#LEAwards spills: Wofollow paves the way for the future of content marketing

Established in 2016, Wofollow is a Malaysia-based content marketing agency that boasts to be eye-catching from strategy, production to distribution. The agency expanded quickly, launching three different business units in the span of three years. It now comprises of its brand communications unit Rexco, its video marketing unit, Rexpo, and its influencer marketing unit Rexer.

Last year, Wofollow partnered with beverage brand Chek Hup in its relaunch as the drink of choice for those seeking a healthier alternative without sacrificing richness and taste. This saw them being shortlisted as finalists at the Loyalty & Engagement Awards 2020 for multiple categories such as "Best use of contests/promotions, Best use of experiential/live marketing, Best use of direct marketing, and Best use of technology". 

In an exclusive interview with MARKETING-INTERACTIVE, Shawn Cher, content marketing manager at Wofollow, shares what its clients are now looking for when it comes to content marketing. He also sheds light on the future of content marketing, and what brands need to take note of for their content marketing strategies in 2021. 

This interview is done as part of MARKETING-INTERACTIVE’s winners and finalists’ interview series for Loyalty and Engagement Awards 2020. To find out more about the awards, click here.

What are some of the expectations your consumers now have for your agency?

Cher: Our partners are now more active in doing digital marketing and paying more attention to this channel compared to the past. Part of it could be due to the pandemic spreading across the globe, but we are glad that we’ve made their first online campaign that successful in order to put confidence in them towards the channel. For now, they are keen on running more creative and effective digital marketing campaigns to boost their brand’s image online.

How have your clients' marketing plans shifted this year?

Cher: With so many social media channels available nowadays, most of the brands will try hard to cover all of them, but the brand message itself could be cluttered as a result. The content has to be relevant to the users of particular channel in order for brands to stay engaged with them. Therefore, brands have to decide their target audience and use the most relevant channel in order to declutter brand message and keep the brand’s image strong in the right audiences' mind.

What are some of the trends you see carrying on post-pandemic, and how are you readying your workforce to be ready with these trends?

Cher: Virtual event is quite a necessity in this year due to the pandemic, and live interaction with virtual event has become crucial for a product launch. As the result of live events in 2020, business owners have started to believe that live interactive events can help the audience recognise and understand their products better. Of course, Wofollow provides a team with expertise in conducting virtual events to help not only B2C business, but also education provider with their virtual events.

In addition, micro-influencers also play an important role in terms of building word-of-mouth for the brands. A brand’s message needs to be amplified not only from the brand’s channel itself, but also over social media via user-generated content from the consumers. Therefore, we have established an influencer marketing platform – Rexer (www.rexer.app) during this pandemic period. Using this platform, brands can easily get a bunch of micro-influencers to try out their products/services and receive tons of voices over social media towards their product/service in just a click. We look forward to create more job opportunities to help micro-influencers in their career path by sharing their thoughts about well-known brand’s products/services as an user.

What do you think makes for great marketing these days?

Cher: In terms of social media marketing, we believe good content always needs to be supported by media buys, and a community to share on social media in order publicise the brand’s message and reach out to the potential audience effectively. All of these require a creative management team to carry out the campaign. Wofollow covers all three aspect from content creation and production, media buy to influencers marketing, which is the complete digital marketing trilogy solution for our clients.

How are you planning for 2021?

Cher: In 2021, online media is going to be overwhelmed with cluttered advertisements in every channel. Therefore choosing a relevant channel is important for brands to deliver their message effectively to their potential audience. We will continuously create more impactful and powerful content by using our trilogy strategy in digital marketing to expand our clients' brand and become a well-known brand among ASEAN countries.

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#LEAwards 2020 highlight: How Chek Hup and Wofollow pivoted to gain online loyalty