Why Lion & Lion Singapore Builds Brands With Social Narratives, Not Social Calendars

From Screens to Stores and Everything In Between: How Indonesian Gen Zs Interact with Brands Online and Offline

To state the obvious, today's marketing landscape is going through massive disruption – new digital platforms, more interoperable social media channels, fragmented media and content consumption, shrinking customer data pools and highly active yet information fatigued and attention starved customers who want more, bigger and better from brands every passing second. According to an article in Forbes, 83% of consumers admit paying more attention to how brands treat them as on the product they sell and the same study states that 73% say they are willing to pay more for a product if they love the brand.

Based on the above fact we can easily conclude that the Devil is in the Experience – and that experience is not static; it is live – a living organism of sorts, which is fed by the actions of brands and gives life to positive or negative emotions, depending on how a brand treats the customer from screen to stores and most importantly, everything it does in between to aid that journey. However, still the majority of brands have a very siloed approach to creating brand experiences, which results in a very confusing consumer experience. You get a cool on-screen experience but a tired in-store experience or you get an innovative product but a poor customer experience – that is the reality of brands today. According to a most recent Invoca Buyer Experience Benchmark Report, 76% of consumers said they would stop doing business with a company after just one bad experience. 

Turning the focus to our region, a positive customer experience is becoming more important for brands and a must-have for their success if they are operating in Southeast Asian markets that are predominantly mobile-first, have a young and very demanding customer who is phygital native, is over pampered by brands in terms of experiences and has a very low tolerance for a bad brand experience and not only easily quits brand but also calls out it.

According to a research Insite-Consulting, when considering a purchase, 63% of customers – especially Gen Z – pay more attention to personalization and co-creation (63%) and 57% by a product based on recommendations from family/friends and according to an article by Martech, 37% will drop a brand for a bad experience. Further Criteo’s research has revealed that Shoppers across all generations in SEA are increasingly taking a hybrid path to purchase. In fact, Gen Z and Millennials exhibit the highest level of omnichannel shopping behaviour and 81% of them are most likely to browse products online but purchase products in a retail store. In-store experiences are still important to Gen Z and Millennials, as these experiences play a big role in completing their purchase journey.

If we look at Indonesia, the largest market in Southeast Asia, the need for a brand to have a consistent and seamless omnichannel experience is vital to its success. 88% of internet connected Indonesian consumers are actively participating across OTT (over-the-top) streaming, gaming, music streaming and digital news/magazines; translating to 197 million users where many spend at least 10 hours a week across channels; digital news during breakfast, music streaming while commuting, and OTT streaming at night. Furthermore, Indonesia has among the highest internet users that are social shoppers (73%). Gen Z audiences actively seek brand experiences that allow for convergence of both online and offline; currently up to 61% of Indonesian Millennials and Gen Zs still make physical purchases after they’ve experienced a physical trial of the product/service, with a further 63% still prefer engaging in a customer service experience offline before buying products. Both offline and online initiatives have very relevant roles to play among Indonesian consumers.

With the impending cookie depreciation, brands will need to consider attaining more first party-owned data through various touchpoints and channels; empowering towards a more complete omnichannel reach with consumers and will need to tailor their strategies to the multi-channel era enabling their audience especially the Gen Z to seamlessly move through physical and digital brand assets 

Top brands in Indonesia that have leveraged omnichannel marketing include the ecommerce pioneer in the nation Bukalapak, through online and offline diversification in products and programs and Bank BNI that has been with Indonesians since independence that look to omnichannel strategies in ensuring their customers attain a convenient banking experience wherever they are. Telkomsel, the Indonesian telecoms company with over 20 years of experience, focused on Gen Z through omnichannel strategies by creating a platform called by.U, to deliver relevant telco experiences to audiences; Allowing the brand to develop relevant products, services and messaging that’s in-tune to Gen Z audiences at pace through an agile organization setup. 

As lines continue to blur between the physical and digital and Indonesians demanding more frictionless experiences, it is no longer a choice for brands to choose one or the other but a mandatory to offer both to succeed in marketplaces that are changing at a blistering pace. Through our knowledge, expertise and experience with countless brands, we here at Lion & Lion are capably adept at ensuring not only our client’s customers attain memorably rewarding physical-digital experiences, but we mandate that ventures create positive and measurable impact to our client’s businesses.

Reach out to us to further unearth possibilities in communications that create impact @info@lionandlion.com

Vietjet Expands APAC Footprint with Lion & Lion as Key Partner for Social Media Management and Creative Content

Vietjet, one of Vietnam's leading airlines, has appointed Lion & Lion as its partner for Social Media Management and Creative Content across five key APAC markets: Singapore, Malaysia, Indonesia, Hong Kong and Taiwan. The partnership, effective July 2023, marks a significant milestone for Lion & Lion as its first airlines account, while demonstrating Vietjet’s commitment to expanding routes in the post-pandemic era by leveraging Lion & Lion's unique regional setup of the teams across multiple markets.

Expanding Routes and Harnessing Lion & Lion's Regional Expertise

Vietjet is responding to the growing demand for tourism by expanding its routes across APAC regions. In search of a collaborative agency with a strong presence in the APAC region, Vietjet selected Lion & Lion for their integration capabilities, deep market understanding, and established footprint in the target countries.

The recent launch of new routes from Jakarta to Vietnam exemplifies Vietjet's dedication to attracting more Asian travellers. To ensure the success of this expansion, Lion & Lion's ability to provide local insights, innovative ideas and tailored content for each market played a pivotal role in their selection.

Ms. Phoebe, Marketing Deputy Manager at Vietjet, shares her excitement, explaining the rationale behind choosing Lion & Lion as their creative partner. "With their extensive regional expertise and integrated setup, Lion & Lion emerged as an ideal partner to support us in reaching new markets and connecting with a wider & more specific  audience. Their deep understanding of the local landscape and consumer preferences will play a crucial role in tailoring our messaging and creative content to resonate with each market.”

“We are confident that this partnership will fuel our growth and position Vietjet as a leading player in the APAC aviation industry." she adds.

Hendero Fin, Business Director at Lion & Lion Singapore, expresses his enthusiasm for the partnership, further highlighting the agency's integrated setup as a key advantage. He states, "With Lion & Lion’s Hub & Spoke Delivery Model, we are able  to consolidate multiple markets into one unified way of working that allows us to integrate  resources  across multiple markets, benefiting Vietjet with both cost and operational efficiency.”

Commenting further on the content approach proposed, Jonn Dogra, Creative Director of Lion & Lion Singapore says, "Helping any business take off as a major player in the SEA region is an exciting prospect. 

Vietjet has been waiting in the wings to take the fight to other carriers in the region. Together with the brand team, we're ready to deliver targeted, channel-specific creative communication strategies. We're sure that once you see what we've got cooking everyone will be thinking their first step to Vietnam should be on Vietjet."

Lion & Lion is a digital marketing agency that offers tailor-made solutions with a creative combination of brand marketing and social media strategy. Interested in partnering with Lion & Lion? Drop us a message.

The New Art of Cinematic Storytelling in a Short-Attention World

old Open:

“He frantically searches his cabinets, going through the drawers quickly. The camera pans across a desolate wasteland, a lone RV parked in the most peculiar of places. The door opens and he trudges out onto the steps of the RV carefully. The gun he is holding enters the frame, followed by a set of keys. He stops, dead set and determined, ready to face his demons, wearing nothing but a 3-day old green oxford and stained white underwear. The camera cuts to a wide, he is facing a grizzly bear in a cage. As he approaches it to open the lock, he says, “let’s f*cking go”.

Imagine all that happening in 3 seconds, 30 seconds or 3 minutes. How will that play out in your mind? I’d like to think the visual cues are jarring enough that the story still has the same hold. I borrowed inspiration from two amazing stories, Breaking Bad and The Bear, took their opening-ish, and combined it into somewhat of a cold opener, and oh, both of them are the complete opposite of each other in terms of pacing.

Now let’s put that into today’s context:

“In a rapid-fire montage, fleeting images flash across the screen - a thumbs-up emoji, a scroll through a feed, snippets of viral videos, and snippets of news headlines. The sound of incessant notifications and chimes fills the air, a cacophony of distraction. A young woman sets up a camera to take a selfie, a man bumps into her, her future life flashes in a series of microseconds, they go on dates, kiss, hook up, fight, make up, get married. She snaps back to reality and the man just continues walking on.”

