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Ideas Strategy2021-08-30

The Takeaway: August 2021

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The global takeaway examines what's new in media, technology and culture.

EMEA - For the good of the world

The pandemic has challenged each of us to readjust our lives daily, but it’s also opened us to new ways of thinking. From hard conversations on mental health to the environment, the things that matter to us have come into greater focus.  It's also challenged brands to rethink what it means to do good in the world. 

As consumers become more aware and demand transparency and accountability from the brands they purchase or interact with, brands are making an effort to define their difference. 


  • Samaritans have partnered with Three to ‘support the wellbeing of the nation’. The network will provide tech to the campaign, which also includes a series of videos which not only help people ask better questions to those who need help and support, but listen better too. (Samaritans)

  • Luxury fashion brands Stella McCartney, Burberry, and Kering have partnered up to launch ‘The Italy Project’, a collective designed to share best practices on sustainability efforts, with the aim of unlocking new and innovative solutions together. (Vogue)

  • Airbnb has partnered with Volvic to offer $1 stays at eco-friendly mini-homes close to Volvic’s natural water sources, conveniently close to 80 volcanoes in France. The stays aim to connect visitors with nature, giving perks such as morning yoga and hot air balloon rides. (Adweek)

  • Openly, the Thomson Reuters Foundation's LGBT+ digital news platform, announced a partnership with Gay Times, giving Openly access to Gay Times’ scale and reach across online and social media, while Gay Times will benefit from Openly's original coverage of global, accurate and impartial LGBT+ news. (Gay Times)

Why it matters 

Across initiatives focused on mental health, inclusion, sustainability, and more the groundswell of movement around social good efforts is an inspirational tale. But it comes with some caution. Brands should take a close look at their core principles in order to find places where natural and genuine integration can take place. Without that, audiences may see through a facade. 

APAC - The era of live commerce

Live commerce, also known as shopstreaming, has seen astronomical growth across the Asia Pacific region, partially driven by the pandemic.  In countries like China and India, live commerce has transformed the retail industry and moved further into becoming a core channel for growth by brands.  


  • In 2020, the first 30 minutes of Alibaba’s Singles’ Day pre sales campaign on Taobao Live generated an impressive $7.5 Bn in total transaction value. (SCMP)

  • Driven by short form content, India's live commerce market is forecasted to reach a gross merchandise value (GMV) of $4-$5 billion by 2025. (Redseer)

  • Firework hosted India’s first ever Livestream sale, with over 30,0000 shoppers joining in. (Firstpost

  • Ikea Malaysia launched IKEA Live, a live webcast that allows customers to watch expert sessions, ask questions through live chat, and shop all at once (IKEA

Why it matters

Not all video is created equal. Live commerce gives brands a chance to collapse the funnel by combining entertainment and e-commerce into a uniquely ownable experience. Rather than traditionally focus on awareness vs conversion driving tactics, brands can invest in both for more immediate action and engagement.