GOLIN DIGITAL
Zaheer Nooruddin Digital Technology, Media, Marketing in Asia and China.
CREATIVE COMMUNICATIONS
FOR THE DIGITAL AGE.
HONG KONG.
CHANGING WORLD.
FAST
HAVE SHUT OFF TRADITIONAL FORMS OF BRAND MESSAGES.
Information is consumed without noticing conventional brand messages, banners or buttons (making them irrelevant).
AUDIENCES.
ONLINE.
ATTENTION HAS SHIFTED
9 HOURS ONLINE DAILY.
TECHNOLOGY HAS CHANGED HOW AUDIENCES DISCOVER INFORMATION AND ENGAGE WITH BRANDS.
SOCIAL, MOBILE AND REAL-TIME
AUDIENCE ATTENTION
8 SECONDS!
Source: NYT Customer Insight Group
AGE OF SHARING.
COMMUNICATIONS IS NOW
MOBILE
SOCIAL.
IN ASIA
unconventional
WHO WE ARE.
BRAVERY
MEDIOCRITY
GO ALL IN.
OUR STORY.
G4 MODEL.
International Agency of the Year 2015 #PRWeek
1st Social Media Agency to Kick-off Cannes International Festival of Creativity
Agency of the Year 2013 #The Holmes Report #PRWeek
Best Use of Social Media "Unilever Magnum" #MarketingMagazine
Best Digital Newsroom "Cisco Live! Social Media Hub" #IN2SabreAwards
Best Social Media Campaign #Nintendo
Best Digital Video "Unilever Klondike" #IN2SabreAwards
Best Word of Mouth Marketing "McDonald's" #WOMMYAwards
Founded in 1956
MILESTONES.
REGIONAL REACH.
Kuala Lumpur
Jakarta
Lahore
Sydney
Tokyo
Istanbul
We help companies establish market leadership by producing and managing digital content that drives business goals through increased awareness, leads and purchase intent.
We look for the brightest, most courageous people to take on our digital challenges. From video to interactive, mobile-responsive sites, our rich digital content helps to fuel campaigns across all media channels
We’re dedicated to driving purposeful engagement for our clients. We create social programs and engaging cross-platform content that cuts through the noise by being hyper-relevant to the target audience.
DIGITAL.
SOCIAL.
CHANNEL PARTNERSHIPS.
CLIENTS.
WE BELIEVE.
FOR SHARE OF
RELEVANCE IS KING.
VOICE
WALLET
+
RELEVANCE DRIVES DESIRED OUTCOMES.
INTEREST
AWARENESS
DEMAND
CONVERSION
LEADS
LOYALTY
CUSTOMER
AUDIENCE
ADVOCATE
QUALITY
CLASSIC
CONTEMPORARY
ENTERTAINING
PRESTIGIOUS
INNOVATIVE
PROVOCATIVE
PURPOSEFUL
WELCOMING
TRANSPARENT
AUDIENCE DESIRE
BRAND STORY
CREATE RELEVANCE.
Focusing on the quality of idea, story or message that helps audiences find what they are looking for the moment they seek it.
OMNI-CHANNEL.
CROSS-PLATFORM.
MOBILE.
SOCIAL.
ANY TIME. ANY WHERE.
Today audiences have access to more content than ever before. They are no longer dependent on traditional content platforms, assets and formats, audiences can access virtual content on the go - checking news, following friends, posting updates, reading reviews, watching videos, and more.
DISCOVER trends and opportunities to engage. AMPLIFY events and media mentions. TRACK topics of interest and sensitive issues.
ENGAGE seamlessly with digital media and social media audiences.
THEBRIDGE.
IDENTIFY ADVOCATES across topics, narratives and discussions. Develop influencer profiles and foster the right relationships.
Text
STAY RELEVANT, ON TOP OF TRENDS. AMPLIFY & ENGAGE IN REAL-TIME.
1
2
3
THEBRIDGE IN ACTION.
93%
of communication is non-verbal.
CREATIVE COMMUNICATIONS.
Our unique creative offering ensures we stay true to our mission by bringing impactful and relevant creativity to all our work. We focus on developing ideas that drive reach, engagement and advocacy.
Our creative thinking is tested and powered by research for rich, audience insight.
Our communities collaborate to surface innovative creative ideas that create business value.
INSIGHT-DRIVEN.
INNOVATIVE.
THE BRIGHT COLLECTIVE
OVER 400 CREATIVE MINDS combining local and regional thinking. People with diverse expertise and backgrounds to generate big, organically-driven ideas that travel.
