Influence? Wot influence?

According to a recent piece by Mark Wilson in @FastCompany, “Influencers are publishing more than ever. They published 15 times more editorial posts and eight times more sponsored ads on Instagram in 2018 than they did in 2016. Yet consumers are starting to pay less attention to what they post, according to a new study by social media metrics firm InfluencerDB.”

Shurely shome mishtake? Post more = attract less attention. Ironic really.

And earlier this week, the legendary Dave Trott writing for Campaign eloquently explained why so much of this stuff fails. Have a read here.

As he is fond of saying about UK advertising, 20 billion quid is spent a year. Of which only 4% is remembered positively. 7% is remembered negatively and 89% isn’t noticed or remembered. Not sure what the numbers are for Asia.

Here at Blak Labs, we try to create ideas and campaigns that cut through. Some people like ’em and some people don’t. But at least our work isn’t in the 89%.

A tale of two sisters

It’s fast approaching Chinese New Year in Asia.
Here’s a short film by Maybank Singapore about families coming together for the season.
Red packets are monetary gifts (in little red envelopes) that are handed out during special occasions like Chinese New Year. It is usually given, in a ceremony, by an elder member of the family to the younger (from parents to children).
The story: Two sisters born into financial hardship created a make-believe red packet ceremony to escape their reality. But eventually, one sister’s ambition and hunger for a better life tore them apart. This short film was written for Maybank, Malaysia’s largest bank and the 4th largest in Southeast Asia, as part of their online content to reinforce their brand positioning – Humanising Financial Services.
Maybank Conversation
Client: Maybank Singapore
Agency: Blak Labs
Director: Caleb Huang
Production House: Smallshop Communications