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One in five fans use mobile apps to consume sports content

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of sports consumption on mobile apps in 2021.

Faith trumps fear this Ramadan: Brands and Indonesian consumer optimism

Article • Anish Daryani, WARC Exclusive, April, 2021

As the holy month of Ramadan approaches, M&C Saatchi’s Anish Daryani says brands must ride the wave of consumer optimism to build strong resonance with the people.

Two in three adults prefer digital finance services

Data • Rob Clapp, WARC Data Points, April 2021

An overview of consumer preference for digital finance services across 17 markets.

Three-fifths of Southeast Asians use social networks to learn more about brands and products

Data • Marte Aune, WARC Data Points (GlobalWebIndex), April 2021

An overview of online sources used by Southeast Asian consumers to learn more about brands and products.

The rise of the APAC neighbourhood as hub

Article • Low Lai Chow, WARC Exclusive, April 2021

The COVID-19 pandemic has transformed consumer behaviours and attitudes in APAC, but Kantar’s Laura Tan says this has also created opportunities for brands that want to grow in the region.

What APAC wants: Pandemic-induced changes to consumer sentiment

Article • Low Lai Chow, Event Reports, Voice of Opportunity – COVID-19 A Year On, March 2021

APAC consumer sentiment has morphed in response to the COVID-19 pandemic.

YouTube consumption shows double-digit growth

Data • Rob Clapp, WARC Data Points, April 2021

An overview of YouTube consumption in 15 markets between 2019 and 2020.

Head & Shoulders: Say it Proud

Rankings • WARC Media 100, 2021

Head & Shoulders, the haircare brand, increased sales in independent shops and took over as market leader by launching a campaign based on popular mispronunciations of its name.

How can Southeast Asia’s brands effectively partner for growth?

Opinion • Gabey Goh, March 2021

Marketing partnerships have long been an important marketing strategy for brands and businesses to drive revenue, expand their customer bases and meet and exceed future growth goals. In this edition of Spotlight Southeast Asia, WARC Asia Editor Gabey Goh looks at how COVID-19 has changed the playing field and takes a deep dive into what’s possible with partnerships that wasn’t before.

Brand partnerships: Consumer sentiment data

Article • WARC Exclusive, Spotlight SEA, April 2021

Analyses data from ongoing surveys of Southeast Asian consumers, provided by GWI and covering brand discovery, touching on brand interactions and brand research, and potentially feeding into strategies for brand partnerships.

Growing together in Indonesia: How marketing collaborations benefit big and small brands

Article • Imperia Oktabrinda, WARC Exclusive, Spotlight SEA, April 2021

It is natural for Indonesian institutions and corporations to collaborate and create alliances because of common traditional values, says McCann’s Imperia Oktabrinda.

Over half of adults feel comfortable buying medications online

Data • Rob Clapp, WARC Data Points, March 2021

An overview of consumer interest in buying prescription medication online across 17 markets.

One in three adults is engaging more with social advertising

Data • Rob Clapp, WARC Data Points, March 2021

An overview of adults engaging with social media ads more since the coronavirus pandemic began across 17 markets.

Spotify opened out its research methods to go deeper into 2020 listening trends

Article • Sam Peña-Taylor, Event Reports, MRS Impact conference, March 2021

Spotify, the music streaming service, looked deeper into the strange listening data that was coming out of its platform at the beginning of the pandemic and came up with lessons about how to understand users at a time of high stress.

How to unlock CTV’s growth potential in Asia

Opinion • Tom Dover, March 2021

Connected TV or CTV may be seen as the future of advertising but it is still a relatively new phenomenon in Asia. A hyper-local approach that takes into account the differences of the individual markets in the region can tap the g rowth potential of CTV.

Future-proof your online retail business: Three insights about brand websites

Opinion • Raja Narula, Nicola Pollin and Melissa Lee, March 2021

Brand websites are an invaluable channel in a consumer’s buying journey and brands should adopt a robust direct-to-consumer strategy to establish a holistic online retail presence. Google research shows that a brand website is critical to a brand’s online success and reveals insights for building a robust brand website strategy.

Traditional sports more popular than e-sports among older gamers

Data • Rob Clapp, WARC Data Points, March 2021

An overview of how long gamers spend watching e-sports and traditional sports content.

Impulse buying this Ramadan: Shopping shifts in Indonesia and Malaysia

Article • Low Lai Chow, Event Reports, InMobi Gearing up for Ramadan virtual event, March 2021

The holy month of Ramadan will see a dramatic increase in impulse shopping among Indonesians and Malaysians this year, a shift caused by COVID-19 and restrictions on in-store retail purchases.

A home for communities: How Twitter helped build connections in an era of disconnect

Opinion • Martyn U’ren, March 2021

During the pandemic, people around the world used Twitter as a platform to connect through their shared concerns and causes. Martyn U’ren outlines how new communities were formed, which brands can engage in new ways.

Most adults don't trust social advertising

Data • Rob Clapp, WARC Data Points, March 2021

An overview of trust in social media advertising across 17 markets.

Bear Brand: #BISABANGET

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Bear Brand, a sterilised milk drink, launched a campaign that centred on the multiplicity of usage to appeal to younger consumers in Indonesia.

Himalaya Herbals: Win The Fight

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Himalaya Herbals, a personal care brand, empowered people suffering from acne in Indonesia with its Win the Fight campaign.

Nescafé: Increase Search Visibility in Coffee Category

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Nescafé, a brand of coffee made by Nestlé, increased e-commerce sales in Indonesia by launching an SEO campaign that used keyword triggers to create bespoke content encouraging new and innovative ways to enjoy its coffee.

Kit Kat: KitKat4takjil

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

KitKat, a confectionery brand, inspired people in Indonesia with cooking ideas using KitKat bars to bring a little joy to the otherwise gloomy Ramadan during the COVID-19 pandemic.

S-26 Procal GOLD: AR Book

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

S-26 Procal GOLD, a brand of growing-up milk, increased sales by launching an interactive augmented reality (AR) colouring book that provided an experience for mums and babies to share, differentiating the brand from competitors.

Spending less, living well: How consumers are redefining a good life

Article • Anna Shin, WARC Exclusive, May 2020

R/GA Singapore’s Anna Shin maps out how the consumer definition of happiness and satisfaction has changed thanks to COVID-19, and how brands need to adapt to thrive.
How to market to Vietnamese consumers

Article • Katrin Roscher, WARC Best Practice, November 2018

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.
2020 Asian Strategy Report: Insights from the WARC Prize for Asian Strategy

Article • WARC Exclusive, October 2020

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 2020.
Mapping a perfect storm: The impact of COVID-19 on Asia’s media landscape

Article • Kunal Sinha, WARC Exclusive, July 2020

How are brands changing the way they communicate with consumers? A look at how major media channels have been used during COVID-19 lockdowns across Asia.
Brand communication in the post-COVID era: The new communication playbook

Article • Aprajita Kalyani and Saachi Asthana, Research on WARC, August 2020

COVID-19 has turned the world upside down and led to fundamental shifts in the way people think and live, and these shifts have posed multiple questions before brands with respect to building a connection with the audience.
Nearly 90% of consumers have changed their behaviour because of COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of changes in consumer behaviour because of the novel coronavirus (COVID-19) in eight Asia Pacific markets and the UK and US.