Global Study Reveals That Brands Turned To APAC During COVID-19, With Kayo Sports In Top 10 Most Loved Global Brands
Talkwater, a consumer intelligence platform, has released their 2021 Brand love Story report, which analysed 1,200 global brands to find which were most loved during the pandemic.
By monitoring conversations on social media, news, and blogs, and by using their proprietary sentiment analysis and speech analytics capabilities, Talkwalker identified the key brand love indicators – the genuine emotional connections formed between consumers and a brand.
“This year, the report has been led by the pandemic trends,” said Robert Glaesener, Talkwalker CEO.
“Yet, despite disruption across all industries and with consumer buying habits fundamentally transformed, our top 50 brands found ways to not only weather these changes, but to turn them into opportunities. To build stronger audience connections, implement new distribution channels, innovate consumer outreach & nurturing, and ultimately, gain significant market share.”
With the most loved brands list dominated by beauty and fashion brands like Huda Beauty and M.A.C., and entertainment brands like Universal Music Group and Fortnite, the list has drastically changed year-on-year.
It also demonstrates that almost any brand has the potential to grow its brand love.
Particularly interesting is the rise in significance of APAC markets. According to the report, as Europe and America grappled with the pandemic, countries across APAC were either recovering or weathering the storm.
“To drive sales and boost engagements, brands looked at these markets,” the report explains.
“We saw an increase in brand mentions originating from these regions, with brands creating partnerships with regional stars. As the rest of the world opens up, the weight of marketing should shift into other areas.”
Other significant changes included the increase of traditional PR and of influencer marketing.
The number one most loved brand was Huda Beauty, a cosmetics range launched by beauty influencer and blogger Huda Kattan in 2013. The report reflects that “the brand is CSR active, donating $500,000 dollars to the NAACP in 2020. And by strengthening partnerships with other brands, they generated more PR mentions through various co-branded news stories.”
“Last year, the brand made our most-loved list in position 27. But by encapsulating the boost in social media makeup mentions, the brand has jumped straight into the number one spot.”
Next was French kitchen appliance manufacturer Moulinex. The report said that, “with influencers and users sharing cookery videos, we also saw an increase of visual brand mentions, with cookware brands like Moulinex
gaining a lead.”
In third was another cosmetics company, M.A.C. The report cites the brand’s choice to make Lisa, a performer in popular South Korean girl group Blackpink, a global brand ambassador. According to Talkwater, 9.2 per cent of M.A.C’s mentions and 9.15 per cent of engagements came from this association.
In eighth place was Australia’s own Kayo sports.
As put by the report, “Kayo Sports has been described as the ‘Netflix of sport’, offering a streaming subscription service focused only on sport, across Australia. At first, the pandemic hit the brand hard. With less live sport across the region, they suffered from a drop in paying subscribers, down to 272,000.”
“But as leagues reopened, the situation turned, with people wanting to experience the sports they love, but with minimal risk. By the end of 2020, they hit 624,000 paying subscribers, a company record. Part of Kayo Sports’ success is down to the emotional connection consumers have with sports. We’re not just talking about entertainment here, but life passions.”
“By covering a broad selection of sports, the brand offers more consumers an opportunity to enjoy what they love, and build loyalty to Kayo Sports at the same time.”
Looking specifically at the APAC market, the top three most loved brands were Milo, Blibli and Mango.
The report concludes that: “the last year has been a turbulent time for every brand, with a constant barrage of unexpected issues and changes. But in this report, we took the chance to highlight the brands that managed the crisis, weathered the storm, and came out with innovative and much loved marketing ideas.”
“Hopefully, we’re turning a corner and there’s a chance for normality to return, whatever that entails. Every brand has a chance to come out of this running, connecting with consumers like never before.”
“This is a chance to rethink, re-strategize, and rebuild all our brands into loved brands, and that opportunity starts now.”
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.