Content marketing is targeted on creating and distributing worthwhile, related, and constant content to draw and retain a clearly outlined viewers. Ultimately in the long term, this may also help brands drive worthwhile buyer motion.
(*5*) to a 2021 analysis learning B2C content marketing carried out by Content Marketing Institute, 73% of respondents mentioned their organisation had a content marketing technique. Of these, 42% have a documented technique. To assist themselves implement content marketing technique, 52% mentioned their organisation had a small, or perhaps a one-person, content marketing staff serving the complete enterprise.
Moreover, 48% of respondents mentioned their enterprise had established a web based group. The survey outlined a web based group as an area the place companies’ audiences can interact with one another and the model in the shape of discussions, posts and surveys.
Meanwhile, on the B2B entrance, 77% of respondents mentioned their organisation had a content marketing technique. Of these, 58% mentioned their technique was reasonably or barely totally different now versus pre-pandemic. While most content entrepreneurs mentioned their organisation valued creativity and craft in content creation and manufacturing, 29% of respondents mentioned their organisation was extraordinarily or very profitable with content marketing in the final 12 months. The top contributing issue was the worth their content offers.
In mild of the significance of content marketing, we turned to our Marketing Excellence Awards Hong Kong 2021 outcomes to seek out out who our judges thought have been the 5 finest brands in Hong Kong. We’ve listed our top 5 winners alphabetically. Our listing of businesses beneath received over our impartial panel of high-calibre, client-side entrepreneurs not solely by displaying the work they’ve accomplished for purchasers, but in addition by way of their want to nurture expertise and create proprietary merchandise for the execution of world class campaigns.
Carlsberg Brewery Hong Kong
Many brands in Hong Kong leveraged the recognition of boybands MIRROR and ERROR. Although collaborating with celebrities has been a helpful method to efficiently interact audiences, Carlsberg Brewery Hong Kong took a barely totally different path by working with singer Alfred Hui and artiste Johhny Hui – each of whom are broadly celebrated by many Hongkongers because of their spectacular efficiency on ViuTV’s actuality present King Maker IV. Both of them fashioned a limited-time clean boy band “Beeroar”.
The firm produced a music video capturing each Alfred Hui and Johnny Hui taking part in devices, singing, and dancing, providing the viewers an surprising expertise to indicate one other aspect of them. After which, in response to the viewers’s optimistic response, Carlsberg Brewery Hong Kong partnered with KKBox to host the primary Carlsberg Smooth Draught Virtual Concert on Facebook. The firm additionally produced a theme music ShipSmooth for the marketing campaign, leveraging an attribute of its merchandise — smoothness to create a catchy jingle.
To additional interact the viewers, Carlsberg Brewery Hong Kong additionally rolled out a behind-the-scenes video together with enjoyable edits of its music video. Lastly, the corporate hosted a “Beeroar” stay music live performance in partnership with KKBox. The live performance was live-streamed on KKBox’s Facebook.
Coca-Cola China
In its marketing campaign “City Can: We Can!”, the corporate redesigned the cans and bottles of its iconic Coca-Cola. Designed by globally well-known artist Noma Bar, every of the 9 designs carries a shared reminiscence and story to remind everybody of the native core qualities and spirits. The graphics have been impressed by public transport, native dishes, climate icons, TV commercials and iconic surroundings. The design was aimed toward showcasing the town on the cans and bottles with Coca-Cola’s essences. Uplifting messages on the cans and bottles have been all impressed by Internet lingo.
Contextual messages have been developed to make the lingo each occasion-relevant and location-specific, uplifting Hongkongers in each the bodily and digital world. Ads may very well be seen at MTR stations, bus exteriors and the doorway of the Western Harbour Tunnel. A set of WhatsApp stickers have been additionally created, including extra enjoyable to individuals’s day by day life. Lastly, Coca-Cola China additionally labored with MIRROR’s Keung To and Alton Wong, in addition to ERROR’s DeeGor, that includes them in a live-streaming occasion to interact and uplift followers.
K11 Art Mall and 9GAG
K11 Art Mall labored with world-renowned meme platform 9GAG to launch an online-to-offline meme Museum, showcasing some of probably the most viral and humorous memes of all time on the procuring centre positioned at Tsim Sha Tsui. In this collaboration, K11 Art Mall and 9GAG selected greater than 100 viral memes from Hong Kong and across the globe, bringing them to the bodily world to amuse guests.
The meme museum consisted of seven themed zones, every showcasing famed memes from totally different intervals in varied types corresponding to imagery, 3D figures and even scent, permitting guests to overview some of probably the most humorous memes. from the basic Saltbae to Swole Doge. The museum additionally featureed AR know-how. Popular memes corresponding to Confused Nick Young and Side Eyeing Chloe may very well be realised on digital units.
The museum additionally supplied a limited-edition Meme Yes!Cards. As Yes!Card celebrated its thirtieth anniversary final 12 months, K11 Art Mall reinvented the long-lasting popular culture by reworking Yes!Cards into meme Cards. Lastly, with non-fungible tokens (NTF) gaining traction, K11 Art Mall launched in collaboration with 9GAG the world’s first meme NFT art work, titled In Meme We Love.
Olympian City
The shopping center collaborated with Hong Kong Creates to launch the “Alien Planet Christmas Party” marketing campaign. The venue featured an enormous spacecraft and eight vibrant planets hanging above to attract members’ consideration and function picture spots. Other offline touchpoints embody on-site video games consisting of 5 zones, providing a number of experiences as members can crack riddles, to call a couple of.
In addition to the offline expertise, the mall leveraged its app S+ Rewards to draw members to finish subsequent missions. The app additionally supplied members privileges and presents, encouraging extra members to hitch the loyalty programme. To enrich the expertise, space-themed STEM workshops organised by OC STEM Lab and storytelling periods held in collaboration with eslite bookshop was launched the place audiences may watch the workshops and periods by way of Facebook too.
One of the highlights of the marketing campaign was the “Hello Alien!” design competitors. It invited youngsters to train their creativeness and create their aliens. To generate extra publicity, Olympian City invited famend DJ Chu Fan, who can also be a mom, to hitch a contest by way of Facebook Live to advertise the Alien Planet board game.
TamJai SamGor
TamJai SamGor’s marketing campaign “A Taste of Memories” leveraged the largest dilemma amongst Hongkongers proper now: staying or leaving the town. The model created a narrative centred on recollections. The model mentioned, ” While the atmosphere may very well be totally different, the bonds between individuals won’t ever change.”
MIRROR’s Ian Chan was the primary character of the marketing campaign video. He went to TamJai SamGor to have rice noodles when he was a scholar. When returning to Hong Kong after dwelling overseas for a number of years, he determined to go to the shop once more and a bowl of rice noodles recalled his recollections of the nice outdated days.
The video was launched on-line, aired on ViuTv, in addition to OOH touchpoints. User-generated Instagram filters, animations, YouTube movies and artistic posts will be discovered on-line.(Photo courtesy:123rf)
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