With an estimated $6bn disposable income by 2020, Southeast Asia Millennials form the largest growing market for brands seeking growth opportunities. In this presentation, find hacks, tips for content strategy and marketing campaigns, and useful tools to help uncover data, behavior, and statistical analysis for ideation, create marketing campaigns and product prototypes with an emphasis on alcohol consumption in Southeast Asia, with Thailand-specific key points.

1. CULTURAL CONTENT STRATEGY:
HOW TO TARGET MILLENNIALS IN
SOUTH EAST ASIA
FOR ALCOHOL CAMPAIGNS
Michelle Wonderland (Castillo-Mohlman)
May 2017

2. Technology is the reason cultural growth in
Southeast Asia is happening at an
exponential rate compared to Western
countries.
The World Economic Forum speaks of the fourth Industrial Revolution occurring in
South East Asia, with major city capitals vying for Smart Nation status in the next four
to ten years. The population is adopting technological and social advances faster than
ever by upskilling, urbanizing, iterating, and socializing…. literally changing the way the
world communicates with each other.

3. The future of Southeast Asia is…
With this growth comes the boon of a new economic and social class. A new middle
class comprised of people with more expendable income has risen from technological
advances, where one did not previously exist.
The future of Southeast Asia is tech savvy and socially savvy, aspirational, wealthier,
yet holds on to traditions of the past to infuse a new sense of group and self that will
drive their thought processes and decision making in a way that is truly unique to the
region.

4. Southeast Asia provides a different
challenge
Multi-ethnic, multi-religious, and multi-racial factors differ among countries and
regions within that country, affecting cultural norms and local legislation that drive
society, affecting ideas and thought positioning.

5. The thread that weaves itself throughout
Southeast Asia is social media and
technology

6. Common traits within ASEAN countries
■ Aspirational
■ Millennials drive consumption
■ Growing middle class
■ Loyalty programs with favorite brands
■ Gaming
■ CSR
■ Urbanization
■ Seeking ease in shopping (ecommerce, hypermarkets)
■ Korean dramas (beauty, culture) are popular
■ Appreciate quality (willing to spend more for better quality of goods and services)
■ Ease of getting online
■ Social networking
■ Experience seekers

7. Today, Southeast Asia is online more
than ever
In 2017, mobile device penetration rates in Indonesia hit 91%, while Malaysia hit 97%.
Myanmar’s share of web traffic for mobile is 70%.
In all of these markets, social mobile is nearly a direct reflection of these numbers.
Most of Southeast Asia has a post-paid data plan reflecting User preference to pay-as-
you-go, rather than 100% urbanized Singapore, whose Users are mostly pre-paid data
plan holders.

8. Finding cultural and behavioral truths
Sourcing the “needle in the haystack” will come from social listening, and
trendspotting cultural activity via the media channels where topics and social
discussions are taking place.
With adept social listening, leveraging cultural insight via real-time social behavior at
scale is possible.
This is where the moments happen.
Data overlays and trends
Benchmarking data gleaned from media channels (especially social channels) against
data derived from market research/government agency reports/data management
platforms, analytics and insights tools will help to suggest trends in certain subject areas

9. Go where they are: Facebook and
YouTubeAcross borders, Facebook and YouTube are the largest social media channels for each
country in South East Asia, with most activity on social coming from mobile devices,
using pre-paid data, with slight behavioral nuances within each country.

10. User comparisons within Southeast Asia
Singapore vs Myanmar
99% of Myanmar’s data
plans are pre-paid. 93%
of Facebook sessions in
Myanmar are accessed
via mobile phone.
59% of Singapore’s data
plans are post-paid. 71%
of Singapore’s social
media Users access via
smartphone.
Thailand vs Malaysia
65% of Malaysia’s
population are active
mobile social users.
62% of Thailand’s
population are active
mobile social users.
Philippines vs Indonesia
87% of Facebook sessions are
accessed via mobile phone in
Indonesia.
52% of the Philippines
population are mobile social
Users.

11. Insights/analytics tools and dashboards
Google Datastudio (integrated with
BigQuery, Analytics, etc)
Tableau
Socialbakers
Global Web Index
CrowdTangle
Hootsuite
comScore
Nielsen
Kantar
Isentia
Reddit
SimilarWeb
CrazyEgg/Sprout Social
Adobe Marketing Cloud
Oracle
Google Analytics
Facebook Insights
YouTube Analytics
Instagram Insights
Twitter Analytics
StatCounter

12. Big picture cultural insights tools
CIA Factbook
United Nations Department of Economic and Social Affairs
UN Economic and Social Commission for Asia and the Pacific
US Census Bureau Data Research
World Health Organization
World Economic Forum
UNICEF Research and Reports
The World Bank Data Bank
The World Bank Microdata Library
UNICEF Data

