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Micro-Target or Target Everyone? Balancing Reach with Precision in Your Media Strategy
What is the best way to get the right amount of reach but also the right precision? Some marketers are seduced by the promise of micro-targeted precision through digital media spend. Others go broad and target everyone. What is the right balance for your brand? Frustrating though it may be – the answer is “it depends”.
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Effective Communications Begin with the Brand
We all remember great ads. But do we remember what they were trying to sell us?
This is the No. 1 aim for advertising, But, surprisingly, many marketers don’t achieve it.
Marketers must start with the brand in the earliest conception stage, and weave it throughout the storyline architecture at opportune points. There are several tried and true techniques to ensure success. -
Ad of the Month: The Power of Music
Some ad jingles are among the most contagious tunes ever produced. I recently re-discovered an old ad for 金龜嘜萬里望花生 (Sze Hing Loong Ladybird roasted & salted peanuts), the jingle from which had been looping in my head for a while, its catchy rhythm and simple lyrics still linking me back to the brand after such a long time.
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Cracking Social: How to Connect Meaningfully with Audiences on Social Media
It is clear, that when it comes to connecting meaningfully with audiences on social media, there is still a lot to learn. At Ipsos we’ve been exploring how brands can maximise their impact in this space. Our starting point was in depth examination of the people who are getting it right in order to identify what we can learn from them.
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Side-by-Side Intelligence: The Power of Social Data in Managing Brand Equity
At Ipsos, we believe that side-by-side intelligence boosts brand health trackers like never before. Read this paper to discover what happens when we combine the individual insight benefits gathered from social media data with survey data. Spoiler alert: Done right, you’ll get dynamic, fast, and contextually rich insight, to help unlock our understanding of consumer perceptions and brand associations.
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Ad of the Month: Vita HK Style Coffee
Hong Kong’s obsession with imported consumable goods – especially among youngsters – doesn't seem to fade. This Vita HK Style Coffee ad smartly plays on this trend, contrasting both the ‘Italia-no’ perception when it comes to coffee (Cappuccino, Latte etc) with local values (啡走).
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Ad of the Month: Cafe de Coral
The recent Cafe de Coral ad featuring Dayo Wong is part of their repositioning plan. The ad highlights the important but always forgotten values in our everyday lives – create happiness and show your love to people around you.
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Ad of the Month: Laneige Two Tone Bar
Korean beauty cosmetics and rituals continue to expand and as some may say, have emerged as a full-fledged phenomenon – with many expressing confidence that “K-Beauty” trends are set to grow even further this year. The Laneige Two Tone Bar is a perfect example of this growing trend.
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Ad of the Month: Mitsubishi Electric’s 惠家仁 “Family Values”
Mitsubishi need to be congratulated for taking a risk in a category where, in HK, TV advertising has historically been product-driven to the point of being nearly indistinguishable from infomercials.
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Branded Content - Optimising for Brand Impact
Content is king, or is it context? One thing for sure is the framework for successful branded content is resonance for people with the Content, Platform and Brand.