We Are Social Asia Tuesday TuneUp #104


Long-form blogging returns with Dayre
The founders of Nuffnang have created an iPhone and Android app that allows users to blog in 500 characters per content, from their mobile phones. It aims to curate original user content to set it apart from Tumblr, and allows users to blog bit-by-bit throughout the day, which the app then helps to stitch together at the end of each day. Influencer outreach in Singapore, Malaysia and UK have helped the app to surpass 60,000 users in less than a month since it’s launch on November 8. Will you jump on board?


WeChat to set up an office in Philippines
WeChat has heavily invested in TV advertisements in Philippines this year and was the most downloaded free app in the country across Android, iOS and Windows phone last June. Hence, it is no surprise that Philippines is WeChat’s most important market in Southeast Asia, where the company will be setting up its second overseas office outside China (the first being Singapore). Another key market for WeChat would also be Indonesia.

Line has 300 million registered users
Line has lots to celebrate this holiday season. Previously, it took them only six months to double from 100 million to 200 million users, but this time round it only took them four months to unlock the 300 million milestone! With the current growth rate, they seem all set to achieve their target of 500 million users in 2014. CEO Akira Morikawa took to Twitter to celebrate their newest milestone:

Instagram posting an ad a day
Instagram is now seeing roughly one advertised post per day, with big brands involved, from General Electric and Levi’s to Lexus and Ben & Jerry’s. According to Nitrogram, sentiment seems to be changing, too: since the first ever post by Michael Kors, when the positive/negative split was around 50%, the fashion brand has posted three more advertised posts. The positive sentiment on these has been at 73%, 89% and 64% respectively. We’ve produced our own blog post on the highs and lows of Instagram advertising – the Ben & Jerry’s example below was one of the most successful.

Twitter update age screening for alcohol brands
Twitter has improved its age screening for alcohol brands, to ensure that they are not followed by anyone under the legal drinking age. In a blog post on the subject, they outline the new, streamlined user journey: when requesting to follow a relevant brand, users will be asked to enter their date of birth. If you’re above legal drinking age in your country, you’ll be allowed to follow. If not, you won’t. Pretty straightforward.

One Direction release Kik campaign
Boy band One Direction have released a campaign on mobile messaging app, Kik. To celebrate the launch of their new album, fans can gain access to exclusive content, along with the ability to connect with other fans. The move shows a strong understanding of the youth market; we should expect to see big brands follow with campaigns on the likes of WhatsApp, WeChat and Line.

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Budweiser’s Twitter-powered jumper machine
Budweiser has released its Christmas campaign, with a Twitter-powered knitting machine named Knitbot. It’s fitted with a chip that responds to mentions of #jumpers4des, with more mentions meaning (you guessed it) more jumpers. Once Knitbot’s finished its festive task, fans can pop to the Budweiser Facebook page for the chance to win a piece of its handiwork.

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Ford’s tweeting car
To launch its Kuga Titanium X, Ford has parked a tweeting car outside Stockholm Central Station in Sweden. It’s fitted with sensors, which capture the goings-on of people around it, then allow the car to tweet an interpretation of their activity. That’s right, the world is now one step closer to Knight Rider.

Toyota posting Instagram videos in Facebook ads
Toyota is using Facebook ads to push Instagram videos, one of which can be seen below. They’re not quite the video ads people are waiting for on the network, but it’s still an interesting use of page post link ads, which display videos including the one below:

We Are Social create car modification app for Kia
It’s been a big week for car brands, with our Sydney office producing a ‘car modification app’ for Kia aimed at 18-30 year old males. The system allows them to become street car designers, with the necessary tools to design their own Koup and share it with their friends. There are even challenges involved, with prizes including a brand new Kia Koup Turbo.

Beats Pills and We Are Social
Beats by Dre are promoting their speakers, known as ‘Beats Pills’, with a campaign ranging through social and above the line advertising, aimed at reacting to the latest cultural events and placing the brand at the cutting edge of youth conversation. This includes the likes of advertising in the Metro’s gossip pages, interviewing celebrities (as in the video below) and a stream of reactive posts for social media, created and managed by We Are Social.

Heinz Tomato Ketchup’s Facebook Stocking Fillers
We Are Social has produced a Facebook campaign for Heinz Tomato Ketchup, titled ‘Stocking Fillers’. The campaign runs from the 1st to the 13th December, offering fans the opportunity to win Heinz branded products.

Where’s your Kleenex when you need it?
Kleenex is producing an integrated campaign around the times when you most need a tissue, with social media managed by We Are Social. Including radio, in-store and outdoor advertising, as well as social, the move looks to create a new look and feel for the brand, along with a distinctive tone of voice.

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