Latest news with #WeAreSocial
Time Out
a day ago
- Entertainment
- Time Out
How Thailand became a global TikTok superpower
If you've been in Thailand lately, you already know: TikTok isn't just a thing here – it's the thing. More than eight out of 10 Thais online scroll the app every month, ranking us first in Asia and second in the world according to We Are Social. That's double the global average. But here's the tea: the application is basically Thailand's biggest stage. It's not just about lip-syncs, dance trends or that one guy reviewing weird snacks anymore. This platform is a virtual community that spins itself as a variety show, a shopping mall and a global runway. Thai humour, street food hacks and slang can go from niche to internationally viral overnight. Why this matters (more than you think) In a world where mass media is fading, things that used to be hard to promote like small cafes, don't need billboards anymore. One well-timed TikTok from a micro-influencer can create a queue down the street. K-pop may have paved the way for cultural soft power but Thai creators are right behind, serving up their own distinct flavor to the world. Thailand's 13-million-strong Gen Z (ages 12–28) is a hyper-online bunch with a sixth sense for spotting cringe and devotion to authenticity. For them, TikTok isn't just a social app; it's the Swiss Army knife of the internet. It's where you TikTok it instead of Googling, where a single scroll can spark an add-to-cart spree and where travel dreams are born. This is where it gets wild. Thai teens are becoming content creators, influencers and even chart-topping artists before they can legally rent a car. Take BabyJolystar, who kicked things off by making parody skits where he played an entire cast of characters himself, dropping viral slang via Inside Out 2 parodies and livestreaming Roblox (the digital playground for today's kids). Somewhere in between, he cranked out hit songs and levelled up to music stardom. These days, he's swapped some of the chaos for bite-sized educational clips that are just as binge-worthy. Then there's Punch Puntita – the internet sweetheart whose appeal goes way beyond her adorable looks. She's also juggling medical school, proving she's got both brains and charm. That mix of cute and capable made her the perfect fit for ILLSLICK's nationwide hit music video, ' 1 am at khu meuang'. And Dev? He's the style disruptor of the moment. His streetwear fits are what all Gen Z kids want in their wardrobes. One off-the-cuff street interview at Siam Square blew up on TikTok and just like that, his place on the platform's fashion front row was secured. Even ordinary highschoolers are filming their daily routines, from wake-up to last bell and turning their short clips into sponsorship deals. It's proof that simple, relatable content never goes out of style. With just a phone, a ring light and an idea, Thai teens are turning TikTok into a career starter-kit disguised as an entertainment app. TikTok could do for Thai food, fashion and tourism what K-dramas did for Korea. It's already breaking borders – no translation needed. And with Gen Z's eco-conscious mindset, brands with a green story have an even bigger chance to shine. In this country, this app is everything: a search bar, a shopping mall, a career launchpad, a trend lab and a cultural megaphone. For someone under 30s, it's where life happens.
Campaign ME
5 days ago
- Health
- Campaign ME
We Are Social shows EtiaXil's scientific solution to excessively sweaty scenarios
Socially-led creative agency We Are Social has launched a leading detranspirant brand EtiaXil in the UAE and the Saudi Arabia, introducing the brand's clinically-proven solution to excessive sweating through an entertaining launch campaign titled 'It Sounds Like It Works, Because It Does'. The campaign is being executed across social media – including Instagram, TikTok and YouTube; digital – programmatic ads and contextual placements; as well as in-store point of sale (POS) – branding and educational displays in pharmacies and retail stores. Running for six months across the UAE and KSA, the campaign will be supported by eight Saudi TikTok influencers in to localise the message and drive authentic engagement. Media buying is managed by Etisalat Information Services, with performance tracked through reach against a targeted consumer segment and video views. Execution of the social-first omnichannel campaign The creative agency chose social media as the lead channel to drive awareness, highlight relevance, build credibility and connect closely with a regional audience that is new the EtiaXil brand. In a region where sweat is a daily concern, especially in the summer, the omnichannel campaign aims to ensure visibility across multiple consumer touchpoints, combining light-hearted storytelling with product education and local market nuance. The launch campaign plays on EtiaXil's scientific-sounding name to showcase its efficacy at stopping sweat at its source, featuring characters in unlikely, yet sweaty scenarios, such as sitting in a sauna in a full thobe, but without breaking a single sweat. 'Excessive sweating is a sensitive issue and is something that many people living in the hot climate of the region face', said Sarah El Sayed, Head of Marketing MENAT at Cooper Consumer Health. 