3 Keys to Impactful APAC Communications

Picture yourself at the crossroads of a captivating mosaic, where diverse cultures, languages, and markets converge. Welcome to the Asia Pacific region, home to more than half of the world’s population and housing a staggering 4.3 billion people from distinct backgrounds. From the bustling metropolises of China and India to the emerging powerhouses of Indonesia and Vietnam, Asia Pacific stands tall as a global economic force, projected to drive 60% of global growth by 2030.

Yet, amidst this dynamic landscape lies a communication labyrinth where the key to success lies in impactful localisation for international brands looking to connect meaningfully with their stakeholders.

So, how do you navigate this intricate terrain? Let's explore three essential communication strategies to elevate your game in this region.

1. Embrace the Digital Frontier

Tech innovation is reshaping Asia Pacific's economic landscape at lightning speed. Did you know that this region represents almost 60% of the global social media audience? By 2025, the Southeast Asian subregion is projected to become a formidable US$300 billion digital economy.

While Facebook, Instagram and WhatsApp remain popular, platform preferences vary across countries. For instance, China favours WeChat, QQ and Douyin, driven partly by Western platform restrictions. Meanwhile, in Southeast Asia, platforms like TikTok, WhatsApp, and Instagram take centre stage.

But the real essence lies beyond just the platforms. For your brand to thrive, it's also crucial to understand audience interests and these emerging trends when crafting your communication programmes:

• First, the prevalence of mobile usage is driving the adoption of tech-driven brand strategies with a digitally savvy audience.?
• Second, experiential e-commerce incorporating the metaverse, AR and VR technologies creates immersive brand experiences.?
• Third, business messaging is giving brands the power to transform customer communications, while influencers hold tremendous sway in storytelling and live streaming, fostering brand trust and cultivating loyalty.

2. Champion Glocalisation

To adeptly traverse the diverse Asia Pacific landscape, we must strike the right balance between globalisation, regionalisation, and localisation. Drawing from my experience advising a variety of international brands over the past two decades, here are some of the best practices I've come to appreciate:

• Champion "Glocalisation": Approach campaigns with careful consideration, thoughtfully blending global, regional, and local elements to tailor campaigns that deeply resonate with local audiences while staying true to your overarching vision.
• Adopt the "Hub and Spoke" Approach: Consider establishing a regional communications hub in a key APAC market. This allows you to develop communication strategies aligned with your vision while ensuring consistent messaging across diverse local markets.
• Empower Local Teams with "Freedom Within the Framework": Enable your local teams with the autonomy to adapt global programmes to cater to local preferences, language nuances, and cultural contexts. This approach fosters authenticity, significantly enhancing the impact of your communication efforts.

Take TikTok's #CreateKindness campaign, for example. Originally launched globally, TikTok extended the campaign's impact by partnering with popular content creators from Southeast Asia, organising webinars in various local markets together with local organisations, and adapting the campaign to resonate with local interests while aligning with the brand's global values.?

3. Harness Diversity

The Asia-Pacific region is a colourful tapestry of cultures and ethnicities, boasting over 2,000 languages. Embracing this rich diversity demands a strategic approach that transcends linguistic boundaries. Savvy communication teams must embrace hyper-localisation, crafting tailored, culturally relevant content that resonates.

For instance, Nike demonstrated the power of localising CSR efforts in China. Through collaborative partnerships and strategic media engagement with outlets like CCTV and Xinhua News Agency, Nike's campaign resonated deeply with different parts of China. Featuring influential athletes from diverse nationalities, such as Cristiano Ronaldo and Li Na, along with partnerships with the local Ministry of Education and award-winning teachers representing different regions, subcultures and ethnicities, the campaign fostered a strong emotional bond with local audiences, amplifying the brand's positive impact.

Similarly, Danone-AQUA, Indonesia's pioneering bottled mineral water brand, displayed a masterful localisation effort with their #BijakBerplastik (#BePlasticWise) campaign. They delved into the multicultural context of Bali, a renowned tourist hotspot, to create an inclusive campaign resonating with diverse audiences.

Recognising the blend of residents and international tourists in Bali, Danone-AQUA collaborated with local NGOs and start-ups to organise beach clean-ups, engaging consumers in responsible recycling practices. To address the diverse linguistic backgrounds of tourists, they thoughtfully designed specially labelled bottles featuring English content. This multifaceted localisation effort connected with residents and tourists, reinforcing the brand's commitment to environmentally responsible practices. ?

Key Takeaway: One Size Doesn’t Fit All

In conclusion, navigating the dynamic communication mosaic of Asia Pacific demands a keen appreciation for its rich diversity – a collection of unique facets, not a monolithic whole. Avoid broad assumptions and understand local nuances. While adopting a "digital-first" approach, staying abreast of rapidly evolving trends is equally crucial.

Harness the power of "glocalisation" and empower local teams with "freedom within the framework." Embrace creative adaptations that honour, and celebrate the unique preferences, languages, and cultural sensibilities of each locale. Importantly, recognise that what works in one market may not work in another.

The journey may be complex, but with the right communication strategies and a collaborative mindset, your business can make a lasting impact that resonates with diverse local audiences.

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