Crafting Compelling Content for Short Attention Spans

That was actually a rendition of an actual Instagram or TikTok trend that was going on for a bit, but you get the point. Our brain has been skewered with incessant dings, pops and notifications that we are programmed to digest visual information within fractions of a second. We can expand or exploit that by either ramping up the ‘peculiarity’ setting to the ninth, meaning the weirder the visual, the better it holds attention. Or the other way, where we disseminate visual cacophony, in the editing, pacing and delivery, in a thoughtfully crafted piece of storytelling art. 

The Power of Fast Formats

I recently watched Christopher Storer’s ‘The Bear’ and realized, here’s a show that knows how to embrace our modern consumption culture, and craft into their story so deep it wouldn’t feel the same without it. Embracing fast formats, dynamic editing, and the use of music to generate attention and intensity has become paramount in the world of storytelling. By recognizing the diminishing attention spans of audiences, storytellers can effectively capture attention within the critical 3-second window, ensuring that their messages are conveyed swiftly and powerfully.

Challenges and Opportunities 

There's a reason why some of these films and shows stand out. Directors like Damien Chazelle, Edgar Wright, the Safdie brothers, and Darren Aronofsky to name a few, utilize the power of pinpoint accuracy in their edits to compress complex narratives and maintain coherence, and create style. It also opens up exciting opportunities for creativity and innovation. Leveraging augmented reality (AR) and mixed reality (MR) technologies, for instance, can elevate storytelling to new heights, immersing viewers in captivating experiences, such as Netflix’s Black Mirror: Bandersnatch. With the new launch of Apple’s Vision Pro, putting the viewer right into the movie doesn’t seem too far of a stretch. Imagine you were looking through Ken’s POV, holding Barbie’s hair as she vomits pink after a night bender.

The Impact of Fast Formats on Viewer Behaviour

As tech evolves and fast formats become more prevalent, analyzing how people receive and adopt these formats is crucial. Studies have shown that audiences are increasingly willing to watch content for longer durations when it is presented in fast and engaging formats, leading to a shift in consumption habits. Let’s face it, we all want our dopamine hits, no one intentionally watches something anymore. If you sit a Gen-Z down and make him/her watch My Dinner With Andre, they will spontaneously combust, it is just not possible. So tweak it. It can still be one setting, two people talking to each other, but a million things happening, editing that is focused on delivering context of the conversation like how a GAU-8 Avenger minigun delivers 3,900 rpm of ‘freedom’.

Nostalgia in the Fast Lane

Surprisingly, even nostalgic content can find a place in the fast format realm. By adapting classic material to these formats, filmmakers can appeal to modern audiences who crave quick yet familiar experiences. For example, one can consider the success of the Oppenheimer documentary, which utilized fast formats to deliver a historically significant story efficiently. With a runtime of 3 hours, we would assume it would be draggy, but the pacing of the storytelling, combined with the urgency, does not feel long. And if you’re like me with 70 year old ear drums, you literally get a jolt at how loud Nolan’s films are, it’s a wake up call!

Balancing Passion and Art

While crafting compelling content for short attention spans, it is essential not to sacrifice artistic expression and passion. Storytellers should strive to create elusiveness without revealing too much, allowing the audience to engage in an immersive experience while leaving room for interpretation and imagination. There’s a saying “Tell me without telling me” or “Iykyk”. How do you tell a massive chunk of information, draw the audience in within 3 seconds, without revealing the plot line and keep them wanting more. I still stand by that every film should begin with an explosion

Conclusion

• In conclusion, embracing the art of storytelling in a short-attention world requires a delicate balance of creativity, technological innovation, and an understanding of human emotions. 

• Fast formats offer an exciting avenue for captivating audiences within the 3-second window, but it is crucial to retain the essence of storytelling and artistic expression to create memorable cinematic experiences that leave a lasting impression on viewers.

If you're looking to improve your storytelling to connect with your audience, we're here to help. Feel free to reach us at info@lionandlion.com and chat with the team from Lion & Lion's Film & Content Studio.

The Importance of Social Listening and Hyper-Localisation in Indonesia

In the vast and dynamic social media landscape of Indonesia, listening to consumers is paramount before taking any action. As the fourth most populous country globally, boasting a population of 273.8 million and substantial smartphone penetration, it is apparent that we are addressing an exceptionally tech-savvy audience deeply immersed in the realm of social and digital platforms. 

For brands, Indonesia presents both a formidable challenge and an extraordinary opportunity. With a staggering 60.4% of the population actively participating on various social media platforms, the potential for a highly successful social media marketing campaign to make a profound impact across the nation's vast expanse of 18,000 islands is truly immense.

Utilising Social Listening for Enhanced Market Insights in Indonesia

Social listening encompasses a comprehensive approach that caters to consumer needs across the entire marketing funnel, from raising awareness to driving action. Each stage demands unique implementation, ranging from shaping a campaign's big idea to gathering versatile information about consumer preferences in order to tailor suit messaging effectively. As we venture into the bottom funnel, where every click and action matters, social listening becomes indispensable for understanding consumer perspectives on competitors and our own brand.

Harnessing the Power of Social Media

Indonesians have a strong connection with social media, as evidenced by Indonesia's top ranking in Southeast Asia and sixth globally for Twitter users (24M). 

By actively listening to social media conversations, businesses can extract valuable insights, gaining access to a wealth of data on consumer preferences and sentiment. Indonesians display a remarkable enthusiasm for engaging in online discussions, with Twitter serving as a prominent platform for interaction and connection.

•  Analysing User-generated Content

User-generated content, such as reviews, comments, and discussions, offers a wealth of information about consumers' experiences, needs, and desires. Through social listening tools, companies can analyse this content to identify trends, pain points, and emerging topics of interest. By understanding the sentiments expressed by their target audience, businesses can adapt their marketing strategies and offerings to meet their customers' expectations effectively.

The Head & Shoulders campaign, titled "Siapakah BA Head & Shoulders Selanjutnya?" (Who will be the next BA Head & Shoulders?), exemplifies this phenomenon exceptionally well. 

When Fadil Jaidi, a prominent social media influencer in Indonesia, sought shampoo recommendations for his hair concerns, it ignited a widespread conversation on Twitter. Users actively engaged with Fadil, with some specifically suggesting Head & Shoulders as a solution. Recognizing Fadil Jaidi's substantial influence, Head & Shoulders aimed to appoint him as their "new brand ambassador," joining actor Joe Taslim, the current ambassador.

The campaign made a tremendous impact, with the video amassing an impressive 105 million views in just one month.

Recognizing Regional Diversity

Indonesia is a vast archipelago with diverse cultures, languages, and traditions. Hyper-localization allows businesses to tailor their marketing campaigns to specific regions, acknowledging the nuances and preferences of different communities. By recognizing and respecting the uniqueness of each region, companies can establish deeper connections with their audience and foster brand loyalty.

• Adapting Content for Local Appeal

Localization involves more than just translating content into the local language. It requires adapting marketing materials to align with the cultural norms, values, and preferences of specific regions. By incorporating local references, imagery, and relevant influencers, businesses can create content that resonates with their target audience on a personal level, resulting in higher engagement and conversion rates.

Shopee's adoption of COD payment in Indonesia is based on their deep understanding of the local market. They recognized cash as a preferred payment method and the desire for convenient and secure cash-on-delivery transactions. By offering and promoting COD, Shopee aimed to meet Indonesian consumers' preferences, enhancing their shopping experience and driving customer satisfaction.

Enhancing Customer Engagement

By utilising social listening and hyper-localization, companies can develop a deep understanding of their audience's needs and preferences. This knowledge enables them to create targeted campaigns that resonate with their customers, fostering higher levels of engagement. By delivering personalised and relevant content, businesses can capture the attention of their audience and drive meaningful interactions.

• Building Trust and Credibility

When businesses demonstrate an understanding of local sentiment and cater to the unique needs of their target audience, they build trust and credibility. By adapting their messaging, products, and services to suit local preferences, companies showcase their commitment to the Indonesian market. This localised approach strengthens brand reputation and fosters long-term relationships with customers, leading to increased customer loyalty and advocacy.

Mars Petcare employs social listening to boost consumer engagement in Southeast Asia by analysing sentiments related to Cat and Dog categories in each market. They go beyond product conversations and actively explore market trends, gaining unique insights into emerging preferences like Cat Cafes, Petfriendy destinations, Travelling with Pets, and pet owners' feeding preferences. This deep understanding allows them to tailor their offerings to meet the specific preferences of pet owners across different Southeast Asian markets. 

Consequently, Mars Petcare forges more robust connections with their target audience, instilling trust and delivering pertinent content throughout the consumer journey, resulting in a remarkable 48% improvement in engagement. This personalised approach resonates with consumers, making them feel heard and understood, thereby strengthening Mars Petcare's market position.

