ZHSEZZZ86651EX_OgilvyLeadmag_F 12/2/08 10:36 AM Page 1

INTELLECTUAL CAPITAL FROM OGILVYONE WORLDWIDE

CAN BRANDS HAVE A SOCIAL LIFE?

HOW BRANDS IN ASIA CAN BENEFIT FROM INTERACTING
WITH CUSTOMERS THROUGH SOCIAL MEDIA.

Asia Pacific Offices

Australia, Bangladesh, China, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, Myanmar, Nepal,
New Zealand, Pakistan, Philippines, Singapore, Sri Lanka, Taiwan, Thailand, Vietnam

Contacts
For general information, please contact Lucy McCabe, Lead Consultant on (+65) 6213 7925 or email lucy.mccabe@ogilvy.com
For media queries, please contact Jane Fraser, Corporate Communications Director on (+65) 6213 7899 or email jane.fraser@ogilvy.com

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39 OGILVY INSIGHT: CAN BRANDS HAVE A SOCIAL LIFE? OGILVY INSIGHT: CAN BRANDS HAVE A SOCIAL LIFE? 40

Case Studies:
So who’s doing Social Media
well in Asia?
There are a lot of brands that think they are doing social media in the region but in fact are just
creating content and assets within the social media space. In all the weeks of research spent
investigating cases, we have identified just a handful of brands that have stood out as truly
delivering a winning social media strategy.

What are the brand success stories?

Case Study 1

Brand : e27
Market : South East Asia
Target : Start-ups, technologists, entrepreneurs and investors
Links : www.e27.sg
www.entrepreneur27singapore.wikispaces.com
Background
Modelled on e27 in Silicon Valley, with no marketing budget, two young ambitious guys – Justin
Lee and Bjorn Lee – used social media to turn e27 in 12 months from a social enterprise idea
to a leading community for digital entrepreneurs in South East Asia. The secret to the team’s
success was its ability to successfully identify, engage and build trust with the ‘right influencers’
for its brand.

Its formula was simple. Using face to face events, it identified potential key influencers and
actively engaged with them one-to-one through email, Twitter and Instant Messenger sharing
insights, observations and contacts about the entrepreneurial space. This worked to turn these
acquaintances from passive participants to powerful brand evangelists resulting in positive
discussion in the blogosphere.

To maintain the dialogue with its influencers and the broader

member base, e27 used its dedicated wikispace and website
as the virtual place to connect with and share ideas. By giving
total control to its members, it provided a refreshing change
from other contolled communities.

Every brand has a social network they could be a part of... I think too much focus
is just on B2C.

