0
0
Brands, products, and services face a constant challenge in today’s market: how to masterfully combine digital marketing, advertising, and public relations to truly resonate with their audience. This intricate dance requires not just promoting features and benefits, but also crafting authentic and compelling narratives that resound deeply with their target audience to foster genuine connections and build lasting loyalty.
At TeamAsia, an integrated marketing agency established in 1992, crafting digital marketing campaigns in today’s landscape can be summed up in three words: Integrated Marketing Experience (IME). This method is key to helping brands across tech, IT-BPM, and beyond connect with their audiences. It revolves around crafting a powerful central idea — the foundation for a cohesive narrative that connects with audiences through compelling storytelling, ensuring flawless execution across all channels.
“We define very clear objectives for social media, especially in campaigns that involve multiple avenues to tell our stories,” said TeamAsia Digital Services Director James Michael Chiong. “We understand how social media audiences work very well, and one of the first things we discuss in planning is to identify how our target audiences use social media platforms. How do they consume content? What are the questions that they may be asking that are relevant to what our clients do? We ask questions and ultimately identify goals for our social media campaigns so that they play very well with our public relations and other communications touchpoints.”
A shining example of this synergy is the Who’s Cooking campaign with The Blue Leaf Events Spaces and travel and lifestyle blog Our Awesome Planet in 2019. This collaboration, aimed at showcasing top Filipino chefs partnering with caterers, was brought to life through a cohesive communications campaign. TeamAsia crafted a compelling brand story that transcended the event itself, encompassing public relations efforts and targeted social media content. This multi-pronged approach generated massive hype, culminating in a successful event brimming with industry guests.
“It required a strong use of social media vertical video content and completing The Blue Leaf Events Spaces’ Instagram page with well-designed grids to showcase the event thematics,” said Chiong.
In initiatives like that of Who’s Cooking, TeamAsia has created brand activation campaigns that have involved smart technologies and clean energies in on-site activities, reflecting them in online assets that are uniquely shareable by participants through social media. Through these, on-site engagements have become a catalyst for more conversations online that benefit the brand.
TeamAsia’s innovative campaigns turn well-researched, data-backed insights into digital marketing campaign ideas that are meaningful and relevant to target audiences, and transmutable to a wider variety of executions. An example of such is the one developed for MAPFRE Insurance, now known as Oona.
“We created the ‘We’ll Take Care of It’ campaign to signify that the brand is veering away from fatalistic, very pragmatic, and straight-selling messaging you would otherwise find in the market, moving into a message of care and a loving approach to assure people that with us, it’s going to be okay,” said Chiong.
The rise of the e-commerce space also gave way to certain local terms and trends, such as budol, which in Filipino means to give in to an urge.
“For our client, the Credit Card Association of the Philippines, we needed to address the growing cases of credit card-related fraud, and we did this by creating a social media campaign that shared with people more tell-tale signs and information about how to avoid credit card fraud,” said Chiong. “We called it #FightBudol, or to fight the urges and instances that consumers might fall prey to being victims of credit card fraud by educating themselves. In our partnership with CCAP that started even before the pandemic, the #FightBudol social media campaign was one of our campaigns that yielded the best results.”
Staying Ahead of the Curve
The digital marketing world is constantly changing, especially in the age of smartphones and online shopping. Staying ahead of the curve in this dynamic industry requires continuous learning and personal innovation.
“Our Digital Creatives team starts with the mindset of continuous learning and personal innovation,” said Chiong. “It starts with an attitude to want to introduce new things or do things differently to attempt better results. Then we have a framework for continuous learning and certification programs available for our team members. We understand that the landscape of digital marketing changes very fast and often, and we constantly update these programs to suit the needs of our clients now and their needs that we can anticipate for the future.”
Data analytics also plays a pivotal role in TeamAsia’s optimization process to make strategic decisions, refine campaigns, and create performance data to have a deeper sense of market preferences, and in turn a better understanding of what kind of communications approaches are most likely to work.
Chiong said, “We also have a great level of comfort to test different ideas and executions. No idea is considered to be an absolutely successful one – we test everything! We involve our clients in the process of testing and validation of ideas. Expectations need to be clear between the agency and our clients, and that we should all be comfortable to fail to some degree in order to find ideas and validate them, before we spend more effort and advertising budgets on those ideas.”
To equip their digital marketing professionals with the latest industry expertise, TeamAsia offers a range of training and development programs. Certifications from reputable providers, combined with internal training sessions, ensure their team stays at the forefront of best practices.
This is magnified through numerous awards, including the gold award in Marketing Excellence Awards for Relaunch Marketing (MAPFRE) and, most recently, achieving the Google Partners certification. These accolades are a testament to TeamAsia’s dedication to pushing the boundaries of digital marketing and making a significant contribution to the industry.
By striking the right balance between different communications efforts and by embracing innovation, data-driven decision-making, and continuous learning, TeamAsia empowers brands to build strong online presences, cultivate lasting relationships with their audiences, and achieve their marketing goals.
Average Rating