Within the dynamic and highly competitive Indonesian market, the strategic use of social listening for localization plays a vital role in understanding local sentiments and driving impactful marketing campaigns. With 73% of Indonesian internet users actively engaged online, it's no surprise that conversational channels are widely utilised to stay connected and share the latest news.

In Indonesia, 73% of internet users are actively engaged online, leading to the widespread use of conversational channels for staying connected and sharing the latest news. These audiences are predominantly young and digitally savvy, with 32% of social media users falling in the 18 to 24 age group and 30.6% in the 25 to 34 age bracket. Given the advertising potential on popular social media platforms, it becomes evident that a significant three-quarters of Indonesia's social media users are under the age of 35.

Moreover, Indonesian consumers exhibit a strong inclination to express themselves and engage in communication within the secure confines of the digital realm. This behavioural preference presents a remarkable opportunity for marketers to proactively listen, localise their content, and implement strategies that profoundly connect with the Indonesian audience. By embracing these opportunities, brands can establish meaningful connections, cultivate brand loyalty, and flourish in this dynamic and thriving market.

At Lion & Lion, our expert team of Social Data Analysts is prepared to assist your brand in embarking on this journey. If you seek support to enhance the effectiveness of your social presence, don't hesitate to contact Lion & Lion Indonesia at info@lionandlion.com, we are here to help. 

Lion & Lion Wins 5 New Domestic & Regional Clients, Renews Global Account Partnership and Continues to Expand Teams

Lion & Lion, an award-winning Southeast Asian network known for its creative, social and digital expertises, is proud to announce five new major wins on a domestic and regional scale across its hubs in Malaysia, Singapore, coinciding with the agency's celebration of renewing a long-standing global client partnership. In light of their recent new wins, the agency continues to expand. 

Aligned with their strategic expansion plan announced 3 years ago, Lion & Lion’s integrated offerings and diverse services have led to impactful partnerships. Domestic partnerships with a major telecommunications brand, car aftersales brand, a food & beverage chain, and rebranding exercise for a horticulture business, as well as a regional  partnership with a national airline, are among the notable wins. The agency also renews and maintains a steadfast, enduring partnership with a global leader in eyewear for 3 consecutive years.  These partnerships highlight Lion & Lion's ability to craft effective strategies tailored to diverse clients.

Fredrik Gumpel, the CEO of Lion & Lion, underscores the importance of these accomplishments by stating, "Our consistent success in both local and regional markets undeniably demonstrates the effectiveness of our strategies. Our adoption of an agile framework through the “One Company, Multiple Markets” approach further highlights our capacity to seamlessly integrate specialised regional expertise from Southeast Asia into our offerings. This enables us to deliver tailored solutions to our clients, which adapt to their ever-changing needs."

Building upon this momentum, Lion & Lion unveils a substantial expansion of its creative and social,  introducing 10 new positions to meet the growing demand for its services.

Cheelip Ong, Regional Chief Creative Officer, Lion & Lion, provided more insights behind the hiring: “Our teams’ solid understanding of creativity, social media and digital experiences has helped in creating winning proposals that resonated with clients.  With the multiple brands we have won recently, it makes strategic sense for us to invest in new talents so as to better serve our clients. We will expand our Solutions Team of Creative and Social Media Experts, adding 10 new positions in Malaysia from:  Creative Group Heads, Copywriters, Art Directors, Designers, Social Media Managers; alongside new client servicing hires.  We are bullish about the future and are committed to curating the best minds to serve all our clients.” 

Lion & Lion has also recently welcomed back Bilal Khan as Group Director of Strategy and Media Integration, with responsibility overseeing all three regional hubs, and added two new creative group heads to the Malaysian team.

Unleashing the Potential of Creative Commerce in Malaysia

In the rapidly evolving realm of e-commerce, businesses are undergoing a transformative revolution that is reshaping consumer connections and interactions. Drawing from my firsthand experience in China spanning eight years, I have gained valuable insights into the remarkable growth of e-commerce and its profound impact on consumer experiences. As technology and intellectual property continue to shape the commerce landscape, businesses worldwide are striving to create comprehensive omnichannel experiences that meet the ever-changing demands of consumers.

Redefining retail and engaging consumers in the Metaverse

One exceptional e-commerce campaign I observed in China was the collaboration between ANTA and TMALL. ANTA, a renowned brand in the fashion and sportswear industry, partnered with Tmall, a leading online marketplace in China, to create an extraordinary shopping experience known as the "Xpace" universe store.

This innovative collaboration aims to celebrate and embrace the uniqueness of every individual as a precious gift. Hosted on the Tmall platform, the Xpace universe store goes beyond traditional retail by offering interactive games, NFT digital collectibles, and a distinctive shopping environment within the metaverse. By immersing shoppers in a virtual world, this store seeks to redefine the concept of retail and provide an engaging and personalised experience.

The partnership between Anta and Tmall not only gave rise to the Xpace universe store as an extraordinary retail destination that merges fashion, technology, and gamification, but also aims to captivate tech-savvy and fashion-forward consumers while further strengthening Anta's brand identity. By celebrating individual uniqueness and offering a distinct shopping experience within the metaverse, this collaboration has the potential to revolutionise the way consumers engage with brands.

Staying ahead of the game 

Today, businesses have incredible opportunities to connect and engage with consumers through innovative strategies like Live Commerce, Social Commerce, and Metaverse Commerce. These dynamic approaches to e-commerce reflect the ever-evolving nature of the industry, and Malaysia is no exception to this trend.

Speaking about the facts, did you know that in 2021, e-commerce transactions in Malaysia exceeded RM 1 trillion, marking a significant milestone? The Department of Statistics Malaysia (DOSM) reported this achievement, which has laid the foundation for continuous growth. By the end of the second quarter in 2022, the total e-commerce revenue had reached RM 566.4 billion, indicating a positive growth rate of 7.7 percent compared to the corresponding quarter in 2021. These statistics vividly illustrate the enormous potential of Creative Commerce in Malaysia.

Leveraging Live Commerce, Social Commerce, and Metaverse Commerce

By leveraging the power of Live Commerce, Social Commerce, and Metaverse Commerce, businesses can tap into new customer segments, reinforce brand loyalty, and create captivating and immersive shopping experiences. In view of these approaches, let's delve into several e-commerce campaigns conducted by Lion & Lion that targeted Malaysia:

During the Covid-19 pandemic, our regional client Wrigley's Doublemint faced the challenge of limited in-person interactions. To overcome this obstacle, we introduced The Freshest Flick, a digital gamification experience available in Thailand, the Philippines, and Malaysia. This platform provided users with the opportunity to virtually flick mints and engage in personalised rooms, fostering interaction while adhering to social distancing measures.

To enhance user engagement, we implemented a Play to Earn ecosystem, enabling users to convert virtual Freshness Coins into real-world rewards. Additionally, we collaborated with local content creators in Southeast Asia, allowing Wrigley's Doublemint to develop tailored content that seamlessly blended entertainment and gameplay. Through this initiative, we helped the brand effectively spread fresh and shared moments virtually across these three markets.

Another example, exclusive to Malaysian market would be Emborg’s “Kick Off with Chef Nik” campaign:

Emborg, known for its cooking cream, for instance, set out to explore a disruptive Live e-Commerce format to drive purchases and attract new consumers in the Malaysian market. 

To amplify our impact, we capitalised on the upcoming FIFA World Cup, which holds a special place in the hearts of Malaysians. By tapping into the collective passion and enthusiasm surrounding the tournament, we forged a deep emotional connection with our target audience.

Executing our plan with precision, we partnered with renowned celebrity chef Nik Michael Imran (@nik9_) who showcased his favourite football season recipes during the event, prompting us to name the event "Kick Off with Chef Nik". Through the clever use of pop-up tags and enticing promotions, viewers were able to easily purchase the ingredients and products featured in his tantalising demonstrations, making the shopping experience seamless and convenient.

This innovative blend of entertainment, interactivity, and strategic timing resulted in an immersive and engaging shopping extravaganza. 

Last but not least, the Livescape Groups’s “Status-K, The City” campaign: 

During the COVID-19 pandemic, Livescape Group sought to engage the digital-native audience, specifically zoomers and millennials. 

As a result, we introduced “Status-K, The City” an immersive digital platform that combined social interaction and gamification. Players were transported to a neo-futuristic playground, where they could join different Krews led by influencers and compete to control the city's districts. Victories earned players virtual Koins, which could be redeemed for real-life rewards and exclusive brand experiences with Status-K. 

