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From sport to social ritual: why brands are embracing running
Coffee runs, themed races and community experiences show how brands can become part of people’s everyday lives.
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From throwaway trinkets to objects of identity
Miniature cameras, charms and accessories show how nostalgia, personal expression and social sharing can revive overlooked products.
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From snacks to aespa: the power of collectible cards
How nostalgia, fandom and the thrill of collecting can turn everyday products into objects people actively seek out.
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The blind-box economy: selling the surprise
From collectible characters to mystery trips, uncertainty and emotional value are changing how brands create demand.
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The Christmas event economy
Seasonal experiences can draw visitors, enliven surrounding areas and encourage participation beyond festive decorations alone.
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The rise of long-term CSR
Sustained programmes, distinctive social causes and active communities can make corporate responsibility more meaningful over time.
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Could Hong Kong become a hub for influencer boxing?
The combination of online personalities, live entertainment and audience spending creates new possibilities for event organisers.
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Finding opportunity in a public disagreement
The exchange between JD Hong Kong and HKTVmall offers a case study in competitive messaging and social-media attention.
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Drone shows and Hong Kong’s event economy
Flexible locations and adaptable storytelling make drone performances an increasingly prominent way to draw crowds and express brand ideas.
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Turning everyday vending into brand experiences
Small, playful interventions can create memorable interactions without the scale or budget of a major brand event.
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The sports economy is about more than spending
Major races can bring visitors into neighbourhoods, build shared experiences and leave benefits that extend beyond the event itself.
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Why offline events still matter in a digital world
Face-to-face experiences can create relationships, reshape brand perceptions and bring activity to surrounding businesses.
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How established brands can connect with younger audiences
Community, sincere social responsibility and two-way conversations can help mature brands build lasting relevance with young consumers.
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Blind testing as a marketing tool
Removing brand cues can put product experience first, challenge assumptions and create a new reason for consumers to pay attention.
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Why brands step outside their usual categories
Unexpected products, such as IKEA’s festive food offerings, can create attention and memorable associations beyond immediate sales.
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Brand building beyond expectations, Part 2
Watsons’ paper-bag character shows how listening to an audience can reveal new creative possibilities for a brand.
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The risks of advertising too often on social media
Lessons from MKUP on matching advertising claims to real products, refreshing creative and managing public reactions.
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Giving an online trend a second life
The Sailor Moon redraw challenge shows how new interpretations and wider participation can bring a familiar idea back into conversation.
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Brand building beyond expectations, Part 1
Distinctive characters and imaginative social content can give people a reason to remember a brand beyond its products.
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How a luxury brand grew against the downturn
Chanel’s pricing and public actions during the pandemic underline the influence of established brand value and long-term reputation.
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How airlines communicated through the pandemic
Flexible booking and unexpected products gave airlines different ways to respond to changing customer concerns.
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What Young and Dangerous teaches us about relevance
The rise and changing appeal of a Hong Kong cultural phenomenon offers a lesson in proximity, familiarity and audience connection.
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An April Fools’ Day without the jokes
The pandemic changed the context for humour, prompting brands to rethink how they could communicate with sensitivity and purpose.
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Timeliness and relevance in practice
A spicy hotpot-flavoured snack demonstrates how a product can connect with the experiences and desires of its audience.
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An insurance PR response to the pandemic
Prudential’s free coronavirus cover illustrates how a company can show support through a service closely tied to its expertise.
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What made dalgona coffee go viral?
The rise of whipped coffee offers lessons in timing, social influence and the people who help a trend spread.
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Why your brand matters
HKTVmall’s response to a mask complaint shows how accumulated goodwill and attentive customer service can protect trust.
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The fight for a bookshop’s survival
A Taiwanese bookshop used a small, topical in-store intervention to generate social sharing and media interest.
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Finding the right moment for PR
Futu’s mask-distribution initiative illustrates how responding to a real community need can earn meaningful attention.
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A carefully planned PR surprise
Pizza Hut and IKEA turned a seemingly awkward social post into anticipation for an unexpected brand collaboration.
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A new choice of words can create a new idea
Deliveroo’s virtual-brand concept shows how reframing an existing service can give audiences a fresh reason to look closer.
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When restraint is the stronger response
A look at how consistent service and practical community support can help a business rebuild goodwill after controversy.
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Escobar Fold 1: the publicity play, Part 2
Provocation and entertainment made an unfamiliar phone brand memorable, offering a striking case study in attention-seeking publicity.