'As a sensitive issue, we felt like a light-hearted approach coupled with scientific proof struck a perfect balance between addressing the discomfort many feel, while also empowering people with a solution they can trust.' Aimed at men and women aged 25 through 50 years, the six-month campaign also targets audiences based on interests in cosmetics, personal care, health and wellness, fitness and beauty care. Using AI to create the product hero videos We Are Social took an innovative approach by utilising AI-generated content to create the hero videos and key visuals for leading detranspirant brand Etiaxil's launch in the region. We Are Social developed all creative assets, including point-of-sale marketing (POSM), and produced a catchy TikTok-first song and dance to bring EtiaXil's benefits to life in a culturally relevant, modern format. Additionally, through the involvement of TikTok influencers in Saudi Arabia, the agency intends to amplify the original track and dance created for the campaign, positioning EtiaXil in a culturally relevant, entertaining way. 'We're so excited to share our first project using AI to create fully-fledged product hero videos,' said Aurelien Fonteneau, General Manager at We Are Social. 'Using only AI, we designed a bespoke environment and integrated facial control features via Comfy UI,' Fonteneau added. 'ControlNets were used for precise pose adjustments based on the scene, while costumes were regenerated separately for KSA and UAE.' The campaign's performance will be measured primarily by market share growth, with the goal of doubling EtiaXil's market share within the first month of going live. CREDITS: Client: Cooper Consumer Health – EtiaXil Sarah El Sayed – Head of Marketing MENAT Tarik Antepli – Head of Trade Marketing MENAT Creative agency: We Are Social Aurelien Fonteneau – General Manager Sooraj Thazhath Rayorath – Head of Innovation Rhia Woodall – Group Account Director James Young – Associate Creative Director / Art Jack Rogers – Associate Creative Director / Copy Nour Douzdar – Senior Account Manager Alex Bianchin – Production Lead Jadhesh Prakash – XR Designer Lakshmi Menon – Project Manager Marwan Younis – Creative Consultant Nour Mohammed – Senior Creative / Art Shohret Ragab Gamila – Arabic copywriter Zaina Manegar – Junior Designer Media buying: Etisalat Information Services
The Star
6 days ago
- Entertainment
- The Star
Thai users top Asia and rank second globally for TikTok use, says We Are Social
BANGKOK: Thailand has emerged as the top country in Asia and second globally in terms of TikTok usage, according to a report by We Are Social. The country also ranked ninth worldwide in terms of advertising reach on the platform. The latest Digital 2025: July Statshot report revealed that South-East Asia accounts for nearly one-quarter of TikTok's global advertising audience, making it the platform's largest ad-viewer base. Thailand has the world's second-highest proportion of monthly active TikTok users, with over eight in ten internet users engaging with the platform each month — well above the global average of just three in 10. Naiyen Wang, South-East Asia managing director at We Are Social, said social media and influencer marketing play a pivotal role in the region, where consumers are highly active across multiple platforms for research and brand engagement. What truly captures their attention is content that is humorous, entertaining, and has the potential to go viral. For marketers, this means shifting strategies away from hard selling towards creating content people genuinely enjoy and want to interact with, Wang said. The data shows that internet users in South-East Asia watch more online video content each week than the global average of 11 hours and 39 minutes. In the Philippines, users watch over 20 hours of video weekly, more than half of which consists of short-form clips such as TikToks and Reels. YouTube remains the largest social media platform globally in terms of advertising audience size, with 2.54 billion monthly active users. Southeast Asians are among its most avid users, with countries from the region occupying half of the global top 10 spots for monthly usage share. The Philippines (86.2%) and Vietnam (85%) lead the rankings. More than one in five internet users in the region follow social media influencers and regularly watch influencer videos or vlogs weekly. In the Philippines, 43.5% follow influencers, and roughly half watch their content every week. Humorous, meme-based or viral videos are the second most popular form of online video globally — after music videos — among users aged 16 to 64. TikTok dominates in this category, with almost 80% of users engaging with the platform for such content. Social media plays a crucial role in the consumer journey. Over 80% of Vietnamese and Indonesian users research brands on social platforms, while more than 60% of Malaysians and Filipinos do the same, highlighting the platforms' strong influence on purchasing decisions. Instagram, TikTok and Facebook are the top global platforms for brand research, respectively. Facebook remains the leading source of social media-driven web traffic, accounting for over 70% of all referrals — a figure that surpasses 90% in Indonesia, underscoring its immense brand reach potential in the region. Messaging app use differs by country. WhatsApp dominates in Malaysia (92%), Indonesia (91.3%) and Singapore (82.1%), while Messenger leads in the Philippines (93%), Thailand (78.3%) and Vietnam (76.3%). South-East Asia also has the world's highest Messenger ad audience share at 22.7%. Telegram enjoys greater popularity in the region than globally. While only one-third of global internet users access it monthly, the figure approaches two-thirds in Malaysia and Indonesia, showing the diverse communication channels brands must consider when entering the South-East Asian market. - The Nation/ANN
