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Marketing Featured Southeast Asia

Earth Observatory Singapore unveils revamped website via tie-up with Bray Leino Splash

Singapore – Research institute Earth Observatory Singapore (EOS) has partnered with creative and technology digital marketing agency Bray Leino Splash (BLS) to launch its revamped website, which used essential sustainability principles. This move aims to push forward the commitment of the two companies to promoting decarbonisation. 

Dedicated to conducting research on natural hazards and climate change in and around SEA to help create safer and more sustainable societies, EOS at Nanyang Technological University Singapore (NTU Singapore) has engaged BLS to redevelop its website, enhance the user experience, and make it more sustainable and in-line with the organisation’s ethos.

After an in-depth analysis of the existing website, BLS has re-engineered the site from the ground up, using default dark mode, efficient typography, and streamlining dynamic content and media optimisation of video files to lower data consumption. This revamped website allows visitors to access content smoothly without compromising user experience.

Joshua Lee, managing director at BLS, commented, “We are tremendously proud and extremely excited at the possibilities of using our expertise and know-how to help reduce the carbon footprint of our clients’ websites and promote a greener way to do business”.

Meanwhile, Andrew Krupa, CPO and director of advancement at EOS, said, “We’re very proud of the new website and feel it is a fantastic representation of the work we undertake here at the Earth Observatory of Singapore. I would like to thank the team at Bray Leino Splash for their dedication in partnering with us for this project.”

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Platforms Featured Southeast Asia

Grab SG launches its revamped food site HungryGoWhere

Singapore – Super app Grab in Singapore has bought and relaunched the country’s well-loved food site HungryGoWhere and its accompanying social media channels. This revamped HungryGoWhere brand aims to address the growing interest of diners to reconnect with the local food scene in much deeper ways.

HungryGoWhere aims to spotlight up-and-coming personalities and the origins of popular foods that are not often told. The site will act as a one-stop platform that explores the highways and byways of the local food scene through food reviews and recommendations, profile interviews, and a behind-the-scenes look at the food.

To ensure its curation of content constantly addresses what consumers are looking for, HungryGoWhere will also leverage rich insights derived from Grab’s superapp data, such as popular food trends and frequently visited places in Singapore, amongst a spectrum of other interests and preferences.

Moreover, it will provide F&B businesses with another channel for expanding their reach and growing their business. To help featured brands gain as much visibility as possible, relevant stories on HungryGoWhere will also be shared with Grab’s wide base of highly engaged users via the Grab app and on Grab’s marketing channels.

Cifer Ong, Grab Singapore’s managing director of strategy and partnerships, shared that HungryGoWhere is a brand that many Singaporeans have grown to love since its inception more than a decade ago and many were sad to see it go, and they feel privileged and excited to be bringing back its longstanding legacy, while aiming to take it to the next level with this rebrand. 

“Eventually, we want to establish Grab and our associated brands as the go-to source for diners seeking the best food recommendations and F&B brands looking to grow their business. We believe that our deep relationships with merchants and key learnings from the food sector, coupled with our extensive superapp insights, will help us achieve this. We look forward to the continued support of the F&B community and diners, and trust that the new HungryGoWhere will continue to serve them well,” said Ong.

The revamped brand retains its name and iconic red hue, in a nod to its longstanding legacy as a trusted food discovery platform in the F&B scene. It also sports a trendy and approachable new look that reflects its commitment to engaging with consumers through new and exciting content. Amongst its offerings is a brand-new 20 Questions With interview series with the who’s who of the F&B sector. Co-founders of popular bagel chain Two Men Bagel House, Jereborne Lam and Jerome Lam, will kick off the series with a candid interview, in which they touched on everything from their favourite bagels to their guilty indulgences.

The new site will also feature From Scratch, a series exploring the origins of popular foods and the work that goes into making them. In the first instalment, Kim Guan Guan Coffee Trading, a Singapore coffee roaster with a rich history, takes readers through the various steps of brewing a fragrant cup of local coffee.

Aside from HungryGoWhere.com, diners can also connect with HungryGoWhere on its Facebook, Instagram and YouTube pages, as well as HungryGoWhere’s Telegram channel.

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Marketing Featured East Asia

China’s mobile-first ad platform Nativex revamps mobile marketing initiative, ‘XploreChina’

Guangzhou, China – As complexities within the Chinese business landscape and the shift in consumer behavior toward e-commerce continues to increase, Nativex, the mobile-first advertising platform that helps brands drive sustainable growth through universal access to digital channels across the east and the west, has launched its revamped ‘XploreChina’ initiative a one-stop mobile marketing solution.

‘XploreChina’ initiative is designed to help clients achieve success in the Chinese market, offering acquisition, monetization, and creative services at scale and across multiple verticals. It provides a wide range of transparent tools and solutions tailored to all lifecycle stages. 

Under the ‘XploreChina’ umbrella, Nativex offers three distinct solutions for brands including China Top Media, KOL Marketing, and Android Solutions, as well as customized marketing solutions for public relations, and social media, among others.

The China Top Media solution grants advertisers instant access to premium inventory across China’s closed mobile ecosystem through strategic partnerships with ByteDance, Tencent, Baidu, and Alibaba, as well as Kuaishou, while the Android solution provides clients with the required documentation for launching their app in China’s Android ecosystem. It also includes support for app management and monetization on China’s mainstream Android app stores.

And lastly, the KOL Marketing solution helps brands run successful influencer campaigns in China by connecting them with over 40,000 Chinese influencers and more than 200 Multi-Channel Networks, including XingTu (Douyin), Magnet (Kuaishou), and HuaHuo (Bilibili). 

According to Nativex, the country’s US$14.28T economy continues to present a broad range of business opportunities for companies, especially those from emerging markets such as SEA, but without a strong understanding of market characteristics and knowledge around consumer preferences, companies seeking to enter China may encounter difficulties in building brand awareness and engaging with local audiences. As a result, leveraging the expertise and connections of a partner such as Nativex will help brands across various industries scale quickly and effectively in China. 

Irene Yang, the managing director at Nativex, shared that breaking into the Chinese market can be incredibly complex for marketers who do not have boots on the ground or localized expertise to lean on, due to its unique media ecosystem that’s dominated by domestic tech giants and its fragmented mobile audience. 

“Here at XploreChina, our unrivaled understanding of the Chinese market and strong connections to China’s top media platforms allow us to make the transition into this unique media ecosystem for brands seamless and effective. As more brands look to break into China, we are able to guide marketers every step of the way,” said Yang. 

Nativex has also announced that as part of the ‘XploreChina’ rebrand, advertisers also have access to ‘Nativex XMP Media Buying’ tool, which allows companies to reach hundreds of millions of users across the country’s leading ad platforms such as Wechat, Douyin, and Bilibili, as well as Nativex’s in-house creative studio TopWorks, which offers premium creative services. 

In addition to XploreChina’s three distinct solutions, brands will also have access to public relations, search engine optimization, and social media services to ensure brands of all shapes and sizes have the right online presence in China’s massive mobile market.