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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.

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.

Malee: Lonely Rambutan

Rankings • WARC Effective 100, 2021

Malee, the canned fruits brand, connected with Thai consumers through the power of loneliness.

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.

Pandemic partnerships: How Thailand’s brands have become more consumer-centric

Article • Siyoree Thaitrakulpanich, WARC Exclusive, Spotlight SEA, April 2021

Amid COVID-19, brands and organisations in Thailand have partnered up to quickly and efficiently provide for people’s everyday needs without having to re-develop their own capacities; Ogilvy’s Siyoree Thaitrakulpanich says brands and organisations realise they now have to really focus on the consumer and cannot get away with merely saying they care.

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.

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.

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.

Half of over 55s in Southeast Asia are gamers

Data • Rob Clapp, WARC Data Points, February 2021

An overview of gaming audiences in Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam.

1-2 ads per OTT TV break proves most popular

Data • Rob Clapp, WARC Data Points, January 2021

An overview of OTT TV content consumption by device and consumer preference for different ad loads.

Local retailers under pressure as Thai shoppers flock to major online players

News • 05 January 2021

Online shopping continues its rapid uptake in Thailand as uncertainties over COVID-19 cement current consumer consumption patterns.

Dettol: TikTok #HandWashChallenge

Case Study • MMA Smarties, Gold, APAC, 2020

Dettol, a cleaning supplies brand, launched a handwashing challenge on TikTok in Southeast Asia to promote good handwashing techniques among consumers.

dtac: CallMe VDO first voice detection banner

Case Study • MMA Smarties, Gold, APAC, 2020

DTAC, a telecommunications brand, launched its campaign CallMe VDO to demonstrate the brand's ability to innovate and lead the market in Thailand.

Google: Shopping Answers Made Easy

Case Study • MMA Smarties, Bronze, APAC, 2020

Google, a technology company, introduced its Google Shopping Search to APAC to educate consumers on the fact that Google Search is the easiest way to make shopping decisions.

Spotify: Redefining concert experiences with Spotify on Stage

Case Study • MMA Smarties, Silver, APAC, 2020

Spotify, a media services provider, launched activities on Twitter during the concert series Spotify on Stage to encourage fans in Indonesia and Thailand to engage more with the event and the brand.

Provincial Electricity Authority: #SafeInTheRain

Case Study • MMA Smarties, Bronze, APAC, 2020

The Provincial Electricity Authority (PEA), a government enterprise, used TikTok to raise awareness about the safe use of electricity in Thailand.

dtac: Free fire

Case Study • MMA Smarties, Silver, APAC, 2020

DTAC, a telecommunications brand, connected with teenage gamers in Thailand with an interactive gamified mobile campaign.

National Olympic Committee of Thailand (NOCT), Sport Authority of Thailand (SAT): Team Thailand – The Power of Unity

Case Study • Teeppipat Jarupandu, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Sports governing bodies, the National Olympic Committee of Thailand and Sport Authority of Thailand, rallied the public to support their national Olympians and Paralympians with The Power of Unity campaign in Thailand.

COVID pushes online consumption above four hours in Southeast Asia

Data • Rob Clapp, WARC Data Points, December 2020

An overview of online consumption in Southeast Asia before, during and after the coronavirus (COVID-19) outbreak.

Grab: Homegrown Heroes

Case Study • Carl Daji, Adeline Kwek, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Food delivery brand GrabFood revamped its app to support thousands of vulnerable small businesses in Southeast Asia and reverse negative perceptions around its service.

Google: Shopping Answers Made Easy

Case Study • MMA Smarties, Bronze, X (Global), 2020

Google, a technology company, introduced its Google Shopping Search to APAC to educate consumers on the fact that Google Search is the easiest way to make shopping decisions.

Grab: Personalised Social Impact Reports

Case Study • Krshna Prashant, Sulin Lau, WARC Media Awards, Silver, Best Use of Data, 2020

Mobile technology brand Grab used customer data in a new way to reframe and personalise its social impact activity in Southeast Asia.

COVID-19 responsible for 36% of digital consumers in Southeast Asia

Data • Rob Clapp, WARC Data Points, November 2020

An overview of digital consumers in Southeast Asia during the coronavirus (COVID-19) outbreak.

60% of mobile gamers are moderate players

Data • Rob Clapp, WARC Data Points, November 2020

An overview of gaming audiences across 24 markets.

Thailand, Toiletries & Cosmetics adspend by medium

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of advertising spend by medium in the toiletries & cosmetics sector in Thailand since 2013.

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.
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.
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.
Lessons from the Effective 100

Article • Rankings Articles, May 2020

Analyses the world's top effectiveness campaigns, as ranked by the Effective 100, to uncover shared creative, media and measurement strategies.
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.
E-commerce shopping more frequent because of COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of whether consumers are more frequently shopping online rather than in-store as a result of the novel coronavirus (COVID-19) outbreak.