The opportunity identified was to establish bbMSL’s social media presence in Singapore and develop a tailored strategy for the local market.
Objective
The objective was to create a strong foundation for brand recognition and engagement in Singapore, setting the stage for future growth and success.
Solution and Results
Prizm played a crucial role in the bbMSL initiative by creating the brand’s social media presence in Singapore and developing a bespoke strategy tailored to the local market. As part of this comprehensive approach, Prizm curated visual and copy content, ensuring that each element resonated with the target audience and effectively communicated bbMSL’s value proposition. This collaborative effort successfully established a strong foundation for bbMSL’s brand recognition and engagement in Singapore, laying the groundwork for future growth and success.
The opportunity identified was to establish Broadway Lifestyle’s social media presence in Singapore through an ongoing monthly content management initiative.
Objective
The objective was to successfully introduce Broadway Lifestyle to the Singaporean market, setting the stage for brand recognition and growth.
Solution and Results
Prizm embarked on establishing Broadway Lifestyle’s social media presence in Singapore by creating the Broadway Singapore social media account and formulating a comprehensive strategy for their market entry. Engaging visual and written content was crafted to resonate with the target audience and effectively convey Broadway Lifestyle’s unique offerings. Through this strategic approach, Broadway Lifestyle was successfully introduced to the Singaporean market, laying the foundation for brand recognition and growth.
FILA Golf sought to enhance brand engagement and visibility through an event campaign.
Objective
To create a seamless and innovative event experience that blurs the lines between virtual and physical realms, showcasing FILA Golf’s commitment to excellence in performance and style.
Solution and Results
Prizm executed a masterful campaign, spanning from conception to implementation, ensuring a cohesive and engaging experience for participants. We crafted an immersive online-to-offline journey for players, amplifying brand engagement.Strategic media coverage extended the campaign’s impact, spotlighting FILA Golf’s excellence on and off the course.
Sensient holds considerable potential for growth, yet faces a challenge in effectively communicating with its audience. Our task was to introduce relevant topics to their audience and endeavor to boost inquiries
Objective
Our main objective centered on increasing the number of followers for the profile, with a concerted effort to build a larger and more engaged community. Simultaneously, we aimed to provide valuable and relevant information tailored specifically to the needs and interests of their target audience. This two-fold approach was designed to not only expand the profile’s reach but also to establish a meaningful connection by consistently offering quality content that resonated with the intended demographic.
Solution and Results
Over the course of a twelve-month period, we experienced significant growth in our account followers, witnessing a commendable increase of 10%. Additionally, our strategic marketing efforts on LinkedIn yielded exceptional results, as we achieved a remarkable tenfold surge in sales during this timeframe.
In the fast-paced and digital world we live in today, marketing strategies are constantly evolving to keep up with consumer demands.
One platform that has gained significant popularity in recent years is Xiaohongshu, also known as Little Red Book. This social media and eCommerce platform is hugely influential in China, with over 100 million active users.
To tap into the immense potential of Xiaohongshu, and help businesses leverage its power, Lyn Rosmarin, from Prizm Digital, partnered with the Singapore Business Federation to offer a specialised course on Xiaohongshu marketing.
After a few years of covering Singaporean brands’ journey to China, she has amassed several effective tips for SMEs to gain more exposure to Chinese consumers.
Understanding Xiaohongshu marketing
Xiaohongshu is a social commerce platform that combines the functions of a social media platform and an eCommerce marketplace. It allows users to discover, share and buy products while connecting with like-minded individuals. Influencers and celebrities often share their insights and recommendations, making Xiaohongshu a trusted source of information for Chinese consumers.
When it comes to marketing on Xiaohongshu, understanding the platform’s nuances and leveraging its unique features are crucial.
Rosmarin’s course delves into the intricacies of Xiaohongshu marketing, covering topics such as content creation, influencer collaborations, community engagement, and brand promotion.
She explores how businesses can create relatable content that resonates with their target audience, engage with followers through meaningful interactions, and maintain a dynamic presence on the platform.
