First-ever Hashtag Asia 2021 shortlist unveiled

MARKETING-INTERACTIVE is thrilled to announce the shortlist for Asia’s first-ever dedicated social media awards show, Hashtag Asia. The awards aim to honour and recognise the best social media work from Asia, including Australia and New Zealand.

Finalists are competing across 21 categories open for entry covering diverse social media disciplines, with all entrants competing for gold, silver and bronze trophies. The awards were judged by 33 client-side marketers, content creators and senior agency professionals. 

One of the jury members, Nic Redfern, head of social media - regional brands at Expedia Group, said that social media marketers are experts at rolling with the punches and no time has this mattered more than during the years of the pandemic. "It was inspiring to see the creative and thoughtful ways brands kept consumer needs at the heart of their activity, using the power of social media to make a meaningful difference to both their businesses and their communities," she added.

While another member of the panel, Kenny Sham, head of marketing (Hong Kong, Taiwan and Macau), LEGO, added: "Consumer online browsing and shopping behaviour changes every single day, especially with the pandemic situation, it’s great to see that many traditional brands managed to step out of their routine way of doing digital. They are proactively trying new ways to reach out to their target audience through more interactive and engaging social media formats.”

Additionally, jury member, Natalie Truong, CMO, Asia, Middle East and Africa and partner at Mercer, explained that the competition was fierce this year, with some really exciting and innovative entries pushing the boundaries on creativity, innovation. "For some, there was the perfect dose of humour to drive home key messages and deliver on the objectives of the campaigns. The future of social media marketing in this region is really inspiring. Congratulations to all the winners," Truong said.

So who made the final cut? Check out the full list of finalists here:

1. Best Social Media Community Management
• Caltex Batman Collectibles 2021, Chevron Singapore
• Watsons DO GOOD Sustainability Campaign, Duta Intidaya (Watsons Indonesia)
• #YangSelaluAda, Grab Indonesia
• Hubilo, Hubilo
• KFC's Engagement Story, KFC Singapore
• Nestlé Wellness Campus Digital Communities, Nestlé Wellness Campus Philippines

2. Best Newsjacking or Real Time Response
• Rallying Indonesians to Fight Covid-19 Resurgence with Redoxon #JanganKendorJagalmun, Bayer Indonesia
• Tiger Beer Always-on Social Retainer, China Resources Snow Breweries
• #DiskonKilatGrabFood Makanthon, Grab Indonesia
• Lifebuoy Boomer Hygiene Messages, Unilever Singapore
• Together we Look Good and Feel Great!, Watsons Singapore

3. Best User-Generated Content
• Rallying Indonesians to Fight Covid-19 Resurgence with Redoxon #JanganKendorJagalmun, Bayer Indonesia
• #IDontSayThisEveryDayBut, Jollibee Philippines
• Be. Here’s to you being you., M1
• Nestlé Wellness Campus Digital Communities, Nestlé Wellness Campus Philippines
• RELX #NoSmoke Generation, RELX International
• Lifebuoy #DotheLifebuoy, Unilever Singapore
• Together we Look Good and Feel Great!, Watsons Singapore

4. Best Social Brand Launch
• CDR Builds Strength Among Indonesian Women In Their 30s, Bayer Indonesia
• 十字牌只想你身體健康, Lark Group
• Sunken HK - A Brand New Day Party Concept, Organised Chaos Events & Zicket
• #PepsiHitSaSarap, Pepsi Philippines
• 《优YŌU 》: Wellness on WeChat for Taikoo Li Qiantan, Shanghai Qianxiu, Taikoo Li Qiantan (Shanghai China)
• GOMO Data for Good, Singtel
• Closeup Goes #AllinAllOut for #AllAroundOralCare, Unilever Philippines
• Eskinol “Gandang Naturally Fresh” Twitter Takeover, Unilever Philippines

