Tweets of the week: celebrations and festivals dominate Twitter in APAC

This week, Twitter was used across the Asia Pacific region to celebrate Australia Day, India's Republic Day, and the Chinese New Year of the Monkey.

This week, Twitter was used across the Asia Pacific region to celebrate Australia Day, India’s Republic Day, and the Chinese New Year of the Monkey.

This week on social media, Australians and Indians took to Twitter to celebrate their heritage with #AustraliaDay and #RepublicDay.

Australia Day

Australia Day, which was this past Tuesday, generated more than 400,000 mentions between January 25 and 27, according to Twitter Australia. It even gave #AustraliaDay it’s own emoji – a koala wearing sunglasses.

Here’s how brands ran with the theme, including this one from Qantas.

Condé Nast Traveller ran a number of posts and then linked it to a story about Australia’s 10 best beaches. Here is one of the better examples, in terms of the image quality.

Tourism Australia added Periscope to the mix. It used Twitter to promote a live-stream campaign launch in the U.S. with Australian actor Chris Hemsworth.

The more popular tweets around #AustraliaDay were the ones inviting followers to retweet to win a prize, like this one from Absolut Vodka.

Michael Clifford, the guitarist of Australian band 5 Seconds of Summer, wrote one of the most popular #AustraliaDay tweets to hit the social sphere. He tweeted 20th Century Fox a YouTube post promoting the new Deadpool movie, which stars Ryan Reynolds and hits cinemas in February. Deadpool is an antihero in the Marvel Comics, known as the “merc with a mouth” due to his biting wit.

If Clifford’s 30,000 retweets, 57,000 likes, and the more than one million views of this silly clip had in its first 24 hours on YouTube is any indication of the film’s success, then I would say that it has a promising future.

#Republic Day

Unilever Hindustan had a strong brand presences around India’s Republic Day, also on Tuesday. It used the event to promote its Swachh Aadat, Swachh Bharat (clean habits, clean India) initiative as part of a greater Indian government hygiene program.

Consumer electronics brand Micromax used Twitter to promote its #RockTheRepublic campaign for a better India.

Online fashion brand ran a user-generated #JoinTheParade contest inviting people to celebrate the day in ethnic clothing.

While upscale Indian mall, Select Citywalk ran a #CityGoesTriColor competition. Users shared pictures of anything representing the three colors within the Indian flag.

Chinese New Year of the Monkey

Marketing around the upcoming Chinese New Year of the Monkey is in full swing across parts of Asia – including Singapore, Malaysia, and Hong Kong. It celebrated in China too – but Twitter is blocked there.

Twitter Singapore prepared this Chinese New Year Brand Index, which measures conversation themes and engagement based on retweets, replies, and likes.


H&M Philippines topped the list in the region, using Twitter for its 2016 CNY Collection. The initiative uses Chinese supermodel Liu Wen and Korean singer and actor Siwon Choi, who appear together on the reality show Let’s Fall In Love.

The campaign’s Twitter posts feature behind-the-scenes pictures of the photo shoot and includes an interview with the stars.

Maybank Indonesia is running a #HokiBeruntun (Lucky Streak) campaign, offering customers the chance to win prizes that include a Samsung mobile phone, cash, and even gold.  Customers just need to open an account in order to participate.

Shopee Indonesia – a mobile shopping mall – is running a number of Chinese New Year promotions. It took to Twitter with product focused posts like this one, which shows off a custom Year of the Monkey Kingston Flashdisk USB.

Buying new clothes and items to usher in the new year is a common practice across Asia. Samsung Malaysia has channeled this sentiment in this ad by pairing the Gear S2 smartwatch with new clothes.


Brands are globally marketing themselves while using #CNY and #LunarNewYear on Twitter. Starbucks uses #LunarNewYear to endorse its Year of the Monkey Starbucks Card.

Cathay Pacific is running a Year of the Monkey competition for two flights and accommodation to Hong Kong. The tweet links to a competition website that asks applicants to share their information and answer why they should win in 25 words. In a clever twist, the audience must click through several pages of promotional content before they can enter the competition.

We are #WomenNotObjects

Madonna Badger, founder of advertising agency Badger & Winters, used social media as an educational platform in an effort to spread awareness about societal inequities between genders with #WomenNotObjects. Badger created and published the YouTube video We Are #WomenNotObjects, a two-minute video that shows the results of a Google search for “Objectification of Women.”

The original post has been viewed more than 900,000 times since it was launched on January 11, and draws attention to the prolific sexualization of women in advertising. Now Tom Ford, Skyy Vodka, Burger King, and Post-it notes are among the number of brands currently being named and shamed across social media channels.

The hashtag is being used on Twitter to highlight current ads that promote sexism, such as this one from car servicer Ultra Tune in Australia.

And this post shows a poster inside a South St. Burger restaurant.

Brands can expect to be the subject of more social media shaming as the hashtag takes off.

Finally, my favorite tweet of the week is from astronaut Scott Kelly, which is a picture of the first flower ever grown in space. Pretty cool, huh? I thought so too! His prophetic message is quite inspiring: “Where flowers bloom, so do possibilities.”

Who would have thought a single flower could generate over 2,500 retweets and over 6,000 likes on Twitter, and almost 30,000 likes on Instagram?

Until next time, over and out.


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