[Watch On Demand] Meeting the Creative Demands of eCommerce Growth

Celtra and Campaign Asia brought together an expert panel to discuss how to manage the creative pressure of scaling production to growth.

Speakers
Erick Wicaksono Vice President of Marketing Bukalapak	Raditya Beer Head of Brand & Social Media Tokopedia	Raushida Vasaiwala General Manager, APAC Celtra

Moderated by: Matthew Miller, Managing Editor, APAC, Campaign Asia-Pacific

 

eCommerce growth in Asia has skyrocketed over the last few years, accelerated by the pandemic in recent times. Southeast Asia’s eCommerce growth is particularly staggering, with the sector forecast to exceed US$150 billion in value by 2025.
 

In this eCommerce-first reality, brands need to act like direct-to-consumer companies. Creativity matters in the cluttered social and digital sphere and marketers must constantly come up with fresh and exciting content to capture consumers’ attention.

This webinar discussed: 

• Keeping consistent with your message: APAC is diverse and as such, different markets often have varied multi-language demands and preferences for platforms. How are brands in APAC harmonising  their messaging across markets and discerning cultural nuances to resonate with local audiences?
   
• Meeting the need for multi-platform: As consumers take their spending online and eCommerce growth increases, so does creative demand. How are brands tackling the need to create across multiple platforms with a reduced time to market? What tactics can brands employ to charm and convert digital shoppers?
   
• Creativity vs. automation: Brands that can quickly produce, launch, and refresh volumes of high-quality creative will win. But how can marketers ensure that creativity isn’t hindered by automation and continue to foster a culture of creativity?
   
• Creativity in lockdown: What creative lessons have brands learnt from lockdown and the increased demand for volume that accompanied it? How have marketers found new ways to scale creative production with newly remote teams?