Rosmarin also looks into community management and explains how authentic user-generated content can help elevate brand awareness. By working with Singapore-based Chinese influencers, Prizm has captured a good portion of brands discovered on Red.
As these major platforms try to outcompete each other, videos have almost become a must, and soft content is even more important than ever to make sure that a post gets the exposure within the platform and its community.
Rosmarin works on customised strategies with all of Prizm’s clients. No one is the same as each brand has its own story and customer engagement experience. To maintain the authenticity of KOCs, they are encouraged to weave in their personal opinions, their account’s signature content format as well as other positive associations or collaborations relative to the brand content.
Moreover, the course also places significant emphasis on performance evaluation. Measuring the effectiveness of Xiaohongshu’s marketing efforts is essential for optimising strategies and achieving impactful results.
She guides participants on how to analyse key performance indicators, track engagement metrics, and make data-driven decisions to continuously optimise their Xiaohongshu presence.
Increasing the local presence of Xiaohongshu
While Xiaohongshu’s popularity is primarily centred in China, Rosmarin aims to help local businesses expand their reach to the international market. By leveraging her expertise and proven strategies, local businesses can tap into the vast potential of Xiaohongshu and connect with Chinese consumers on a global scale.
Furthermore, the course also focuses on fostering collaborations between local businesses, influencers, and Xiaohongshu users. By creating partnerships and building a strong network within the Xiaohongshu community, businesses can enhance their visibility and tap into the power of word-of-mouth marketing.
Published by Marketing Interactive on 9 January 2024
Pandora is a jewellery manufacturer and retailer known for its customisable products. With branches proliferated around the world, Pandora sought Prizm’s expertise to manage and curate localised content to be published on their Singapore’s Facebook page.
Objective
Prizm developed a digital marketing strategy that utilised Facebook as a key channel with a focus on the digital acquisition of new customers. By using carefully curated material, Prizm hoped to generate organic interaction with existing followers and encourage conversion. As a component of a full-service provided, Prizm have also actively contributed to the brand community by responding to enquiries and engaging with user feedback.
Solution and Results
Over the course of 10 months, Prizm’s management of Pandora’s page resulted in a steady increase in the number of fans, while generating an average CTR of 0.44%, surpassing the prior CTR of 0.15%.
Yamaha Music Store is organizing a piano fair event across all of their retail outlets with the aim of enticing Chinese families who have relocated to Singapore and are in search of pianos to buy.
Solution and Result
Prizm extended invitations to a group of 10 Key Opinion Customers (KOCs), primarily mothers with children who share an interest in music, inviting them to participate in the event and assist in promoting the piano fair.
Judged by an independent panel of high-calibre, client-side marketers, the 13th edition of the Agency of the Year Awards Hong Kong 2023 was held on 16 June to celebrate the success of agencies. Walking away with the prestigious Overall Agency of the Year was PRIZM Group which scored the highest number of accumulated points that saw it win with four gold and four silver awards. It was also crowned the Local Hero of the Year with six Local Hero awards.
The agency, which is 11 years old, has made a name for itself for thinking outside of the box. PRIZM believes digital is all about improving the user experience, and works with brands such as Sun Life Insurance, HSBC, McDonald’s, Hysan & Lee Garden, and many others.
It started off as a boutique digital marketing agency in Hong Kong, but today PRIZM Group has grown into a global digital marketing agency that conjugates innovative technology, marketing creativity and data insights to deliver best of breed solutions to clients needing end-to-end digital transformation and marketing solutions.
Being an experienced digital marketing agency, its team understands the market and harnesses its knowledge to drive for success across a wide range of industries.
Some of the widely recognised campaigns from PRIZM come from the loyalty and CRM marketing sectors in collaboration with brands such as Chow Sang Sang, Omubsubi and Aptamil. The projects do not stop at just delivering the platform, the PRIZM team believes the best outcome requires the seamless fusion of strategic planning, content creative and technical enablement.
