Asia

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Five principles of innovation: how Kraft Heinz entered China’s snacks category

Article • Low Lai Chow, Event Reports, FUTR Asia Summit, October 2018

Kraft Heinz tapped five principles of ‘white space innovation’ to launch its new cookie product in China’s crowded snacking category.

JD.com aims for 'boundaryless retail' in luxury

News • 20 November 2018

China’s No.2 e-commerce company is courting more top-end fashion brands with the concept of a seamless crossover between online, offline and virtual shopping.

Maybelline: Power to the Queens

Case Study • Summer Liu, WARC Media Awards, Shortlisted, Effective Channel Integration, 2018

Maybelline New York, the makeup and cosmetics brand, maximised the use of its new endorser, William Chan, to drive sales of its new Color Sensational lipstick range in China.

How UNIQLO China cracked Singles’ Day with ‘online to offline’ retail

Article • Anna Hamill, WARC Exclusive, November 2018

Uniqlo capitalised on Singles Day in China by creating an innovative ‘online to offline’ solution which utilised dynamic discounting on their physical stores to supplement online sales.

Singles' Day sets new record amid consumer gloom

News • 13 November 2018

The Chinese online shopping fest known as Singles’ Day set a new record this year, raking in $30.7 billion (213.5 billion yuan) in just 24 hours.

UNIQLO: Hijacking the largest shopping festival in the world

Case Study • Summer Liu, WARC Media Awards, Shortlisted, Best Use of Data, 2018

UNIQLO, the global clothing brand, increased sales and improved customer value during Singles' Day, China's one-day shopping extravaganza on e-commerce giant Alibaba.

China's rich trove of data offers opportunities

News • 12 November 2018

China is one of the most digitally advanced markets in the world, and a rich trove of consumer data offers exciting marketing opportunities for brands both online and offline.

Insights on Chinese consumers' attitude to data exchange

News • 07 November 2018

Nine out of 10 consumers in China say they are willing to share personal information – so long as they get something in return.

Age checks for China's online gamers

News • 06 November 2018

In a move that is likely to have big ramifications for China’s booming gaming industry, Tencent has announced it will require all players to identify themselves so their ages can be checked against police databases.

Chinese consumers seek aspirational ads

News • 05 November 2018

Chinese consumers are bombarded with advertising and are tuning it out, but savvy marketers can still cut through by understanding Chinese culture, according to a market expert.

CPG brands need to get granular in China

News • 02 November 2018

The most successful CPG brands operating in China have adjusted their operations to take account of increased consumer spending power and the growth of omnichannel retail, according to consulting firm McKinsey.

China’s data-rich online platforms offer opportunities

Article • Anna Hamill, Event Reports, APAC eCommerce Accelerator Summit, October 2018

China is one of the most digitally advanced markets in the world, and a rich trove of consumer data offers exciting marketing opportunities for brands both online and offline.

Maybelline: Power to the Queens

Case Study • Ben Condit, Jerry Perez, Summer Liu, WARC Prize for Asian Strategy, Entrant, 2018

Cosmetics brand Maybelline used interactive video, an e-billboard and a lipstick to maximise the use of its new endorser, singer and actor William Chan in China.

Nike: KD9 Tour

Case Study • Ben Condit, Jerry Perez, Summer Liu, WARC Prize for Asian Strategy, Entrant, 2018

Nike partnered with basketball game NBA2K Online to launch its new KD9 shoe and make it Nike’s fastest-selling shoe in China.

Snickers: Snickers Air

Case Study • Howard Thompson, Aaron Zhang, WARC Prize for Asian Strategy, Entrant, 2018

Confectionery brand Snickers partnered with one of China's biggest domestic carriers, China Eastern Airlines, to develop hunger-free flights and grow brand share.

Lifebuoy: 24-Hour Doctor

Case Study • Mimi Lu, Jezzebel Gu, Elaine Zhu, Sarah Zou, WARC Prize for Asian Strategy, Entrant, 2018

Anti-bacterial soap bar brand Lifebuoy launched an interactive online initiative in China to stand out in an undifferentiated market and increase sales.

Rejoice: am/pm

Case Study • Anand Saluja, Arindam Bhattacharyya, WARC Prize for Asian Strategy, Entrant, 2018

Shampoo brand Rejoice used custom elevator posters and LCD screens to appeal to millennial women and regain market share in China.

Flixonase: The Flixonase Allergy Monitor

Case Study • Dan Hui, Fiona Jing, WARC Prize for Asian Strategy, Entrant, 2018

Anti-allergy medicine Flixonase added an allergen-tracking layer to China’s most popular weather app to drive in-pharmacy sales, by serving location-based ads and discount vouchers.

India's smartphone market set to double in four years

News • 30 October 2018

India’s smartphone market continues to record powerful growth, new data shows, with Chinese handset brands dominating the market by sales.

Richemont and Alibaba unveil global partnership

News • 29 October 2018

Richemont, the Swiss luxury goods group, has formed a strategic partnership with Alibaba, the Chinese e-commerce giant, in a move that has the potential to shake up the global luxury industry.

Six strategies to overcome consumer apathy in China

Article • Low Lai Chow, Event Reports, QUAL360 APAC, October 2018

Chinese consumers are bombarded with advertising and are tuning it out – here’s six strategies to ensure your brand’s message cuts through the clutter.

Baidu challenges Google with new AI translator

News • 26 October 2018

Internet giant Baidu, operator of the largest search engine in China, plans to launch a new tool powered by artificial intelligence (AI) that it claims can translate languages in real time.

China's JD.com hunts for new sources of growth

News • 23 October 2018

E-commerce giant JD.com is increasing efforts to find new revenue sources as domestic retail sales growth has begun to slow.

JD.com will sell direct to Americans via Google

News • 22 October 2018

JD.com, the Chinese e-commerce giant, will launch its first online flagship store on Google’s shopping platforms by the end of this year, allowing it to sell directly to American consumers.

Baidu is first Chinese firm to join global AI ethics body

News • 19 October 2018

Baidu, the tech giant often described as China’s equivalent of Google, has become the first Chinese company to join a US-led group that studies and formulates best practice for artificial intelligence (AI) technologies.

Major advertising trends: Insights from Sir Martin Sorrell

Article • Stephen Whiteside, Event Reports, Techonomy NYC 2018, May 2018

Sir Martin Sorrell, the ex-CEO of holding company WPP Group, believes several fundamental trends are transforming the advertising industry.
2018 social media trends: Instagram, influencers and Facebook

Article • Anna Hamill, Event Reports, Socialbakers Social Media Summit, March 2018

With the rise of new platforms such as Instagram Stories and the increased challenges of perennial brand favourites such as Facebook, the future of social media in the next 12 months is uncertain.
Global Ad Trends: Global adspend outlook

Data • James McDonald, WARC Data, January 2018

This report summarises the latest advertising expenditure data from WARC's Data platform.
Asian Strategy Report 2017-18: Insights from the WARC Prize for Asian Strategy

Article • WARC Exclusive, November 2017

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 2017.
GroupM: The State of Video

Article • Adam Smith, Rob Norman, Research on WARC, November 2017

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.
SK-II: The Marriage Market Takeover

Case Study • My Troedsson, The WARC Prize for Asian Strategy, Grand Prix and Research Excellence Special Award, 2017

Japanese prestige skincare brand SK-II allied itself to unmarried women to build an emotional multichannel campaign to raise awareness and boost sales in China.