5. Best Use of Live Streaming or Virtual Events
• Rallying Indonesians to Fight Covid-19 Resurgence with Redoxon #JanganKendorJagalmun, Bayer Indonesia
• Meet Nice Sale, Charoen Pokphand Foods
• Hubilo, Hubilo
• Bersatu Untuk Merdeka, Indosat Ooredoo Hutchison
• Lazada Super Party, Lazada Philippines
• From The Living Room, National Arts Council
• #PepsiHitSaSarap, Pepsi Philippines
• RELX Now In Cebu, RELX International
• World's Largest Classroom, Unilever

6. Best Use of Art / Culture / Brand / Entertainment Partnerships
• Hubilo, Hubilo
• Lazada Super Party, Lazada Philippines
• Dale Chihuly: Glass in Bloom, OCBC, BOS
• #PepsiHitSaSarap, Pepsi Philippines

7. Best Use of Celebrity Partnerships
• Tiger Beer x Tiger, China Resources Snow Breweries
• #Bisalah Ramadan, Grab Indonesia
• Lazada Super Party, Lazada Philippines
• #PepsiHitSasarap, Pepsi Philippines
• Eskinol “Gandang Naturally Fresh” Twitter Takeover, Unilever Philippines

8. Best Use of Influencer Partnerships
• #EmbracingNewNorms, AIA Singapore
• 港製至講究 (Exquisite Taste Made in Hong Kong), Amoy Hong Kong
• #BeatTheAsthmaBlues, AstraZeneca Asthma & Allergy Association Singapore
• CDR Builds Strength Among Indonesian Women In Their 30s, Bayer Indonesia
• GrabFood #BertualangRasa, Grab Indonesia
• Shades of Xiao Ming, Luxottica Group PIVA
• Rambut Ke-Charged PANTENE Miracle Hair Supplement, P&G
• Made With Passion Singapore, Singapore Brand Office
• GOMO Data for Good, Singtel
• #LEGOSG, The Lego Group

9. Best Use of Social Media Platforms
• Fruit Tree Fresh Reduced Sugar campaign, Fraser and Neave (F&N)
• Lazada Super Party, Lazada Philippines
• Nestlé Wellness Campus Digital Communities, Nestlé Wellness Campus Philippines
• Save #20, OCBC NISP
• #PepsiHitSaSarap, Pepsi Philippines
• Closeup Goes #AllinAllOut for #AllAroundOralCare, Unilever Philippines
• Eskinol “Gandang Naturally Fresh” Twitter Takeover, Unilever Philippines
• Together we Look Good and Feel Great!, Watsons Singapore

10. Best Social Media Channel Campaign: Facebook
• Caltex Batman Collectibles 2021, Chevron Singapore
• Pocky Malaysia Ceria Tetap On!, Glico Asia Pacific
• MSIG for Biodiversity, MSIG Asia

11. Best Social Media Channel Campaign: Instagram
• Vegan launch, Fraser and Neave (F&N)
• #PockyNyegerinHari (Pocky Refreshes the Day), Glico Asia Pacific
• Shades of Xiao Ming, Luxottica Group PIVA
• MSIG’s #RealsmallProblems, MSIG Insurance (Singapore)
• RELX Infinity Arctic Mist Launch, RELX International

12. Best Social Media Channel Campaign: TikTok
• Rallying Indonesians to Fight Covid-19 Resurgence with Redoxon #JanganKendorJagalmun, Bayer Indonesia
• Very Important Paket GrabExpress, Grab Indonesia
• Lifebuoy #DotheLifebuoy, Unilever Singapore

13. Best Social Media Channel Campaign: Twitter
• CDR Builds Strength Among Indonesian Women In Their 30s, Bayer Indonesia
• Bright Up Your Day, Charoen Pokphand Foods
• Lazada Super Party, Lazada Philippines
• #PepsiHitSaSarap, Pepsi Philippines
• Closeup Goes #AllinAllOut for #AllAroundOralCare, Unilever Philippines
• Eskinol “Gandang Naturally Fresh” Twitter Takeover, Unilever Philippines

