關於 campaign agency of the year ，我們在網路上蒐集到這些相關的討論、資訊與評價

昨晚2021.9.17好高興跟經理人獲邀出席了2021年最佳廣告頒獎禮；面對衆多的競爭對手，由師傅我擔綱的「譚仔米線 x 七師傅」廣告奪得了第一名金獎，好開心🙏😀，實在要再一次感謝大家的支持😘🙏🏻🌹「師傅愛你哋」
Brian Li 七仙羽 Master 7 Int’l Fans Club -國際粉絲會

恭喜 譚仔雲南米線 以及 與我合作無間的公關公司 @the bridge agency勇奪9項大獎 (7 金 2 銀)，包括：

*譚仔雲南米線 x 七仙羽 母親節公關宣傳企劃*
年度最佳公關項目 (Campaign of the Year) (GOLD 金獎)
最佳公關項目 - 餐飲業界 Best PR Campaign - Food & Beverage (GOLD 金獎)
最佳公關項目― 公眾意識 Best PR Campaign – Public Awareness (GOLD 金獎)
最佳發布 / 品牌重塑 Best Launch/Rebranding (GOLD 金獎)
最佳綜合營銷傳訊 Best Integrated Communications (GOLD 金獎)
最佳內容應用 Best Use of Content (GOLD 金獎)
最佳創意 ― 社交媒體 (Best Use of Social Media) (GOLD 金獎)
最佳結果導向項目 Best Result-driven Campaign (SILVER 銀獎)
最佳網紅應用策略 Best Influencers Strategy (SILVER 銀獎)

年度最佳公關公司 Best of Show - Agency

#七師傅愛你
#譚仔雲南米線七仙羽
#譚仔雲南米線第一名金獎

The Chinese government will strengthen the propaganda power of several higher education institutions and groups in social media, the Xinhua News Agency reported on Friday. The move is part of China's year-wide campaign to promote the history of the Chinese Communist Party.

Read more: https://bit.ly/3fOrMfQ

中共繼續加強對黨史和社會主義教育的宣傳力度。新華社報道，中共中央宣傳部等部門聯合推進建設優質大學思政類自媒體，構建傳播矩陣，強化中共黨史、新中國史的宣傳教育。
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Interview with A Founder: Edwin Wong (Co-founder of Cloudbreakr - 亞洲網紅行銷平台)

By Ching Tseng (AppWorks Associate)

Edwin Wong is the founder & CEO of Cloudbreakr - an AI-powered influencer marketing platform in Asia. He has focused on influencer marketing & social analytics for years, with an aim to empower pioneers and brands to share the stories that influence people. The company has expanded its services from Hong Kong to Taiwan, Malaysia, and Thailand, servicing over 10,000 marketers in over 6 GSEA countries.

1. What is the best advice you would give to first-time founders? What is the most important question that you can ask yourself?

You need to have a strong belief in what you are doing. Before getting good traction, people will keep questioning you why you are doing this. If you don’t have a strong belief in what you are working on, you might give up easily. On top of that, I always ask myself how to be a better founder all the time because founders are the people who have the deepest impact on the company. Your management style and your ability matters. If founders can’t strive to improve themselves, then the company won’t be able to grow as well.

2. What experience made you the founder you are? And what motivates you?

In the early days of Cloudbreakr, I’m the only full time founder, and the team didn’t have a strong engineering ability. With limited work experience, I wasn’t good at arranging tasks which made our development progress sluggish; in the end, two of my co-founders jumped the boat earlier than I expected. At that moment, I realized that I might fail this startup if I kept on managing the company like this, so that’s probably the moment I became the most determined to take this company to an impactful level. Also, I’m not the type of person who gives up easily, I don’t want to let my friends and family down because they have been supporting us this whole time. All of these are what motivate me everyday.

3. What is the biggest mistake and takeaway in your founder journey?

I don’t like to fight with others; I tend to compromise. For example, when negotiating salaries with our employees, I used to accept all the requests just because I didn’t want them to leave or make me unhappy. I didn't take the company’s long term benefit into consideration when making those decisions. Later on I realized this would do long term harm to the company. In order to urge myself to do more long term thinking, I asked my co-founders to give me direct feedback whenever I’m not dealing with things from a more rational perspective.

4. What have you learned in 2020?

It’s a tough year for everyone but also a great moment for the ones with a solid base to shine. How fast you can make the right decisions is a crucial ability in 2020. For example, it’s difficult to predict things and decide whether you should keep the project ongoing or not, and how to react to city lock-down while you still want to have a great momentum of business expansion. I learned to not drown myself in the daily tasks, but to make strategic decisions at the management level, after all, being able to identify the long term goal of the company is what a leader should strive for.

