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    Marketing Magazine Hong Kong - March 2017

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
    Flag for inappropriate content
    66 views44 pages

    Marketing Magazine Hong Kong - March 2017

    Uploaded by

    Marejada Comunicacion Cooperativa
    Marketing Magazine Hong Kong - March 2017

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
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    9 Free onine videos ii ERR) eS e ‘Cnine subscription CRATER @) we 5) Videos on soci networks ERRELORA apaC AS, CHIN ‘Traditional TV contents stil strong ‘cross the region sare RROD Hous spent watching tboadeast TV day in China EO AMER ne —— Hours spert watching online ‘ideo content daly in China SEP ASR seve. ‘Souroe: Kantar TNS 160 seconds with = i ey Wat res ot making and as Sev Hong Kong First ob? My frst jb was a marketing ecutive {or a developer in Toronto, Canada. How did you get into the industry? Fidewg Con my fest exparence in the propery indus, kept ry eyes open or marketing posts in rea estate when I frst arved Hong Kong, Perks of your current job? The varcy woud say. What makes my currant ob interesting is that we wor on creative or Bath in-nause and ens, so there are vay of projects such as corporate events, branding, propery brochures, pint production and pubic relations. What's the most challenging part of your {ob? The chatenging part of my ob is the ned toalvays cany a “can-do” attude wth an enthusiasic approach, andio cve a postive team to deliver projects with ight deactines making maces happen! you weren't in marketing, what would you be? I wasn't marketing, woud love study at Boing University in Chinese language and paintings. Besides | thik Ihave 2 passion running 2 shop with my Ine of jewelery design. B-RIRE?RAE—ATH REINER IOS RSQ RMRETSRETE SPAR SEE RMMARH TIER QUEER ARETE ARES RELOAD SALSA RL ABW RRARRMLEPM SAS mutes ERAS RTE RETA ASPIRE RIPE ELAM A REA BRITE ERRAERRE Condo, MOBRATIMOM a: SEs SRLS OORT 2s SORT RISES fH RI RAT ERM SMAINES ROBERTA RT APAR ARH) ERMA — ARE RRB EAD Werle aS EXPERIENCE.” SS OE “eS So A PROVEN;PARTNER FOR SUGCESSFUL EVENTS Lighthouse independent Medi, has been binging Lighthouse's ee eee eee tt eer ee eek Ne eee ey See eee ee eee eee Dead See reece Seige cca eater ere your event brief today. Semen ae) Coos [ase PROFILE + Finding greener padlunes k In response to a growing demand _from sophisticated and health-conscious consumers, superfood and organic food are frequently marketed as a hey component of overall health and wellness Inti Tam spoke to Pret A Manger about how the food chain has responded to healthy eaters’ insatiable appetite for the latest food fads in Hong Kong. STERNAL RRS a SRE ORICA nt Tamiitbreet A Manger” RNERRMERA OA FSSA HRLEVRERR ‘Organic products have shifted from being a estyle choice fora smallnumber of consumers to being consumed at least occasionally by 2 ‘majority of Hong Kong people. Besides organic, ‘ther trending diets you may have heard about inchide vegan, grain-tee, glutenee, raw, juice Cleanses ... andthe Ist goes on, ‘As consumption and avalabilty of those cerrerging foods haveboth become mainstream, the food industry has recently undergone a ‘ranstoomation. Last month, British sandwich and salad Chain Pret A Manger jumped on this trend, and launched its new *Not just for veggies’ manu ‘and campaign in Hong Kong as the chain saw fan ingreasing demand for greener and ighter eating With the new menu offering a wider choice ‘of vegetarian options upto 100 veggie recipes = the restaurant doesnt only aim to become vegetarian and vegan dining destination, but ‘also wants to cater to meat eaters who just Want to eat iti lass meat “Aer the success launch of Pret's veggie pop-up in London last year, which has ‘since become permanent, we wanted t0 bring some delicious new vegetarian innovation to our cusiomers in Hong Kong too" says Yuri Li commercial drector (Asia) at Pret ‘A Manger ‘The restaurant chain has also tumed its (Causeway branch into an “ambassador shop” Our eg ES EU — ARRACDERARANS AER wea SREAARMRMES- RARE MERE SADT eR RDN RET AEB RRSSS. HHBeWRRSAARRRREMATA: ekeE—E KMD EA S=SCAB DP IBMEPret A Mangor NGAI ZEA MAT 2 "Not Just For Veggies, RMS MS ARNIS HR seRBaEiOMeR: ‘HANI LIB OOM RAT REESE AMAAREGERRE RABAILRS EN roe Prot A Mangor=iMiaiestae 2: € ZAPrenO NACE ARMAND TR BARES RAMUREERROET ERENT aE REMRERN RAMA AS MBS x and Chie wilt ae ee AY development BAMASCARS SSS BRR AM EHRHAA BER to showcase al of the 100 veggle recipes. Addiionaly, it tumed is signature wine- ‘coloured star green to align wih the campaign. wih superfoods such as chia seed, ‘coconut yoghurt, avocado, beetroot and ‘quinoa Incluced on the menu, LI proualy says Prat i the fst ready-to-eat food chain to offer thi kind of trendy food, To create top-otmind awareness, the restaurant decided to take a ferent approach ‘romitslong-standing word-of-mouth marketing strategy and rollout a large-scale advertising ‘campaign forthe fst me, ‘This included outdoor ads on trams and teaming up with celebs and influencers on ‘soil medi to promote the veggie menu. Doing out-othome advertising or social ‘media posts might be stapes for many brands, KA2SOORKLEN CEE RNTENE uRMae Deane SE SUSAN AFAR: RR LEAR RESEMAWHHE SEEORLAR Prove BROERAMRRRNAE RAANEE RABRERORMRT 2h BULA LRA SEOUL RR Ham SRS SPORER APNG UOMBTAR BASHAM PEALE RHR