In just three months, the campaign achieved remarkable results, with over 670,000 engagements, 10 million social media impressions, and 3,255 sign-ups. The digital campaign garnered an 81% satisfaction rate and 75% of participants expressed interest in future campaigns. 

This innovative approach successfully captivated the digital audience, establishing “Status-K, The City” as a thrilling and rewarding experience.

In conclusion, the potential of Creative Commerce to revolutionise e-Commerce in Malaysia can be summarised as follows:

1. Impressive e-Commerce growth and contribution to GDP: Malaysia's strong performance in the e-Commerce sector and its significant contribution to the country's GDP indicate abundant opportunities for growth and development.

2. Overcoming limitations and challenges: Although there are limitations and challenges in the e-Commerce landscape, businesses can overcome them by adopting innovative strategies facilitated by creative agencies.

3. Power of Live Commerce, Social Commerce, and Metaverse Commerce: Examples like Xpace Universe Store, The Freshest Flick, Kick Off with Chef Nik and Status-K, The City campaign highlight the effectiveness of Live Commerce, Social Commerce, and Metaverse Commerce in engaging customers and enhancing their shopping experiences.

By leveraging these creative strategies, Malaysian businesses can strengthen brand loyalty among customers and flourish in the dynamic digital landscape.

To learn more about how Lion & Lion can help your business unleash the potential of Creative Commerce, contact us today at info@lionandlion.com. 

Sources:

1. Business Today, February 2023. MDEC Identifies 5 Plausible Future Trends of E-Commerce.

2. The Edge, February 2023. 5 Plausible Future Trends of E-Commerce

3. Vikalpa 28(3):77-82, July 2003. E-commerce in Malaysia: Perceived Benefits and Barriers

4. Digitaling, November 2022. .特步元宇宙。特不圆？那就整方的呗  

Why A Simple “Gue” Isn’t Enough To Resonate With Indonesians

Pingkan Lumanauw – Creative Group Head, Lion & Lion Indonesia

The advertising industry in Indonesia is growing rapidly, and is considered as one of the most dynamic markets in Southeast Asia. According to a report by statista.com, the ad spending on the Digital Advertising market is projected to reach US$2,822.00 million in 2023, while the average ad spending per user in the Social Media Advertising segment is projected to amount to US$4.61 in 2023. This growth is driven by the increase in mobile device usage, particularly among younger consumers.

As a country that has more than 700 ethnic groups, each with its own distinct language and culture, localisation is especially important in the Indonesian advertising industry, as businesses seek to reach consumers in specific regions with targeted messaging reflecting local dialects and cultural nuances. This can present challenges for marketers, but it also provides opportunities for creativity and innovation, especially when it comes to hyper-localised campaigns.

The importance of campaign hyper-localisation.

The key to making an Indonesian audience resonate with your campaign is by speaking their native language. When we communicate in their language, we can connect with them on a deeper level. By incorporating local dialects, idioms and cultural references, businesses can create messages that feel personal and relevant to consumers. This approach can result in increased engagement, customer loyalty and higher conversion rates and sales. 

However, hyper-localising marketing campaigns in Indonesia can be quite challenging, especially when targeting rural areas. There are several factors that can make this task more difficult, such as language and cultural differences, variations in social customs, and variations in consumer behaviour. It is always a significant task for us, creatives – especially copywriters – to find the most effective way to tackle this challenge.

The challenge of hyper-localised marketing campaigns in Indonesia.

One major issue that often arises when attempting to create hyper-localised marketing campaigns is the need to adapt language and messaging to suit the local context. In Indonesia, there are hundreds of different languages and dialects spoken, which can make it difficult to craft messaging that is universally understood. 

Additionally, certain words or phrases may work well in one region, but not in others. For example, using a pronoun can be quite tricky, even when your target market is on the same island. Take for example, one of the campaigns I previously worked on. A cigarette brand wanted to develop a strong brand positioning among Indonesian youngsters. Their strategy was to target their personal pride, in a way that related to their passion and interests. One of the solutions was to utilise the word “gue” as the main pronoun in their messaging to make it more personal and close to them.

But the result was not what we expected. After going through some research, we found that a simple “gue” couldn’t represent all Indonesians. For context, "gue" is an Indonesian term that is colloquially used in Jakarta and other parts of Java to mean "I" or "me". However, it may not be as widely understood or commonly used in other parts of Indonesia, including Cirebon, Kediri, or even Manado. 

We learned that the effectiveness of the campaign could be impacted by a choice of pronouns. Why? Because when you speak to the people living in Semarang , the use of "gue" may not be quite familiar to them. They might even find it inappropriate or impolite in certain contexts.

How to tackle this?

One way to address these challenges is to work with local partners who have a deep understanding of the target market. This could include hiring localisers or content creators who can help ensure that messaging is culturally appropriate and resonates with the target audience. Additionally, conducting extensive research and testing can help identify the most effective marketing strategies for different regions.

A successful hyper-localised campaign in Indonesia should be culturally sensitive, language nuanced, have a strong social media presence, be mobile-optimised, and partner with local influencers.

Take a look at our localisation campaign for Monash University. With a strong understanding of the dynamics within the Indonesian market, we developed Social Media Data, Analytic Reporting and Social Media Ads Management to optimise our campaign. 

We created content optimisation by localising Monash's high-performing content pillars to effectively establish our presence on social media and create a deeper connection with our target audience. Based on data research, we saw that testimonial and international student-related content performed well, so we proposed to feature Indonesian students' testimonials to attract more attention and drive relevance to our target audience.

Additionally, we tailored the Monash’s ‘Change It’ campaign into more regionally relevant topics to grab our target audience's attention and simultaneously give the new campaign a local feel, which resulted in higher engagement with our target audience. With aligned content planning and media targeting, we managed to increase the number of fans and followers on Facebook by 55% and Instagram by 187%. All this within a month!

The future of hyper-localisation in the Indonesian advertising industry.

Looking ahead, it is likely that hyper-localisation will continue to shape the advertising industry in Indonesia in several ways :

• First, businesses will increasingly use sophisticated data analytics and machine learning tools to identify and target specific consumer segments in different geographic locations. 

• Second, we can expect to see more collaboration between businesses and local communities, as advertisers seek to build deeper relationships with consumers and understand their needs and preferences at a hyper-local level. 

• Finally, we can expect to see the continued growth of location-based services and mobile advertising platforms, as these technologies become more sophisticated and more widely adopted by Indonesian consumers.

Looking to localise your brand story and connect with an audience across Indonesia? Write to our Indonesia Business Director, Masayu Difa at masayu.difa@lionandlion.com

To view production stills, click here. 

Lion & Lion's Film & Content Production Studio launches debut film entitled “Love On The Line”

As an homage to the short film genre, Lion & Lion’s Film & Content Production Studio is proud to announce the release of its very own, just three months shy of establishing its dedicated in-house team. 

“Love on the Line” tells the story of an elderly man who, dressed in his best, makes a daily trip to his neighbourhood telephone booth to make a phone call at 6 o’clock sharp. As the story unfolds, audiences are drawn into a touching tale that explores themes of love, memories, commitment and human connection. The film's powerful storytelling is enhanced against a backdrop of nostalgic settings and small town charm, shot on location in Seremban.

Johnson Ling, Head of Production at Lion & Lion and Director of “Love in the Line”, eloquently sums up the essence of his team's debut film with an insightful quote: "Love transcends time and space – even in the absence of our loved ones, their memories continue to inspire us to live and love more deeply.”

“We wanted to convey the message that the little things in life can make a big difference. Our story aims to remind viewers that every moment counts, and that love, no matter how fleeting, can have a profound impact on our lives. Through our film, we hope to inspire others to cherish the small moments in life and to never take them for granted,” he says.

“Love on the Line” was produced entirely in-house by Lion & Lion's team of creatives, showcasing the agency's expertise in end-to-end film production. While their services also encompass production for TVCs, branded entertainment and digital-first content, the launch of a short film marks a significant milestone for the team, whose guiding North is to create engaging content that builds intimacy with their audience. 

Cheelip Ong, Regional Chief Creative Officer at Lion & Lion adds on, “With the launch of our Film & Content Production team to create greater impact for our clients, producing and making cinematic films and shorts that can demonstrate the capabilities of our directors and the storytelling abilities of our creatives comes naturally. It allows our talents to broaden their canvas for creativity, telling stories that delight and that touches hearts through the film format.”

The film is now available for viewing on Lion & Lion's website and Youtube channel.

To view production stills, click here. 

