2015
Digital Trend
Refresh

FOR TODAY >>
Keep refreshing & upgrading our digital
building blocks.
Trends and cases that marketers need
to be aware of.
We don’t need to execute against all of
them, but it’s good to know what
competitors may play on and what our
consumers are exposed to.

/ Social can now be much harder
working for brand and business.
From Likes → Engagement → Brand-building, Consideration-driving,
Business-driving
/ Innovations & Form factors allow us to
address issues we’ve never been able
to target.
/ Digital Convergence now extends into
the physical realm, opening up a
world of innovation.
KEY THEMES


Mobile : The next frontier

Social: Evolving ‘tradigital’

Technology:
Physical + Digital Innovation


Mobile : The next frontier
COMMUNICATION
Meet the Messengers
RETAIL
Mobile-enabled shopping
PAYMENT
The future of money

Who’s calling?

Different Messaging Apps Dominate Different Markets

Messenger Apps Play an Important Role In the Connected Consumer’s LifeMessengers are integral to consumer communication throughout the day.

Who’s calling?
Originates
from USA
Originates
from China
Originates
from Korea
Originates
from Japan

Originates
from USA
600,000,000MONTHLY ACTIVE USERS
320,000,000DAILY ACTIVE USERS
1,000,000DAILY ACTIVE USERS
About
 WhatsApp Inc. was founded in 2009
in USA
 Acquired by Facebook in Feb 2014
for USD 19billion
On average, a person…
Spends 195mins every week
Sends 1,200 messages a month
Receives 2,200 messages a month
Uploads 40 photos a month
Daily Messages Sent: 19,000,000,000
Daily Messages Received: 34,000,000,000
Daily New Users: 1,000,000
No. of photos shared daily: 700,000,000
No. of voice messages sent daily: 200,000,000
Share of overall selfies shared on social media:
27%
— Strong Presence In: Most messenger markets except Korea, Japan, Thailand
— Bought by Facebook in 2013
Whatsapp

— Clean interface and minimal features
— Focus remains on 1:1 and group chat
— Minimal media and emoticons
— Marketing & Ads: Minimal
Whatsapp

Originates
from China
1,200,000,000REGISTERED ACCOUNTS
440,000,000ACTIVE USERS
100,000,000USE WECHAT OUTSIDE OF CHINA
About
 WeChat was first released by
Tencent in China on Jan 2011
No. of WeChat public accounts: 5,800,000
Daily growth in WeChat public accounts: 8,000
No. of WeChat messages that were processed in a
single minute on Lunar New Year’s eve: 10,000,000
Max no. of friends for personal account: 5,000
No. of followers required for a business to advertise:
100,000
% of WeChat apps that are free: 62.12%
First major company to implement e-commerce:
McDonalds
No. of advertisers: 10,000
No. of publishers: 1,000
No. of app developers: >100,000
— THE China messenger
— Strong Presence In: CHINA, PHILIPPINES, INDONESIA, HK
WeChat

Most diverse set of features:
Rich Media Messaging
+ Socialization (Finder, Moments / Timeline, Look Around)
+ mCommerce
WeChat

Extensive branding opportunities via OFFICIAL ACCOUNTS
WeChat
— SUBSCRIPTION ACCOUNT
1 message / day; Seen in the Official Account
folder, along with other branded accounts
— SERVICE ACCOUNT
1 message / month; Seen in the same window
as a user’s other chats
— BRAND EXPERIENCE IN-APP ‘MICROSITE’
China Southern Airlines has integratedits membershipcard, check-in
services,ticket booking& even a gameon the WeChataccount.

WeChat: Cases
CHALLENGE
Increase trial and purchase of La Roche-Posay’s products in store.
SOLUTION
La Roche-Posay held a campaign over 6 weeks in 2013 offering
samples to new customers. Customers are able to apply for the 50ml
samples through a tab in the WeChat application. After which, they
were given a QR code to collect the samples offline in stores.
RESULTS
— 80,000 people participated in the campaign over 6 weeks
— La Roche-Posay saw a jump of RMB1million in sales
La Roche-Posay: Short-Term Campaign
To Complete Offline-2-Online Loop

WeChat: Cases
CHALLENGE
Driving traffic to Uniqlo’s online site.
SOLUTION
Uniqlo converted their WeChat service account
into a mobile portal for direct communication of
their product offerings.
Users who are interested in purchasing items on
the WeChat catalogue are guided to the brand’s
mobile site to make a purchase.
Uniqlo: Long-Term Strategy For
Always-On Product Information