SRS RIA ATUL: PNA SHGRNARROM-OHNTERRIRAT RFHSE HER CPOE REA emt SEH: AM—Ea RTAORR RS Re LERSRNES LRMMeEERTS LE REIN AES ProMeeReSSPRAR TREE Be ‘especially for the FRB industry, but for a ‘company which spends less than si digits on ‘marketing @ year, it was @ bold move for Prat "We aways bolove we should vest in food development to offer high-quality products and spend money on staf so as to create a better Invstore experience for diners," LI sai. But now in its 18th year in Hong Kong, the restaurant belevos t can do something more to Win customers’ hearts, especially inthe digital ‘That's why the restaurant partnered wit famous TV hostess and frequent patron Do Do Cheng to share her food pictures on Instagram forthe very frst time. Iralso appointed a new PR agency eater this year to handle its media relations. We do more mecia tasting and promotion events to show that we are in tune with customers” ‘with 20 stores in Hong Kong, mostly located in commercial cisticts i the heart of the city, Li says the chain is looking to expand to diferent areas ~ its curently targeting three to four shop openings per year ‘While the competion in the organic food retall market is heating up, t doesn't worry her ‘much. Rather, she thinks natural and organic fats vl continue to grow. “The pe is now bigger .. our counterparts have educated customers the organic sector and this wll suppor its continued development.” Another reason wy Li is 30 confident ‘bout the brand is that about 30% of is food Ingredients are exclusively imported ftom the UK headquarters, such as croissants, bread, salmon, bacon and so forth, which cannot be Imitated by ts ral, Potting so much focus on its product ‘uly, L says ts food costs are the single biggest expenditure of the restaurant, more than the notoriously high rents inthe iy ‘She also believes the upside ofits Hong Kong market is the hands-on and flexible ‘operations. For instance, for the "Not just for veggies’ campaign, the team started to plan for the Hong Kong launch last September, anc ints than six months, it was actuaised anc Kicked of in February. While is UK head office has leid the groundwork forits development and sent many Figh-qualty ingredients 10 the Hong Kong Pret'sslogan - "Made today. Gone today’ Protas RamMAaS, ‘office, Li says Hong Kong has also “exported” ‘some marketing tools overseas at the same ‘ime - such asthe red packets, ‘She says mary Chinase tourists wil go to ‘2 Prat store inside an out vilage in Oxior, ‘and overtime it has become a must-go place {or tourists so the restaurant gives away red ‘packets to those customers during the Chinese New Year. As the rest of ts UK storas don’ follow this ‘ractional custom, the Hong Kong office wll ‘send a considerable amount of red envelopes tothe branch, LU says she has Pret in her blood after she fst started working at the company in 2002 ‘a8 a frontline team member In London for ‘about one and a half years. She then worked in the commarcial toam at headquarters and ‘worked her way up 10 become the range ‘and merchandising manager belore being transferred to the Hong Kong offee after the ‘nancial rss in 2009. Now working as commercial director, she ‘speateads the food, marketing and supply ‘chains, and is responsible for new shop types for the business targeted specifcaly for the local Chinese market. lis frst Chinese store was opened in ‘Shanghai In 2014, Three years in, she says the development ofthe Chinese market is sill ‘at the “early stage" and “challanging’, but the ‘restaurant wil stick to its 80/20 rule ~80% ofits ‘ood consists of the classic beloved products ‘om the UK, while 208 are tailor-made local Insovations. Looking fo the futur, with more than 400 ‘stores locatod in the UK, US, Hong Kong, Paris and Shanghai, the Briish food chain wal ‘continue expanding cautiously, with the fst restaurant set fo open in Singapore inthe third ‘quarter of 2017.2) Ate PROFILE BEATASTH BRET ORERREPH fb: Bd SAAT ARES ASE EE “EinstagramL HOR « Ieoh: Pronk rns — ac ASSARMEER Seem SH MRD ND LL ERSMREZRY-, Prove BUH2OR AR ARAMA AXE SUERT RRSEMARETEO ESHA GTAS=SOAS- SATMRAT SHSM BMA eesist PAR EARARARE REAR matt PERRAEA..... LCOS MeRAMAAR MRTEOR, FEE URARMITRONS AL BER ROOMMATE MONRO io ARE HKe OAM HILRENR SES Bo SRERR ARSAERESORE AULA ASAERENE ASH RH ERRNES Ru thn SebAnEBaNERRDAA ‘RARE PlanHLIRDERE AEN ARGH BIN Just For Vegcios CRIOSBEH EAE EEA men AESRRAD: EAKAAREXRALEM WOES ABRANSORARH OFEERK-UHNG SSS th, Si SAMT RCIA ORT RENRNSAE+R—OARS A ARP rots SLATES PRN 22 a SARSEREK EMME RDTE ARREARS SROMROEeE—EMRHUR. SEEAS GRR EPretehm-s672002 SOAROR ERRREMARLO—F HH BANAL ARMS BIATAR ae Le2000FSRRRaAT ESE aa: AN PATRAE MARRS etm RASA RARER ARSE aaneea- Pretiii— ama ROMS bam, SB=THIN OHCHMTSORRDART RRRMARARMH CxKeetF 20/20 ‘ARAL Bosch RA Sm TAN TT S:20 SERRE STRAITS KER REBAR SACRE AMA SRMOORMEHAM TON HE SAMERERES RERRRAONER=AE eiammeeR mE OPINION Founder Twohundred Limited AD WATCH ee 2? HOT: Confession by ZERO PAIN th kk This sevan minute plus video is very well made with good story teling technique and relevant insight. Though itis based on an office romance ‘2nd cliché relationship scenario, the product and promise remains the ‘core which is admirable, Creative and production team without time constraint fonds to get cartiad away. This one does not sacrifice the brand and product relevancy for the sake of a funnylromantc script ‘beautfl soenes or memorable