Localized Brand Awareness Campaigns with Video Marketing
Last Updated on July 15, 2019 by Master Macky
Localization of brand awareness campaigns and other types of digital marketing—whether they are traditional or new media—is now the most effective marketing strategy throughout Asia to convert “target audience reached” to “paying customers.”
That is because localization fuels relevance. It prevents an international brand from getting lost in translation. Marks & Spencer, a popular British retailer, closed their retail stores in China a year before they also ended their mainland online operations due to declining sales and that is because they failed to adopt to the local tastes of Chinese consumers.
Localization is critical in Asia
For international brands around the globe, localization is a strategic opportunity. In Asia, it is a mandatory requirement to win the heart of every consumer that believes whatever they have, wherever they are, however they do it—they must have and it must be done the way it is done in their culture or in accordance with their local beliefs. This is embedded in every Asian’s DNA.
To increase “target audience reach” and convert leads into sales, we need to run marketing campaigns that are culturally relevant to them. As Nelson Mandela said, “If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language that goes to his heart.”
How to localize brand awareness campaigns in Asia
Since 2018, what converts higher is Video Marketing. 80% of the world’s Internet traffic is VIDEO. 43% of people, particularly in Asia, prefer to see more video content with their favorite local advocates and influencers within their interest.
In Asia, especially in Thailand, the Philippines, and China—the rise of short films or video series that address the life of the locals is converting to higher leads. The more sequels the story creates means the more control and influence over the audience.
In Thailand, this short film produced for a life insurance company went viral on social media.
In the Philippines, this short film is a video series made for a fast food restaurant, which also went viral on social media.
How Commercials, Infomercials, TVC, and Short Films or Video Series are produced
IMARK and its sister influencer marketing company Sothyal.com have been working closely with big brands throughout Asia to produce monthly, quarterly, and yearly video series as part of their brand awareness campaigns and PR (Public Relations) campaigns.
Wrong influencers can hurt your brand. Numerous companies tap online personalities to endorse their products without checking influencers’ followers. Having more followers does not mean influencers will do the brand justice. Getting more views from the wrong readers never converts into sales—we noticed this, so we formulated a solution to help protect brands.
Sothyal works with real community influencers that can promote the brand with integrity. Influencer means someone with good reputation in the industry and is respected by society. If your business is providing health products, will you allow a fashion model with posts irrelevant to health products but with 500K followers to promote it? This may hurt the brand. Real buyers will think the brand is cheap. Or, would you rather pick a real doctor with only 10K followers but can explain why products work in a well-researched post or short video? Obviously, the doctor is followed by real buyers of health products.
Quality vs. Quantity of Influencer’s Followers
IMARK and Sothyal created a surefire system that connects brands to credible micro to macro influencers. It’s Quality vs. Quantity. One right endorser can boost integrity enough to help you acquire potential buyers and increase sale conversion.
Sothyal works with all types of influencers. For more than a decade of advertising our clients’ products and services, “word-of-mouth referrals” and testimonials by experts and product users have been the most effective organic marketing and the main source of acquiring new customers for the brands we have been managing. Through years and years of working with our referrals and subject matter experts, we have collected a long list of personalities that influence purchasing decision of our brands’ target buyers.
How to measure brand awareness campaigns with video marketing
While Sothyal.com handles production and talent resources of video marketing, IMARK manages data analyses of campaigns using IMARK’s proprietary analytics software program that uses proven techniques on how to measure these campaigns.
IMARK sets up the correct metrics and generates KPIs (key performance indicators) for marketing department of the brand to help them with decision-making. Among the metrics are brand mention on all types of websites, search volume data on search engines such as Google and Naver, reach on social media (including reactions, comments, and shares), and web traffic.
Work With IMARK and Sothyal
Sothyal maintains partnership with various influencers in Asia from all industry segments such as real estate brokers, bankers, finance advisers, FinTech experts, insurance advisers, automotive experts, chefs, tour guides, gamers, actors, fashion models, DJs, rappers, and more. All these influencers have been working with IMARK’s clients globally, trusted by top brands and multinational corporations in Asia and Europe.
IMARK is a Technology & Web Design Company and an Internet Marketing Agency. It’s a multifaceted Digital Marketing Agency with in-house technologists and digital marketing experts. The combination of these two major talents in today’s advertising and digital marketing era makes IMARK a powerful partner for a brand and business aiming to penetrate an international market.
Work with us, and we’ll get you to the top. Tell us about your brand, business, or project requirements by sending us an email or by filling out this contact form. A Brand Manager or an Account Manager will work with you or with your team.