— THE Korean messenger
— Strong Presence In: KOREA, PHILIPPINES
KakaoTalk
Originates
from Korea
500,000,000DOWNLOADS
145,000,000MONTHLY ACTIVE USERS
93%SOUTH KOREAN SMARTPHONES HAVE
KAKAOTALK
About
 KakaoTalk launched in 2010 in
South Korea
 It was acquired by Daum in May
2014
Messages delivered daily: 6,500,000,000
Revenue for 2013: $203,000,000
KakaoTalk games: 467
KakaoTalk game developer: 217
Languages available: 15
Present in 230 countries

Extensive marketing opportunities
WeChat
OFFICIAL ACCOUNT:
KAKAO PLUS FRIEND
— Brands can deploy actively with 1-plus-1
events, promotion, new product
introduction, new member event, coupons,
launch discount on top of seasonal sales
— Brands can also register at Kakao Story
Gifts to sell gift cards and products.
MOBILE COMMERCE
— Users can purchase online goods and then
gift them to friends via the app
— The friend will then be able to redeem the
gift through the corresponding merchant.
— There are now more than 320 brands that
have cooperated with KakaoTalk for this
feature, with 7,700 items available for
purchase.
DIGITAL STICKERS
— KakaoTalk sells premium emoticons
and stickers
— Companies and brands can produce their
own special series of emoticons. Revenue
is shared between WeChat and the
sponsor.

KakaoTalk: Cases
CHALLENGE
Increase awareness and trial of Estee Lauder’s new ‘Envy Shine’ Lipstick
SOLUTION
Estee Lauder invited their fans to sign up for the chance to win a product sample via a Kakaotalk message.
RESULTS
All 20,000 samples were claimed within the 1st day of notice.
Estee Lauder: Promo-based Sampling

— Equity based on visuals and characters
— Most differentiated via strong brand-building
— Strong Presence In: JAPAN, TAIWAN, THAILAND, INDONESIA
Line
Originates
from Japan
560,000,000REGISTERED USERS
22%LINE APP USER GROWTH (Dec ‘13 to May
‘14)
17LANGUAGES SUPPORTED ON LINE
About
 Line Corporation was launched
in 2011 in Japan
Amount of LINE revenue in 2013: 335,000,000
% of LINE revenue that comes from stickers: 20%
Min amount for sponsored stickers:
$250,000/month
No. of stickers sent per day: 1,800,000,000
LINE apps: 63
Total number of app downloads: 1,000,000,000
LINE Play Users: 13
LINE Game downloads: 300,000,000
LINE POP downloads: 40,000,000

Most established messenger brand: built their brand on a strong visual equity that now extends offline.
Line
Line’s portfolio of stickers is a major differentiator. These reflect
cultural nuances that have driven adoption:
They reflect pop culture, including top Kpop bands, sports figures, movie and
television heroes
The app has a permanent set of characters that
feature in its introductory set of stickers and marketing
activities. These characters have their own storylines.
Line opened their first retail presence in NY
to promote and sell character merchandise.

Extensive Marketing Opportunities
Line
OFFICIAL ACCOUNTS
— Businesses can send messages to users
who have added their accounts as a friend
— Messages have the potential to redirect
large amounts of traffic to the site they
advertise
— Users registered as your friend can share a
brand’s Timeline posts on their own
Timelines
SPONSORED STICKERS
— Sponsored stickers come in two types –
standalone free stickers or free stickers
tied to an official account
— Users can “friend” a brand within the app
to get its stickers
PARTNERSHIP TIE-UPS
— Sponsored stickers come in two types –
standalone free stickers or free stickers
tied
to an official account
— Users can “friend” a brand within the app
to get its stickers
S e n d R e c e i v e R e a d A c t
Stickers
Tied to
Official
Account
Free
Stickers

Line: Cases
CHALLENGE
Create awareness of Maybelline’s new Lip Polish
Lipstick.
SOLUTION
Maybelline collaborated with LINE, to launch the
lipstick through a flash sale on Maybelline’s Line
account
RESULTS
500 Maybelline Lip Polish lipsticks sold out
within 5 minutes.
Maybelline: Using M-Commerce To
Drive Impulse Sales

Messenger App Marketing Best Practice: Uniqlo
Uniqlo successfully uses messenger apps to provide brand, product and
promotional information directly to its fans in different markets, and effectively
closes the loop by leading readers to purchase on its online store.

