golin / digital & social media excellence / hong kong

HONG KONG

DIGITAL & SOCIAL MEDIASTRATEGY EXCELLENCE.

Kuala Lumpur

Jakarta

Lahore

Sydney

Tokyo

WELCOME TOWELCOME TOGOLIN.GOLIN.

Istanbul

Today we are a different type of agency.

We work differently. We think differently.

Our mission is to create change for our clients.

We believe in bravery over mediocrity.

"Go All In" is our commitment.

It's how we help our clients commit to trailblazing

ideas that create change.

#GOALLIN#GOALLIN

EVEN MOREEVEN MORESUCCESSSUCCESSWITH OURWITH OURNEW MODEL.NEW MODEL.

“ International Agency of the Year2015 #PRWeek

1st Social Media Agency to Kick-off Cannes International Festival of Creativity

Agency of the Year 2013 #The Holmes Report #PRWeek

Best Use of Social Media "Unilever Magnum" #MarketingMagazine

Best Digital Newsroom "Cisco Live! Social Media Hub" #IN2SabreAwards

Best Social Media Campaign #Nintendo

Best Digital Video "Unilever Klondike" #IN2SabreAwards

Best Word of Mouth Marketing "McDonald's" #WOMMYAwards

“ Founded in 1956

CLIENTS.CLIENTS.

CREATIVE COMMUNICATIONS.CREATIVE COMMUNICATIONS.We focus on developing creative communicationsto maximize reach, engagement, response andreturns.

Tested and validated by

deep audience insight.

Innovative ideas that

stand out from the noise.

INSIGHT-DRIVEN. INNOVATIVE.

ENGAGE seamlessly with media and

audiences. TRACK topics of interest

and sensitive issues.

THETHEBRIDGEBRIDGE

IDENTIFY INFLUENCERS across topics, stories

and conversations. Develop profiles to foster

deeper, more productive relationships.

1

2

3

LISTEN, AMPLIFY, ENGAGE. FASTER.MORE. IN REAL-TIME.

DISCOVER TRENDS & MOMENTS or

opportunities to engage. AMPLIFY events and

media interest.

92% of people trustbrand recommendations

from FRIENDS.

Nielson

Audiences have changed.They've shifted their

time, attention and mediaconsumption online.

SOCIALSOCIALMOBILEMOBILE

Our focus is on Our focus is on business results.business results.

AUDIENCE-CENTRIC.AUDIENCE-CENTRIC.As a full-service communications consultancyAs a full-service communications consultancywith with digital, social media and PR digital, social media and PR at our core weat our core wehelp drive companies and brands forward withhelp drive companies and brands forward withcreatively bold, locally-relevant plans and ideas thatcreatively bold, locally-relevant plans and ideas thatcut across channels.cut across channels.

9 HOURS.9 HOURS. TIME SPENTTIME SPENT

ONLINEONLINEDAILYDAILY

TECHNOLOGY HAS CHANGEDTECHNOLOGY HAS CHANGED HOW HOWAUDIENCES FIND INFORMATION ANDAUDIENCES FIND INFORMATION ANDENGAGE WITH BRANDS.ENGAGE WITH BRANDS.

SOCIAL, MOBILE AND REAL-TIMESOCIAL, MOBILE AND REAL-TIME

ANY TIME, ANY WHERE.ANY TIME, ANY WHERE. CONTENT. CONTENT.

Today audiences have access to more content thanever before.

They can access

virtual content on

the go - checking

news, posting

updates, reading

reviews, watching

videos, and more.

RESEARCH CONSIDERATION VISIT RESEARCH AGAIN

COMPLEX JOURNEYSCOMPLEX JOURNEYSFRAGMENTED MEDIAFRAGMENTED MEDIA

Nielson

78% of CMOs believe that CONTENT is the future ofmarketing communications.

VISUAL CONTENT WINS.VISUAL CONTENT WINS.

DIGITAL.DIGITAL.

SOCIAL.SOCIAL. We create visually-rich, purpose-drivensocial media programs and campaigns thatgo from noise to signal with audiences.

From video to web design to interactiveinfographics, games and apps our richdigital content helps to fuel campaignsacross all media channels.

Management, marketing and communications teams who understand the

role of content for their business succeed. They lead the way by tapping into

the power of connected audiences, media and technology.

We offer custom digital and social mediaworkshops and strategy development

TRAINING, WORKSHOPS, STRATEGYTRAINING, WORKSHOPS, STRATEGYPRESENT & FUTURE-READY.PRESENT & FUTURE-READY.

Building Strong Relationships OnlineSocial Sales - Using Online to Build Trust and SellCreative Thinking for CommunicationsSocial Media Program OptimizationB2B & B2C Content Marketing Best PracticeIssues & Crisis Management on Social MediaNew Media Relations in the Digital Age

PROGRAM OPTIMIZATIONPROGRAM OPTIMIZATION& RESPONSE.& RESPONSE.

Producing Publishing Optimizing

We help to train teams to use market leading social media content

management tools and workflows.