14. Best Integrated Social Media Campaign
• Rallying Indonesians to Fight Covid-19 Resurgence with Redoxon #JanganKendorJagalmun, Bayer Indonesia
• Caltex Batman Collectibles 2021, Chevron Singapore
• Collabonation Road to Unity, Indosat Ooredoo Hutchison
• #SGCultureAnywhere, National Arts Council
• Stronger Together (National Day 2021), OCBC Bank
• GOMO Data for Good, Singtel
• Unif Fresh Get Fin, Uni-President (Thailand)

15. Best Social Amplification Campaign
• CDR Builds Strength Among Indonesian Women In Their 30s, Bayer Indonesia
• Lazada Super Party, Lazada Philippines
• Be. Here’s to you being you., M1
• Our #littleone, Mandai Wildlife Group
• RELX Malaysia’S First Infinity Anniversary, RELX International
• Trip.com Hong Kong’s #BestShot Campaign, Trip.com
• Closeup Goes #AllinAllOut for #AllAroundOralCare, Unilever Philippines
• Expect Excellence, University of Southampton Malaysia

16. Best Use of Social Media for Campaign
• #PockyNyegerinHari (Pocky Refreshes the Day), Glico Asia Pacific
• Pocky Malaysia Ceria Tetap On!, Glico Asia Pacific
• Ramadan GrabFood 2020, Grab Indonesia
• iknowyou.app, HBO Asia
• Lazada Super Party, Lazada Philippines
• Shades of Xiao Ming, Luxottica Group PIVA
• Our #littleone, Mandai Wildlife Group
• #RambutKecharged (Charged Hair), P&G
• #PepsiHitSaSarap, Pepsi Philippines
• Eskinol “Gandang Naturally Fresh” Twitter Takeover, Unilever Philippines

17. Best Social Media Campaign: Southeast Asia
• #ToOurFutureGenerations, Geneco
• A New Tradition of Change, Geneco
• #PockyNyegerinHari (Pocky Refreshes the Day), Glico Asia Pacific
• Pocky Malaysia Ceria Tetap On!, Glico Asia Pacific
• Lazada Super Party, Lazada Philippines
• MSIG’s #RealsmallProblems, MSIG Insurance (Singapore)
• #PepsiHitSaSarap, Pepsi Philippines
• Closeup Goes #AllinAllOut for #AllAroundOralCare, Unilever Philippines
• Eskinol “Gandang Naturally Fresh” Twitter Takeover, Unilever Philippines

18. Best Social Engagement Tools or Programmes: Chatbots
• Live up your life, CooperVision
• Be. Here’s to you being you., M1
• Hi Tania, Petron

19. Best Social Engagement Tools or Programmes: Cause Marketing
• #ToOurFutureGenerations, Geneco
• A New Tradition of Change, Geneco
• Planting The Future, Geneco
• SheHacks, Indosat Ooredoo Hutchison
• World's Largest Classroom, Unilever

20. Most Influential/Effective Use of Social Media Content Creator
• CDR Builds Strength Among Indonesian Women In Their 30s, Bayer Indonesia
• Hubilo, Hubilo
• Unif Fresh Get Fin, Uni-President (Thailand)

21. Best Social Influencer Agency
• Gushcloud International
• INCA
• Kobe
• Mashwire
• Narrators

Speak to our project managers for more info about awards packages:

Czarina Solomon
Head, Project Management
Tel: +65 6423 0329
Mobile: +65 8112 6351
Email:  czarinas@marketing-interactive.com

April Osinsao
Regional Project Manager
Tel: +65 6423 0329
Mobile: +63 9959 328 624
Email:  aprilo@marketing-interactive.com

Mohanesh Kumar
Regional Project Manager
Tel: +65 6423 0329
Mobile: +65 9895 3365
Email:  mohaneshk@marketing-interactive.com

Sandra Rones
Regional Project Manager
Tel: +65 6423 0329
Mobile: +63 9322 917 178
Email:  sandrar@marketing-interactive.com

Seraphine Neoh
Senior Manager, Project Management
Tel: +65 6423 0329 ext 234
Email: seraphinen@marketing-interactive.com