13. More research sources (so that you didn’t
think I pulled these stats out of my…)
E-Marketer
Agility Research & Strategy
GSMA Intelligence
McKinsey & Company
Goldman Sachs Global Investments
Research
Mercer ASEAN
CBRE Global Research Gateway
Internet World Stats
ITU
Statista Digital Market Outlook
Ericssen Mobility Report
Kantar TNS data
Kantar Media
Akamai State of the Internet
Google Consumer Barometer
CIR (Counter Intelligence Retail)

14. Reaching out to Millennials in
Southeast Asia
With an estimated $6bn disposable income by 2020, Southeast Asian Millennials
become the target for brands seeking growth opportunities.
Attributes:
Aspirational
Better educated than their parents/previous generations
Seek experiences, travel
Seek convenience (personalized shopping experiences)
Tech-savvy, mobile-first
Urban
Very active on social media (consider it a ”road to fame”
Rising sophistication and preference for value (yet lower costs, ex: Fast fusion restos)

15. Southeast Asia: Targeting Millennials
The top 5 cities for Millennial consumption in Southeast Asia are:
Jakarta
Kuala Lumpur
Manila
Singapore
Bangkok

16. Southeast Asia: Targeting Millennials
There is no one-size fits all approach.
As many brands comprise alcohol offerings within countries, alcohol consumption
patterns and advertising laws vary greatly among ASEAN countries.
* Source: Mapping World Alcohol
Consumption (based on WHO figures)

17. Southeast Asia: Targeting Millennials
Examples: Thailand (left) vs Vietnam (right) shows a preference for spirits over beer in Thailand,
and the opposite for Vietnam.

18. Southeast Asia: Targeting Millennials
To capture the diverse Millennials market in Southeast Asia, brands should form
country-specific strategies that address the individual country’s consumption
behaviors and cultural/legal constraints.
Generally speaking:
Thailand is the largest consumer of alcohol in SE Asia, yet promotional guidelines prevent
advertisers from maximizing traditional campaigns.
Although Malaysia is a Muslim country, there is a growing class of Millennials who prefer in-store
tastings, promotions, and luxury events led by brands.
In the Philippines, men outnumber women drinkers 3 to 1, yet is 49% urbanized. A potential
opportunity to target women exists.
Singapore’s high income and 100% urbanization rate yields the only significant wine drinking
class in Southeast Asia. A larger proportion of women drinkers are located in Singapore.

19. Southeast Asia: Targeting Millennials
Generally speaking (continued):
Although Indonesia is a Muslim country, the rate of per capita consumption of alcohol (in Litres)
is 2x that of Singapore.
Myanmar’s most popular liquor is Johnnie Walker. Myanmar’s nascent alcohol advertising laws,
combined with 70% of the population of working age equal opportunities (especially product
placement).
Cambodia’s alcohol consumption shows a near even split between spirits/beer (53%/46%,
respectively). Advertising rules do not restrict promotions and sponsorship.
Laos currently has no restrictions on alcohol advertising; 64% consume spirts with 36% beer
consumption, yet only 33% of the population live in urban areas.
Vietnam’s population over 15 is 77%. 97% of consumers prefer beer, with 26x more male
drinkers than women.

20. Southeast Asia: Targeting Millennials
For countries with strict legal or cultural attitudes against alcohol consumption, areas
to consider include:
■ Brand-sponsored VC or incubator funding programs and competitions for tech
startups
■ Brand-partnered travel experience programs enabling consumers to “choose-their-
own-adventure”
■ Brand positioning with various lifestyle angles (quality, memories of good times)
■ Product positioning within hypermarkets where consumers can access niche
brands at favorable price-points. Offer VIP program.
■ Credit card partnerships and branded loyalty programs
■ Social media stickers with Logo, yet not affiliated with consumption (Thailand)

21. Southeast Asia: Targeting Millennials
For countries without strict legal or cultural attitudes against alcohol consumption,
areas to consider include:
■ Brand-sponsored speakeasy (pub) crawl, utilizing LINE/Facebook/IOS/Whatsapp
location sharing and beaconing/geofencing.
■ Microinfluencer marketing for Millennial “brand ambassadors”/customer
storytelling
■ Showrooms detailing luxury experiences
■ Bespoke LINE/WeChat stickers. (Pssst: this is on Facebook/Instagram’s patents
filing)

22. Southeast Asia: Targeting Millennials,
Thailand
What not to do:
Spend hours researching awesome Thai KOLs to discover the rules and regulations
with regard to advertising restrictions in Thailand!
BUT:
There exists opportunity to sponsor popular YouTube influencer channels such as VRZO
and Bie The Ska with Configured Buttons, sponsored links, Channel Art, merchandising
of products, events.

23. Southeast Asia: Targeting Millennials,
Thailand
KOLs: VRZO YouTube Channel sponsorship and button placement

24. Southeast Asia: Targeting
Millennials,Thailand
VRZO Merchandising partnerships:

25. Southeast Asia: Targeting Millennials,
Thailand
VRZO event partnerships: VRZO Party

26. Southeast Asia: Targeting Millennials,
Thailand
KOLs: Bie The Ska is like the Thai “PSY” – a
variety/comedy performer