For more information on Lion & Lion, visit its website at www.lionandlion.com, or its social media pages below:

• LinkedIn: www.linkedin.com/company/lion&lion

• Instagram: www.instagram.com/lionandlionofficial 

Credits

Director: Johnson Ling

Director of Photography: Khairul Shafit

Senior Producer: Rachel Lian

Screenwriters: Claudia Low & Asher Cheelip Ong

Creative Directors: Asher Cheelip Ong, Desmond Ho & Tatt Ho Chow

Lead Actor: Uncle Tam 

Camera Operator: Thng Wai Fong

Camera Assistant: Jasper Huang

Gaffer: Kuro Lee

Music: Brian Wong

Styling: Wardrobe Room

Post Production: Johnson Ling & Khairul Shafit 

Impact Maker: Yufen Yu, Social Media Lead & Influencer

At Lion & Lion, we take great pride in our commitment to nurturing the growth of our people. Our Impact Makers series highlights the exceptional talents within our agency who inspire us daily.

One such talent is Yufendy Yu, known affectionately as Yufen by all who work with him. Yufen is an exceptional team member who was recently awarded the Silver "Exceptional Lion" award at our Lion of the Year Awards 2022. Not only does he excel in his role, but he is also an influencer and devoted pet parent. Yufen's unique perspective and industry expertise are highly valued within our organisation, making him a true asset.

Here are some of Yufen's insights and experiences at Lion & Lion; may they serve as a source of inspiration for you:

We know you're passionate about social media and influencer marketing – can you tell us why?

Back in 2015, I was on the hunt for a new career path to break away from my IT background (I have a degree in Computer Science), when I stumbled upon the world of social media and influencer marketing. It was just taking off in Indonesia at the time, and a senior of mine suggested that I check out an internship at an influencer marketing agency in Singapore.

During my time there, I got to dig into the nitty-gritty of building engagement strategies for brands and audiences alike. And what really resonated with me was how critical personal branding is in this space. I got so inspired by all the different influencer personas I encountered that I decided to create my own, which is how my Instagram handle, @blanklatte, came to be!

In your opinion, how do the advertising industries in Jakarta and Malaysia compare?

As someone originally from Jakarta, one of the significant differences that comes to mind is the consumer market size. With a population of 260 million, Indonesia's market is bigger and more diverse, presenting unique challenges and opportunities for advertising professionals. Brands are always striving to come up with new and exciting ways to attract consumers' attention.

On the other hand, Malaysia's advertising industry is smaller but more competitive, requiring advertising professionals to be dynamic and adaptable to keep up with the latest trends and stand out in a crowded space.

But one thing that is for sure in both markets, in today's digital age, advertising professionals must understand and use social media strategies to engage audiences including content creation, influencer marketing and metric tracking. Adapting and innovating these strategies is vital to meeting client demands and engaging target audiences in both markets. 

How do you envision AI shaping the future of social media marketing for brands?

Well, AI is already changing the game for social media marketing. It can help brands understand their audience better than ever before, by analysing user data and providing insights that weren't possible with traditional methods. With this knowledge, brands can create campaigns that are more targeted and engaging. And AI's ability to generate new content and ideas means that brands can explore new avenues for creativity, too. 

We'd love to know who your favourite influencers or social media pages are. Who do you follow for inspiration or just for fun?

I have five accounts that inspire me in different ways:

• First up is @thefuturishere, which has taught me a lot about branding, and sparked my interest in the advertising industry. 

• Another account I love is @gfda.co, whose posts always motivate me to push through. It's like my mini bible! 

• For presentations, @askvinh is my go-to because Vinh's teaching style is easy to understand and practise. 

• When it comes to interior styling, I turn to @nvtsmall for inspiration. Its content has given me plenty of ideas on how to make my space functional yet stylish.

• And last but not least, @bankpyt has stunning photography that I admire and would love to try myself if given the opportunity.

Can you share a fun fact about yourself that people might not know?

Something that might surprise people is that I have a strong passion for comedy,  and secretly wish to become a stand-up comedian. 

I truly believe that I could make people laugh and that I would be one of the funniest comedians on earth if I pursued that path! :)

If you'd like to join Yufen in the Lion's den, we'd love to hear from you! Drop us an email at joinus@lionandlion.com to learn more about the exciting opportunities available. 🦁

Lion & Lion launches Film & Content Studio spearheaded by Regional Chief Creative Officer Cheelip Ong, kickstarting its growth plan across Southeast Asia

Lion & Lion's Film & Content Studio team; (L-R): Rachel Lian, Senior Producer; Johnson Ling, Head of Production; Cheelip Ong, Regional Chief Creative Officer; Emelly Lim, Motion Graphics Designer; Mohamad Khairul Shafit, Videographer.

Southeast Asian agency network Lion & Lion is expanding its offerings with the launch of a Film & Content Studio, that connects across its integrated creative, social and digital experience solutions.

While multi-channel creative storytelling has always been a strong suit for Lion & Lion, with the establishment of a dedicated in-house film & content team, the agency is now fully equipped to capitalise on growth opportunities with brands that require full creative to digital-film content production services – including, but not limited to, full-service video production, 2D and 3D animation, motion graphics and music creation capabilities.

Regional Chief Creative Officer, Asher Cheelip Ong explains, “My past three years have been  about driving transformative growth for our organisation and clients through innovative digital and creative solutions; building our cast of talents. A natural next step for us to expand our creative service offerings is to launch a Film & Content Studio, that can help our clients meet the demand for entertaining film content across diversified platforms in today’s digital-centric world. 

Our Film & Content studio will deliver digital-first video content for current and new clients with greater efficiency, quality control and effectiveness -- optimising value for brands that appreciate full creative conceptualisation and end-to-end film production services.”

Johnson Ling will lead the team as Head of Production, bringing a decade of experience in production houses and in-house creative teams. He most recently served as Video Team Lead at AirAsia, where he notably worked on brand-building campaigns such as "Through the Lens" for AirAsia X in partnership with SONY, and "UFC Contender Series: Jimmy Crute” for the AirAsia Super app. His areas of expertise include video production, 3D animation and motion graphics. 

Johnson will report directly to Asher Cheelip Ong, and will be supported by a skilled, expanding team comprising Rachel Lian, Senior Producer, and Mohamad Khairul Shafit, Videographer, alongside a team of motion graphic designers.

"I am thrilled to join Lion & Lion and work with some of the top creative minds in the industry," says Johnson. "I believe that a holistic approach to production is essential to create truly jaw-dropping visuals. This entails seamlessly blending creativity, technical competence and social relevance to create content that not only satisfies client goals, but also elevates the brand via captivating narrative – when all of this is in sync, magic happens."

Asher Cheelip Ong states, “I cast my net far and wide, interviewing multiple film directors and talents before selecting Johnson for the role. He is experienced and dedicated; has a great sense of cinematography and visual storytelling, with a deep understanding of every stage in the film and video production process. I look forward to seeing the department flourish and grow under his direction, and hopefully, pick up a few film awards along the way, too.”

The launch of the in-house Film & Content Studio marks a significant milestone in Lion & Lion's expansion strategy. In line with this growth plan, the agency will build new data capabilities, while expanding its local presence in Singapore.

For more details and updates on Lion & Lion's current and upcoming expansion, as well as information on available career opportunities, visit https://www.lionandlion.com/.

Gaming the gamers: Gaming is the new voyeurism?

5 Social Media Trends That Brands Should Pay Attention To In 2023

Social media is rapidly evolving, and 2023 is shaping up to be an interesting year for digital marketers. As new technologies and platforms arise, brands must keep up with the newest trends in order to remain competitive and successfully interact with their target consumers.

Here are five social media trends to look out for this year:

#1 Full-Screen Experiences

Full-screen social media experiences, like those offered by platforms such as Instagram, TikTok and Youtube Shorts, have significantly changed the way people consume content. 

They give visual content the attention it deserves and provide a smooth, immersive experience that tempts users to scroll through and interact with a lot of stuff in one sitting. People are now more inclined to absorb a huge amount of content at once rather than interacting with a smaller number of in-depth pieces as a result, which changes consumer behaviour. 

Short, snackable material that is simple to consume and distribute has become increasingly popular as a result of this. In general, people's use of full-screen social media has altered.

#2 Social Commerce 

The way consumers purchase has changed dramatically over the past three years, and the convergence of social media and commerce has had a huge influence on consumer behaviour, particularly in terms of impulsive buying.

Social media platforms like Instagram and TikTok have implemented features that allow users to make purchases straight from the app, and many businesses have begun to use these channels to reach and connect with their target audience. The availability of commerce-first formats, like shoppable content and in-app stores, has also made it simpler for brands to sell their products/ services.