OUR DIGITAL OFFERINGS
CONTENT
ANALYTICS
AUDIENCE
TRANSFORMATION
CREATION
STRATEGY
INSIGHT
TARGETING
MANAGEMENT
BRAND
OPTIMIZATION
PLANNING
MAPPING
TRAINING
INSIGHT.
BRAND INSIGHT.
We take an innovative and agile approach to data-driven communications. We help clients make more accurate decisions by surfacing relevant audience and market insights - that are easy to validated by sound research, highly visual, and surprisingly cost-effective.
We transform raw data into beautifully-designed, tailor-made reports for distribution externally and internally as original brand thought leadership.
- Digital Audience Profiling
- Influencer & Narrative Mapping
- Message Testing
- Trend Reporting
SOCIAL LISTENING.
Working with the most agile and accurate social media monitoring technology platforms for our markets, we help find meaning from millions of editorial, blog and social media conversations.
INFLUENCER & NARRATIVE
We identify, rank and profile the most important digital and social media influencers for an industry, company or brand. This allows us to focus on only the most impactful digital engagement strategies.
PROFILING.
By auditing media interest around communications narratives for any corporate and its competitors we can define the opportunities that exist.
STRATEGY.
CONTENT STRATEGY.
STRATEGY.
We craft impactful strategy that makes a relevant part of their audience's lives and social behaviors. We develop rich insight about how audiences use digital and social media. Our plans are channel-agnostic and integrated across media touchpoints.
Our analytical approach gives the programs we design a head-start. We conduct tailored strategy workshops to enable testing. This shapes impactful integrated, digital, social or content strategies.
SOCIAL MEDIA STRATEGIES.
Our B2B and B2C social media excellence planning processes includes a series of workshops with key stakeholders as well as in-depth analytical research and mappings across the various steps required to craft a sustainable and successful social media program for an organization.
ECOSYSTEM & SOCIAL VOICE
To engage and co-create with audiences successfully today a brand's voice must be consistent across all channels, assets and platforms. This means going beyond what’s written on a website, a press release or even a campaign. We publish stories in engaging formats across relevant channels.
Our process maximizes reach, consideration, advocacy and loyalty.
PLANNING.
SOCIAL MEDIA MANAGEMENT.
We work with powerful digital marketing technology solutions. We develop customized channel management workflows, and escalation processes. We manage or train client teams to manage online and social presences and communities.
OPTION A
OPTION B
OPTION C
US$6K/month
US$9K/month
US$14K/month
SOCIAL COMMERCE.
As customers are looking for new ways to connect with brands, Social Commerce has seen rapid growth across China and Asia.
We help companies drive incremental business growth by streamlining six areas across the consumer buying process, with quicker payments optimal customer and audience experiences.
1. Mobile-First Approach
2. Social in Business
3. Ratings and Reviews
4. Social Customer Service
5. Cross-Channel Sales
6. Direct Purchases Onsite
SOCIAL SELLING.
40% more leads for sales teams who actively engage on social media.
OPTION A
OPTION B
OPTION C
US$3K/month
US$11K/month
US$20K/month
We create and manage compelling profiles on key social selling channels for busy sales teams and executives - making more visible the online profiles of businesses and their products, helping to create business leads that lead to sales.
CONTENT STUDIO.
Talented digital strategists, analysts, creative thinkers, designers, visualizers and producers in-house, developing stunning brand and product experiences and high-quality content and experiences for clients.
50+
Interactive
Video
Apps
Games
We understand the challenges of content lifecycle management especially with multiple languages involved. We use the best web (CMS) and social media (SMMS) content tools and management workflows to aid success.
Planning, sourcing, publishing and management of content across websites and social media channels is at the core of digital marketing and communications programs today.
Planning
Development, Sourcing
Publishing
Optimization
OPTION A
OPTION B
OPTION C
US$4K/month
US$8K/month
US$18K/month
CONTENT MANAGEMENT.
CONTENT CREATION.
We produce content and assets smarter, better.
We believe interaction is more than just a mouse click or a finger swipe -- it is an expression of human emotion. We build compelling experiences with brand content hubs, games, apps, and more.
Our multi-media digital and social media production studio can develop the latest mobile technology and 3D innovations, creating custom experience-driven solutions that puts a clients we work with at the cutting edge of marketing in their industries.
OPTION A
OPTION B
OPTION C
US$5K/month
US$10K/month
US$16K/month
VIDEO, VIDEO, VIDEO!
INFOGRAPHICS.