script. Bee — meee: AO CORNEA Ie RAK BPR A BANE RA BARE «RUPE ERANORE Ce ecome! ReKERAN 8/28 /REWEOLANDSR MABATLARD SETAE eUHAwRN: MOBILE CHOICE Pitty Tomy 6.0hoi 5 Penal consist cccdi Itd. ced Dicrrat Inston Digital freshness Inthe process of organising events and marketing campaigns, it often includes imitation, RSVP, ticket seling and purchasing, attendance recitation, handing attendees’ name badges. fling out {questionnaires and compiing attendance reports. However, many ‘event organisers are sil desing with these complicated processes ‘manually, which causes the increase in adminsratve burdens. In fact, in the digital era, there are many onine and ofine platforms and smart phone software that can help enhance event management and improve efficiency, Starting from onine RSVP, Google Forms is the most popular tool. In 2013, however, Google suspended the Checkout service and canceled tne Payment Gateway function asa result of which it fas to support paid events. Asthiskind of software has maturedinrecent years, and expanded to online platforms and smart phones. provcing free services and supporing online ticketing and payment gateway to help manage event payinent. This can signifeantly save event preparation time ‘nd reduce administrative stat. These event management platorms include Eventi, YPlan, ETICKETS HK and so on. Nowadays, most NOT: The only one from The 1 Gard x kev Tris 10 minute plus vdeo is very wel made with good cast, acting and ‘script But | was completely lst as there ae so many clues and sideine stories that | missed what i's all about even wth the sign off maybe it’s just me being untamitar wih the Thai market) t tld an emotional sory but fated to nk othe brand or product (edt car). This relly frustrating. Icannot even figure out what the lady inthe story shoul have one with the product or fs the man who should have done something botow his passing. 3AL:The only one from The 1 Card BRA RB NAAR RRR OKTLE: ARAMA LSE ROVMAMERURE REAARECRTR) “EAHA HS (GME) ROREE MESARES FAAS TRCNARALR Of the platiorms and events tend to leverage a OR code fas an ectcket. Participants fcan save it on their phone fatter RSVP and don't have to print out the physical ticket. This fs convenient and cerwironmentaly friendly since they donot have to worry about losing th ticket. aa EROS RRRRORED APSR SHAS ORE eu ARE AR UNE PAOLA SALE he SA OUESERTERTR AN RNE Tee LTRS Fe: SiMe AMES RIA ECE SRAETETEEE RU ASTER Google FormiR3§ SGoogle 22013528 {8Go0gIe Checkoutiea EHRs /SHeBRPayment Gator Ht RRR RS ARALTLMATA RD ABAMURAHS LEAR wh Ft ORAM RHA ERR REM AME LEAR SOU AARERREDSMN TAT MOO EMELE AT Eventorite:YPlan Bes ETICKETS HK - EASE RN ALFIOR Codes HEAR rR TREAT FRR: ae TISDRRRR PIO RUEAERRR ARO REAR: ARES, « Provide a full range of Digital Services Mobile Apps . Website . Interactive Installation ccecdi ltd. https://ecedi.hk DIGITAL INSIGHT | cd ais a a KED AT THE AND THE PRICE TAGS. HOW INFLUENTIAL ARE INFLUENCERS REALLY? eG vr Esp iG ape ees a Lot RO ra a ti ri | aunt TUR Ree ee i ce a cago Eee Ruud eee cor eee eo eon Ce cue Pure ce mee’ PUR oR oleae EU -\e (ne ok oR ots) ol Bugg pe etm aa) Pe Recue IR nm rCR AL UCR aN To diaTe) with KOLs. The origin of internet influencers or key ‘pinion leaders {KOLs) can be traced back to the heyday ofthe internet, when we browsed homemade blog posts on Xanga.com, bloggercom and other personal content sharing platforms for lelsure. Soon after, we noticed some bloggers standing out from their counterparts and wheat got separated from chat, metaphorically speaking. ‘As social mada rose to new heighta in popularity, tis naw breed of digital content creators, especialy ones who wrote about beauty, food, traveling, and wisure, quickly ‘stole the limelight nthe pubic aren InHongkongforexample, inert celobrity ‘Tat Goh has amassed more than 14,000 fans (on tis Facebook page and 88,000 YouTuse ‘subscribers on his chanel “UndexgroundDV" {or his daily lve-gaming shows. His rising fame attracted attention ‘and landed him an opportunity 10 font Expedia Hong Kong's digital and traditional commercials. Sponsorships rom diferent ‘brands contribute to him being able to make & fulltime ving as a key opinion leader. In 204, he was even appointed vice-president of mobile ‘game developer Ever App. The KOL business is 60 proftable and ‘promising that former news anchors and both ‘majo aneminorcelabiies are using ther pubic ‘social mada accourts to share sponsored and non-sponsored posts to interact with their readers, ‘And i's not just booming business for the KOLs themselves: brands are also excited ‘about the new trend. Quicly looking through Hong Kong's YouTube ads leaderboard shows thatthe majority of brands have hired farior ‘ontine inuencers for ther acs. ‘The case for KOLs DBS Bank (Hong Kong) is one of the brands tha actively embraces infuencer marketing, It has inereased its ontine and social media ‘budget trom 30% fo about 50% of its total marketing budget in tree years. Glendy Chu, executive crector and head of group stratogi marketing and communications, ‘says infuencor marketing is not only part of the ‘bank's overall strategy, but one that has proven quite etectve Defining KOLs as social media influencers who have a large group of fans who help brands ‘boost social media engagement, she says DBS started testing the waters of infuencer -markating with some of is branding cameaigns 1n2014 She says, eventual, that “oss serve ‘asa smarter vay to each the customer In one of is. campaigns, the “laniting PPossibities Sparking Joy" seres, the banic ‘teamed up with local influencers such as Daisy ‘Wong to regularly spread the brand message ‘that everyone should free themselves fom thelr daly hassles, and alscover their opportunities atthe heart of wha they are We decided to ride on the trend when we ‘saw more KOLS in product launches, and we did sets vale” she says. *Celebrtes may help brands to reach mass audiences, but KOLS are aiferent in the way ‘they deepen the reach. While KOLS usually ‘make public their stances and alttudes, ther followers usually pursue similar bei. “By selecting the right KOL, we ar able 10 ‘not only cut tough the clutter to reach more of the targeted market, but the audiences are also more keen to endorse our brand messages” Simiarly, Wai Loi, marketing director for HuaweiHong Kong's consumer business group, sid Huawet has invested more ofits marketing ‘buxigets In social media promotions. It began hiking move iiuencers as spokespersons fr its ‘gadget launch campaign last year ~ and it's ‘Seeing good value for money. Ins launch campaign for Huawei P9, the Like MSG in a bow! of noodles, one or two ‘drops’ of it helps to enrich the flavour, but you wouldn't add MSG to every bowl of noodles you see. The noodle type and ingredients matter. FSA IRB ARIZA RE ERAS HERBS AMR HERSEY mmH- Common approaches in influencer marketing BESS HH BRM: ABTAROLNES TOAEARLEDR Xanga.com -bloggeccomB MEARS AAS pie ay MEMECERR REN Bx LUE AMR AMEE KE RE RAN RARER RA BH someones RAS TTR MAnEaMRARED i: tethFaccbookM RA HIEN 4 Gas YouTubesRi& UndergroundDVIK#8. 68 mae (OHSRRYR Umeda EBM RIM eA RRR RRKOLAE*| TEZONAEE: (Om FRNERVARIEVor Appt pee SOR RMRANA RAAT BE MESLSAMARORE RES TD BAMANT MMWR AATEM RAHEALA ZI SINTRA SFE IRN uTUbeR ITs FRR BSAA MBMKOLAT« REE AmETR ERGOT (58) TROT LER RST RMASK2—-e=Tm BRT ERIE AL IRIEL ARE ITSORRENGO%G RILTESO% RATESRAMARTARGTOE RP BAT BREARMAERR TERRA FERRARI SMRKOLERRELARM LARD wT ARMs RARE ARMA TEA SIRATIG2OU eam RAS SASMONE SRERLARBA ETA srt BRTERP—-MSh RRPSRUY, J AEM ANT MEMS RMU EAS IE IE SRESOARRECHRA RGAOREHS res sie: "ARE SMM RKOL MEE RA MENTS, "BASULIRENR XOLALIRINA FRMREA ROR KORN SAMA ION oe IRF Tradtional sponsorships ae Advertsing on infuencar platforms such as buying ads on their ‘YouTube channel or paying them for ‘mentioning or reviewing the bran. ERRZABTO LEMME: GM for campaigns. FevvouTuboms Faas sR RRR brand tapped Six Dimen Boy, several local Instagram photographers and actor Simon Yam to create visual stories for Hong Kong withthe ‘smartphone 10 highlght the capabilty of Its Wai says the appeal of infuencers just seoms more authentic since the message fs crated in thai own words and images. Another psi of infuencer marketing, she add, is the brand can track and measure the stratagy's eal power, sentiments ofits audlences anc gal engagements in reaktime to maximise the banal eceives. “Take Facebook as an example. We can analyse the post by tracking is clicks, actions and engagements, which helps us better evaluate how effective that particular KOL is to ‘our campaign.” she says. Vincent Taui, chief marketing otficer at Noxt Mobile, says brands in Hong Kong have two common approaches when It comes to a partnership with KOLs. On thaanehand, brands ‘support KOLs with tractional sponsorships or bey buying advertising on their platforms, such 135 buying ads on their YouTube channel or paying them for mentioning or reviewing the rand The real cost of influencer marketing Brands can also pay a higher price 10 get OLS to create text, visual oF video content for campaigns. The price i ether proposed by the OLs themselves, or by social medka agencies, new concept business that gives. brands ‘access 10 several infuencers, celabrites or ‘micro-celebitios in packaged cffers. ‘Another way, he explains, is to share prbilegad ckscounts o speciie KOL fans, which ‘may help brands track tha cigitalereators sles reach, ‘Sponsorship for each social mada post varies from several hundred dotars fo HK$100.000 or more, and pricing ‘considerations include the KOUs duties inthe ‘partnership, his or her reputation and the seale ‘of the KOLs' fan base. Under usual practices, ‘the more effort it takes forthe KOL to create he ‘original branded content, the more expensive ‘the post is. “There doesn't seam to be a clear ‘consensus as tohow much it costs,” Tou sid “it is impractical a5 well to standardise the pricing process. Many elements. such 25 partnership detals, the brand's specic Intiatne or the KOL's infuencing power should bbe studied when setting a price, but these ‘aspects change overtime” Stephen Chung, director at_ boutique agency Secret Tour Hong Kong, agrees that answering how much an infuancer should be ‘making for a YouTube video or an instagram photo is convoluted matter. *KOLs are no longer just confined to bloggers or popular Facebook page admins, but also celebrities or printed media outlets ‘who have established social media presences,” he says. “There are big variations, and the pricing sett changes over time as If f's the stock ‘market that we are looking at ~ tis affected by the supply and demend. However, markotors can sill judge ts cost-ffectiveness.” He says he has wiinessed a surge in te ‘cost of infuencer marketing over the past two years, and the cost peaked in December 2016. Inanextreme case ear