Build winning brands in the age of shifting new normal

Sonia Liang, Head of Industry, Hong Kong & Taiwan, Meta, said brand marketing is one of the most common goals in advertising. According to Ipsos’ Global Media Study, people consume media for 2 main purposes: Connection and Entertainment¹. The combination of high connection and entertainment values gives Meta a unique advantage to connect people with brands. The most representative among them is the short video Reels, which is popular all over the world. Reels is a new visual language that leads Meta towards a video-based social media ecosystem. Sonia has answered the myths in the market:

• Meta is not just a social network. With Reels, brands can adopt for thematic ads
• It is a misconception that video is the longer the better. Meta allows people to voluntarily choose to watch the ads, which has a more significant impact on brand recall and brand recommendation
• Meta is the most effective platform on audience reach. Sustain brand reach through Meta is crucial
• Consumers are willing to pay 18% more premium price on Meta platform². Meta is not just a sales channel, it is also a destination for brand marketing.

Creativity: The spark of connection

Reels have become synonymous to creativity, reaching out to users via immersive experiences. According to Kitty Lun – advertising maven and Director, Creative Shop, Greater China, Meta – brands must incorporate the three key elements - Entertaining, Relatable and Digestible - into their Reels content. It will become a marketing trailblazer that can spark connections with the new generation.

She reminded brands and marketers of the three main creative principles of Reels:

1. Use 9:16 vertical video format: Reels ads produced in this format have a 48% improvement in cost-per-action over non-vertical film ads³.
2. Sound-on: Reels that incorporate both voice-over and background music have an average of 15% higher positive response scores than non-voice-over content⁴.
3. Safe-zone: the important messages of the video should be displayed in the designated Safe zone and must not be obscured by the Reels UI so as to increase the Click-Through Rate by 39%⁵.

At the event, Co-founder of Pomato, Vito and Locke Kwok, Brand Director of Procter and Gamble Hong Kong have shared their thoughts on how to build closer partnership between brand marketers and content creators.

Last but not the least, Leo Wong, Brand General Manager, Lancôme and Alexandra Lo, Head of Digital and Consumer Engagement, Nestle Hong Kong, told our audience the latest media trends to attract consumers and lift business results. Representatives from the media industry, Cindy Chan, Business Director, Omnicom Media Group, Greater China and Jason Wong, Head of Performance, Omnicom Media Group also touched on media strategies for brand marketing.