Planning

MAXIMIZE REACH, ENGAGEMENTMAXIMIZE REACH, ENGAGEMENT

We improve communications effectiveness and

results by auditing media, mapping customer

journeys, relevant channel ecosystems and

social content strategies. We ensure our efforts

are fully measured with the right metrics.

78% more leads for sales executives and teamswith active, better-connected social media profileswho share relevant, valuable content.

INBOUND LEADS & SALES ENABLEMENTINBOUND LEADS & SALES ENABLEMENTDRIVE LEADS & SALES FASTER.

We develop playbooks for customer interaction

that accelerates leads and selling.

We develop content strategy and guide

the management of sales team profiles. Our

outcomes include more touchpoints for sales

teams, more visibility for brands and products -

leading to stronger relationships and quicker

sales cycles.

SEARCH DISPLAY EMAILVIDEO

OUTBOUND DIGITAL SOLUTIONSOUTBOUND DIGITAL SOLUTIONSTARGET RELEVANT AUDIENCES.TARGET RELEVANT AUDIENCES.

We can implement the latest, most advanced audience targeting

and retargeting solutions from real-time media buying to search

marketing. We deploy sophisticated reporting and rich

audience insights to maximize results.

We surface deeper and richer markettrends and audience actionable insights.

RESEARCH, INSIGHT & ANALYTICSRESEARCH, INSIGHT & ANALYTICS

Audience Profiling (Tribes) Media AnalysisCustomer Journey MappingCampaign Message TestingTrends ReportingProgram Effectiveness

We use agile analytics and digital research tools to

customize and report on trends in real-time.

DISCOVER, MEASURE, REPORT.DISCOVER, MEASURE, REPORT.

We make brands a relevant part of audiences' lives and their

social behaviors. Our approach is comprehensive, channel-agnostic

and integrated across all relevant consumer touchpoints.

CONTENT STRATEGYCONTENT STRATEGY

CONTENT MANAGEMENT & BRAND PUBLISHINGCONTENT MANAGEMENT & BRAND PUBLISHING CONTENT MARKETING CONTENT MARKETING

We develop content for B2B andB2C companies. We create contentcalendars, publishing schedules, usingautomation to bring down costs.

By focusing on the quality of the content we develop - the value

and message behind it, where it is placed, to help audiences find

it the moment they seek it. QUALITYQUALITY

CLASSICCLASSIC

CONTEMPORARYCONTEMPORARY

ENTERTAININGENTERTAINING

PRESTIGIOUSPRESTIGIOUS

INNOVATIVEINNOVATIVE

PROVOCATIVEPROVOCATIVE

PURPOSEFULPURPOSEFUL

WELCOMINGWELCOMING

TRANSPARENTTRANSPARENT

AUDIENCE

DESIRE

BRAND

STORY

WE DRIVE BRAND RELEVANCE.WE DRIVE BRAND RELEVANCE.

INTEREST

RELEVANTRELEVANTCONTENTCONTENT

DRIVESDRIVESSTRONGERSTRONGEROUTCOMES.OUTCOMES.

AWARENESS

LOYALTY

LEADSDEMAND

CONVERSION

CUSTOMER

AUDIENCE

RIGHT MESSAGE. RIGHTTIME. RIGHT PLACE. ADVOCATE

INDEPENDENT THINKING.INDEPENDENT THINKING.OMNI-CHANNELOMNI-CHANNEL

MOBILE. SOCIAL.

Team of experienced digitalstrategists, creative thinkers,visualizers, web developers,writers, editors and multi-media producers, all in-house.

50+InteractiveVideo CampaignsGames

DIGITAL CONTENTDIGITAL CONTENTSTUDIOSTUDIO

INTERACTIVE.INTERACTIVE.

http://actionaid.hkdev.cmgrp.com/showcase/

ENGAGING.ENGAGING.

OUR LATEST WORK.OUR LATEST WORK.

DIGITAL & SOCIAL ASSETS DEVELOPMENT

LUX

Challenge: After nearly 90 years as the world’s number one soap brand andreaching millions of women around the world, Lux tasked us to strengthen theirposition as an iconic beauty brand. Our challenge was to drive awareness of newinnovation in the cleansing category by building brand love with a younger targetaudience using PR and social media.

Creative: It was our responsibility to ensure all markets understood the role of PRand social media and were equipped with exciting creative ideas and content. Toachieve this, we led the brand’s largest ever survey to thousands of womenaround the world to uncover what hot topics resonate with them. We createdglobal PR and social media assets to ensure world-class campaign execution in thebrand’s key growth markets and developed a global three part PR measurementtool for the brand to track success.

Change: All 25 markets use our integrated PR and social media assets. Ourevaluation tool has helped drive a change in mindset in each market, helping themachieve ROI up to three times higher than before. In social media, our engagementlevels outperformed most category competitors and we achieved a growth rate ofover 600% on Facebook over the first 16 months.

TIME TO BE A DEVIL

Challenge: In an ultra-competitive and crowded wine market how can abrand like Casillero del Diablo stand out in the mind of Asian consumers?How to create buzz, engage with wine lovers, make this brand relevant?