About Cloudbreakr

With the vision to build the largest community for influencers and brands in Asia, Cloudbreakr provides an integrated influencer marketing platform and all-rounded solutions to connect marketers with hundreds of thousands of influencers across Asia.

From influencer discovery, profile analysis, complete campaign management to social monitoring, we empower every retail brand, shopping mall, and marketing agency to optimize the ROI on influencer marketing. The company currently operates in Hong Kong, Taiwan, Malaysia, and Thailand, servicing 100+ Fortune 500 brands.

We welcome all AI, Blockchain, or Southeast Asia founders to join AppWorks Accelerator: https://bit.ly/33cXkq4

Campaign : Blissful Together
Brand : Auntie Anne's Malaysia
Marketer : Dickson Chai
Agency : Nil

PROBLEM
Auntie Anne’s is a well-known International Brand from U.S.A specializing in baked soft pretzels. The first outlet arrived at Malaysian shores 25 years ago and has since experienced continuous growth in both outlets and customer base.

Sales during the Chinese New Year festive period (January to February) are typically non-peak season with lower-than-average volumes.Malaysians from city areas (where the majority of Auntie Anne’s outlets are located) back to their respective hometowns in sub-urban or rural areas to spend time with the family, traditionally the week preceding and during Chinese New Year. This leads to lower footfall at shopping areas and malls during this window, generating lower transactions.

Auntie Anne’s devised a breakthrough strategy to increase brand presence, awareness and drive customers’ visitation to outlets when doing shopping in malls.

SOLUTION
The campaign’s concept – “Blissful Together”, inspired by “福” (Blissful) – a word commonly used during Chinese New Year seasons which means good wishes and also represents the joy and festive mood associated with Chinese New Year. Creatively combined the brand logo with the word “福”, fusing a Western brand with iconic traditional Chinese element, to become the central art of the campaign, making all customers felt like enjoying a piece of Auntie Anne’s means receiving a “Blissful” wishes from the brand during Chinese New Year.

Campaign’s target audience was Malaysians of all races, all ages, including new and repeat customers.

Auntie Anne’s used an integrated approach to maximise reach and engagement of target audience via relevant touch-points.

Packaging: All packaging were changed into a couplet-like design with Auntie Anne’s version of “福” (Blissful) word on it, spreading the “Blissful” experience to every customer who visited Auntie Anne’s throughout the period.

In-store promotional items: Utilized all potential spaces and real estate within each outlet to display campaign-related in-store items. All collaterals strongly presented the Auntie Anne’s version of “福” (Blissful) word and functioned like couplets display at outlets.

Promotion Scheme: 3 promotional sets and used different “Blissful” levels to represent different promotional sets: i. “So Blissful” – RM8.50 (Original Stix + Any Pretzel) , ii. “More Blissful” – RM9.50 (Cinnamon Stix + Any Pretzel) , iii. “Very Blissful” – RM10.50 (Choco Eclairs Stix + Any Pretzel).

Social Media: Consistent postings highlighting the couplet-like design packaging to bring up the festive mode among audience as well as a reminder to loyal fans and potential customers throughout campaign period.

DELIVERY
On ground:
All Auntie Anne’s outlets turn into “Blissful” outlets by displaying all “Blissful Together” theme promotion materials.

All outlet staffs strongly promote “Blissful” promotion set items with use of “Blissful” name for promotion items: “So Blissful”, “More Blissful” and “Very Blissful” instead items’ original names during the campaign.

Only “Blissful” design packaging was used during the period to pack every product sold.

On line:
The campaign was announced through Facebook and Instagram page by changing the profile photos to display Auntie Anne’s version of “福” (Blissful) word and followed immediately by promotion information post on 1st day of campaign. Facebook and Website landing page cover pictures were changed to “Blissful Together” campaign key visuals to be consistent with the “Blissful” decoration displayed at physical outlets.

1 social media posting was made on Facebook and Instagram platforms on average, every 2.5 days, about “Blissful Together” campaign to maintain the campaign hype and momentum.

PERFORMANCE
Successfully spread “Blissful” wishes to more than 945,000 customers with more than 1,790,000 “Blissful” packaging handed out together with the products sold – exceeding the sales made last year for same period by more than 41,000 units.

A growth in Revenue of 5.6% and growth in number of transactions by 2.7% during the Chinese New Year period compared to last year. Average spending per transaction increased by 2.8% showing the direct impact of the promotional set items sold which encouraged customer’s higher spending or more quantity purchase per transaction.

