CREATIVE COMMUNICATIONS 

FOR THE DIGITAL AGE.

HONG KONG.

HAVE SHUT OFF TRADITIONAL FORMS OF COMMUNICATIONS & MARKETING.

AUDIENCES.

Today information is consumed without noticing conventional brand messaging, banners or buttons (making them irrelevant).

MOBILE

SOCIAL

TECHNOLOGY HAS CHANGED HOW AUDIENCES DISCOVER INFORMATION AND ENGAGE WITH BRANDS.

SOCIAL, MOBILE AND REAL-TIME

92% of people trust brand recommendations from friends.

Nielson

78% of CMOs believe that content is the key to marketing.

Nielson

WHO WE ARE.

GO ALL IN.

THE GOLIN STORY.

REGIONAL REACH.

Kuala Lumpur

Jakarta

Lahore

Sydney

Tokyo

Istanbul

CREATIVE COMMUNICATIONS.

What's the brand story? We focus on developing creative ideas that maximize returns.

Tested and validated by rich insight.

Innovative ideas that stand out from the noise.

INSIGHT-DRIVEN.

INNOVATIVE.

 WE BELIEVE.

FOR SHARE OF 

RELEVANCE IS KING.

VOICE

WALLET

+

RIGHT MESSAGE. RIGHT TIME. RIGHT PLACE.

QUALITY

CLASSIC

CONTEMPORARY

ENTERTAINING

PRESTIGIOUS

INNOVATIVE

PROVOCATIVE

PURPOSEFUL

WELCOMING

TRANSPARENT

AUDIENCE  DESIRE

BRAND STORY

CREATE RELEVANCE.

Focus on the quality of an idea, story or message to help  audiences find what they want the moment they seek it.

We drive digital communications and content marketing excellence for brands. Our focus is on business results.

Our approach is to be relevant to audiences, creating more brand awareness, leads and favorable intent. 

From video to interactive, mobile-responsive sites, our rich digital content helps to fuel campaigns across all media channels

We create social programs and engaging cross-platform content that cuts through the noise by being relevant to audiences.

DIGITAL.

SOCIAL.

CONTENT 

ANALYTICS

TRANSFORMATION

CREATION

STRATEGY

INSIGHTS

TARGETING

PUBLISHING

OPTIMIZATION

CHANNELS

TRAININGS

DIGITAL & SOCIAL MEDIA OFFERINGS.

CONTENT

PROFILNG

PARTNERSHIPS

DIGITAL  CONSULTING

Executives who understand the value of digital within their businesses succeed. They create better communications and marketing programs, differentiating their brands. They are able to transform and take advantage of the many opportunities available in market, by tapping into connected consumers and digital technologies.  

• New Media Relations in the Digital Age
• Social Media Channel Planning
• B2B Content Marketing
• Digital Issues & Crisis Management
• Digital & Social Media Measurement
• B2C Social Media Marketing Excellence

We offer custom workshops and executive  trainings

US$3K 

US$5K

Half Day 

Full Day 

TRANSFORMATION.

NOW & FUTURE-READY.

DISCOVER TRENDS and opportunities to engage. AMPLIFY events and media interest. 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 profiles to foster deep relationships.

Text

REAL-TIME REACH & ENGAGEMENT.

1

2

3

 RELEVANT ENGAGEMENT, TRENDS. 

THEBRIDGE IN ACTION.

INSIGHTS.

We focus on discovering deeper and richer audience insights. 

• Audience Profiling (Tribes) 
• Media Analysis
• Customer Journey Mapping
• Campaign Message Testing
• Trends Reporting

We use agile, cost-effective analytics tools and research methods to customize and bring clients the insights they need.

DISCOVER, UNDERSTAND.

We optimize brand presences on social by defining customer journeys,  relevant channel ecosystems and social content strategies. We make sure efforts are fully measured with the most effective metrics.

Sourcing

Publishing

Optimization

We help to select, deploy and train teams to use market leading social media content and channel management tools, approval processes, and workflows.

Planning

SOCIAL MEDIA OPTIMIZATION.

MORE REACH, BETTER ENGAGEMENT.

We develop sustainable B2B and B2C content strategies for brands. 

We make brand content a relevant part of audience lives and social behaviors. Our content marketing planning is comprehensive, channel-agnostic and integrated across all relevant media touchpoints.

 BRANDED & 3RD PARTY CONTENT

BRAND PUBLISHING.

LEAD THE CONVERSATION.

Native advertising

Search

 Email

 Video

Take advantage of the latest niche audience-targeting digital solutions - from audience buying to search targeting. We use sophisticated reporting and rich audience insights to maximize ROI.

AUDIENCE TARGETING.

PERSONALIZE MESSAGING.

40% more leads for executives and sales teams  with active and engaged profiles on social media.

OPTION A 

OPTION B     

US$11K/month 

US$19K/month 

We set up and manage profiles on key social media channels for executives - making them visible online and helping to create business leads that lead to sales.

SOCIAL SELLING.

CREATE & QUALIFY SALES LEADS.

We help companies drive incremental business growth by streamlining six areas across the consumer buying process, with quicker payments optimal customer 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 COMMERCE.

OPTIMIZE BUYING EXPERIENCE.

It's only worth doing if we can measure it.

• Brand Relevance reporting
• Issues and Crisis early warning
• Campaign performance reporting
• Channel effectiveness reporting
• Content optimization

We provide digital and social measurement smarts

in real-time. 

Our analysts use web and social analytics and advanced customer behavioral tracking techniques to understand audience needs and actions.  

ANALYTICS.

TRACK & IMPROVE RESULTS.

PRODUCTION STUDIO.

Talented  digital strategists, creative thinkers, designers, visualizers, developers and producers - in-house.

50+

Interactive

Video

Apps

Games

DIGITAL

VIDEO MARKETING

INTERACTIVE.

http://actionaid.hkdev.cmgrp.com/showcase/

ENGAGING.

WEB DESIGN.

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

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