Creative: Winemakers are perceived as artists and celebrities. That is trueof the international acclaimed winemaker behind Casillero Del Diablo. ThisChilean wine is often respectfully shortened to “The Diablo” or “The Devil”so we took that idea and used it as the platform upon which to bringMarcelo Papa, the artist behind “The Diablo”, on his first ever tour of Asia.We made him the center of a multi-market, integrated campaign comprisingreal-time social content, live events and social ads. We associated him withthe Diablo icon to create buzz, engaging content and exclusive events allunder the hashtag of #TimeToBeADevil

Change: This ‘devilish’ 10 day campaign created huge buzz reaching1,018,621 people, engaged with 65,810 wine lovers and acquired 6,433new fans. Overall Marcelo Papa’s popularity spread and the campaignreinforced the brand as a wine authority across the region.

CASILLERO DEL DIABLO

Challenge: Many people in Hong Kong are ambivalent to the issues facing Asian Elephants. The parade, supported by Swire Properties Ltd, placed over 100 uniquely designedelephants across three of Swire’s shopping malls to promote elephant conversation. Inaddition to launching the parade, our job was to enable people to engage with it socially tohelp paint a brighter future for the elephants.

Creative: We created a simple call to action for people to ‘Be Part of It’. We created theparade’s Facebook page and used this as the main social platform to drive engagement. Alarge Instagram video wall was installed to encourage people to post and share their photos. Facebook and Instagram competitions drove engagement even further and we usedprominent KOLs to spark conversations around the plight of the Asian Elephant and theivory trade.

Change: Over 1,500 photos were shared on Instagram with the hashtag #elephantparadehk.More than 300 conversations were generated on Facebook and Twitter with prominentonline media and celebrities calling attention to the issues facing Asian Elephants. Thecombined reach of the social conversations was over 1.2 million people. The ElephantParade Facebook page saw a significant growth of 2,300 fans. Most importantly, thecombination of the 520 pieces of media coverage and the social conversations helped raisedover $270,000 USD for the Asia Elephant Foundation at the final charity auction.

ELEPHANT PARADE: PAINT A BRIGHTER FUTURE

SWIRE PROPERTIES

SPOON BOYS: CONSUMER WORD OF MOUTH

Challenge: When Danone launched its new BIO Super Creamy range of products,it had to contend with an already fiercely competitive market. Golin was tasked tocreate an event as memorable as possible to make young urban office ladies wantto try this new thick and creamy “spoonable” yoghurt and to generate word ofmouth.

Creative: We created a sexy idea from insights from target consumers resulting inour campaign idea: ‘Let French Spoon Boys feed you indulgency’. We launchedteasers in print newspaper and videos on a microsite to raise curiosity around acasting session searching for ‘French Spoon Boys’ ahead of consumer trial events.On top of major outdoor events in Shanghai and Guangzhou, we designed officesampling events via online voting to extend the campaign reach.

Change: Over 25,000 consumers reached through physical events, 2,000 originalmicro blog (Weibo) posts generated for the launch, Over 500+ mentions for eachoffice sampling event and 23 million media impressions.

DANONE

DIGITAL AND SOCIAL MEDIA BRAND ECOSYSTEM

GALAXY ENTERTAINMENT

Combining their digital targets with strategic and

tactical partner opportunities in mainland China, we

used our proprietary tools to produce a framework to

serve as a roadmap for the next two years and as a

consistent reference to assess the impact of digital

campaigns. We mapped out a complete digital

ecosystem and produced a consumer journey for each

target audience, key imperatives and platforms and a

channel by channel activation plan for the year ahead.

Our task was to build a digital and social media

marketing ecosystem for the Galaxy Entertainment

Group’s (GEG) integrated resort in Macau which was

focused on building awareness and preference

amongst visitors from Tier 2 and Tier 3 cities in

China.

Challenge: Grow the social media community on China's popular WeChatmobile platform and create a sustainable level of audience engagementfor the brand that translates into referrals as well as inbound travelenquiries.

Creative: We designed a flexible yet strategic storytelling-based contentplan for Tiger Air's WeChat channel. Fully responsible for all creativecontent development duties, as well as for community management onthe channel, our channel, our digital team took a balanced approach tomarketing and lifestyle content, crafting relevant offers that capitalizedon what was trending on social media in China across various popularsocial media platforms.

Change: Quickly acquiring an active and loyal fanbase of over 3,000 fanswith the highest readership ever achieved for a story posted by the brandto WeChat at nearly 1,000 unique views.

CHATTING IT UP ON MOBILE

TIGER AIR

As an agency in Hong Kong and Asia we've invested in developing strategic partnerships with

all major media (traditional and digital), influencers, and social technology vendors. Our

relationships benefit our clients in many ways - from preferential rates, better

opportunities and early access to new features and products.

STRATEGIC NEW MEDIASTRATEGIC NEW MEDIAPARTNERSHIPS.PARTNERSHIPS.

TECHNOLOGYTECHNOLOGY MEDIAMEDIA INFLUENCERSINFLUENCERS

Learn more at golin.com/asia