Hong Kong boyband MIRROR has taken the town by storm a lot so {that a} Facebook group titled “My spouse married MIRROR and left my marriage in ruins” has been created for distressed husbands. Founded on 3 July, the group at the moment has greater than 218k members on the time of writing. Members of the Facebook group claimed that the 12-member boyband has stolen the hearts of their wives and at occasions their sisters and moms. One of the members even pleaded with firms not to use MIRROR in addition to one other Cantopop boyband ERROR in their advertising for mooncakes in the lead up to the Mid-Autumn Festival in September.
This is as a result of the husbands won’t be able to end all of them. As a determine of speech, the remark stated: “All husbands will eat to their deaths.” Haagen-Dazs Hong Kong lately launched an ice cream mooncake featuring one of many band members, Keung To, in an advert. The remark had 14k reactions, 421 feedback and 138 shares on the time of writing, and a few husbands even joked and stated MIRROR ought to promote merchandise such because the PlayStation 5 in addition to the iPhone.
Meanwhile, one other group member requested: “If I fell into the water with Keung To, who will you save first?” and somebody replied: “Of course, Keung To!” The wives’ obsession with Keung To appears to have spilled over into luxurious items. A member shared photos of his buy from Cartier and Burberry, saying how his spouse wished a Cartier ring for their fifth anniversary and a present from Burberry. Initially puzzled, he finally came upon it was as a result of Keung To endorsed these two brands.
According to South China Morning Post, Keung To is the preferred member in MIRROR. He has secured ads and model campaigns from firms together with Cartier, HSBC, Chanel, McDonald’s, and even Laura Mercier and Estee Lauder. MIRROR was fashioned by way of a actuality TV expertise competitors named Good Night Show – King Maker that ran on ViuTV in 2018. Since then, MIRROR shot to fame and has labored with a number of brands together with 4 Hong Kong Telecommunications’ brands in 2019 for a model marketing campaign titled “Join The Club”. It has additionally labored with McDonald’s Hong Kong, Mannings, and UEFA EURO 2020.
Influencer advertising has turn into more and more standard in Hong Kong these days, with brands turning to micro-influencers and nano-influencers, in explicit. According to Vin Ng, enterprise growth director for Spread-it, Hong Kong’s largest micro-influencer platform, “all boats rise” whether or not a model is working with a micro- or nano-level influencer. “Going micro doesn’t imply having to ditch the massive names; in case you have the funds, it’s at all times higher to work with each,” Ng informed MARKETING-INTERACTIVE.
He additionally urged brands to view it like an iceberg, the place a top-tier influencer or superstar can provide the model marketing campaign an instantaneous hit of visibility and credibility, however all these smaller profiles down under will present the model with the majority and substance that resonates from one particular person to one other.
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