MMA / Marketing + Media Alliance - Shopper Marketing

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MEA, South Africa

Marketing Growth

Marketing Organization

buzzmetrics_x_mma_vietnam_facial_skincare_report.pdf

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Retail Media

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retail media

retail

Measurement

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Whitepaper

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[MMA X BUZZMETRICS] Vietnam Facial Skincare Report

Nam Nguyen — Tue, 20 Jan 2026 09:47:42 +0000

Released:

November, 2025

Vietnamʼs facial skincare industry is entering an important transition phase, as growth is no longer driven by intensive treatments or complex routines, but increasingly revolves around the need to maintain healthy, stable, and long-term skin conditions.

This shift is happening simultaneously across both the market and social media discussions, clearly reflected in how consumers approach, select, and use skincare products.

In this context, the report Vietnam Facial Skincare Market Shifts & Evolving Consumer Demands 20242025 is conducted to synthesize and analyze millions of user discussions combined with market data, thereby explaining how skincare demand in Vietnam is shifting, as well as the factors truly driving consumer behavior in this new phase of the skincare industry.

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Document Not Released Yet:

Region:

APAC, Vietnam

B2B Marketing

Content Marketing

Creative Effectiveness

buzzmetrics_x_mma_matcha_on_social_media_connecting_with_users_through_matcha_enjoyment_trends.pdf

Social Media

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[MMA X BUZZMETRICS] Matcha on Social Media_Connecting With Users Through Matcha Enjoyment Trends

Nam Nguyen — Thu, 08 Jan 2026 14:22:38 +0000

Released:

November, 2025

This report explores the evolving landscape of Matcha conversations on Vietnamese social media in 2025, where trends, user behaviors, and brand activity reveal both momentum and limitations. With nearly 3.8 million social mentions across multiple platforms within 2 years, matcha has become a daily topic driven largely by users and online communities rather than brand-led initiatives.

By analyzing these conversations, the report uncovers how people in Vietnam are incorporating Matcha into everyday routines - from drinks and desserts to perceived health benefits - while brands remain at varying stages of participation and relevance. It highlights user expectations, category interest, and the gap between buzz and sustained demand, offering a clear snapshot of where Matcha stands today and how the trend may evolve.

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Document Not Released Yet:

Region:

APAC, Vietnam

B2B Marketing

Content Marketing

Creative Effectiveness

buzzmetrics_x_mma_fashion_insight_in_peak_season_knitwear_category.pdf

Social Media

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[MMA X BUZZMETRICS] Fashion Insight In Peak Season - Knitwear Category

Nam Nguyen — Tue, 16 Dec 2025 16:04:41 +0000

Released:

November, 2025

The Knitwear category has firmly established its dominance in Vietnam's cold-weather social media landscape, particularly driven by Northern demographics. However, the market is currently defined by a significant strategic ension: consumer demand for quality and durability remains high, while many brands are reliant on deep discounts to drive seasonal volume. This report is structured to decipher this conflict by analyzing dual purchase drivers functional warmth and emotional gifting) and core consumer material anxiety (such as pilling and shape retention).

Ultimately, the insights gathered across Category Understanding, Consumer Discussion, and Strategic Case Studies are designed to help brands escape the price trap and successfully build sustainable brand equity through authentic material storytelling and value creation.

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APAC, Vietnam

B2B Marketing

Content Marketing

Creative Effectiveness

Navigating the Evolving Commerce Landscape in APAC with Shoppertainment

Social Media

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Nabd Launches E-Commerce Listings

Melike Türkyilmaz — Mon, 02 Jun 2025 11:59:10 +0000

June 2, 2025

Submitted by

Dubai, May 2025. Nabd, the leading Arabic content app and platform, is excited to announce the launch of its new e-commerce section in the Kingdom of Saudi Arabia and the United Arab Emirates (with more countries soon). This latest addition further enhances the Nabd all-in-one experience, providing users with an effective way to explore thousands of product deals and listings across a vast array of shopping categories.
An All-In-One Shopping Experience

Users can effortlessly browse thousands of listings—from cutting-edge electronics, mobile phones, and home appliances to trending fashion, beauty, automotive, sports, and lifestyle categories—using intuitive search capabilities and detailed subcategory navigation. The new section aggregates the best deals through strategic partnerships with leading e-commerce providers, ensuring that users have quick access to the hottest offers and trending products in the region.

“We are excited to unveil our new e-commerce section to the KSA and UAE markets, reinforcing Nabd’s commitment to providing a truly all-in-one experience for our users,” says Abdur-Rahman El-Sayed, Chief Executive Officer at Nabd. “With this new feature, users can effortlessly discover the best deals on products they’re interested in. At the same time, it offers brands and advertisers smarter targeting tools to reach high-intent, in-market shoppers more effectively.”

