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Showing posts with the label Influencer Marketing

The Evolving Role of Influencer Marketing in Southeast Asia: Beyond the Mega-Influencer

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For years, the influencer playbook in Southeast Asia was simple: hire the biggest name you could afford, sit back, and watch the likes roll in. But the rules have changed. Today, audiences are savvier, regulators are catching up, and the real influence is shifting from the red-carpet “mega” stars to the smaller, hungrier, more authentic voices shaping communities online. If you’re still chasing follower counts as your north star, you’re not just behind the curve; you’re burning budget. The Shift: From Mega to Micro (and Nano) In markets like Indonesia, the Philippines, and Malaysia, consumers are starting to tune out big-ticket endorsements. Why? Because they smell scripted, staged, and bought. Enter micro- and nano-influencers: creators with 1,000 to 50,000 followers, often laser-focused on niche communities e.g., parenting groups, gaming circles, sustainable living advocates, you name it. They may not have the lure or gloss of a celebrity, but their engagement rates are often higher...

Client Close-up | FANBO – Classic Cosmetics for the Modern Woman

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Some brands fade with time. Fanbo isn’t one of them. From Hong Kong to Indonesia to Malaysia The Fanbo story goes way back:  1903 in Hong Kong , when Hoitong Powder became a staple for upper-class Chinese women. Fast forward to 1968 , the brand took root in Indonesia, launching cult classics like the Rose 68 Pancake and Gloria 5K Parfum . The name itself? Fanbo comes from Fanbao , meaning “precious powder.” Poetic, right? Malaysia, Meet Fanbo By the time Fanbo reached Malaysia, its powders had already won fans in Sabah, Sarawak, and Kalimantan. The compact range quickly became a go-to for young, cosmopolitan women looking for quality without the sticker shock. In Q3 2019 , Fanbo officially entered the Malaysian market - this time backed by a clear vision: empower women to bring out their natural beauty with accessible, everyday cosmetics. From make-up staples to skincare, even specialist products for pros, Fanbo has proven why it’s still one of Indonesia’s most-loved beauty br...