Ken Mandel
Regional Managing Director, Yahoo! SEA
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41 OGILVY INSIGHT: CAN BRANDS HAVE A SOCIAL LIFE?
How well did it do?
1. Influencer Reach:
e27 has managed to identify 3 pillar evangelist groups –
bloggers, industry observers and tech-watchers.
2. Influencer Activity:
These influencers have been able to create credibility and
visibility amongst their own audiences as well as elevating
e27 amongst the start-up community. Each ‘by invitation’
event provides a new conversation for a spur of blog postings
using photography, video and discussion to hook people in.
3. Brand Impact:
Acquisition: e27 has developed a permission-based database
of a 1,000 highly valuable members and continues to generate
interest by reaching out to application developers and
entrepreneurs using social network groups.
Engagement: With zero marketing budget, from a modest
first event with 30 attendees they have grown to host events
that average 400 attendees. These events are now endorsed
by influential organizations and government agencies
including Google, Microsoft, Information Development
Association and Media Development Authority of Singapore.
Brand Equity: e27 is the first Singapore blog to get a mention
on the respected OpenWeb Asia Workgroup [www.openweb.asia]
which is a network of premium blogs focusing on the Asia
web industry.
Overall Conclusion
Young, nimble start ups are often the first and most
successful to leverage social media. Creative, daring thinking
combined with a well constructed viral model that singles
out anchor influencers makes a great social media success
story amongst their target audience. Their story evolves.
OGILVY INSIGHT: CAN BRANDS HAVE A SOCIAL LIFE? 42
Case Study 2
Brand : Motorola
Market : China
Links : http://motomp3.tom.com
www.youtube.com/watch?v=3mkrHv886G8
Target : Chinese youth market (12 - 20 years old)
Background
How do you reach out to Chinese youth with your latest
cell phones? For Motorola, using social influencers was the
way in. Tapping on the popularity of the Back Dorm Boys
(Win Win and Huang Yi Xin) and their lip sync videos, Motorola
sought to engage the duo to help them promote their latest
line of entry level handsets designed for Chinese Youth. After
rounds of discussions with their initially-apprehensive
manager (Wei Wei’s mum), they were finally persuaded to
produce a video which featured the duo lip-syncing to the
song “Radio in my Head” in typical over-the-top fashion with
the Motorola C381 phone as a part of the performance.
How well did it do?
1. Influencer Reach:
All the influencers (all two of them) were successfully
identified, reached and engaged behind this campaign with
total success.
2. Influencer Activity:
Initially seeded on Motorola’s campaign website, the video
spread at a viral pace through peer-to-peer channels with
more than 60 million views recorded.
3. Brand Impact:
By the end of the campaign, sales for Motorola’s four
low-price tier phones had increased by over 270%, moving
more than 200,000 units in a month.
Overall Conclusion
Large brands that move fast and are willing to take risks
are far more likely to reap the rewards. Motorola’s deep
understanding of social media in China combined with what
was current at the time for their target audience, made this
campaign such a great success. Ironically, if it was run again
today, it would unlikely have the same level of impact in
China. They caught the moment!
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1 Text, Rich media (video, photo, music, games, voice) 75 Asia Pacific Digital Marketing Yearbook 2008
2 Nielsen Online Global Consumer Study April 2007 – 76 International Telecommunication Union
Top 10 markets who claimed that they relied most on 77 http://www.internetworldstats.com/asia2.htm
‘recommendations from consumers’- Hong Kong (93%), 78 OgilvyOne Estimates based on Internetworldstats.com Jun08
Taiwan (91%), Indonesia (89%), India (87%), South Korea 79 http://www.edelmanapac.com/edelman/blog?month=4 Acknowledgements
(87%), Philippines (86%), Ireland (84%), Mexico (84%), UAE &day=19&year=2007
(84%) and New Zealand (83%). 80 Universal McCann, March 2008
3 Y-Generation 1977-94 US Today 81 National Communications Commission