Meanwhile, this year MARKETING-INTERACTIVE added five categories to the award show rounding it up to 32 categories, including Brand & Design Consultancy of the Year, Market Research Agency of the Year and Programmatic Agency of the Year. With these categories, we wanted to separate the great from the good to recognise the impressive work that had been put together by advertisers and their partners.
Also, understanding that the success of the an agency often comes with an influx of youth and new ideas, with great teamwork and quality of work, this year weadded one new category, Rising Star. This category was created to celebrate the promising newbies within the industry that have shown resilience in the face of unyielding change.
MARKETING-INTERACTIVE would also like to thank our 21 judges for their time and effort in crowning our winners for the year.
Prizm Group’s co-founder & director Jeffrey Hau first dipped his toes into the adland as a founder of a start-up digital agency with a team of three, where he needed to multitask in sales, account servicing, copywriting and design aspects.
Hau believed that facilitating openness and being approachable are key to leadership,sonow being the leader of Prizm Group, he always encourages his colleagues to knock on his door to raise any issues or maybe simply to chitchat.
Having entered the adland out of curiosity of human preferences and behaviours, Hau said he would probably end up in psychology-related research work. During his free time, Hau likes putting together a meal for family and friends as he treats that as a perfect remedy for stress relief from work.
Find out more about Hau’s journey in advertising thus far and who inspires him.
MARKETING-INTERACTIVE: What was your first job?
Fresh out of university, I worked as “SEO quality assurance” in Google. It was the most repetitive work ever. I was tasked to go through hundreds of websites daily and determine if the webmasters tried to trick the system by stuffing keywords in a website for instance placing white text on a white colour background.
MARKETING-INTERACTIVE: What was your first role in advertising?
My first encounter was already running a start-up digital agency with a team of three. To be exact, that wasn’t a single role, but rather multiple “roles” including the salesperson, account servicing, copywriter and designer.
MARKETING-INTERACTIVE: What was your first impression of advertising?
TV commercial is the biggest thing about advertising back in the days, and I comprehended advertising was all about the iconic slogans and celebrities.
Another recollection was me being “encouraged” to participate in a drawing contest sponsored by a cooking oil brand, and I guess that is because my mom was the marketing person back then.
MARKETING-INTERACTIVE: Who was the mentor who influenced you the most and how?
Since I started my own venture early, there wasn’t many supervisors around. Every partner and teammate that accompanied me throughout the journey were my mentors, especially my business partner Kenneth and our senior account director Kelvin that were always by my side since day one.
MARKETING-INTERACTIVE: What’s the harshest criticism you’ve received and how did you cope with it?
I do not recall receiving any particularly harsh criticism, but I see criticism do more good than harm. If you manage a big team and still receive constructive criticism from your team regularly, that is probably the biggest positive sign that you can get.
MARKETING-INTERACTIVE: Describe your own management style now as a leader
Being in marketing is not like working in manufacturing as there is not a unified standard. I was given a lot of autonomy and freedom growing up, and I treasure that a lot; the same goes to managing a team, and perhaps success comes more precious and also more enduring this way. Of course, the key is how to give the right amount of guidance, so they are capable to resolve issues but not enough to just sit there and wait for instructions.
MARKETING-INTERACTIVE: What’s one thing you wished employees understood about being a leader?
I encourage young colleagues to take up responsibility and leadership early in career as I believe the best learning comes from mentoring.
Facilitating openness and being approachable are traits that I would like to pass on to the team.
I encourage any colleague to knock on my door to raise any issue or maybe simply to chit chat. It is important as a leader to work with the team not the team to work for you.
MARKETING-INTERACTIVE: What do you do during your free time?
For me, putting together a meal for family and friends is a perfect remedy for stress relief from work. I enjoy the entire process from going to the market to preparation of ingredients. It’s a good few therapeutic hours to clear the head, and perhaps similar to advertising the fulfilment comes from the audience appreciating your work. So don’t be surprised if you run into me in the wet market.
MARKETING-INTERACTIVE: Where do you find your inspiration?
The cliché answer will be during travelling but that probably happens at most few times a year not to mention we all have been stuck in our hometown for the past few years.
