to skip the ad after five short seconds means that advertisers have to create more engaging stories that not only grab an audience's attention, but hold it, too. Throw short attention spans and unlimited choice on top of that, and it’s no wonder we’re living in a skippable world. What keeps people watching after the first five seconds? What can science tell us about the art of video advertising? We took a deep dive into the data and discovered that some very specific creative choices make a difference when it comes to how long viewers watch or how well they remember, ads on YouTube. Where you place your brand name and logo matters
Tucked away in a modest, but incredibly busy office in the Western district of Sheung Wan, is a burgeoning food delivery business you may have come across in the past year or so. It’s a typical day in the Foodpanda office when I arrive. Around 60 full-time employees across various business units are scrambling: answering phones, crunching data, directing a fleet of drivers from laptops and taking orders from a growing customer base which has embraced the idea with open arms. Welcome to the brave new world of food delivery, where the frantic pace of activity reflects just how fast this industry is moving and how lucrative it looks set to become. Last year, Euromonitor predicted the food delivery market in Hong Kong would be worth HK$423.2 million in 2016. Extraordinary numbers for such a green industry. Foodpanda has been running for nearly four years and Hong Kong is one of its newest markets after Singapore, Thailand and Malaysia. Yet, Hong Kong is also one of its most promising markets, despite having only officially launched here in May 2014.
Satami, a local-based lingerie brand known for functional underwear, is trying to redress this deep-rooted concept via a new campaign that reveals women’s love-hate relationship with their cup size. Developed by Dentsu Hong Kong, the 'Perfect In Your Way' campaign engages eight women with different cup sizes in a five-minute video to share how they feel about the size of their breasts. Participants were asked to share their views based on a list of personal questions related to breast size without knowing another woman with different size was listening behind a partition. The video launched with a 30-second version on TV. 'Our branding effort started off last year with a micro film promoting our ‘love and care for women’,' Raymond Lee, marketing manger at Satami Hong Kong told Marketing. 'This campaign continues this brand message to resonate with audiences via real stories told from a local woman’s perspective, in order to break through the norm that lingerie companies in Hong Kong often use white women to front their brands.'
Perhaps we should rename April fools’ day “spoof products launch day”, considering the impressive number of fake products and wacky services announcements we’ve heard about on the internet over the weekend. From Hong Kong Airlines to Expedia to Google, brands have all came up with their own practical jokes to get us laughing (or wondering if they actually exist). In case you’ve missed any of the brand’s LOL moments, Marketing has rounded up some of the best brand pranks throughout the weekend and their customers’ responses, to see which ones have actually got their consumers fooled. Find out what the brands have come up with below. Tiger Beer