This paper has involved a lot of people so thanks to you all for your time, effort and
4 China Internet Network Information Center July 2008 82 www.tnic.net
5 China Internet Network Information Center July 2008 83 Nielsen (2008) passion for this thriving medium – you know who you are.
3 China Internet Network Information Center July 2008 84 OgilvyOne Estimates based on Internetworldstats.com Jun08
7 TNS/CNNIS 85 www.monstorandcritics.com/news/asiapacific/features/
8 China Internet Network Information Center July 2008 articles/1412199.php/malaysian_politicians_hop_onto_the_ An extra special thanks goes to our social media gurus who inspired us to think of social media as
9 readwriteweb.com.archives/bbs_china blogging_bandwagon
10 readwriteweb.com.archives/bbs_china 86 Design News May08 www.designtaxi.com
a practical and very real discipline:
11 http://www.melcherruwart.com/2008/05/04/its-all-about- 87 Design News May08 www.designtaxi.com
the-bbs/ 88 AsiaOne digital: story/
12 China Internet Network Information Center July 2008 89 Adoimagazine.com 2008
13 www.reuters.com/article/pressRelease/ 9th January, 2008 90 Adoimagazine.com 2008 E27 : Justin Lee & Bjorn Lee, Joint Founders
14 China Internet Network Information Centre 25Apr08 91 Comscore segment metrix (mar 08) 15+ from home and
Google : Vinton Cerf, VP and Chief Internet Evangelist
15 China Internet Network Information Centre 25Apr08 work PCs
16 Kaiser Kuo – blogger & Digital Consultant May08 92 Yahoo Loosewireblog.com : Jeremy Wagstaff, BBC, Asia WSJ and Technology Commentator
17 www.newsweek.com/id/78112 93 OgilvyOne Estimates based on Internetworldstats.com Jun08
18 www.marbridgeconsulting.com/marbridgedaily/ 94 Xinhuanet, Jan 2008 MTV Asia : Ian Stewart, Senior Vice President
2008-07-01/ 95 Manila Times Jan08
Mr Brown.com : Lee Kin Mun, Founder & Blogger
19 Internet World Stats derivations June 2008 96 Alexa Top 100 Sites
20 Technorati & Edelman 2007 97 http://www.techcrunch.com/2007/11/07multiplv-big-in-the-
OgilvyOne Asia : Kent Wertime, President
21 Technorati Japan, accessed Jan 4th, 2008 philippines-lands-ad-deal/
22 Source: http://www.twitterlocal.net/stats 98 http://newsinfo.inquirer.net/inquirerheadlines/nation/view/ OgilvyPR USA : Rohit Bhargava, Senior Vice President 360 Digital Influencer
23 Infinita Mar 2007 20080622-144061/Filipinos-are-prolific-and-Multiply
24 Analytica1st.com, Feb 29 2008 99 “Social media and PR in Asia” by Singapore Management Wego.com : Miguel Bernas, Marketing Director
25 Infinita Mar 2007 University Wiki (2008) Yahoo! SEA : Ken Mandel Vice President & Regional MD
26 Source: Gree press release, July 2007 100 http://delfindjmontano.blogspot.com – Brian Gorrell includes
27 Source: Infinita Inc (Mar 08) on his blog a list of links to mainstream media pickups.
28 GMID South Korea Country Pulse 2007 101 Internet World Stats (IWS) 30 Sep 2007
29 US News article Sep 06 102 Internet World Stats Dec 2007
30 Koreanclick/ Korean National Statistical Office Jun08 103 Internet World Stats Dec 2007
31 Koreanclick Jun08 104 Wireless Asia 2007
32 Digital Korea CNN.com 2007 105 http://english.vietnamnet.vn/tech/2008/08/801025/
33 Inside Cyworld Plus 8 Star Limited 2007 106 http://www.internetworldstats.com/asia/vn.htm
34 Koreanclick Jun08 107 http://harryd844.wordpress.com
35 Koreanclick Jun08 108 Intellasia 2008
36 Edelman Korea (Kaist Research 2007) 109 http://harryd844.wordpress.com
37 OgilvyOne Korea (Jul08) 110 Tamtay.vn, yobanbe.vn 2007
38 Digital Korea Video Report CNN.com 2007 111 AC Nielsen Uses of the Internet in HCMC and Hanoi (2007)
39 Digital Korea Video Report CNN.com 2007 112 Hot Telecom (Mar 08)
40 GMID South Korea Country Pulse 2007 113 Transcript from Merlyna’s public lecture as part of the
41 Census and Statistics Department of Hong Kong, and Office association of Internet researchers Conference, Australia
of the Telecommunications Authority 27-30 Sep 2007
42 Census and Statistics Department of Hong Kong, and Office 114 Synovate 2007 – ADMA report 2007
of the Telecommunications Authority 115 2007 Asia - Telecoms, Mobile and Broadband in Indonesia
43 McCann Ericsson report (Mar 08) and Timor Leste by Paul Budde (Sep 07)
