Interview: Why marketer Anthony Tsang believes true storytelling is important for brand building

MARKETING-INTERACTIVE is proud to present Content 360 – Hong Kong: Stories for a new era, a conference about content marketing, content trends, content narratives, and storytelling in a post-pandemic era. Taking place on 20 June at Hotel ICON, our 26 speakers will share with us their insights and experiences on content strategy for crisis, sustainability, engaging with Gen Z, influencer marketing and how AI will impact consumer intelligence.

One of our speakers is Anthony Tsang, head of marketing and digital, Greater China region, Oriental Watch Company, who plays a key role to manage the retail operation and customer relations for optimising the total customer journey. Currently, he is tasked at overseeing all aspects of brand, marketing, digital, social media, eCommerce business and PR in whole Greater China region.

Don't miss: 'Take Your Time to See': Oriental Watch Company taps into HK movie to bring neon signs to life in theatres

In a conversation with MARKETING-INTERACTIVE, Tsang shared that storytelling is one the most important elements for brand building as it has the power to move target audiences. For example, Oriental Watch Company unveiled several sequels of its first branding campaign “Take Your Time" launched last November, including the latest edition of the campaign that revolves around sense of “sight”.

Under the initiative, the brand has tapped into a local movie "A Light Never Goes Out" (燈火闌珊) to bring neon signs to life with cinema on-screen advertising at selected movie theatres that play before the movie.

Last October, the brand also collaborated with surrealist artist Tommy Fung, to create a surrealistic art piece and promote on Fung’s Instagram, which has combined the iconic neon signs and a tram riding on a bridge to symbolise time travelling through the years of Hong Kong. The post has gathered over 13k likes.

Don't miss: Oriental Watch Company partners with surrealist artist to promote uploaded content

MARKETING-INTERACTIVE: What do you think is the most important element to build a brand?  

I think the storytelling technique is one of the important elements to build a brand. The power of storytelling to move our target audiences and provoke a deeper sense of connection between us has stayed consistent. It aims to make our customers feel something – enough that it’ll inspire them to take action, and to increase their brand loyalty. It also helps consumers to understand why they should care about something, and it works to humanise our brand.

MARKETING-INTERACTIVE: What should brands incorporate into their campaigns to deliver their message/ mission? 

Brands should incorporate brand identity or DNA intro their campaigns to deliver their message. For example, we incorporate HK cultures into our brand identity, since we have been a HK brand since 1961. We highlight the incredible true story of different HK Cultural Characters in our TAKE YOUR TIME - Rediscover the City Campaign. It aims to take the time and immerse ourselves in the city’s vibrant culture - consumers will realise how much of a gem our hometown is.

MARKETING-INTERACTIVE: How can brands improve in creating content around their brand proposition to better resonate with audiences? 

I think “True Storytelling” will be a good idea to improve brands in creating content around the brand proportion. Customers are hard-wired to pay more attention to true stories. True stories allow us to connect with the community personally as brands become more human to customers. They can humanise brands and make them more relatable to consumers. Customers connect with true stories on an emotional level, and they also provide a way to understand concepts better. Finally, it may able to educate our customers and make brands feel better, different, and more confident.

Join Content 360 - Hong Kong: Stories For A New Era where over 150 content marketers come together to shape the future.  Content 360 - Hong Kong is a must-attend conference that focuses on cutting-edge content trends, innovative creation techniques, strategies to customise your content for the newest marketing channels, and more. Don't miss out on this opportunity to elevate your content marketing game in Hong Kong! Tickets are on sale now, register today. https://conferences.marketing-interactive.com/content360-hk/