this year, an intuencer _agancy proposed a whopping HKS800,000 fee {or geting 2 famous entertainment inuencer to ‘shoot a video for one day “For this budget, we could hire an Arist ‘clebrty or even use that money to create a campaign,” Chung sighed. “in this case, we ‘considered the KOL fee to be too pricey” He elaborated that while iniuencer ‘markating is not a total stranger to clenis, ‘some brands which are new to this stil rely Hire KOLs as spokespersons to ‘create text, visual or video content ‘Share privilege discounts to specife KOL fans. RAEMKOL RAO TBR ARKOUFRR EA RNR EE RRS ERR HIE PER HURON EMSRS RE IRKOL RARE MD RARSNAREE RemeresANM Be BATSAS TRA TAMERS INTE Si CARPET CR ES HER RRMI AT) PRMMNS BLES SARERROSES 2SRRELETED SEAM OTTA ESMPONLTANT RANMA ESE AMER, +s icARthInstagram RMB A: DURA RDP H ER ORL a ERR kt SNARE BRR REE RECHEERERET BWR CARMRIAR: si ASRS: AAT RAR RNR OES LIE ENE Llu Aaa BAW: “LiFacebookigl HATER ARRAR- AREVERRAET RIE AR ESKOL RRR RAAT, SRRNTRMTRATRRET: FEN EKO ARERR ME ES 4— BR eR MRM MMR S LIRR BRATKOL Blinds thPaavouTUbeR SERS mee OST © BATS RA RE SKOLA ETH XE BEREAN RESAKOLEE ME RBZ REAM MRE tEe— a ATK TUAEU RAR RESORT AR ws KOLSMORTER T2— Bish SO RMKOLRAAS REN sR FSIRN | BKOLASAAETT= SRERMT SEN SMERTST ERT ‘SRR ESREAROLESNRECMRE SESE ROFARLIRKOL AVERSA BE SEOIEPH BDRM REWURERAR + GER: HOLME RMD me (RESTRAINTS 7 SMEERSRAE Ging hem Re [res An influencer is like an independent TV channel. Marketers judge if the media-buying strategy is cost- effective by reviewing the TV ratings, but the ratings themselves couldn't explain everything. RVLARE-KGUNSAAG DARA RAHES SRRS: RAMA RBA RRE SAMAR BIR BARTKR—O> hheavly on agencies to decide how much to pay Infuencers. An oft-quoted figure based on 2 poll of marketing professionals conducted bby Tomoson two years ago, tels us that businesses are making USS6.5 for every USS! spent on influsncer marketing, but with ‘more brands adopting the tact: for branding land engagement, the calculations of retum fn investment of Influencer marketing have ‘become more complicated. ‘As the market grows in maturity, Chung has ‘seen a gradual dectne in the cost of intuencer rmarkoting between January to March 2017, *More brands raaise that infuencer marketing does pay off, but it bols down to what your ‘company i looking for" sai ‘Too much of the good stuff While the sbove might make it soem thee KOL strategies offer a slver marketing bullet, there ‘are concems in the implementation of KOLS at ‘scale; especially when done indiscriminate. “Like MSG in 2 bonil of noodles, one or {wo ‘chops’ helps to enrich the favour, but ou woucint add MSG to every bow of noadles you ‘0. The noodle type and ingredionts matter” (Chung explained “instead of being overly KOL-centric in campaigns, brands have realised the true role that influoncers should play. In syneray with the brand, KOLs help deepen the reach and engagement by identying and leveraging true brand advocates.” DBS" Chu shares similar bates: “The trond s moving too fast and marketers have to step ‘back to see a bigger picture,” she said. “Now that we are more experienced with the tactic, we start considering more when hiring an infuencer, For example, will the strategy pay coffin his particular campaign, or can the KOLS hp to deliver our brand message as etfectivaly ‘25 we thought?” Next Mobil's Tsul suggested marketers loan trom their previous media buying ‘experiance to decide ifthe tact is realy worth the price, ae infuencaes are very much the media outs. “An Infusncer Is tke an independent TV channel, Marketers judge ifthe media-buying strategy Is costetfective by reviewing the TV ratings, but the ratings themselves cant explain everything” ‘The marketing team should first conceive ‘the campaign and then strategise on the disrbution of the campaign message across diferent media. channels, In such oases, an Influencers simply one of the “media outlets" 10 ‘promote the brand message. "It all goes back to the basics, and the calculation of Influencer marketing’s cost- ctfectveness is more or loss the same as fovaluaing @ media outlet,” Toul sad. “The rest of the work goes fo effectively leveraging inuencers’ viral, engaging and interactive power” He added that the “media-buying theory” ‘ao justiios the prediction that isiuencer ‘marketing wll continue to grow ower years. "Now, a8 TV ratings continue to drop, audiences are shting ther focus to the social ‘space, which explains why brands have Started tuning thei heads towards iniuencer ‘marketing, Hong Kong's iniuencer marketing is sil at an elementary phrase when comoared to China, where social media influencers ‘re alteady exploring opportunities. in. Ive broadcasting, and soctal media platforms have ‘akeady developed features to let aucioncos purchase direct from the Influencer. We stil hhave some way 10 20" Allthat glitters is not gold Moving forward, DBS’ Chu expressed concern ‘over the lack of choloasin the intuencer market. "Sometimes you see the same faces at ferent branding campaigns,” she said “In such cases, could the KOLs sil dliver the brand messages effectively? The problem 's that not many influencers stand out with their Dpersonalties. and stances fom tne market, ‘which sometimes leaves us with not as many choices” ‘The bank prefers caling thor nuencers “thought leadors™ instead of "KOLs", as the Influencers they co-operate with are not always digtal eestor. FSR