“Blissful Together” postings gained total of 42,622 reached with in Facebook fan page and 20,438 reached in Instagram during campaign period with ZERO advertising budget. “Blissful Together” first day posting achieved 5% engagement rate which was higher than industry benchmark (3-4%).

Campaign successfully created a new mindset of inclusivity, reminding that festive seasons such as the Chinese New Year can be celebrated by all races through the concept of blending a western international brand with traditional Chinese culture to symbolize joy and fortune during Chinese New Year.

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★ 10 MOST INFLUENTIAL Asian Superheroes From Marvel & DC: https://youtu.be/sAB8-1Gkn_E
★ 30 RACIST Asian Slurs That May Piss You Off: https://youtu.be/6tHs9wrqiPY
★ Asian Stereotypes Checklist: https://youtu.be/hrJbxLu9MiE


With National Adoption Month in the US coming up in November, and the recent drama involving the most high profile entry on this list, it seems an appropriate time to make this video.

1. Angelina Jolie

Angelina Jolie is who everyone thinks of when it comes to a Hollywood celebrity with an adopted Asian child. Actually she has two, Maddox from Cambodia and Pax from Vietnam.

In 2001, Jolie applied to adopt 7 month old, Rath Vibol from an orphanage in Battambang, Cambodia. Unfortunately, this didn’t seem to go well. The adoption process was halted soon after when the US government banned adoptions from Cambodia amid allegations of child trafficking.

When it was all said and done, when the investigation was over, fortunately for Jolie, the adoption of Rath Vibol was deemed lawful. Jolie brought him back to the States and renamed him Maddox. 5 years later, Maddox became older brother to Pax, who Jolie adopted from an orphanage in Ho Chi Minh City in Vietnam.

Today, Maddox is a regular 15 year old kid, who can sometimes be seen with a shaggy bleached blonde mohawk, and who has a long distance girlfriend who lives in England.

Unfortunately, 2016 marked the end of Brangelina, as Angelina Jolie & husband Brad Pitt are now going through a Hollywood divorce involving 6 kids.

2. Katherine Heigl

Heigl actually grew up with an older sister, Meg, who was adopted from South Korea.

Heigl says: “I wanted my own family to resemble the one I came from, so I always knew I wanted to adopt from Korea.”

Her husband singer/songwriter, Josh Kelley initially questioned whether Heigl’s vision for their family was indeed right for him.

In 2009, she got the call from the Korean adoption agency that there was a baby girl for her to adopt named Mi-Eun. There was one issue though, she had a congenital heart defect and had recently undergone open heart surgery.

Despite the uncertainty surrounding her well-being, her future health, Heigl opted to adopt Mi-Eun, naming her Naleigh.

3. Ewan McGregor

McGregor has been in many documentaries including one called Long Way Round where he goes on a 19000 mile journey from London To New York City on a motorcycle, traveling through Europe and Asia, visiting several UNICEF programs along the way.

It was on this trip in 2004, passing through Mongolia, where he met 2 year old Jamyan, an abandoned orphan. Soon afterwards, he adopted her.

4. Meg Ryan

The star of When Harry Met Sally, Sleepless In Seattle & You’ve Got Mail, was elated, when, in 2006, she was notified by the Chinese adoption agency that they had assigned her a 14 month old baby girl. I say assigned because the adoption process in China is like a lottery system, and Ryan had no say in the selection process of her child, who she later named Daisy True

Despite Daisy being randomly assigned to her, Ryan has stated “I am convinced, completely that there was nothing random about it. She is the daughter I should have.”

5. John McCain

Right now the world is watching Hillary & Trump tear each other to bits. 8 years ago it was Obama & McCain going at it for the presidency.

While McCain, was able to become the republican presidential nominee in 2008, his previous attempt in 2000 failed. He had lost to George W. Bush in large part due to an underground smear campaign that falsely claimed McCain had fathered a black child.

In actuality, that ‘black child’ was Bridget, his daughter that he adopted from Bangladesh. Bridget was Bengali, and Bengali people are darker skinned.

Many people said the McCains should be ashamed of her color. The vile campaign had voters being called up by the thousands, being informed that McCain had a black baby and that was reason enough to not vote for him.

Funnily enough, John McCain did not know of his wife’s decision before hand and when he arrived at the Arizona airport to pick her up from her trip from Bangladesh, he was confused as to why his wife was holding a dark Asian baby.

He asked ‘who is she?’ and ‘where is she going?’

Cindy replied ‘To our house’

Despite the initial shock, he has said that Bridget has since enriched their lives.

Thanks for watching! And if you enjoyed this video, don't forget to LIKE, SHARE & SUBSCRIBE ^^

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Tags: AMWF / Asian Stereotypes / Asian adoptee stories / Asian adoptee story / Asian adoptees