Deliver Smarter Ads with In‑Market Purchase‑Intent Targeting

The introduction of E-Commerce Listings enriches Nabd’s first-party data, revealing critical insights into user shopping behavior and purchase intent. By precisely identifying which consumers are actively in-market for specific products, Nabd now offers laser-focused targeting capabilities. These advanced insights empower advertisers to create highly effective campaigns that drive improved engagement and deliver stronger overall results.

Nabd, the All-In-One App

With personalized content, real-time updates, live match scores, football schedules, real-time financial markets data, weather forecasts, live TV streaming, engaging video feeds, interactive word games, e-commerce listings, and AI-powered email newsletters, Nabd continues to deliver a rich and varied suite of content that keep millions of Arabic-speaking audiences informed, entertained, and engaged.

Interested in advertising on Nabd?

Prefer a fully managed service? Our experts are ready to help. Reach out at ads@nabdapp.com

About Nabd (Nabd.com)

Nabd is the leading Arabic content platform, offering personalized Arabic news and content to its users worldwide. With a user base of over 32 million, Nabd has established itself as the preferred destination for Arabic content consumption. The platform provides an extensive range of features, including personalized news, live match scores, football schedules, real-time financial markets data, weather forecasts, live TV streaming, entertaining video feeds, e-commerce listings, and engaging word games. Nabd is accessible through the Nabd mobile app for iPhone and Android devices as well as on the web via the Nabd.com portal. Nabd's self-serve advertising platform is available at https://ads.nabd.com

Stay Loop (StayLoop.co): A New Venture Offering Global Collaboration Opportunities for Content Creators

Serkan Karaman — Wed, 30 Apr 2025 13:44:24 +0000

April 30, 2025

Submitted by

The meeting point for tourism brands and content creators has become an online platform. Transforming the experience gained over 9 years of operations in 18 countries into a new line of business, Stay Loop brings together content creators and brands at travel destinations directly, without intermediaries — providing a common ground for new collaborations.

ISTANBUL — The tourism sector and digital content creators now have a common meeting ground. Developed specifically for frequently traveling influencers, Stay Loop (StayLoop.co) is a new platform that connects service providers in tourism — including accommodation, transportation, dining, and experiences — with content creators, all without intermediaries. A new venture by the global influencer marketing agency Stay Influence, which has operated for nine years across 18 countries, Stay Loop aims to bring a fresh perspective to the "barter" business model.

“We Build Bridges Between Brands and Influencers”

Stay Loop founder Orhan Beyazıt commented on the platform:

“The digital world offers significant advantages in terms of time and cost for establishing partnerships. However, influencers who travel frequently often find themselves limited to collaborating with brands based in their home countries, which creates a disadvantage. This is where we come in. We connect brands in travel destinations with influencers whose audiences are located in those same regions. By turning influencer journeys into partnership opportunities, we empower them to share their services and stories with potential customers — in their own language.”

Beyazıt shared further insights into how the platform functions. On Stay Loop, users can register with either a brand or creator profile. Content creators can build their profiles and add their upcoming travel plans via the integrated planner. Brands operating in those destinations are then notified of these upcoming visits. If interested, brand representatives can review influencer profiles and contact them directly. Conversely, influencers can browse local brands at their travel destinations and initiate contact themselves.

“We Turned a Software Idea Into a Platform and Broke the Cycle”

Sharing the origin of the platform, Beyazıt explained:

“The foundation of Stay Loop lies in our agency Stay Influence, which has been operating globally for nine years. During this time, we’ve built a broad international influencer network across 18 countries. We consistently received requests — foreign influencers coming to Turkey would ask us to recommend hotels, and those based in Dubai or traveling to other destinations sought help arranging barter partnerships. It became a repetitive cycle. To solve this, we developed and launched our software solution as a B2B platform.”

He continued:

“Influencers can now easily identify which brands are open to collaborations before they even begin traveling. Rather than spending time contacting hotels, airlines, restaurants, car rental companies, or experiences individually, they can manage partnerships more efficiently through the platform. Likewise, tourism brands can view which influencers are arriving in their region and initiate tailored collaborations directly through StayLoop.”

“We Onboarded Our First Users Just Two Weeks ago — And Completed Our First Travel Experience”

Emphasising that the platform is still in its early stages, Beyazıt stated:

“We onboarded our first users just two weeks ago. Despite not having launched any promotional campaigns, hundreds of global influencers have already joined our waitlist. This level of interest confirms the demand for a solution like Stay Loop.”

He concluded with the platform’s first successful collaboration:

“We are committed to growing Stay Loop as a platform that provides real solutions to long-standing challenges in the industry. On March 27th, Voyage Provocateur — a popular German-based travel account run by Marta, who has over 1 million followers — had her first travel experience through StayLoop.co. Marta had long wished to visit Turkey and created her travel itinerary directly via her Stay Loop profile. This journey became an opportunity for our partner brands, including providers of flights, VIP transfers, hotels, and restaurants. A fully integrated collaboration chain came together in a very short time. All Marta had to do was wait for her flight.

