Asia

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Customer advocacy: More than loyalty and a game changer for brands

Article • Sangeeta Tanwar, Event Reports, NGCX Summit Asia, June 2021

Brand advocacy leads to brand trust and the promotion of products and services by buyers, so brands that master the art of advocacy will win the consumers of the future.

58% of TikTok users delay brand engagement so as to not interrupt content browsing

Data • Rob Clapp, WARC Data Points, June 2021

An overview of engagement with social media advertising in Southeast Asia.

Thailand’s young strategists speak up

Opinion • WARC, June 2021

In conjunction with this year’s WARC Awards for Asian Strategy, this series aims to showcase perspectives from young strategists across Asia, highlighting their take on strategy as a marketing discipline and career path. This week, we talk to some of the young minds residing in Thailand.

Safeguarding information quality is key to building trust in the healthcare sector

Article • Carolyn Paul, WARC Exclusive, June 2021

In Spring 2020, Edelman’s Trust Barometer revealed trust in the healthcare sector had reached an all-time high.

Five tips on how to win the WARC Awards for Asian Strategy

Opinion • Chiara Manco, June 2021

What makes a compelling case study? WARC’s Chiara Manco mines past winners of the WARC Awards for Asian Strategy to find out.

Amazon: Making small, powerful

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Amazon, an e-commerce company, launched a campaign in India to on-board more SMEs to its platform.

Udaan: How Udaan turned hate into love

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Udaan, a B2B online marketplace, convinced small retailers in India to do business online.

PETRONAS: Land of lightbulbs

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

PETRONAS, a Malaysian energy company, wanted to increase its brand awareness and business in India.

Cisco: Cisco Live

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Cisco, a market-leading technology business, had to stream Cisco Live, it's flagship B2B regional event, across the APJC region due to the Covid-19 pandemic.

E-commerce to account for over 8% of FMCG sales in 2021

Data • Rob Clapp, WARC Data Points, June 2021

An overview of online's share of FMCG sales value across 35 different markets.

One in five consumers now trusts the healthcare industry more

Data • Cinzia Petio, WARC Data Points, June 2021

An overview of consumers' trust in different industries across 15 countries.

Consumers’ response to format in native advertising vs. editorial: The interaction between format similarity and format novelty

Research Paper • Yoori Hwang and Se-Hoon Jeong , Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 212-224

The key characteristic of native advertising is that it simulates the format of the editorial content.

How anthropomorphized brand spokescharacters affect consumer perceptions and judgments: Is being cute helpful or harmful to brands?

Research Paper • Chun-Tuan Chang, Xing-Yu (Marcos) Chu, and Shih-Ting Kao, Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 225-244

This study focuses on anthropomorphized spokescharacters, classifying them into cute or mature looks.

Keeping pace with the Philippines’ young strategists

Opinion • WARC, June 2021

Lexus: Small business drive

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Luxury car brand, Lexus, ran data-driven test-drives to connect adventure-seeking drivers with unexplored urban locations in Hong Kong.

Tesco: Unforgettable Bag

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Supermarket chain, Tesco, greatly reduced single-use plastic bag usage in Malaysia with a behaviour-changing campaign that rewarded customers.

PKBI (Indonesian Family Planning Association): Stop child marriage

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Non-government organisation, PKBI, achieved a government ban on child marriage with its Stop Child Marriage film in Indonesia.

WWF: How WWF began to turn the tide on plastic

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Global conservation organisation WWF leveraged the ubiquity of the credit card to remind Malaysians of the need to lobby against plastic production.

Boost: Stamina Meter – a new currency in town

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Boost, the milk food drink, tangibly demonstrated its stamina proposition to connect with a previously untapped audience in India.

Kioxia: The world's first AI manga

Case Study • WARC Awards for Effectiveness, Shortlisted, Business-to-Business, 2021

Semiconductor brand Kioxia created an AI manga to rebuild its B2B brand awareness, brand power and brand image as an industry leader in Japan.

Grab: GrabForGood – Break the silence

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Super-app Grab created a digital campaign, #BreakTheSilence, to spark a social lobbying movement and won an amendment to a new law that prevented deaf people from working as e-hailing drivers in Malaysia.

SK-II: Change destiny

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

Premium skincare brand SK-II developed an enduring brand purpose and ran a series of linked campaigns to grow share, consideration and consumer engagement, primarily in China.

Gillette: Second shave

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Gillette capitalised on a sensitive moment between father and son to boost penetration and increase sales of its Skinguard safety razor in Thailand.

Head & Shoulders: Say it proud!

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Anti-dandruff shampoo Head & Shoulders celebrated Indonesians' many mispronunciations of its name to build customer confidence and boost sales.

Maxis Business: #Kitasapotkita / WeSupportEachOther business edition

Case Study • WARC Awards for Effectiveness, Shortlisted, Business-to-Business, 2021

Communications service provider Maxis broadened its appeal to SMEs in Malaysia by creating a dedicated online platform and repurposing its sales team to help them during Covid-19.

How to market to Vietnamese consumers

Article • Katrin Roscher, WARC Best Practice, November 2018

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.
2020 Asian Strategy Report: Insights from the WARC Prize for Asian Strategy

Article • WARC Exclusive, October 2020

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2020.
Mapping a perfect storm: The impact of COVID-19 on Asia’s media landscape

Article • Kunal Sinha, WARC Exclusive, July 2020

How are brands changing the way they communicate with consumers? A look at how major media channels have been used during COVID-19 lockdowns across Asia.
Brand communication in the post-COVID era: The new communication playbook

Article • Aprajita Kalyani and Saachi Asthana, Research on WARC, August 2020

COVID-19 has turned the world upside down and led to fundamental shifts in the way people think and live, and these shifts have posed multiple questions before brands with respect to building a connection with the audience.
Nearly 90% of consumers have changed their behaviour because of COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of changes in consumer behaviour because of the novel coronavirus (COVID-19) in eight Asia Pacific markets and the UK and US.
Half of consumers to shop online more after COVID-19

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), July 2020

An overview of consumer activities after the novel coronavirus (COVID-19) outbreak ends, including shopping online, exercising at home, using mobile payments and using food delivery services.