When presented with a list of KOLs, marketing teams often compare follower counts before reviewing fees. However, return on investment is more likely to be influenced by whether the creator’s audience is based in Hong Kong, how closely their content aligns with the brand, and whether their followers are willing to take action. For SMEs operating with limited budgets, choosing the wrong partner involves more than wasted production costs. It can also consume campaign lead time, internal...

Three quotations for the same corporate video can differ by several times in value. The difference is not necessarily driven by equipment specifications or the number of filming days. More often, it reflects a significant variation in the scope of work and level of responsibility assumed by each supplier. A client may expect the supplier to develop the brand strategy, while the supplier has priced only for filming an approved script. In other cases, a brand may discover shortly before...

Wong To Yick Wood Lock Medicated Balm has maintained a longstanding presence in Hong Kong households. Among younger consumers, however, brand awareness is often inherited through family usage rather than built through direct product engagement. This highlights a common growth challenge for heritage brands: strong recognition does not necessarily translate into active consideration or purchase intent among a new generation. This illustrates a common growth challenge for heritage brands....