Throughout her journey, we remained closely involved and monitored every step — this was also a valuable test for us. Everything went even better than expected. The positive feedback we received from both Marta and our partner brands reassured us that we are on the right track.”

Actionable Insights: Leveraging Purchase Behavior in the Age of Digital Privacy

MMAGlobal — Tue, 17 Sep 2024 17:34:33 +0000

Wednesday, October 2, 2024 - 12:30pm to 1:00pm EDT

Region:

Global

The current digital marketing landscape, influenced by Google's evolving stance on third-party cookies and increased digital privacy concerns, has prompted marketers to seek more reliable strategies. Purchase-based targeting has emerged as a transformative solution for CPG companies, revolutionizing audience engagement and campaign optimization.

In this presentation, Circana’s Mike Ellgass will explore the advantages of purchase-based targeting over traditional methods like demographics and interests. He will present data from Circana lift studies, demonstrating that purchase-based data consistently outperforms other methods in deterministic and predictive modeling.

Unlike traditional tactics, this approach translates strategy into actionable insights and prioritizes sales as the primary KPI for optimization. Attendees will gain actionable insights to enhance their marketing strategies by leveraging the precision of consumer purchase behavior analysis.

Speakers:

Mike Ellgass

EVP Global Media, CPG and Retail

Circana

Turning Shoppertainment Insights into Action with TikTok's PACE Framework

Ammita M — Sun, 26 May 2024 14:35:01 +0000

Released:

May, 2024

In the previous article, we explored the new Age of Shoppertainment and how consumer shopping behaviour is rapidly evolving in the Asia Pacific region. Brands can no longer just rely on discounts and promotions to drive sales - they need to create engaging, entertaining content that educates consumers and helps them make more intuitive purchase decisions.

But how can brands march in tandem with the evolving landscape? Together with Accenture, TikTok has developed an interesting framework called PACE, which rests on four pillars, and aims to help businesses drive revenue growth in the Shoppertainment age through a seamless integration of media, content, and commerce.

Persona: Starting Point of Shoppertainment

On platforms like TikTok, communities are as diverse as you and I. To solve for and benefit from diversity of consumers, brands need to look at their target audience as ‘Personas’ with different values, attitudes and preferences. By aligning your product's unique selling point with the needs and desires of different ‘Personas’, brands can meaningfully reach consumers at every stage of the funnel as they traverse their unique pathways from discovery to purchase. This step also lays the groundwork and foundation for the subsequent steps,

Assortment: Curating an Optimal Product Strategy

The second step involves determining the right merchandising strategy to not only drive sales but a deeper engagement with consumers also. Businesses can leverage the opportunities at the intersection of price, product and promotion to drive traffic and order value. This could mean offering a diverse range of products for different tastes, styles, purchase frequency and budgets.

Additionally, mixing popular offerings with not-so-hot ones can propel cross selling and upselling. Exclusive product offerings, time-based promotions and complementary bundles can also be complementary to the overall strategy.

Content: The magnetic force

It is the magnet that inspires consumers to effortlessly move from discovery, to consideration, to purchase. What brands do with content will eventually translate into sales, notwithstanding the impeccable groundwork laid in earlier steps.

That's where TikTok's ‘3R’ strategy comes in: Recut, Remix, and Re-imagine. In a nutshell, it essentially means reinvigorating existing content through innovative customisation to be TikTok-native.

For instance, Recut involves repurposing longer form videos to be vertical and sound on with a clear CTA. Such catchier and fast-moving content can pull in audiences with intrigue.

Similarly, Remix is as easy as custom-editing pre-existing creatives with trends and subcultures, captions and effects like text overlays. The content could feature creators or utilise creators’ POV.

With Reimagine, brands can sit back and leverage the power of TikTok’s technology like Branded Mission and augmented reality. It’s as simple as tapping on creator-generated content at scale, and using interactive add ons for your boosted infeed ads, among other features.

Additionally, brands can grow a steady pipeline and volume of content through both brand-led and creator-led content. The latter can be sourced by tapping into creators from across the spectrum of followings — from micro to macro.

Empowerment: Operating Efficiently and Sustainably

It's critical to have dedicated media and commerce teams working closely together with shared goals to break down silos, foster open communication and trust across departments. But empowerment isn't just about people; it's also about processes. That means investing in the right tools, technologies, and systems to streamline your operations and drive efficiency at every step of the way.

The PACE concept is already playing out on TikTok, and brands would do well to study its various aspects and adapt it for different platforms. For instance, the point of discovery can become a point of purchase on TikTok. So it's essential for brands to be present at every stage of the funnel, enabling timely interactions that attract traffic and conversions.

PACE allows brands to wrap their heads around the real transformation underway with Shoppertainment. More importantly, it provides an action plan to leverage existing tools to drive real business impact through the power of content commerce.

Keen to learn more about how to put PACE into practice? Check out TikTok's Shoppertainment website for more insights here: https://www.tiktokshoppertainment.com/#PACE

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