RKOLAS IE EIS ROA Temes, RSL. 71Socret Tour Hong Kongi@ 85 ‘00% KOLSt-8 teVouTUbeR 2 3instagram SAARI: TaN IARt thal: KOLA PBR Rae eR Facebookth FBR WMI WRENS AMREDIEES- [PRP ACS OCR ERAT HRMINR —MRRMSALAS RRS: Sein MERA ROTATES ORREMAREM RUS SIMTAR BORO AER: RRA ATE MLL TOO FRR MA KOLET— Rie ‘BORE AACAMA—AES BER FORGE SRM: SAREE PSDRKOLUEARAT MARKOMMMMPT Parse Ria dome PUIG RKOLERIOR ERIC ARGRIE Ream + ‘MURTomosonFaee Ai TORT AtHS PREM ET EM LETC CoM NOSRA- CHEE SERA RTERBIT AR ESLER RES ORE RET awe HETROMNN ameROTE ESE PRAKOLEHA ACNE toi: ES REEL ROR TENET Frit CAEN ARORA, FSORR, PE MRALARMM DIE Hee ARES AUER DERERECI HOTT FAGAN SSURRMRTA gene - 10 — RARER RIE Ae PRES METS ROH TR mime "agit m DME AIKOL: RAT ROREAF ARE BOMELE HOLE TABRREMSHH HRMS TANT ERO. ERTOR PUTRI SO: KOLAR RRA HEBRARS BRA PARES RUPE ACCA AAHAES*M- Olen KOLRMBTIAME HTT SN MER saaurRS?, SM NIRIRTKOLINC APR HATSARARUIENSRMRERT SE: SRNR REAM a2 ARERR TANI ARSE REE HRT SMT AGAR BMORIRS TIA STAT MRR MMA SRNR S ‘AMAA ARERESO SOAS COSA PKOLE SR BAP SR, 2—- “Thay usually are the informed opinion leaders and the go-1o people in their fold of ‘expertise, and have strong influencing power fon the intemet as a trusted source, but they themselves have not actively particinated in Creating digtal content. These influencers resonate with our brand messages an a deeper level, and maximise an emotional connection ‘moe etfectively” Huawol's Wai saw the same problem, but the brand tackled it by bulding relationships ‘wh the same influencers. “Instead of buying several sponsored posts (on social media, we want to buld long-term pparerships with influencers and give them {tue experiences wit the bran” she say. When they truly understand and love our products, they wil give so much more in return Crganically, which makes the whole campaign ‘more authentic and valuable, It just doesn't work anymore by simply giving them a phone.” ‘While for Huawei this stategy seams to bbe working, marketors would do wel fo Keep scaling in mind when approaching 2. KOL strategy. It can be incredibly labour and cost- Intensive to work with KOLs on creative, string eal with them and scaling that content across platforms and madia cutlets. ‘Su See, the founder of the Facebook page “FY For Miles’, provides miles-elated traveling tips regulary. With more than 82000 followers (on social mea, he knows a thing or two about lnfuencer marketing. He says brands have started changing ther mindsets, and are naw requesting him to be ‘more creative content-wise “Thay want moe from me in toms of visuals or content formats,” he says. I balleve the increased numbers of nfuencersin the fl thas something to co with it” ‘Across the pond inthe US, meanwhile, poor ‘execution of KOL tactics have led to scandals uch as when Scott Disiok - a celebrity related to the Kardashians - was caught simply copy= pasting instructions from sponsor Skinny Tea last May, while video game Youtuber Peviciaple {got his sponsors in hot water for anti-seriic Content i his videos late last year. ‘While it can be argued that the above can oe avoided with careful vetting and planning, marketers should be vary conscious of the Felationship between the content created by the inluencer, and what demographic that Content appeais to - it has to be in-line with the overall marketing strategy, and identiying simply ‘milenniale’ as your target audience 's simply not enough for effective infiuencer ‘marketing 2 How much should you pay for influencer marketing? LA RE TERS DMS? Feed these tps from marketers: LFS—SRSRRARD OR: = FR PROJECT i Q@Aog Idea first, KOL second. Know the KOLs'roles, and you will know their price. Learn from previous media buying experiences, and view influencers as media outlets. Consider the partnership details, the brands specific initiative and the KOL's influencing power. (830+ KOLB TMKOLBE + TR ILA » ELEY TRE ESSE ewe BO SSA BAIT RKOLMEA- samt fate: TRAD RTE WAM TERS RT EMME, SRL fF BE ICE KOLAR + MSL DRERIHE 8S HOMRBRNORT RS ae sea Rey Pea RONG FR RIES POTS AMSSL REM. Sek ARENT! SenerenE, APM SSMS AAP MITE ESR RO A TARTATCORRARBRTROR ES BRERWRE- AMARA E., anne RETR ERATORORES ETERS SA iO: TER MOETRARAREERe ‘AERTS, ‘EWR RT KOLAR SCRE HERA MRRRA EASA AEA AMERTREDS RET RRS Rae SAORMONTRR EEN SEM me "ROL, “Basin feenmem atta Sie strove oO RT RR IAI 35M URETRWNOAR GR ERATE RET CHAS TARMERMIR LIES, CEP ECR AML MORIA eS Sm ART RENE TEN SQNERRENAAONE RARER PeRIANE—G Rm RETR: she: SEILER TENET RARV STRUM ENR OAS BEEARARE-, "ROMA TRREESRMGEER (MER SHIRSNAE CERRRAORARRT ESRILAOPTAR MEDRGRERTA CEMAREET ee eater Facebook RFly for miestitist Nae RAAT ATRIA EERIE ASSEN ERES- OHNE EMTS ases——- ANREP ONE SESE BRBAHNE- PTE SRN SIRE SANER HO "SRI GERKOL RAINES EE: SMART RDKOLRTATTAD RRR BsaScot Disick (—AgRkardashiansis BRIA) SARAH RANHMESIenry Tool (PPV EEAE ANAK :THVOUTUDD:THEB APeWDIePe IELUREARE SINR ARIR ZA + “ESRB oh- RMI OAURRLAH SE SAMIDE LAL AT AR RP OMA LMS RARE AEE FEA, SSRIS Re mE) | Pea AWARDS 2017 devices. These litle pocket computers have ere ema aces peer en aaa any tad Se ee ak Ree wihat better way to reach customers than to provide relevant, parsonal content on dovicos ei er tte But ware sooing a shit; poopie are ey eee ed Se eee red Peete ek ee eae suming In @ mobile world saturated with Information? These questions are contra tothe madam De eS See eee tet Se eed ets @NUe-GAnFAHA RENIRBES ort aa ee ary BANE E A Ea eee Sed oun