Campaign Asia

Could China’s short drama boom create lucrative IP?

Short dramas are racking up hundreds of millions of views on China's video platforms, but producers are grappling with how to sustainably monetise the format.

In China, luxury must bridge digital and physical like never before

In-person events must adapt to the demands of younger Chinese consumers, who increasingly demand immersive and engaging content from luxury brands.

Why China’s war on celebrities could actually benefit brands

Beijing's ongoing crackdown on celebrity and fan culture has seen brands searching for ambassadors who are less likely to attract controversy, such as subject matter experts, athletes, and mature influencers.

As brands produce more content, production houses launch brands

High-quality branded content offers a way to convey brand messaging via streaming platforms such as Netflix that generally don’t allow traditional advertising.

Why livestreaming may not be for every luxury brand

While ecommerce livestreaming is likely to see explosive growth at the lower end of the market, it may ultimately be less influential in driving luxury sales.

Should luxury brands reduce their dependence on China?

For luxury brands, taking the current Covid-impacted softness in mainland China as a cue to reduce exposure to the market is the wrong approach.

Fake fans plague influencer endorsements in China

The best way to avoid collaboration failures is the simplest way: to for brands to do their homework and ask clear questions to their in-house staff or agencies.