FEATURES
Happy branding
24 August 2018
Three new content marketing initiatives in Asia take very different routes to the same destination – branding in the guise of entertainment in a world where attention spans are shorter and consumer habits change faster than ever.
Caltex, Zalora and Vaseline have landed happily on screens across Asia in three new and returning regional content marketing initiatives with entertainment on their minds and consumer engagement and connection in their hearts.
The three projects vary widely. On one end is big-budget multi-platform series Celebrity Car Wars, now in its third season for A+E Networks’ History. On the other are two ultra-short stories by streaming platform Viddsee filmmakers designed to shift perception of Vaseline in Singapore. And then there’s the third edition of regional model contest, Make Me A Zalora Model, part of the fashion brand’s ongoing campaign to support and engage with Asia’s fashion community.
All have a clear mandate to showcase the brands that gave them life... and, above all, to engage and entertain.
Christopher Daguimol, Zalora’s group director, public relations and social media, says content is now “an integral part of any marketing strategy”. As are stories. “The best storytellers create the best branding in the eyes of the consumers,” he says.
Premium video and high-end TV formats have long been part of Caltex’s marketing strategy, along with short-form digital content created by teams in each market, says Dorothy Cheong, Chevron’s regional integrated marketing manager (brand and communication).
Content, she adds, is used to “interest and engage”, with the ultimate goal of attracting more drivers to the stations.
For Unilever Singapore’s head of marketing, Gale Choong, two true and original Singapore social documentaries were commissioned to bolster Vaseline’s brand “among those who have known us for decades, while appealing to a demographic that spends most of their time online – all achieved in videos less than two minutes lo...
Three new content marketing initiatives in Asia take very different routes to the same destination – branding in the guise of entertainment in a world where attention spans are shorter and consumer habits change faster than ever.
Caltex, Zalora and Vaseline have landed happily on screens across Asia in three new and returning regional content marketing initiatives with entertainment on their minds and consumer engagement and connection in their hearts.
The three projects vary widely. On one end is big-budget multi-platform series Celebrity Car Wars, now in its third season for A+E Networks’ History. On the other are two ultra-short stories by streaming platform Viddsee filmmakers designed to shift perception of Vaseline in Singapore. And then there’s the third edition of regional model contest, Make Me A Zalora Model, part of the fashion brand’s ongoing campaign to support and engage with Asia’s fashion community.
All have a clear mandate to showcase the brands that gave them life... and, above all, to engage and entertain.
Christopher Daguimol, Zalora’s group director, public relations and social media, says content is now “an integral part of any marketing strategy”. As are stories. “The best storytellers create the best branding in the eyes of the consumers,” he says.
Premium video and high-end TV formats have long been part of Caltex’s marketing strategy, along with short-form digital content created by teams in each market, says Dorothy Cheong, Chevron’s regional integrated marketing manager (brand and communication).
Content, she adds, is used to “interest and engage”, with the ultimate goal of attracting more drivers to the stations.
For Unilever Singapore’s head of marketing, Gale Choong, two true and original Singapore social documentaries were commissioned to bolster Vaseline’s brand “among those who have known us for decades, while appealing to a demographic that spends most of their time online – all achieved in videos less than two minutes long”. Are short films part of Choong’s tomorrow? “We are keen,” she says. “There are a lot more stories we can tell”.
Published on ContentAsia Issue Four 2018, 24 August 2018
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