November APAC advertiser of the month: Taobao, Louis Vuitton, and Chanel

Taobao has registered the biggest increase in advertising awareness in Hong Kong for the month of November, of all the brands tracked in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that Ad Awareness of Taobao saw an uplift of 11.2% over the four-week period.

Taobao is running a comprehensive marketing campaign in Hong Kong, leveraging a 360-degree outdoor advertising strategy. This campaign, which coincided with the Double 11 Shopping Festival, began in October and continued into November 2024.

The campaign spanned 59 MTR stations across Hong Kong, featuring visuals, shopping slogans, and playful characters designed to capture the attention of commuters. To further engage consumers, Taobao offered promotions, such as free shipping to Hong Kong for orders exceeding ¥99 ($0.64), and discount codes available at 20 select MTR stations. Additionally, the campaign emphasised social media engagement, encouraging commuters to share their experiences with the advertisement.

According to BrandIndex, Taobao's Ad Awareness score in Hong Kong increased by 11.2 points from 26.2% on October 26 to 37.3% on November 20. Ad Awareness measures the percentage of people who have seen a brand’s advertisement in the past two weeks.

Louis Vuitton introduced a holiday campaign featuring fantasy-inspired carousels in select cities, including Shanghai, Hangzhou, and Macau. These carousels, reminiscent of the 1900 Paris Exposition Universelle, were designed to evoke a magical Christmas atmosphere and were accessible to the public through bookings on Louis Vuitton's official Mini Program. The brand’s Ad Awareness score in Hong Kong increased by 6.7 points from 12.1% on November 2 to 18.8% on November 21.

Chanel reaffirmed its commitment to the Hong Kong market by reprising it's Cruise 2025 collection at the Hong Kong Design Institute (HKDI) on November 5. This event marked Chanel's first runway show in the city since 2006. Ad Awareness rose by 6.7 points from 16.3% on October 26 to 23% on November 23.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” (% Yes). Data from surveys of adults aged 18 years and above residing in Hong Kong from 26 October to 25 November 2024. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period.