Hi Dubai
18-07-2025
- Business
- Hi Dubai
How to Boost Business Sales During Dubai's Hottest Months
When summer arrives in Dubai, businesses across sectors brace for the inevitable: temperatures soaring above 45°C, residents escaping to cooler destinations, and a sharp drop in retail and in-person engagement. According to Dubai's Department of Economy and Tourism, the summer months between June and August typically see a 20–30% decline in consumer footfall, especially in non-tourism sectors. But should this seasonal dip be treated as a pause—or a pivot point? What if the summer slowdown is actually an opportunity in disguise? Could lower day-to-day demand create space to test bolder ideas, improve customer journeys, or tap into overlooked revenue streams? In this article, we explore practical strategies and expert-backed solutions to help businesses not just survive Dubai's hottest months but actually grow. From hyper-targeted digital marketing and inventory optimization to leveraging government-led events like Dubai Summer Surprises (DSS), this is your guide to staying commercially active, even when the streets get quiet. Shift Focus to High-Intent Online Shoppers As the mercury rises in Dubai, so does mobile usage. With outdoor footfall declining, people naturally turn to their phones indoors, whether lounging at home, in malls, or during travel breaks. According to a report by Hootsuite and We Are Social, mobile connections in the UAE reached 21.5 million in 2024, with user activity peaking during the summer months when physical movement slows down. But how do you turn this passive scrolling into active sales? One smart tactic is to target high-intent users through behavioral retargeting. These are users who have visited your site, added items to their cart, browsed specific product categories, or interacted with your ads—but haven't purchased yet. Instead of spreading your ad budget thin, you focus on those already halfway through the funnel. Platforms like Google Ads and Meta Business Suite offer precise retargeting options based on user actions, visit frequency, and time spent on product pages. Want to know where your website might be losing them? This is where technical tools make a big difference. Install heatmaps and session recording software (like Hotjar or Microsoft Clarity) to see exactly how users navigate your site. You can identify friction points—like buttons people ignore, forms they abandon, or pages where they lose interest. Use these insights to tweak layouts, speed up loading times, or streamline checkout flows—all of which improve conversion rates. Summer might slow things down on the streets, but online, it's peak observation season. The trick is to analyze, personalize, and optimize every digital touchpoint. Offer Time-Limited Micro-Services or Products Summer is the perfect time to repackage what you already offer into smaller, sharper solutions. With people traveling, budgeting, or adjusting their routines, attention spans shrink—and so does willingness to commit long-term. That's where short-term, time-sensitive offerings can shine. Micro-services or seasonal bundles appeal to a need for flexibility and low-risk purchases. A digital marketing agency could introduce a 'Summer SEO Sprint'—a 2-week audit and optimization package. A wellness brand might create an indoor relaxation kit bundled with cooling oils, yoga videos, and healthy snacks. Co-working spaces can launch 'Work from Cool' passes for short-term remote work clients escaping the heat. Think of it as adjusting your offer to meet current habits, not creating from scratch. And the time-limited nature of the offer adds urgency. People tend to respond faster when they know something won't be around next month. According to research in behavioral economics, urgency paired with simplicity reduces decision fatigue and increases conversions. The focus should be on offering something timely, practical, and easy to engage with—something that fits naturally into a customer's summer routine. When your offer feels useful, temporary, and easy to try, it becomes much harder to ignore. Run 'Reverse Campaigns' Geared Towards Traveling Customers Summer in Dubai sees a significant chunk of residents heading abroad—but that doesn't mean they disconnect completely. Many continue to browse, scroll, and shop online while on vacation. So instead of writing them off, why not target them where they already are? Use geotargeted ads and email marketing to reach UAE-based expats while they're overseas. Offer international shipping for products they miss from home, or let them schedule appointments and consultations in advance for their return. A smart example? Salons launching 'Return & Glow' packages that customers can pre-book from Europe or Asia, ensuring a pampering slot right after their flight back. By flipping the narrative and marketing to people outside the country—with a local touch—you stay top-of-mind even when they're miles away. Rethink In-Store Experience: From Retail to Refuge During peak summer, stepping outdoors in Dubai can feel like walking into an oven. For physical stores, this is a chance to reposition—not as mere shopping spots, but as cool, welcoming spaces worth visiting. Small touches go a long way. Install misting systems near entrances, offer complimentary iced drinks, or partner with local cafés for pop-up counters. Parents running errands? A kids' play area inside your store might turn a quick stop into a longer visit. For an added edge, consider using IoT sensors to monitor foot traffic and temperature