Unlike more affordable alternatives, mid to high-end beauty brands require credibility and endorsement, and Unilever’s Anson Zhao explains how they are crucial in determining success in the highly competitive China market. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more . Key insights: New skincare and beauty brands that want to stand out must establish a positioning and credible endorsements that are relevant to the Chinese market.
Suchada Supakan, Natthaporn Loetsakulcharoen and Laddawan Thanlap, December 2021
As COVID-19 continues to change the world, i-dac Bangkok’s Suchada Supakan explores Thai consumer behaviours and their relationship with content creators, while looking ahead at what’s next for influencer marketing in Thailand in 2022.
Dave D. G. Centeno, Journal of Advertising Research, Vol. 61, No. 4, 2021, pp. 414-435
This study examined the combinative effects of dynamic cultural mindsets—ethnocentrism and xenocentrism—on the brand and endorser origin contingencies on eliciting favorable attitudes toward the advertisement.
In 1968, a programme printed for a Swedish exhibition of Andy Warhol’s work read: “In the future, everyone will be world-famous for 15 minutes.” But in today’s fragmented media environment, increasing numbers of ‘world-famous’ celebrities are only recognised by 15% or less of the world’s population. This has huge implications for brands and marketing, says Warwick Cairns.
This study from WARC, in partnership with YouTube, looks at how brands in the APAC region have been keeping pace with shifting cultural trends and consumer behaviours to reach engaged customers with online video by uncovering common themes among winning YouTube Works campaigns.
Harish Narayanan, Chief Marketing Officer of Myntra, speaks to WARC about how the Indian fashion e-commerce company has been rated one of the best workplaces for women, among other laudable diversity and inclusivity efforts.
Fashion accessory brand Fastrack is known for its cheeky communication in India. Over the years, the brand has made sure its conversations with its audience have been relevant, relatable and contemporary. With the launch of its latest brand campaign focusing on celebrating the aptly titled “You Do You”, Fastrack’s Head of Marketing, Ajay Maurya, tells WARC how it has consistently been able to deliver the right message to youth and understand them better while being inclusive and woke.