heer ed ee ee re | oe rt ace euld Teme pate eed ce ements =e Cty ee ed Cea ao Rept a) Rou peed Cee hcary eh erred cee a) pee eee ead orto Cae od rc) Pe | pero Me eee orn Co gert Eonar) Eee reece Ears Coe ene 7 peso Cae | General manage corp ata oe ct rey tea Pecans eros & new “21767 hang ee eed rn Poe ee ron Ceeeher = cote ore od ry ry Cea (Gerert manager Cero eas Rus a! ers a eo fees Cone So anand freer ea or bey nee Salle gocreerecs eerie See Nick Rodd eee) aero oe eee) o o payed rear et ree Peers Vere 8 me Coton eh ey Eee cy roe Caney See ere pia c) reno Prensa eee Vincent Leung eee - Jeremy Young eee ed Eee ort Peer roto Cael ieee Nr) ey poorer) ete MMOB-EX AWARDS 2017 Cea lect ect) colo PSIG LC) eed ea Peete totes Coea ae ae ly TAG a = coLD Ore ee Cet eed eee maT Melee ety eer care ee een ae aera PES enr) tee ae) pear ero aT Meee ees Paver re EAI 43 Ce eed (Ul) eee Paras er ay mT oP eee a EAST Len es coeur Bue eee ed reese nie ar HAHA...HAHAHA HAHA...HAHAHA... HA...HA...HA...HAHA eee HAVAS again! Thank You Clients and Mob-Ex Awards + havas EE eeEoT) Marketing oe \ ce ale ‘ “3 @- Daa: ad Teer at one of Hong Kong: ees = GoLD Cou kon) eed Tt De ee cy Ce eee ney Somers es peered aera Sencar) erg ee ie Pe eee MMOB-EX AWARDS 2017 ena Bee ese mc E cela} Cen tier) er eerie en enero rss 7] it aT Bee CU Cuca eed peseerrare nerd EA 43 eRe) ee eed pee Poea te pees rut aus = coLD Na kia eae Peis ee ena mT rer eee erry Eases eee Tg Cen) Cc pestered eres tie an Eibianm) — @eopmnk — 3 apmhongkong http:/welbo.com/apmhkc ww.hkapm.com.hk Cra Grr) MMOB-EX AWARDS 2017 Cea eC Secu) CER ets} = GoLD RRS ky (Bermuda) ee ey eran Ane SE MOVIE mt) Cony ees pert ote ey == BRONZE DES coe ccar) ee Paeetoenaan Peet toontenn E cela} ao Fp peer enivecr aT ey ee eee ee Eien EAI 43 Neen) eee) = coLD ear ered Petree reeremeacenty mT meant) od ot Eels een oar Ce oe ee eee perenne ae at Digital platforms have allowed insurance Companies to offer the convenience of sell ‘service insurance but rarely do they qo beyond the product-centtic approach and play an ‘active ole in hai customers’ ves. ‘Acknosiedging customers’ evolving ‘expectations and responding tothe challenges the insurance industry now faces, Manila combines an innovative platform and an Industry-disrupting marketing strategy 10 fengage the health-conscious, tech-savvy Generation ¥, also known as milennials, anc postion the brand as thei target audience's heath and wellness partner. Leveraging wearable technology, ManuileMOVE inspires Generation Y ‘consumers tolead active lestyles by providing Incentives for them to adopt healthy habits. Upon taking up an eligible policy, customers can syne data from thee Fit or Mist fess teacker to the ManulifeMOVE mobile app and then rack hel progress against set step goal. By reaching these goals, MOVE members can fenjoy premium digooun's of up to 10% upon renewal for their next membership year. ManuifMOVE sets measureable and ‘achiovable goals and sends a clear campaign message ~ the more you move, the greater the premium discount you can enjoy. The app delivers regular, engaging igial experiences through motivational messages ‘and gamifeation features, making the app fun, personal and memorable for users ‘within 2 year of is launch, ManulfeMOVE. has successfully increased awareness among ‘milennials ~ over half of MOVE members axe ‘aged between 18 and 35. The campaign has ‘also improved brand consideration among its target aucionca ‘Armed with the success of the app's first twlease in mig 2018, Manutle rolled out key Updates in 2017 with enhanced functions and ‘an improved user experience, The naw version ‘makes it ven easier for everyone to experience ManulfeMOVE ~ by opening it to the public, BRANDED CONTENT EF FRATRS TAMPERE RMON BR CLERUEEAh RSRREREE REaeTMMRE. TABLET (CAME areiSRRESREH TRO RANT ANE ROSA Se DERSLER eM HAE (LES Hit) SRO NARA RAER ARAM whe BEE RTE MM MonuiteMOVERER RVECARS RIE RS TE RRONERT SEU RAREE HES BLMARAS MANULIFEMOVE MOTIVATING MILLE ManulifeMOVE SBF ie eR ME ee ee a= ‘anyone can use the app to track their finess progress against set actity goals In edition to Fitbit and Misft trackers, the new app is now compatible with the iOS Health app and Appia Weich, This enables the ‘company to launch a new and more atiractve sign-up offer: new MOVE members have the opportunity to own an Apple Watch for 2 piveged price and can then eam bonus premium discounts by hitting designated _ctivty goals to help cover the intial cost. Manulfe Is the frst insurer in Hong Kong ‘and Macau to release a dedicated app for Apple Watch, offering seamless integration between ManulfeMOVE and the world's most popular ‘omartwatch. This latest enhancement to the _3pp demonstrates the company's commitment ‘o_helping customers integrate MOVE into ther Westyles an ive mere heathy. By rethinking what insurance means to ‘customers and responding to thelr changing reads and expectations, Menulo is able to faciltate a healthier tiesto for people across Hong Kong and Macau tough a programme that combines wearable technology and Innovative thinking, NIALS TO MOVE Ee | Ri MOVERRTIIFRL AeaMict Shine BRMOTSre LAMAR TRAST Manulife MOVES iE RAE“ DUBRE EE ETE PR-CREMSATHSMAG CULAR RET -RESS ARM OKRA Manulife MOVES2 1 7 =e =I 2 REBAR e——REEORT 2 RTEROAMR RI -MREABAR RES RERLARTNE EMERALD ARREE EXPRRE HACER BE: ManulfeMOVEE #59 RSDRRT FB deeReER aaM—eaN OVER EREA BEB5RLM- RACEONLSTILAE