distributionchannels happy branding Celebrity Car Wars season 3 Three new content marketing initiatives in Asia take very different routes to the same destination – branding in the guise of entertainment in a world where attention spans are shorter and consumer habits change faster than ever. Caltex, Zalora and Vaseline have landed happily on screens across Asia keting strategy”. As are stories. “The best storytellers create the best brand- in three new and returning regional content marketing initiatives with en- ing in the eyes of the consumers,” he says. tertainment on their minds and consumer engagement and connection Premium video and high-end TV formats have long been part of Cal- tex’s marketing strategy, along with short-form digital content created by in their hearts. The three projects vary widely. On one end is big-budget multi-platform series Celebrity Car Wars, now in its third season for A+E Networks’ History. On the other are two ultra-short stories by streaming platform Viddsee fi lm- makers designed to shift perception of Vaseline in Singapore. And then there’s the third edition of regional model contest, Make Me A Zalora teams in each market, says Dorothy Cheong, Chevron’s regional integrat- ed marketing manager (brand and communication). Content, she adds, is used to “interest and engage”, with the ultimate goal of attracting more drivers to the stations. For Unilever Singapore’s head of marketing, Gale Choong, two true Model, part of the fashion brand’s on- and original Singapore social documen- going campaign to support and en- taries were commissioned to bolster gage with Asia’s fashion community. Vaseline’s brand “among those who All have a clear mandate to have known us for decades, while showcase the brands that gave appealing to a demographic that them life... and, above all, to en- spends most of their time online – gage and entertain. all achieved in videos less than two Christopher Daguimol, Zalora’s group director, public relations minutes long”. Are short fi lms part of Choong’s tomorrow? “We are keen,” and social media, says content is she says. “There are a lot more stories now “an integral part of any mar- we can tell”. 8 contentasia issue four, august 2018 Make Me A Zalora Model season two