So, I will actually say binge-watch YouTube, and don’t pick what you like, instead watch anything from kids channel, niche hobbyists to vloggers around the world. You will be amazed with the viewership on a lot of them.
MARKETING-INTERACTIVE: If not in advertising, where would you be?
I will probably end up in some kind of psychology-related research work which is what I studied in university. Retrospectively, I entered the field of advertising as I was curious about human preferences and behaviours. Academic research might conceivably be the removal of the commercial part and yet diving deeper into the subject matter.
MARKETING-INTERACTIVE: What advice do you have for someone looking to start a career in the industry?
Over the years, working with hundreds of fresh graduates, I have concluded my own version of 4Ps in marketing: patience, persistent, passion & playfulness. I believe throughout our career each of us maintains a bin for trashed ideas, and at the end of the day your success is about how full your bin is.
MARKETING-INTERACTIVE: What issue would you like to see the industry change in 2022?
I long to see branding creatives and martech working hand in hand in the coming time. On many occasions, the two departments are still working in silos perhaps due to internal marketing team structure or misalignments of agencies. I believe martech and Creative are the two partners that make a happy marriage.
Published by Marketing Interactive on 29 September 2022
Leveraging the power of Instagram, McDonald’s Hong Kong has introduced a whole new customer experience by seamlessly combining digital interactivity with offline sales. Working closely with DDB Group Hong Kong and PRIZM, McDonald’s Hong Kong bands together both agencies that are experts in their respective fields to reinvent the launch strategy and creatives.
The fast-food giant is no lagger on utilising marketing tools to take its business up a notch. Following the success of earlier Instagram Chatbot campaigns, McDonald’s Hong Kong released an unprecedented Instagram Chatbot campaign in collaboration with Green Monday to redefine the O2O2O (online-to-offline-to-online experience).
To reach out to younger generations, McDonald’s Hong Kong continued to utilise Instagram – the top social media platform used by the youth and young adults – as their primary marketing communication channel. Instagram Chatbot, a messaging tool in Instagram, is very effective in engaging with customers immediately through automated responses, not to mention helping the business to save time in operations.
This Chatbot campaign – was a bold attempt by McDonald’s Hong Kong to push the boundaries of chatbot technology, the challenge was to distribute 100,000 NEW LUNCHEON Meat McMuffin with Egg via Instagram.
To get one of the first cracks of the new McMuffin, participants would be required to follow McDonald’s Hong Kong Instagram account and leave a comment saying “I’m a Green Lover” under its Instagram post for the campaign. Afterwards, the Instagram Chatbot would deliver a unique QR code to each participant to redeem their McMuffin’s at any of the McDonald’s Hong Kong selfordering kiosk or regular counters.
With promotion on Facebook and coverage by other local media, the New Luncheon Meat McMuffin with Egg campaign has achieved astounding results, with more than 122,000 total comments and 173,000 engagements on Instagram! Not only did the campaign blew out the expected KPIs, it also provided a valuable source of audience pools for accurate re-engagement in the future. The achievement of the campaign proves that O2O sales, can be driven by Instagram messenger-friendly chatbots.
Apart from multiple successful Instagram Chatbot marketing campaigns McDonald’s Hong Kong has also engaged with audiences through popular Instagram Stories AR filters. For example, during Chinese New Year, McDonald’s Hong Kong created an AR Instagram Filter Game that challenged participants to tilt their heads from side to side to collect mandarins and red packets and accumulate points to win limited-edition prizes. Another example was the McNuggets AR Filter Game, in which participants were tasked to dip the virtual McNuggets as many times as possible in 12 seconds. Both interactive games gained significant popularity and attracted high participations.
The unprecedented achievement of the campaigns was a combine effort between DDB Group and PRIZM. Striving to be the forefront in the industry, McDonald’s Hong Kong will continue to work closely with agencies to explore and formulate better strategies by integrating Instagram to stimulate interactions, drive sales and create the seamless O2O2O customer journey in their digital ecosystem.
Published by Marketing Interactive on 8 September 2022
