PRovoke Media CEO: brand activism evolves in Asia
Here is how Lenovo's campaign has reshaped the image of Chinese manufacturing.
Brands in some Asian countries remain resistant to the idea that they should engage in social issues. However, others have already taken the initiative, setting an example for brand activism, said Arun Sudhaman, CEO & editor-in-chief of PRovoke Media, in a new episode of the Comms in Asia podcast.
“That ship has sailed. It's already happening and we saw it happening so much during the pandemic and that really is the best work we're seeing,” Arun said. China's Lenovo, for instance, created a branded documentary featuring people's stories to reshape the perception of Chinese manufacturing and reflect a “New Made in China” era.
The campaign, titled "From the World's Factory to the World's Engine," features four stories of Chinese factories surpassing international competitors, illustrating how Chinese manufacturing is breaking the status quo. "The gap between us and our international peers is rapidly narrowing, but our speed is definitely faster," it states.
The documentary was launched through the most influential media outlets, Xinhua News Agency and China News. Technology, business, vertical industry, and film influencers participated in the discussion of the stories.
The campaign won the Global Platinum SABRE Award for the best campaign of the year by PRovoke Media in 2021, becoming the first Global Platinum winner from the Asia-Pacific region. The Global SABRE Awards recognize the top 40 campaigns in the world from the previous year.
The campaign won the Global Platinum SABRE Award for the best campaign of the year by PRovoke Media in 2021, becoming the first Global Platinum winner from the Asia-Pacific region. The Global SABRE Awards recognize the top 40 campaigns in the world from the previous year.
Enricko Lukman
It also became a winner of the Asia-Pacific SABRE Award and was widely picked up by local media and influencers. "The campaign helped to reframe traditional perceptions of Chinese manufacturing, moving it away from that kind of sweatshop perception to the one focused far more on innovation. That was a very interesting campaign and very successful for Lenovo," Arun said.
He stressed that brand activism - a brand taking a stand on social, environmental, economic, or political issues - has been evolving in Asia. "One of the things I hear sometimes is that all this talk about brand activism is a Western notion, and it doesn't apply in Asia. This is just not true."
Brand activism can take on many forms, including providing help to people in need, tackling climate issues, or improving labor conditions. The primary goal of brand activism is to make the world a better place. But it also helps build stronger relationships with customers and contributes to their loyalty.
Speaking to Leighton Cosseboom of C2 Media on the fourth episode of the Comms in Asia podcast, Arun noted that issues once considered niche in public relations, such as environmental, social, and governance (ESG) practices or stopping disinformation, have now become mainstream.
With more than 20 years of experience, PRovoke Media is focused on inspiring PR professionals to deliver a competitive advantage with media ethics in mind and elevating the status of PR by demonstrating its business value and responsible practices.
Get the full podcast episode for free on Spotify, Google, and Apple.
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