Top 5 marketing stories that had our HK readers clicking in 2021

Every year we cover a wide range of industry related content from marketing campaigns and initiatives to people movements, analysis pieces, media trends, and brand hijacks. We cover these trends extensively, and this year we also covered a fair amount of conversations happening  around OTT, metaverse, NFTs and many others.

As we wrap up the year, we decided to take a look at the hottest news coverages that had our audiences clicking. We've put them in a neat listicle for you to revisit as we head into the holidays, so take a look!

1. Dairy Farm Group rebrands with a new name and logo

Dairy Farm Group rebranded with a new name DFI Retail Group. On 3 August, the company announced that it officially unveiled the new name DFI Retail Group on LinkedIn. In the post, the company said, "We have a rich history dating back to 1886, when we started our business as a dairy company, supplying fresh milk to improve the health of people in Hong Kong. Now, 135 years later, our mission to provide fresh, high quality and affordable products to customers continues."

It added that DFI Retail Group is a people business that puts customers first always. In addition to the new name, DFI Retail Group has also unveiled a new logo with a navy blue background with text "DFI Retail Group" on it. As of 30 June, DFI Retail Group, along with its associates and joint ventures, operates in over 10,000 outlets and employs about 230,000 people across its stores in Hong Kong, China, and Southeast Asia with business spanning food, health and beauty, home furnishings, restaurants and other retailing.

2. HK brands flaunt their versions of Squid Game through marketing
The smash hit from the Korean entertainment world “Squid Game” is taking over global rankings. According to media reports on Bloomberg, Bucket Studio, an agency which represents the show’s lead actor Lee Jung-Jae, saw shares more than double not long after the release of the show. According to Bloomberg, shares surge more than 70% in the past three trading sessions.

Meanwhile, according to The Korea Herald, Showbox, a media company dedicated to film investment, production and distribution, fell initially saw its stock price soar more than 50% before dipping 10%. The report added that the initial surge came as earlier reports said Showbox had financed a film production by “Squid Game” producer Siren Pictures in its early stages. However, Siren Pictures said Showbox’s financing had nothing to do with “Squid Game.”

In Hong Kong, we have seen some brand jumped on the bandwagon and rolled out interesting initiatives. 

3. Brands hijack Shang-Chi actor's past stock images on social media

Several brands were quick to trendjack actor Simu Liu's past stock images in a witty attempt to showcase its offerings. This came after Liu was reported to have previously modelled for stock images in 2014, prior to his roles in Shang-Chi and the Legend of the Ten Rings as well as Kim's Convenience. Since then, stock images of Liu from the past have flooded the Internet once again, and Liu even tweeted one of his stock images as a response to individuals who thought the latest Shang-Chi movie would flop. Here's how the brands got creative with Liu's stock images.

4. Keung To stars in McDonald's Hong Kong's Big Mac rejuvenation campaign

Developed by DDB Group Hong Kong, the campaign kicked off with a livestreaming event with Keung, centred on the new Big Mac that offered slices of bacon. Keung, who has a nickname of "Keung B" due to his boyish appearance, stars in the TVC as McDonald's Hong Kong hopes to elevate the message of "B for Bacon" with a catchy chant.

“We are delighted to be partnering with ViuTV and Keung, who is a remarkable talent to promote our iconic burger in exciting new ways. We are confident that together we can create a new generation of Big Mac lovers in Hong Kong," said Tina Chao, chief marketing and digital customer experience officer of McDonald’s Hong Kong. 

Apart from the TVC, customers of McDonald's Hong Kong could also create their own Big Mac with Bacon chant renditions using the karaoke filters made through McDonald’s Hong Kong's Instagram account. Keung then picked his favourite 100 chanters and offered the selected participants with a limited edition Big Mac gift.

5. Google Hong Kong names Michael Yue as GM, sales and operations
Google Hong Kong appointed Michael Yue as general manager, sales and operations earlier this year. Yue joined the company in 2011 and has held sales leadership and strategic partnership positions. With strong business acumen and entrepreneurial mindset, he has been partnering with businesses across retail, e-commerce, media and entertainment, and financial services sectors on digital strategy in APAC. Most recently, he was the global head of sales strategy and enablement, responsible for the development and growth of Google’s advertising sales force.

“Smart use of technology and digital has become critical for our everyday life and businesses. In Hong Kong, we have been bringing helpful products and services to people, whether it's about looking for useful information on Search, navigating the city with Maps, and watching trending videos on YouTube. We're committed to technology for good in Hong Kong, and I’m excited to take on this role to help businesses and the city thrive in their transformation journey,” he said.