In short, the integration of social media and commerce has resulted in a smoother and easier experience for customers, which has most certainly contributed to an increase in impulse purchasing.

#3 Multi-Sensory Social Media

The future of digital communication is multi-sensory social media, as platforms attempt to include additional sensory components outside of text and photos. It comes as no surprise that social networks are beginning to accept audio content, given the explosive development of podcasting and the rising popularity of smart speakers.

Users will soon be able to produce and consume audio content through podcasts, sound bites and live audio streaming on YouTube, Twitter, Facebook, LinkedIn and TikTok, among other platforms.

There are now more avenues for brands and marketers to interact and connect with their audiences. Brands will need to figure out how to leverage these new forms as multi-sensory social media usage rises, in order to successfully communicate their message and forge closer relationships with their audience.

#4 Community and Community Management

Tight-knit communities on social media platforms like Telegram, Discord and Signal are likely to continue to be a crucial tool for bringing people together in the future, but it is difficult to forecast exactly how they will change. Participating in these communities, which are frequently very active and passionate about a specific subject or product, may help businesses develop relationships with their target audience and position themselves as thought leaders in their field.

Additionally, these groups may give organisations insightful information about client requirements and preferences, enabling them to modify their goods and services to better suit their target market. Word-of-mouth advertising thrives in these close-knit groups because community members are more willing to distribute and endorse goods and services to their friends and followers.

Overall, engaging in close-knit communities on social media platforms like Telegram and Discord may be a useful tactic for developing a strong and successful brand in 2023, and it is likely to remain a viable method of reaching and engaging with customers in the future.

#5 Web3

We’re anticipating a shift away from centralised platforms towards decentralised and autonomous alternatives as decentralised technologies like blockchain and peer-to-peer networks gain greater traction. This shift will subsequently have significant implications for brands, as they seek to find their place in the new Web3 landscape.

In order to be relevant and competitive, brands will need to adapt and discover their niche as the Web3 environment develops. To do this, a solid understanding of the underlying technologies and how they may be applied to increase value for customers is required. If brands can effectively capitalise on the emerging Web3 trends, they will be well-positioned to prosper in the rising digital economy.

In a nutshell:

The emergence of social commerce, immersive content and Web3 suggest that 2023 will be a spectacular year for social media. 

Brands may get insightful information and decide how to best serve the demands of their consumers by regularly monitoring social media for brand mentions, customer behaviour and sentiments. With that, social listening will be more important for companies looking to stay competitive and establish deeper relationships with their consumers in the ever-evolving digital environment.

Email us at info@lionandlion.com to learn more about how the right social media strategy can benefit your brand in 2023.

Creators from Lion & Lion launch Resolutions NFT Series to help own your 2023 Resolutions

New Year is a time for reflections and resolutions. Tapping into the insight that most people forget their resolutions and fail to keep them, creators from Lion & Lion launch the Resolutions NFT Series, a tongue-in-cheek limited edition art collection that integrates motion graphics, generative art, original digital music creation and typography design. Each NFT art will serve as a smart contract for the collectors to own a New Year Resolution that speaks to their hearts and to bind themselves to them. 

As a leading agency network in Southeast Asia known for its ability to integrate data with creativity, data and research have been the foundational bedrock leading to the creation of Resolutions NFT Series. The team combed through global data on the most popular New Year resolutions from 2019 to 2022, looking at Top 10 resolutions that people fail to keep and are most likely to be repeated again the following year, before converting them into NFT Art.

Cheelip Ong, Regional Chief Creative Officer of Lion & Lion states, “With the abundance of artists and creators in our network who are Web3 natives, it makes perfect sense for us to enter 2023 with a trend-jacking NFT Drop to showcase our creative and artistic abilities, across different blockchains and NFT Art platforms. It also demonstrates our ability to clients and brands who are planning on transitioning from Web2 to Web3; brands who require smart solutions (beyond NFTs) that can help them construct fresh narratives to connect with their communities in the Web3 / Metaverse space.”

The project is not Lion & Lion's first creative  foray into Web3; recently, the agency developed a limited-edition NFT series for its global client, KODAK Lens, to use NFT collectibles to help “give sight to the world.” Lion & Lion’s ability to move fast and adapt its creativity in the Web3 and Metaverse space which is valued as a multi-trillion dollar industry, also reflects the agency’s ability to create impact and tell creative narratives  across all channels. 

These limited edition NFT series will be released in various blockchains, debuting with Objkt.com (link), one of the largest CleanNFT (climate-friendly) NFT-art marketplaces for creators to mint, list, sell and buy their NFTS.

Resolution NFT Series Creators:  Cindy Yap, Chan Wai Guan, Desmond Ho, TattHo Chow, Asher Ong and Brandon James Pereira

As an agency, we’re always looking for new ways to innovate in the space of data and creativity. If you’re looking to do the same in 2023, get in touch with us at info@lionandlion.com. 

Can the advertising industry, built to amplify consumption, become sustainable?

The pressure is on businesses to adopt more sustainable practices, but can advertisers follow suit? Our Group Director for Strategy, Media and e-Commerce, Krishna Kumar, shares his thoughts on how sustainability and advertising can actually go hand in hand.

A Forbes article explained how Gen Z is not only a better proponent and practitioner of sustainability, but also an influencer for their Gen X and Boomer grandparents. People in the advertising industry have used such pointers to profess why brands and products should become more sustainable. Agencies have since used sustainability messages across campaigns for clients, segmented audiences based on this interest, and even won awards for some brilliant ideas. 

Moving from preaching to practising, can the advertising industry, that is built to amplify consumption and influence people to increase their materialistic wants, truly become sustainable? Or is sustainable advertising just a misnomer?

The need for sustainability thinking in the advertising industry

A quick search will reveal that there is a considerable carbon footprint and negative environmental impacts associated with the production of advertising materials and their distribution. Surprising but true! Be it print advertising that is correlated to environmental impacts in sourcing and the usage of chemicals and plastics or digital advertising, in which energy-thirsty devices such as big servers and digital technologies generate tremendous carbon footprints and e-wastes. Purpose Disruptors, a UK-based agency, calculated that the advertising industry contributes a 28% addition per head in carbon footprints in the UK alone. In addition, a carbon calculator by Good Loop revealed that 5.4 tonnes of CO2 is emitted by a typical online ad campaign. The note below from Wikipedia illustrates the magnitude of this impact. 

“In 2004, over seven billion metric tons of carbon dioxide equivalent greenhouse gases associated with print media advertising were emitted into the atmosphere by the United States. In the US, about 25 million square metres or about 10,000 tons of non-biodegradable PVC is directly attributed to outdoor billboards every single year”.

Efforts to drive sustainability in the advertising industry

Amy Williams, CEO of Good-Loop, in a WARC article expands on the key steps the industry could take on decarbonisation. For example, using SVG files instead of JPG, and delivering just 5% of the campaigns during non-peak times (which means lesser use of the energy grid) can have a significant impact on the amount of CO2 emitted. 

There have also been interesting industry-wide initiatives that agencies can align with. Ad Net Zero is one such programme. Launched in the UK in 2020, this initiative aims to reduce the carbon footprint of advertising by developing, producing, and running advertising campaigns to real net zero by 2030. The five step plan proposed by Ad Net Zero addresses key areas in the advertising industry that are likely to result in high carbon emissions. Business travel, office energy use, curbing emissions in advertising production, investigating media planning and buying decisions, and even looking into award events, are among the areas that need to be addressed. 

Ad Green is another initiative that aims to develop standards of sustainability in the advertising industry with a vision to eliminate the negative impact the industry has on the environment. The free Carbon Calculator developed by AdGreen is able to quantify the carbon footprint based on specific inputs about advertising production, be it motion graphics, stills or audio projects in advertising campaigns. Further to this, Ad Green also conducts training programmes for people in the industry that impart know-how on areas and methods to decarbonise.  

Small steps can make a big impact

As Millennials and Gen Z will soon become the torch bearers of the advertising industry, demand for sustainability in advertising will only become more acute. A UK study points to improved job satisfaction amongst 91% of advertising professionals, knowing that their agency was taking positive climate action. 

Besides big changes such as switching to low-energy digital ecosystems, reviewing the entire production process, and investigating the carbon footprints of their suppliers, agencies can also initiate simple steps to encourage employees to be more aware of wastages and adopt more sustainable habits in the workplace. These include minimising printing (or printing on both sides), using less air conditioners, or using more natural sunlight instead of electricity to light up the office.

For those further interested in sustainable advertising, The WARC Guide to net zero marketing is a must read. And if you are the last person leaving the office, do turn off the lights!