zones within your space. This data helps you rearrange layouts or add seating in high-stay areas, making the experience smoother and more enjoyable. When done right, your store becomes more than retail—it becomes relief. Strategic Collaborations with Opposite-Season Industries While some sectors slow down in summer, others peak. Indoor play centers, home maintenance services, online learning platforms, and AC providers often see steady or increased demand. Collaborating with them can help businesses tap into active audiences without reinventing the wheel. Think bundled promotions—like a retail brand offering discounts through a kids' play zone, or a productivity app co-hosting a webinar with an online course platform. Even a simple referral exchange with an AC service company can drive surprising traffic your way. These cross-industry collaborations don't just share customers; they share momentum. When done right, they keep your business visible and relevant, even when footfall drops. Take Advantage of Dubai Summer Surprises (DSS) Dubai Summer Surprises brings a surge in local shopping activity, creating a valuable window for businesses to align with the city's seasonal buzz. Align your offers with DSS themes or calendar dates. Whether it's limited-time bundles, store-wide discounts, or gamified shopping rewards, syncing with DSS gives you both visibility and footfall. Better yet, explore co-promotions through DSS-affiliated platforms or malls to amplify reach. If your brand isn't part of the official campaign, you can still echo its momentum by running your own 'summer surprise' sales and promoting them with DSS-style visuals or messaging. Shoppers are already primed to expect value—meet them there. Tap Into Corporate Clients & B2B Upselling Summer might feel quiet on the surface, but key decision-makers in many companies are still working behind the scenes—planning budgets, reviewing vendors, and setting up for Q4. This is a smart time to shift focus toward B2B opportunities. Businesses can roll out corporate-specific packages such as discounted bulk deals, annual service contracts, or mid-year consultations that help clients prepare for the year-end rush. For service-based companies, offering a summer check-in or tune-up plan can position you as a strategic partner, not just a provider. By addressing their needs now—when they have more time and mental space—you increase your chances of becoming part of their long-term plans. Use This Time for Data-Driven Experiments Fewer transactions might seem like a slowdown, but they also reduce the risk of testing new ideas. Summer is the perfect season to run controlled experiments that would be too disruptive during busier months. Try A/B testing everything from pricing models to ad copy to email automation flows. If you've been hesitant to launch a referral system or rework your loyalty program, now's the time to pilot it on a smaller audience and refine based on behavior. The insights you gain now can help you hit the ground running once peak season returns. Upgrade Sales Infrastructure for Post-Summer Gains Slower summer months give you the breathing room to improve the backend of your business. Instead of chasing short-term wins, focus on setting up the right systems that will drive better sales once demand picks up again. Start with simple upgrades: Automate follow-up emails or WhatsApp messages for abandoned carts or post-purchase check-ins. Refine your CRM segments to better target customers based on behavior, spending history, or location. Integrate a smart chatbot that handles common questions, freeing up your team and keeping leads warm. Looking ahead, consider using AI-based forecasting tools to analyze browsing and purchase trends during the summer. This can help predict what your audience might be interested in post-August—and give you a head start on inventory planning, content creation, and campaign development. Think of this as tuning your engine before a race—not immediately flashy, but critical for long-term growth. Slower seasons don't mean your business has to stand still. Summer in Dubai, while challenging, also opens up space for reflection, refinement, and smart experimentation. It's a window where small adjustments—often overlooked during busier months—can quietly shape stronger performance later. Instead of pausing, pick one part of your sales process this week—be it outreach, packaging, or response time—and see how it can be improved. This steady, strategic approach won't just help you survive the heat. It'll prepare you to move faster when things cool down. Also read: The Importance of Cyber Insurance for Dubai Businesses Cyber insurance helps Dubai businesses manage rising digital threats, protect their finances, and stay compliant with evolving data laws. Protect Your Ideas: Trademark Registration in Dubai Learn how to register a trademark in Dubai with this step-by-step 2025 guide. Understand eligibility, costs, legal benefits, and common mistakes to protect your brand effectively in the UAE. UAE Leads the World in Mobile Shopping Adoption: Visa The UAE has become the global leader in mobile shopping, outpacing advanced markets like Singapore and the UK, according to the 2025 Global Digital Shopping Index released by Visa Acceptance Solutions and PYMNTS Intelligence. Everything You Need to Know About Local SEO in Dubai Explore why local SEO matters, how to implement it effectively, and how to track your success. By the end, you'll have a clear roadmap to boost your visibility and attract the right customers in Dubai's competitive digital landscape.