Other notable
messengers
Chat
Stickers
Voice Messages
Deals
Games
Camera
Line PAY
Video Calling
Group Chat
Timeline
Sponsored Stickers
Official Accounts
Transaltion
Messenger Apps:
Becoming rich, integrated digital ecosystems

Where do you shop?

“ Today, success means
reaching consumers wherever they are,
on whatever device they may be using. Increasingly, that
means smartphones.
According to Google data, for much of the 2014 holiday
season, mobile shopping clicks exceeded those on
the desktop as shoppers made their purchase
decisions on the go.”
SOURCE: GOOGLE
Enhancing the Retail experience

75% of US consumers use their smartphones
while in shopping in-store.
42% of in-store consumers conduct
purchase-related research while in-
store.
85% of shoppers would most likely to shop in
stores that offer personalized coupons
and exclusive offers in store.
Enhancing the Retail experience

E-Mart
Case: Enhancing the Retail experience

New Retail Spaces: “Click-and-Mortar”
“World Wide Window
Shopping”
Any space can now
become a retail space
– bus stops, subways,
bathrooms, offices, +++

Case: New Retail Spaces
CHALLENGE
Use innovative retail + mobile to increase
purchase per visit
SOLUTION
A personalized window shopping experience to
advertise multiple brands available in its shopping
centers simultaneously. As customers enter, body-
scanning technology identifies the customer and
generates a selection of recommended products
based on real-time inventory.
RESULTS
500 Maybelline Lip Polish lipsticks sold out within
5 minutes.
http://demo.bisystem.com/inspirationcorridor/
Klepierre Malls: Inspiration Corridor

How’s your wallet holding up?

mCOMMERCE
Payments in mobile
internet browser
mPAYMENTS
Contactless /
Mobile App Payments
mWALLET
Aims to replace physical
wallet and loyalty cards

Mobile Payment case: Sephora
“Apple Passbook users are among Sephora’s best
customers. They purchase twice as much and twice as
frequently as typical customers.”
Sephora has a strong Mobile strategy
- Tied to loyalty program; Tracks points
- Holds offers and coupons
- Contextual browsing options
- Can be used as a payment system with Apple Pay


Mobile : The next frontier
COMMUNICATION
Meet the Messengers
RETAIL
Mobile-enabled shopping
PAYMENT
The future of money
- Emerging channels open up new engagement pathways with consumers
- Business-driving is built-in – New contexts for driving trial / sale

MAINSTREAM
Evolving to drive business
NICHE
Emerging among sub-segments

Social: Evolving past ‘tradigital’

Mainstream Social Platforms: Integration of Social Business Tools

Social Business: Facebook
Making social more hardworking
Driving conversion on the feed through CTAs: Book Now /
Contact Us / Use App / Play Game / Shop Now / Sign Up /
Watch Video

Social Business: Twitter
Integrating purchase option into tweets
- A new feature in 2015
- After hitting the "Buy" button, customers will get
additional product details and then can enter
shipping and payment information, after which the
order information is sent to the merchant for
delivery.

Social Business: Instagram
Turning Instagram into a
shopping channel
Consumers can now shop the style of their
favourite Instagrammers on Instagram with
Liketoknow.it

Social Business: Instagram
Fashion publications like Vogue and The Conveteur are
monetizing their Instagram feeds into shoppable
product displays.
Popular fashion influencers (top bloggers: Manrepeller, Songofstyle,
Christellelim) are collaborating with brands to promote products on
their Instagram with shoppable links.
SHOPPABLE FEEDS SHOPPABLE LINKS

Social Business: YouTube
YouTube launches Shoppable Video
VIDEO COMMERCE
With its new channel gadget, viewers
can now click on products used in
brand videos to for more information
and to buy from a selection of
retailers. However, the functionality
only appears on brand channel pages
– not when videos are embedded on
other sites.

Social Business: YouTube
Unilever launched its beauty channel, All Things Hair, on Youtube, collaborating with popular beauty influencers.
Just below the video are shoppable links where consumers can go to purchase products featured in the video.