DYNAMIC.
http://actionaid.hkdev.cmgrp.com/showcase/
ENGAGING.
INTERACTIVE.
DESIGNED.
CONTENT TARGETING.
Today innovative paid media solutions are essential to integrated communications.
Social ads
Search
Digital programmatic display
Retargeting
Our clients can take full advantage of the latest digital marketing technologies from audience buying to search targeting. We use sophisticated reporting and rich audience insights to maximize ROI.
ANALYTICS.
ANALYTICS.
It only works if we can prove it. We take pride in helping companies make smarter marketing, communications and business decisions by harvesting and deciphering digital signals. Our dedicated analytics experts apply social listening and behavioral tracking techniques to understand audience needs and actions, delivering much more than just raw data.
- Brand Relevance scoring
- Issues and Crisis early warning
- Campaign performance reporting
- Channel effectiveness audits
- Content optimization
We provide digital and social measurement smarts - in real-time.
TRANSFORMATION.
TRANSFORMATION.
Companies must get more digital and social to succeed in the present and future - to differentiate their brands, communications and marketing, and to take advantage of the many opportunities available in the market, powered by connected consumers and technology.
- Media Relations Excellence in the Digital Age
- Social Media Readiness
- Social Media Channel Planning
- Digital Issues & Crisis Management
- Success in B2B and B2C Content Marketing
- Digital & Social Media Measurement
- B2B Social Media Marketing
We provide a range of customized workshops and trainings:
Half Day US$3K
Full Day US$5K
OPTION A
OPTION B
OUR LATEST WORK.
PLANNING THE DIGITAL AND SOCIAL ECOSYSTEM
GALAXY ENTERTAINMENT
Combining their digital targets with strategic and tactical partner opportunities in mainland China, we used our proprietary tools to produce a framework to serve as a roadmap for the next two years and as a consistent reference to assess the impact of digital campaigns. We mapped out a complete digital ecosystem and produced a consumer journey for each target audience, key imperatives and platforms and a channel by channel activation plan for the year ahead.
Our task was to build a digital ecosystem for the Galaxy Entertainment Group’s (GEG) integrated resort in Macau which was focused on building awareness and preference amongst visitors from Tier 2 and Tier 3 cities in China.
DIGITAL ASSETS DEVELOPMENT
LUX
Challenge: After nearly 90 years as the world’s number one soap brand and reaching millions of women around the world, Lux tasked us to strengthen their position as an iconic beauty brand. Our challenge was to drive awareness of new innovation in the cleansing category by building brand love with a younger target audience using PR and social media.
Creative: It was our responsibility to ensure all markets understood the role of PR and social media and were equipped with exciting creative ideas and content. To achieve this, we led the brand’s largest ever survey to thousands of women around the world to uncover what hot topics resonate with them. We created global PR and social media assets to ensure world-class campaign execution in the brand’s key growth markets and developed a global three part PR measurement tool for the brand to track success.
Change: All 25 markets use our integrated PR and social media assets. Our evaluation tool has helped drive a change in mindset in each market, helping them achieve ROI up to three times higher than before. In social media, our engagement levels outperformed most category competitors and we achieved a growth rate of over 600% on Facebook over the first 16 months.
SPOON BOYS: CONSUMER WORD OF MOUTH
Challenge: When Danone launched its new BIO Super Creamy range of products, it had to contend with an already fiercely competitive market. Golin was tasked to create an event as memorable as possible to make young urban office ladies want to try this new thick and creamy “spoonable” yoghurt and to generate word of mouth.
Creative: We created a sexy idea from insights from target consumers resulting in our campaign idea: ‘Let French Spoon Boys feed you indulgency’. We launched teasers in print newspaper and videos on a microsite to raise curiosity around a casting session searching for ‘French Spoon Boys’ ahead of consumer trial events. On top of major outdoor events in Shanghai and Guangzhou, we designed office sampling events via online voting to extend the campaign reach.
Change: Over 25,000 consumers reached through physical events, 2,000 original micro blog (Weibo) posts generated for the launch, Over 500+ mentions for each office sampling event and 23 million media impressions.
DANONE
Challenge: Many people in Hong Kong are ambivalent to the issues facing Asian Elephants. The parade, supported by Swire Properties Ltd, placed over 100 uniquely designed elephants across three of Swire’s shopping malls to promote elephant conversation. In addition to launching the parade, our job was to enable people to engage with it socially to help paint a brighter future for the elephants.