wanes SRMRMEREDC SHB RAE OTTER mR TR ‘eSiarulieMMOVER 8) 81 mee AES FORPRT RATERS E HATA ‘RECA ARE ES BBE antleMOVE* ETF RodiMitt Shinc tees 45+ ‘OA LA AOS ENR, REL AISHLEWMFRAppe Wach REP RA SL nth BUBB ERIE AGple Watch RSTHHELENAR ETRTANRES AA RCIEEMELAD He Walon ERREeeRRNeMLADpIe Watch PSREAAYRDA Bie Maruo MOVES} EL PRELIOEE RARE SIRI ABARRRAT RATE DRMEEE ENE ina SURKESRMRSHRS-OATE SEOSPR POMS NSA-EATER Bi ORES LE MSR RAT RL RAS ARIMNARE A RERRINE art rsa) re Mr eat Nr) eee Pears eee erry mt ree aca) ECSU ee pee erro Dee Cur ‘Campaign Stortet x MeokBang: GOTT Special Stam Campaign recoans! MMOB-EX AWARDS 2017 CCE eS} Ea) 7 4 - Danone Nutricia Early Life Nad eee ey peer ee eee aa a) DBS Bank (Hong Kong) OS Ga a) pet a ee or to =y toe Poeriectonenaany Der COR een eid eae pease Coen Bremen naa © Storellet Launched in 2014 Grand Award Winner Users: 350,000+ Hong Kong ICT Awards 2016 Existing Brands: 40+ Best Moblie App Award Develop Own Loyalty Programme Acquite New Members Retain Customer Loyalty Custom Made Coupons & Promotions Interact with Members Gain Insight and Refine Loyalty platform designed for F&B (ON CREE) Be Cec eae are eee) MMOB-EX AWARDS 2017 Eee aera Mobile Campaign Best App - ec = GoLD EOE) eee reer reer ety mt Su Rou eS OE ues oe E cela} Airbnb ee aera Pes ee ace ee aT Danone Nutricia Early Life Tre ey ees = coLD COO RCS C un tats eet mT Le oak Pua uring eens == BRONZE DES cocoa) Se ee eae) Pestana Peeters EA 43 Peet eras Cee eee) EAs ees ee perenne ae at Cea eae ina MMOB-EX AWARDS 2017 Ean Cs RCs ie ene st Mobile Team = GoLD Biker} oo Pet eae ee eee ey Cees a mt) Rea cue Pred nd ey colo Coreg aT Tele necat) Campaign Kshs Year Plan 2015 Pare oes = coLD ee CR eee) mT Pixo Punch, part of Accenture reece ara ‘Sun Hung Kai Real Estate erg ee EAI 43 eee ey ee ere pee ee EAs BS gece perenne ae at eccdi ltd. DIGITAL INSIGHT z Winner vs Mob-£x Avards 2017 Best Location-Based Marketing z Winner ~x, Mob-EX Awards 2017 Best App of Property y Winner x Mob-EX Awards 2017 Best App of Customer Engagement App ar Silver x ‘Mob-£X Awards 2013, Best App of Creative Design ~ Bronze ~x, Mob -EX Awards 2013 Best App oF GovermentiCommunity Ze Bronze Mob-EX Awards 2013 Best Appor User Experience Mobile Apps . Website . Interactive Installation fl: = T (852) 3977 5222 E inf@cecdi.hk F (852) 3977 5223 W hitps://ecedi-hk El CES Coca Eet) eT Otay CEE Ce eto Peete vee te aT Danone Nutricia Early Life Tre ee ree aeons MMOB-EX AWARDS 2017 Car ie ERIC metncig Cena) tality OO BM MAMR Tra oe ee tee Peer) rear ieay ma Pare ein Oe ent an eee merioraed ee ray eerie end re oa ee POC) ee ree eee eee as Nan Fung Group Deu RSS UD Canatg Cer ede ncen tous par ree eer ‘Brand HKTV Bremen naa Coan es ty = GoLD Sm) ele rect) era carer ee en en aera POET) Re ae rene) MOB-EX AWARDS 2017 Ceoa erm eer mT rrs =- == GOLD Eee) erate’ peony Pate a1) este) = GoLD eae aro) Poe ed Sed Parsee [osteciemniaiiea th aT EN Reread eee at eae) ELI) \43 Con ee ed bry ia) a Meee ety eer Cora ee eee re Else as Pee haem) tr ec ere) a nod Coa ea mcr cy Poy cep est Teg pi ait | aay = coLD Cera cacti) Ce eee ea peter er’ mt) Perea ror eee ey eed aera The Pulse {Campaign The Puse of Love peters MMOB-EX AWARDS 2017 Pease sear E cela} Pace ues oe ADAIR ne Seeepe Ue) LL eed mie aT COC) re Parana ney Eley 43 Cee eta eer en eee etre res era Grete) eee ey bes bE ta = GOLD Cenc eee mT ee Kena) eer Poe pete ie ern 4 EAST) Penn eet any Na Ce eee ere) Pair end reese nie ar ee aU) rere ticy = cGoLD Dee rae ee per ree Peete ier cael Sa) Peo cL gece ray ey possenreneirenany eras Tey (Bermuda) eee! Re ae rene) MOB-EX AWARDS 2017 Dees Reels Vea ce Tuer) Mobile Campaign = colo Dre eres Peer enon Pesan cand aT Nr kee a Paral roa) EAL) \r43 Dee ee ee cay ae = coLD Ce Cte ro reseereeacenty a) Der a ea ea Ele as eee) Stores (HK) ea Paeraens rosin teeta) MOB-EX AWARDS 2017 BEST OF SHOW — BRAND RieARAR ae eet ae eg ema! EINES & Danone Nutricia Early Life Nutrition has taken ome the coveted te of Bast of Show ~ Brand at Markoting's Mob-Ex Awards 2017 in Hong Kona, Its tree specialised healthcare brands, ‘Aplamd, Nuvicia and Nutro, grabbed tree got tthe awards for Best In-App Advertsing, Best ‘App ~ Food and Beverage, and Best Orginal Contant; fiw sivers for Bast Location-Based ‘Marstng, Bast Use of Fich Meck, Best Mobile~ ‘based LaunclvRelaunch, Most Innovate Use of Motile, Bost Insight-Driven Mebile Campaign: ‘andiwo bronze fo Best Use of Mole tegration ‘and Most Innovative Mable Ste, Aptami's there is kine of love called ting ‘90° campaign was aimed at boosting brand ‘anareness and to be a socially recognisable brand that stands by mothers by promoting “one-step-ahead” parenting, “The brand engaged targeted auciencee through a resonating video, a "cal for sharing” ffom parents on social media, and regular ‘formative content that supports mothers ‘on the campaign ste to encourage repeat ts, Through contextual media divers, visors ‘were rected to the right content based on ther browsing behaviour ‘The campaign successful atracted audionce to vist the ste. On top of that, media outlets mentioned the campaign and created much impressions For Nutia’s “support breastiseding for a heathy generation” campaign, it harassed a ‘ult-platfom svategy, including onine, social media and an on-ste nursing room at a baby ‘expo to support breastiseding mothers, which

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