If you are looking for a sustainable approach to content development, media or analytics, you can reach us through https://www.lionandlion.com/.

Lion & Lion bolsters growth momentum with new Group Director of Creative and Digital Experience

Creatively-driven, digital-first agency Lion & Lion welcomes new team member Desmond Ho as Group Director of Creative and Digital Experience. A veteran of the marketing and advertising industry, Desmond Ho brings with him 19 years of helming creative projects both in-house, and in agencies. His appointment is part of Lion & Lion’s growth plan to further expand their offerings in the digital space, especially with regards to new technologies and developments in the digital, Web3, and social media landscape. Desmond reports directly to Cheelip Ong, the Regional Chief Creative Officer of Lion & Lion.

As the newest leader in the company's senior lineup, Desmond will head Lion & Lion Malaysia’s creative team while driving innovative digital experiences across the region. Prior to joining Lion & Lion, Desmond worked internationally in China as Head of Digital Creative Solutions for the smart electric vehicle company AVATR. Part of the core creative team that developed the AVATR brand, he helped carry it to international recognition through the global launch of the firm’s vehicles and digital products. He also previously served as Creative Director for 180 China, as the e-Commerce Creative Lead for Apple, Nike, and Estée Lauder at Publicis Commerce, and was Creative Partner at TianYuKong, one of China’s fastest growing, public-listed agencies. 

Desmond is an all-rounded idea and digital experiences enthusiast, with a passion for building brands and running accounts globally and locally. The rapid growth of Web3, the Metaverse, and DeFi in Southeast Asia, motivated his return to the region to produce creative work that capitalizes on the next phase of the Internet’s evolution.

Desmond states, “My passion is creating unique brand experiences through the combination of insights, technology, and creativity that come together to tell a brand narrative.  I am very excited by the strategic, digital, and creative focus of Lion and Lion and having worked under Cheelip’s leadership before, seeing him transform agencies successfully both in China and now with Lion and Lion, I am confident in his vision for growth and am glad to lead new possibilities for clients in Malaysia and the region.”

“As a creatively-driven, digital-first agency, it is hyper important for us to constantly move the needle forward and meet change where it happens. With the opportunities that are unfolding in the spaces of the Metaverse, Web3, social commerce, and e-Gaming, brands and consumers require new experiences that will engage them. Desmond will help accelerate our creative offerings across all digital frontiers to drive progress for our creatives and our clients,” says Cheelip Ong, Regional Chief Creative Officer for Lion and Lion.

Desmond’s appointment aligns with clients’ ever-growing need for new digital solutions as well as agencies who are able to work consistently and creatively across markets. Lion & Lion previously appointed Jimmy Sutanto as Creative Director for Indonesia as part of the agency’s digital-first growth strategy in that market.

Lion & Lion is a digital marketing agency that offers tailor-made solutions with a creative combination of brand marketing and media strategy. Are you interested in partnering with Lion & Lion? Drop us a message.

Impact Makers - Finding inner peace through paper flower craft with Jing Lin Ng, Finance Executive

At Lion & Lion, giving our people opportunities to grow is deeply embedded in the way we work. Our new Impact Makers series focuses on how our Lions make an impact in their professional and personal lives through stories that share their growth and experiences.

Being a Finance Executive in the fast-paced environment of a creative agency is exhilarating for Jing Lin Ng, but she finds peace in the art of paper flower crafting.

What do you find unique or interesting about being a Finance Executive for a creative agency?

One very interesting thing about working in finance in a creative agency is the working environment and culture. Although my job scope is about the same as any other Finance Executive, the environment that I’m working in is always energetic and full of ideas and creativity. Our company provides positive and fun ways for us to get together through personal and professional development activities. For example, we have our Fun Fridays each month to celebrate important milestones or festivals together.

What have you learned since you started crafting paper flowers?

I always had a passion for all kinds of art and crafts but I never really committed to any of them. But during the COVID-19 lockdown, I had a chance to slow my pace down and dive deeper to find out more about paper flower crafting. I’ve learned how to spend time with myself and enjoy my free time alone. I always find calmness and peace of mind when I’m making the flowers.

What are your favourite flowers to craft and why?

My favourite flowers to craft are daisies because they look really pretty. I like their simplicity – white petals with a yellow centre. But there are also daisies that are purple, red, yellow, and many other colours as well. However, I enjoy crafting all kinds of flowers. Perhaps one day, I’ll also craft other objects. This is because to me, art has no boundaries and crafting new things is always a challenge as well as an opportunity for me to learn and improve.

What would your advice be for maintaining a 9-5er’s mental health and wellbeing?

I would suggest being fair to ourselves and understanding our rights and responsibilities. Proper work management is essential to make sure that tasks can be done within working hours. By doing that, we can make sure to allocate the after-work hours for ourselves.

What does ‘making an impact’, one of Lion & Lion’s core values, mean to you and the work that you do?

Making an impact to me is to provide value. Not just for our work and position but to the people around us as well. By providing positive value, we can improve our surroundings, regardless of how large or small they may seem. In other words, we can make someone’s day better, make positive changes to the environment, and build a better society for the future. With all these little acts, we can make a significant impact on others. 

Impact Makers is a series that goes behind the scenes of our Lions, exploring their passions, motivations and aspirations in the creative industry.

Interested in growing your career in a creative agency? Get in touch with us today.

Impact Makers - How video editing sharpens creativity, with Joshua Johan, Senior Art Director

At Lion & Lion, giving our people opportunities to grow is deeply embedded in the way we work. Our new Impact Makers series focuses on how our Lions make an impact in their professional and personal lives through stories that share their growth and experiences.

Senior Art Director Joshua Johan had an unusual career start here at Lion & Lion. In addition to developing design work, he was also responsible for editing and shooting videos. This foray into filmmaking has sharpened his creative skills, giving him new insights and ideas on how to apply creativity across all aspects of advertising.

Describe your experience in planning and editing videos. What did you like best and what were some of your biggest lessons along the way? 

The most important lesson was learning how different audiences think and process the information they receive from videos. In other words, when making a video, I always try to look at it through the eyes of a potential viewer, rather than my own as the creator. Eventually what I like is literally the output itself, as it’s always fun and entertaining for me to press the button on Premiere Pro and After Effects, and admire the hard work I have put into every project.

What are your thoughts about using film in advertising campaigns? 

Do not go into film unless there’s a need for it. Make sure that it’s truly worth the investment because it’s the best medium for your idea – not because you’re just riding on the video trend. 

What’s your list of films that all creatives should watch. 

Midnight Mass. A masterpiece, from the script, to the acting, scenes, and of course, the moral of the story.

Arcane: League of Legends. This is a series and not a film, but I really like how Arcane utilises animation to create an imaginary world that defies reality. 

Scott Pilgrim vs. the World. One of the best comic book adaptations in my opinion. It is 100% fun. Back in the day when it was released, it gave me a strong impression on how a live action movie could look like a video game with all the special and visual effects and camera angles.

A Quiet Place. I find the ‘out of the box’ storytelling fascinating. From this film, I learned that you can tell a story without any speech. 

Midsommar. It's interesting to see how the filmmakers turned horror into something aesthetically beautiful. 

Essentially,I really enjoy something that is out of the ordinary. In a sense, all of the movies in the list above broke my expectations in a good way, by giving me lots of mini-surprises.

How would you balance creative expression in video production with the requirements of the client? 

In the end, clients also seek creative expression as well. If we (as the agency) are aligned with the client, we are not so much looking for a balance, but for creativity together. That said, understanding the needs of the client is the first task that is crucial for a successful video, followed by understanding the brief. If those two are carried out properly, then there’s no need to balance creativity and requirements as the project is about creating a masterpiece together with the client.

What advice would you give to someone who is keen on joining the creative industry? 

The ‘creative industry’ is a broad term as there are a lot of career pathways within this field ‒ branding, website development, advertising, video production, etc. Make sure you understand the differences and expectations before choosing the one that appeals to you most.

Impact Makers is a series that goes behind the scenes of our Lions, exploring their passions, motivations and aspirations in the creative industry.

Interested in growing your career in a creative agency? Get in touch with us today.

What is cognitive bias and how is it relevant to marketers?

Biases are psychological tendencies that cause the human mind to draw incorrect conclusions. By and large they are ‘mistakes of reasoning’ — a form of cognitive shortcut often based on perceptions or beliefs instead of reality. Cognitive biases occur without our conscious awareness. They help us make decisions quickly and more efficiently, like if we trust a brand or not depending on whether we have seen or heard of it before. At the same time, they can impair our ability to make rational judgments, for instance, jumping to pay at the first ‘offer’ we come across without shopping around to find a better deal.