44 Comscore data referenced in article ‘Facebook Platform, 6 116 April 2008 - Hot Telecom Market Statistics and Forecast
waves Making Waves in Hong Kong’Jun08 117 OgilvyOne Jakarta (Jun08)
45 Xanga (Feb07) 118 Antara news – 2Jul08: Article: Friendster mobile site now
46 Key Insights on Youth in Shanghai, Hong Kong and the United available in Indonesian
States Revealed in Harris Interactive 2007 U.S. / China 119 http://inlogicalbearer.blogspot.com/2008/01/facebook-
YouthPulseComparison Study Business Wire, Dec 19, 2007 statistics-slow-down-in-north.html
from ‘Harris Interactive Report: ‘91% 15-21 year olds in 120 Budi Patra – journalist and blogger (2007)
Hong Kong say they spent time instant messaging yesterday’ 121 http://indonesiafirst.com/2008/04/indonesia-bans-youtube-
47 OFTA, Apr08 myspace/
48 AC Nielsen - 2006 122 2008 Asia - Telecoms, Mobile and Broadband in Indonesia
49 Marketing charts.com/ The Nielsen Company and Timor Leste by Paul Budde & Hot Telecm Market
50 McCann Ericsson report (Mar 08) Statistics a&Forecast Report (Apr08)
51 HitWise Hong Kong report – Social Network and Forums 123 I-Pop EVP, Colin Miles (Mar08)
(Apr 08) 124 Antara news – 2Jul08: Article: Friendster mobile site now
52 Alexa Top 100 sites available in Indonesian
53 Alexa Top 100 Sites 125 Antara news – 2Jul08: Article: Friendster mobile site now
54 South China Morning Post: New kids on the blog. By Carrie available in Indonesian
Chan 22Aug05 (http://zonaeuropa.com/20050822_3.htm) 126 http://internet.nectec.or.th/webstats/home.iir?Sec=home
55 Key Insights on Youth in Shanghai, Hong Kong and the United 127 Thailand’s Mobile Market Reached 53 Million Subscribers
States Revealed in Harris Interactive 2007 U.S. / China by End-2007: Business Wire, May 23, 2008/
YouthPulseComparison Study Business Wire, Dec 19, 2007 http://findarticles.com/p/articles/mi_m0EIN/is_2008_May
from ‘Harris Interactive Report: ‘91% 15-21 year olds in _23/ai_n25452529?tag=rel.res5
Hong Kong say they spent time instant messaging yesterday’ 128 Thailand’s Mobile Market Reached 53 Million Subscribers
56 OgilvyOne Estimates based on Internetworldstats.com Jun08 by End-2007: Business Wire, May 23, 2008/
57 eMarketer Report Jun 07 http://findarticles.com/p/articles/mi_m0EIN/is_2008_May
58 Indiatimes.com Aug07 _23/ai_n25452529?tag=rel.res5
59 International Telco Union 2007 129 ADMA 2007 Report: Extract from Synovate Media Atlas:
60 http://www.eetimes.com/news/latest/showArticle.jhtml? Bangkok Residents (2007)
articleID=209901456 130 Nectec government research as referenced by ADMA ASPAC
61 JuxtConsult 2007 Yearbook Report - 2008
62 Nautanki.tv (Jul08 131 Bangkok Post, Mar06: Citizen journalism in action:
63 Information Development Authority Singapore 2008 Interestingly named, The Media Slut is a new medium
64 IDA Singapore News & Events Jan07 covering Thailand’s political unrest
65 IDA Singapore News & Events Jan07 132 Microsoft survey on blogging (Aug-Sep 2006)
66 Blogging Asia: A windows live report (2006) 133 Universal McCann Report (Mar08)
67 Alexa’s Top 100 most visited sites for Singapore 134 Hi-5 Presentation – Top Space Feb08
68 Hitwise Press Release (Mar08) 135 Facebook Advertising Centre: Facebook subscribers from
69 Hitwise Singapore - Top 20 Websites - July, 2008 Jan to Jun 08
70 ComScore Singapore, Jan, Feb & Apr 2008, Aged 15+ 136 Facebook Advertising Centre: Facebook subscribers from
All the content featured in this study is the opinion of OgilvyOne gleaned from a wide range of independent sources. Whilst every
71 ComScore Singapore, Jan, Feb & Apr 2008, Aged 15+ Jan to Jun 08 precaution has been taken in the preparation of this document, OgilvyOne assumes no responsibility for errors, omissions, or
72 Hitwise Top 5 Social media sites (Mar08) 137 Truehits.net-Jun 2008
for damages resulting from the use of the information herein. Products or corporate names may be trademarks of other
73 Synovate Young Asians Survey 2008 138 Truehits.net-Jun 2008
companies and are used only for the explanation and to the owner’s benefit, without intent to infringe. All content herein may
74 Hitwise (Jun08) 139 Bangkok Post – ADMA Report 2007
be reproduced and used provided that credit is given to OgilvyOne Asia Pacific and www.ogilvy.com