Study: MIRROR and ERROR dominate IG advertiser spend in HK

Hong Kong boy bands MIRROR and ERROR have been the face of many ads in recent months. According to a recent admango report, five of the top 10 Instagram advertisers collaborated with members of either MIRROR or ERROR for promotion in H1 2021. 

In the Hong Kong adspend report from January to June 2021, Deliveroo Hong Kong, Citibank and HSBC were the top three Instagram advertisers and all of them collaborated with both MIRROR and ERROR. There groups also helped promote 27 out of the top 50 Instagram advertisers, proving that MIRROR and ERROR were extremely popular on social media.

top 10 advertisers hk1top10 ig hk

 

(Read also: Analysis: Will HK marketers' obsession with boyband MIRROR reflect long-term gains?)

MIRROR and ERROR have been featured in a series of campaigns lately. For example, HSBC One launched a campaign titled "Wealth A0" to encourage Millennials to take their first steps into investing. The campaign was done in collaboration with Wunderman Thompson Hong Kong and PHD. Also, the Hong Kong Tourism board worked with two of MIRROR's members, Anson Lo and Ian Chan to spotlight local attractions around the city which might not be as well known to citizens.

Meanwhile, LG launched a new video content series in line with EURO 2020s staring members of ERROR. Working with media agency PHD to promote the LG OLED evo TV, the campaign looks to connect with the young males in Hong Kong who are fans of football.

In terms of media outlets, mobile adspend saw a 55% year-over-year increase, ranking the highest among other media. TV and social media recorded a 45% year-over-year growth.

For social media, adspend on Facebook and Instagram marked a 40% and 65% year-over-year increase respectively, showing a rapid growth in social media adspend during H1 2021. 



The report also highlights the top 10 advertisers in H1 2021. Proctor & Gamble topped the list with its adspend seeing a 51% year-over-year growth, followed by HSBC (83%) and Dairy Farm (40%). 

The entire local adspend recorded a 35% year-over-year growth from January to June 2021, increasing from HK$10.2 billion to HK$13.7 billion. Adspend among major industries showed an upward trend. For example, the banking and investment services industry, which topped the list, saw a 79% year-over-year increase, followed by the pharmaceutical and healthcare industry (6%), and the toiletries and household industry (49%).  

Related articles
HSBC HK taps on Mirror and Error stars for real money talk with Millennials
Analysis: Will HK marketers' obsession with boyband MIRROR reflect long-term gains?
HK husbands plead for brands to stop featuring boyband MIRROR in ads
MIRROR stars in UEFA EURO 2020 Hong Kong theme song and campaign
ERROR fronts LG campaign targetting male football fans in HK