For us marketers, quantifying human behaviour is not straightforward and we end up using imagination, creativity and storytelling skills to approach consumers. To aid that approach, often unknowingly, we are on the hunt for the quintessential cognitive bias present among buyers from a category in focus — we prioritise the understanding of how our consumers think, what is it that they truly desire, and we swing between various answers almost on a daily basis.

However, this is easier said than done. Among many various kinds of cognitive biases identified, it is difficult to select one that is relevant and beneficial for a brand or product. In this 5 Lion Experts' Bytes, we aim to put a spotlight on some cognitive biases for marketers to take into account, develop a knack for it and nurture a sought after skill going into the future. The science is clear, humans take mental shortcuts and as marketers, we need to use this to our advantage more.

 

Which cognitive biases can we leverage in our marketing efforts?

Bandwagon Effect

When ideas and trends grow as more people adopt them. An option that is popular is simply seen as the best choice. Social proof is at the core of this bias as people tend to purchase products that are proven to be useful for others in the past.

How to use it? 

Showcase high sales or adoption rates, celebrities using your products, create your own ‘gold rush’ or even go against the norm and become an ‘anti-bandwagon’ brand.

Who uses it best? 

Social media apps, fashion industry, and almost every brand that sells consumable products.

Loss Aversion

When the fear of losing something drives desired behaviour. Fear of missing out (FOMO) is at the core of this bias as people tend to prefer being included in anything they perceive to be of value, a good promotion, a social conversation or fun moments.

How to use it? 

Offer free trials and samples, discount coupons on larger basket sizes, or even stir up urgency through scarcity. The key is to synthesise the feeling of a ‘loss’ and encourage desired action.

Who uses it best? 

Every. Single. E-commerce. Store. Highlighting what’s at stake to engage and convert customers.

Confirmation Bias

When we look for information that confirms our perceptions. Often a post-purchase concept where consumers rationalise their purchases as a reasonable and prudent decision. Desire to be right is at the core of this bias as people hold onto their beliefs strongly.

How to use it? 

Develop an understanding of lifestyle-related beliefs among your audience and confirm their existing beliefs with the help of relevant stereotypes, cliches and/or accurate representation.

Who uses it best? 

Food & beverage brands in their efforts to increase relevance of their products in the everyday lives of their consumers by tapping into the pre- or post-consumption feeling.

Mere Exposure Effect 

When preference is higher for things that seem familiar. With the core of this bias being familiarity, people tend to demonstrate higher preference for brands or products they had noticed in the past and attributed it to a quality or trait.

How to use it? 

Sway consumer decisions by associating your brand or product to things that are already part of your audiences’ life in order to  initiate connections with potential consumers faster.

Who uses it best? 

Sport brands with team sponsorships.

In-Group Favouritism 

When we favour brands that fit with a group we are part of. Where individuals in a shared group purchase similar products and services as the core of this bias is social identity and in-group always trumps out-group choices.

How to use it? 

Create a strong sense of community around your product or service, a sense of ‘us, the users” versus ‘them, the non-users’ and use social networking to host and nurture the community. 

Who uses it best? 

Video games rely heavily on the in-group bias to increase average-spending-per-gamer and overall sales.

How can the use of cognitive bias add value to marketing efforts?

Across the purchase journey and through every interaction with a brand or product, whether offline or online, consumers navigate through numerous stimuli like prices, promotions, logos, visuals, celebrities, and more to choose how they spend their disposable income. In addition to creating interest among consumers through creative muscle, the incorporation of cognitive biases in marketing efforts helps to create impact through behavioural nudge, and if done right, acts in favour of the brand.

Curates a familiar environment

A marketing effort targeting a desired action requires a stable environment to be effective. Using cognitive biases to craft simple and easily understood messages helps a great deal, especially when brands increase exposure through repeated ads and retargeting — i.e. chasing consumer trust through familiarity. 

Leverages on contextual nuances

Maximising on the natural opportunities stemming from the life and environment of consumers. The key decision is whether to alter an existing habit due to moments of disruption in life or to piggyback on existing habits to form a mental relationship between the existing habit and desired action from brands.

Acts as a cue and triggers action

In many scenarios, cognitive biases are designed and incorporated to trigger action. Over time, with increased exposure to various media, a brand is able to cue the desired behaviour by removing mental barriers and utilising cognitive biases as prompts. 

Conclusion: What can we do moving forward?

Cognitive biases can lead to inaccurate or desirable conclusions. As the focus of consumers sways towards certain kinds of information while overlooking the rest, it is vehemently important for marketers to strengthen their understanding of cognitive biases at play among their consumers and use that to position a brand or product as the more obvious choice. 

In a world where consumers are constantly exposed to information and various media, the emphasis needs to shift — capitalising on pre-existing cognitive biases and curating behavioural change to increase effectiveness and achieve desired business results needs to be the utmost priority.

About this series: Lion Experts’ Bytes is a series where Lion & Lion experts share tips and insights on different aspects of the ever-evolving marketing landscape, from social media, creative, strategy to digital marketing. 

Need assistance in understanding the biases of your audience? We can help you there.

Marketing agencies in Malaysia: Things to consider before you pick one

If you’re a business owner who wants to get your brand across the social media, you might find it hard to determine which channels or social media platforms to use that best suit your industry. 

Ranging from YouTube to Facebook to Instagram and even WhatsApp, it might get confusing for you to know how to integrate all these platforms to get the best results from your marketing investment. Randomly promoting your brands through social media might cost you more money with a lesser return-of-investment (ROI) rate. This is when hiring a marketing agency will come in handy, and you should continue reading to find out why!

What does a marketing agency do?

As the name suggests, a marketing agency, also called a marketing company, helps clients to grow their companies as well as achieve their business goals through the means of various marketing strategies. 

Photo by S O C I A L . C U T on Unsplash 

Generally, a marketing agency can help your company identify and pinpoint marketing strategies based on your target audiences in Malaysia and help to maximise your returns. This, of course, also includes executing and managing your business’ marketing campaigns, as well as monitoring the market data in specific areas, such as Kuala Lumpur (KL), to improve campaign results.

Tips on how to choose the right marketing agency in Malaysia for your business

Now that you’ve grasped the bigger picture of what a marketing service agency is capable of, perhaps you'd like to hire one. In today’s digitised environment, in which most things can be done online, you can work with a marketing agency based anywhere in the world. If so, how do you know which marketing agency offers the best services for your needs? 

The rule of thumb when it comes to hiring a marketing company lies in how well they understand your business goals and how they’re able to understand and analyse your target audience to implement the right marketing strategies. A good marketing agency will help grow your sales, but an excellent one will help your brand get its social currency through brand positioning. 

Brand positioning through your marketing agency

So, what exactly is brand positioning, and why is it important? Brand positioning is known as the process to establish your brand as something worth thinking and sharing about among your target audiences.

Brand positioning matters because it allows people to differentiate your brand, justify your pricing strategy, and most importantly, it makes your brand worth sharing. 

Photo by Brands&People on Unsplash 

However, because you probably have lots of competitors in Kuala Lumpur alone, not to mention throughout the entirety of Malaysia, brand positioning can be a complicated thing to do. This is where a marketing service agency comes into play. 

So, how exactly can a marketing agency help you build your brand?

• Being unique 

A marketing agency knows how to make your brand stand out. How so? Well, the answer to that question is through holistic and original ideas. That doesn’t mean we shouldn’t follow the best practices from brands that have already succeeded, but more on how we can adapt these practices to our brand, and set up the perfectly unique features that distinguish us from other companies. 

The more similar you are to your competitors, the more your target audience will remember them. What’s really important is building a brand by coming up with ideas worth sharing by the consumers! 

• Being relevant

However, a good brand wouldn’t be great if it wasn’t relevant. It doesn’t matter how credible or unique your brand is. If it’s not appealing to customers, the name of your brand wouldn’t even pass through their consideration stage. This is why it’s essential to hire a marketing agency as they can identify the trend of your target audiences and even associate your brand with an influencer to solidify it.

• Being consistent

Being trendy is one thing, but frequently changing your brand positioning in response to what you see on social media or what your competitors are doing will not do you any favours. We understand that it may be intriguing to be ‘in style’, but your audience wouldn’t understand what it is your brand stands for if you keep changing it. 

This makes it all the more important to think about what you want your brand to represent in the next five to 10 years, and have a marketing company develop content that balances what your brand stands for and what you can adapt from the latest trends. 

Here at Lion & Lion, we have marketing and creative specialists who can while following the trend to make your brand unique compared to your competitors! Contact us now and see how our services can help.