Younger consumers are adding
niche channels
to their social media repertoire

Snapchat
— Key Markets: UK, IRELAND, SWEDEN, CANADA, USA
— Emerging in Asia
Users send videos and pictures that
self-destruct after a 10 seconds.
100,000,000MONTHLY ACTIVE USERS
400,000,000SNAPCHAT SNAPS A DAY
12%OF SNAPCHATS ARE SHARED WITH
MULTIPLE RECEIPIENTS
70%OF SNAPCHAT USERS ARE FEMALE
71%OF SNAPCHATS USERS ARE UNDER
25 YEARS OLD

Tinder: Case

Snapchat: Case
CHALLENGE
To raise awareness about endangered species amongst
young consumers.
SOLUTION
Showcase the images of endangered species
disappearing in 10 seconds on Snapchat through the
#lastselfie campaign.
RESULTS
— 40,000 tweets with the #last selfie hashtag in 1 week
— Reached donation target in 3 days.
WWF: Last Selfie

Meerkat
— Breakout star of the recent SXSW festival
— Allows users to livestream to their Twitter followers
Brands have started
experimenting with
the platform >>
@Redbull – Event Broadcast Starbucks – Store Tour

Dating app that matches users according to
location. Users can swipe right to ‘like’ or left to
‘pass’. Successful matches can start chatting.
50,000,000ACTIVE USERS
1 BillionSWIPES A DAY
12,000,000MATCHES A DAY
11AVERAGE TIMES OF LOGIN PER DAY, PER USER
90MINUTES PER DAY SPENT ON APP
Tinder

The future of socialization
…the new and fun way for connecting to share
experiences with like-minded cannabis consuming
people near you. (Only available in the US where
cannabis is legal.)
HIGH THERE
Bristlr is a new dating app that promises to connect ‘a Dating
Service for Bearded Men and People Who Love Them'.
BRISTLR

MAINSTREAM
Evolving to drive business
NICHE
Emerging among sub-segments

Social: Evolving past ‘tradigital’
- Get the basics right.
- Maximize new business features
- Maintain awareness of emerging networks to gauge (a) consumer reception /
(b) brand opportunities

SMART STUFF
Internet of Things
SMART HOME
The cyclons are coming
SMART INNOVATION
Products & Experience

Technology:
Physical + Digital Innovation

By 2020 we’ll live in a world with over 26 billion connected devices.

“connects devices
(everyday objects and higher-level equipment),
enabling information-gathering and management of
devices to increase efficiency, enable new services or
achieve other health, safety or environmental benefits.”
(GoldmanSachs)

“a whole constellation of inanimate
objects with built-in wireless
connectivity, so that they can be
monitored, controlled and linked over
the Internet via mobile.”
(Recode.net)

IoT: Wearables
Digital sensors integrated into clothes, shoes and other wearable items.

IoT Case: Wearables
Zappos ties up with
MapMyFitness app
Platform tracks shoe mileage to give
reminders when to buy a new pair

What’s in your fridge?

IoT: Smart House

IoT Case: SmartThings

IoT Case: SmartThings

Get instant alerts if there’s unexpected
motion inside your home
Know if a door or window opens while
you’re away
Gain peace of mind knowing that your
kids are home from school
Secure safes, jewelry, and other
valuables
Never lose your keys inside your house
again
Be alerted if Barkley or Whiskers
makes a break for it
Be notified if the temperature in your
home rises or falls below a certain level
Be notified if someone opens your
liquor cabinet
IoT Case: SmartThings

IoT Case: Amazon Dash Buttons
Need- and Context-triggered purchase
In-home frequency triggers from Amazon, with quick fulfilment

IoT Case: Amazon Dash Buttons

Smart Innovation
Meet Makerbot
Makerbot X Martha Stewart
Target X Shapeways
Customizable, Exclusive 3D Printed Gifts
for Your Holiday
Makerbot X Hello Kitty

Innovative Brand Experience: Brand Labs
Smart Innovation
LEVI’S EUREKA INNOVATION LAB
Witness the latest denim innovation in Levi’s Innovation Lab in San
Francisco.
INNISFREE HOUSE @ JEJU
See, touch and smell the natural ingredients that are used in Innisfree’s
products in the Innisfree House in South Korea’s Jeju Island.


Technology:
Physical + Digital Innovation
SMART STUFF
Internet of Things
SMART HOME
The cyclons are coming
SMART INNOVATION
Products & Experience
- The world is digital! And technology is slowly being embedded into every
individual, business, organization, society.
- New opportunities for marketing innovation.

Consumer Perspective
Plug me into
the matrix!
I don’t want my
technology to
be so smart!

Continuous Marketing Innovation
70
CORE
Optimize existing technology
that we already use
Minimal risk
20
ADJACENT
Existing technology that we
don’t currently use
May attract an existing
market that we do not serve
10
TRANSFORMATIONAL
Experimentation with new
technology
Higher risk but high learning
potential

BEA ATIENZA, 2015