Campaign ME
14-07-2025
- Business
- Campaign ME
We Are Social unifies global identity with Socialize rebrand in the Middle East
Global socially-led creative agency We Are Social is rebranding Dubai-based agency Socialize to We Are Social from 14 July 2025. The move is part of a unified global growth strategy that sees the agency introduce new capabilities in the region. In Dubai, We Are Social is home to a multidisciplinary team across creative, strategy, media and production. Its management team, led by Akanksha Goel and Aurelien Fonteneau as General Manager, will remain unchanged. With the rebrand, We Are Social in the Middle East will expand its strategy services to include cultural insights, which will see the agency leverage real-time social listening to decode rapid cultural shifts occurring across the Gulf, particularly in Saudi Arabia. Alongside this, the agency will offer enhanced influencer marketing expertise. The rebrand will refresh how the agency shows up, online and offline, with a new website, a sharper social media presence, and an updated office space to match. The rebrand will also allow We Are Social to align its services in the Middle East more closely with that of its global network. It will now offer additional capabilities to its roster of clients, including closer collaboration with the agency's well-established sports offering – a crucial growth area with the region now regularly hosting many of the world's biggest sporting events. Toby Southgate, Global CEO at We Are Social, said, 'This rebrand comes at a time of significant momentum for We Are Social globally. As the only truly global creative agency built on social thinking, we're committed to delivering more integrated, borderless solutions for the world's most ambitious brands. Bringing Socialize into the We Are Social brand strengthens our ability to do just that — with even greater relevance, creativity, and impact in the Middle East.' Socialize, founded by CEO Akanksha Goel, was one of the first social media agencies to open its doors in Dubai 15 years ago, and was acquired by We Are Social in 2018. Its current clients include Abu Dhabi's Advanced Technology Research Council, Sony, regional powerhouse Azadea, Starbucks, Switz and Sephora, for which the agency delivers a wide range of socially-led services, from award-winning creative campaigns to strategic paid media. While the agency remains a trusted partner for leading business-to-consumer (B2C ) brands, it has also seen strong and sustained growth in the government and public sector space. Since 2019, Socialize has recorded an average annual revenue increase of more than 10 per cent in this category, a trend that reflects the region's growing demand for culturally relevant, socially-led communications. Akanksha Goel, Regional Lead, Middle East and India at We Are Social, said, 'Socialize has always been a pioneer in the region, we helped define what social-first creativity looks like in the Middle East. At the heart of this rebrand is continuity. Our vision and values remain the same and we share the same commitment to work that connects culture and commerce.' Goel added, 'This next chapter, as We Are Social, isn't about leaving that legacy behind. It's about building on it, integrating more deeply with another global pioneer, and bringing even more firepower to our clients and our culture.' According to the agency's 2025 Global Digital Report, the Middle East boasts some of the highest levels of social media and mobile penetration globally, the fastest internet speeds, and some of the most active online users worldwide. The agency aims to help its clients harness this potential in the region, supported by the agency's global network to enable seamless global client servicing, cross-market collaboration, and access to shared tools, IP and talent.