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Using a bigger moment to tell your story
Buyandship’s Black Friday guides show how a smaller business can contribute useful information to an established annual conversation.
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Escobar Fold 1: the publicity play, Part 1
An unconventional smartphone launch illustrates how timing and an unusual founding association can command attention.
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Responding to a potential PR problem
A light, well-judged response can sometimes turn a small social-media incident into a more approachable brand moment.
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The race to go preservative-free
Burger King’s mouldy-burger campaign used an arresting visual to tell a product story and challenge familiar industry expectations.
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Going bananas: when brands join an online moment
Brand reactions to the taped-banana artwork reveal both the appeal of trend participation and the challenge of being remembered.
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Building a positive influence for your brand
Clear communication and meaningful associations can shape how people feel about a business before they ever need its products.
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Can personal networks fill an event?
Targeted word of mouth and trusted social connections can help events reach the people most likely to take part.
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The marketing appeal of lucky bags
Mystery, perceived value and the possibility of a surprise help explain the enduring popularity of lucky-bag promotions.
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Using culture to turn a stay into a story
Airbnb listings connected to popular films show how a familiar service can offer a rare experience that attracts publicity.
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Don’t underestimate the humble calendar
Creative charity calendars show how an everyday object can bring together fundraising, publicity and a lasting place in people’s lives.
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Authority works better with approachability
Public figures who share relatable interests and everyday moments can build a warmer, more accessible public image.
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Three stages of PR in uncertain times
Awareness, trial and loyalty provide a framework for understanding how public attention can develop into a lasting customer relationship.
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When brands listen and respond
Examples from Burger King and IKEA show how attentive, timely social responses can strengthen a brand’s relationship with its audience.
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Let your product tell its own story
A look at the insurance industry and how a useful product experience can communicate value more convincingly than a hard sell.
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Earning media coverage through creativity
Businesses need fresh, credible news angles to keep earning attention after their founding story has been told.
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Good publicity takes courage
An unexpected Deliveroo campaign illustrates why memorable publicity often starts with the confidence to try an unusual idea.
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A timely twist on Singles’ Day
Taiwan’s Coast Guard used a familiar shopping event to make a public-health message more memorable on social media.
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When selling out becomes a PR crisis
How clear expectations, distribution choices and timely action can reduce the reputational cost of stock shortages.
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The news value of a photograph
Consistent, compelling images can influence how journalists and audiences understand a brand and whether its story gets covered.
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When a competitor becomes part of your campaign
Burger King’s support for a McDonald’s charity promotion shows how a quick, unexpected response can create its own positive story.
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Three stages of PR in uncertain times
Awareness, trial and loyalty provide a framework for understanding how public attention can develop into a lasting customer relationship.
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The influence of micro-KOLs
Smaller creators can bring a sense of peer recommendation and relevance to campaigns through their closely connected audiences.
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Co-branding moves into social media
Content partnerships and playful brand interactions offer smaller businesses a lower-cost route to collaborative publicity.
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A different angle on the press release
A student-led charity cycling event shows how a strong human story can emerge even when campaign information and resources are limited.
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Small businesses can create distinctive PR events
Paktor’s seasonal campaigns demonstrate how relevant timing and a creative idea can make a focused activation stand out.
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How to handle a PR crisis, Part 2
Prepare an emergency plan, choose a spokesperson and keep employees informed before a difficult situation escalates.
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How to handle a PR crisis, Part 1
Take responsibility, respond promptly and explain what is happening before uncertainty turns a mistake into a larger reputational problem.
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Which businesses benefit from micro-influencers?
The appeal of smaller creators lies in relatable recommendations, a focused audience and the perceived authenticity of their content.
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Speaking confidently to the media, Part 2
Prepare for sensitive questions, understand what can be shared and practise steering an interview with clarity and composure.
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Speaking confidently to the media, Part 1
Know the facts, anticipate likely questions and communicate with sincerity to make an interview clearer and more engaging.
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Winning with stories: press releases 101, Part 2
Look for impact, distinctive details and the changes a business creates to give journalists a reason to care about its story.
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Winning with stories: press releases 101, Part 1
Find the story behind your business, then make it timely and relevant to the people you want to reach.
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The PR challenges facing NGOs
Flexible, project-based public relations can help charities reach wider audiences while letting frontline staff focus on their core work.
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PR is a conversation between organisations and people
A campaign for Paktor shows how a relevant idea and a timely story can connect with an audience on a limited budget.
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