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Debunking six myths about the Chinese luxury consumer
This event report discusses and questions several myths about luxury shoppers in China. These include: that this group of shoppers just wants to accumulate more things, that they like direct mail, and that they enjoy flaunting their wealth.
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Celebrity in China: Five trends of influence building
Best practices and guidance on how celebrity branding influences Chinese consumers.
Sex sells in China
This article explains how marketers can use sex to grab attention in China, where taboos remain.
International Ad Forecast
Predicted advertising expenditure across 12 key markets, including China, for the next two years.
The Warc Prize for Asian Strategy
Asia's leading competition recognising great strategic thinking in marketing.
Hong Kong CleanUp: The face of litter
This case study shows how Hong Kong CleanUp, an organisation focused on litter control in Hong Kong, was able to hold consumers accountable for their littering via online video and outdoor messaging.
Apple iPhone 6: World Gallery
This case study looks at a campaign from Apple to keep the iPhone 6 exciting by turning away from numbers and specs boasting, and leveraging the understanding of the uses and output of users' cameras.
Coca-Cola: The gift bottle
This case study describes, soft drink giant, Coca Cola's campaign to bring the product back into its holiday advertising offer.
OREO: Play with OREO
This case study describes how Oreo, a sandwich cookie from the United States, orchestrated a global integrated marketing campaign with regional variations, drove record-breaking cookie sales and built equity for the brand.
Singapore, Hong Kong millennials do financial services differently
This article explores behavioural research on how millennials in Singapore and Hong Kong engage with financial services products.
Five tips to avoid brand name blunders in China
This article explains five important considerations for multi-national brands when developing their local brand name in China, and how to avoid common pitfalls of Chinese localization.
Deliveroo cracks Hong Kong with data-driven segmentation and customer experience
The article explains how Deliveroo, a UK-founded food delivery service, successfully launched its product in Hong Kong with data-driven segmentation, localization and a focus on customer experience.
Mythbusting Hong Kong's Television and Digital Video Evolution
This research from busts five myths about how Hong Kong consumes video content based on data from both local and international video platforms, with a particular focus on the changing balance between television, OTT and digital video opportunities.
Uber goes big with A/B testing, localization and experiential marketing
This article outlines how Uber, the ride-hailing app, built its presence in Hong Kong with A/B testing, experiential marketing and a highly-localized approach to omni-channel outreach.
NIKE Run Club: Digital Ecosystem Report
This article explores how Nike rode on a wave of enthusiasm for running in China, leveraging the brand's running heritage to cut through the competition - local and international - to lead the trend.
China Social Digital Report: Reviewing Xiaomi digital strategy, online ecosystem and influencer partnership networks across major Chinese social media portals
This paper looks at the Chinese smartphone brand Xiaomi, which is now the best-selling phone in China, and how their digital, social, and branding strategy got them there.
KFC Insight Report: Reviewing digital strategy, online ecosystem and influencer partnership networks across major Chinese social media platforms
This paper is part of the China social branding report that seeks to understand the firewalled country through the lens of the biggest brands operating in the market; this iteration looks at KFC, the US restaurant brand, and its Chinese strategy.
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