Creative: We created a simple call to action for people to ‘Be Part of It’. We created the parade’s Facebook page and used this as the main social platform to drive engagement. A large Instagram video wall was installed to encourage people to post and share their photos. Facebook and Instagram competitions drove engagement even further and we used prominent KOLs to spark conversations around the plight of the Asian Elephant and the ivory trade.
Change: Over 1500 photos were shared on Instagram with the hashtag #elephantparadehk. More than 300 conversations were generated on Facebook and Twitter with prominent online media and celebrities calling attention to the issues facing Asian Elephants. The combined reach of the social conversations was over 1.2 million people. The Elephant Parade Facebook page saw a significant growth of 2,300 fans. Most importantly, the combination of the 520 pieces of media coverage and the social conversations helped raised over $270,000 USD for the Asia Elephant Foundation at the final charity auction.
ELEPHANT PARADE: PAINT A BRIGHTER FUTURE
SWIRE PROPERTIES
ELEPHANT PARADE: PAINT A BRIGHTER FUTURE
TIME TO BE A DEVIL
Challenge: In an ultra-competitive and crowded wine market how can a brand like Casillero del Diablo stand out in the mind of Asian consumers? How can we create buzz, engage with wine lovers, make the brand relevant and ultimately win over more fans and drinkers of this great wine?
Creative: Winemakers are perceived as artists and celebrities. That is true of the international acclaimed winemaker behind Casillero Del Diablo. This Chilean wine is often respectfully shortened to “The Diablo” or “The Devil” so we took that idea and used it as the platform upon which to bring Marcelo Papa, the artist behind “The Diablo”, on his first ever tour of Asia. We made him the center of a multi-market, integrated campaign comprising real-time social content, live events and social ads. We associated him with the Diablo icon to create buzz, engaging content and exclusive events all under the hashtag of #TimeToBeADevil
Change: This ‘devilish’ 10 day campaign created huge buzz reaching 1,018,621 people, engaged with 65,810 wine lovers and acquired 6,433 new fans. Overall Marcelo Papa’s popularity spread and the campaign reinforced the brand as a wine authority across the region.
CASILLERO DEL DIABLO
SEEDS OF BEAUTY
CLARINS
We used a parallax effect and was used to launch the Seeds of Beauty initiative. It has also been used in-store.
We produced this innovative video with Clarins to celebrate their 60th anniversary and to showcase their commitment to sustainable sourcing and commitment to local communities.
Challenge: Grow the social media community on China's popular WeChat mobile platform and create a sustainable level of audience engagement for the brand that translates into referrals as well as inbound travel enquiries.
Creative: We designed a flexible yet strategic storytelling-based content plan for Tiger Air's WeChat channel. Fully responsible for all creative content development duties, as well as for community management on the channel, our channel, our digital team took a balanced approach to marketing and lifestyle content, crafting relevant offers that capitalized on what was trending on social media in China across various popular social media platforms.
Change: Quickly acquiring an active and loyal fanbase of over 3,000 fans with the highest readership ever achieved for a story posted by the brand to WeChat at nearly 1,000 unique views.
TIGER AIR: CHATTING IT UP
SOCIAL MEDIA
HELP A CHILD REACH 5
Challenge: Every year, more than two million children die before their fifth birthday due to diarrhea and pneumonia. Many of these deaths are easily preventable simply by washing hands with soap. Our job was to work as part of an integrated team to take Lifebuoy’s ‘Help a Child Reach 5’ campaign to the next level and in doing so showcase the social contribution of Unilever’s Lifebuoy brand in the Clean India movement initiated by the Prime Minister of India – and, of course, get people to wash their hands and save lives.
Creative: We highlighted the results from one of the worst affected villages in India – Thesgora, in Madhya Pradesh – to bring the issue to life. We teamed up with national icon, actor Kajol Devgn, for various events to help get our hand-washing message across and more broadly we used opportunities at high level international and national events including press conferences, a reality TV show, The General Assembly of the UN and the World Economic Forum to amplify the message.
Change: 6 villages in India adopted, 1 in 3 mothers who never did so before now wash their hands with soap. Incidents of diarrhea among children reduced from 42% to 11%, The campaign impacted the hand washing habits of 58 million people in India and coverage in 300 national print, online and broadcast media worth over US$740 million.
LIFEBUOY
Learn more at golin.com/asia
CREATIVE COMMUNICATIONS FOR THE DIGITAL AGE.
GOLIN North Asia / Creative Communications v.1
By GOLIN DIGITAL
GOLIN North Asia / Creative Communications v.1
Digital, Social Media, Content Marketing introduction & agency credentials from GOLIN Asia. Owner: Zaheer Nooruddin
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