Tag: Singapore

Singapore – With over 40% of consumers making purchases, the latest data from market research company YouGov revealed that Facebook emerged as the top social media platform for online shopping in Singapore.

Among the platforms, TikTok and Instagram are tied next at the same level, each securing an average of 26%, followed by YouTube at 20%. Notably, 40% of the respondents reported not having made any purchases through social media platforms.

In terms of purchase frequency, 52% of Singaporean consumers are classified as occasional buyers, shopping less than once a month, while 36% are frequent buyers, shopping more than once a month. Meanwhile, 11% are not sure about their shopping frequency.

Interestingly, a greater usage among Singaporean millennial buyers was also indicated, compared to Generation Z. In particular, millennials lead as frequent buyers (44%), and Singaporean Generation Z leans towards occasional buying (63%).

Furthermore, Facebook also ranked first as the most frequently used app for purchases, with 74% in favor, followed by TikTok at 58% and YouTube at 51%. On the other hand, the usage distribution shifts slightly among occasional buyers, with 61% using Facebook, 41% favouring Instagram, and 38% opting for TikTok.

Meanwhile, the data also revealed the factors affecting consumers buying via social media. This includes the risk of scams (70%), lack of trust (67%), and unclear return and exchange policies (49%). Many are likely to be hindered by poor customer service (42%), technical issues (36%), and unsuccessful payment methods (31%).

When asked what aspects may improve their social media purchasing experience, greater customer service came out on top (79%), followed by faster and more reliable delivery (74%), and secure payment methods (73%). 62% of shoppers prefer enhanced product search and filtering features.

Lastly, the integration of augmented reality (AR) for virtual product try-ons marks a promising frontier in the evolution of social commerce, with 36% of consumers saying this will enhance their overall shopping experience on social media.

Singapore – Popeyes in Singapore has announced the launch of its first-ever dating show, which invites daters to crank up the heat with spicy questions based on the levels of spiciness of their menu items.

This campaign, conceptualised alongside Happiness Saigon, challenges contestants with 3 levels of spicy questions mimicking the intensity of 3 levels of Smoky Sriracha menu items. Just like Popeyes is making their normal menu items spicier with the Smoky Sriracha sauce, their spicy questions are adding some heat to normal conversations.

This dating show stint is also made in line with promoting Popeyes’ new Smoky Sriracha collection.

Moreover, the campaign–titled ‘Spice Up That Love’–succeeds not only in presenting the product in a fun and engaging way but also in building brand love for Popeyes as an entertaining and creative brand. 

Lien Sterkens, head of content at Happiness Saigon, said, “Audiences nowadays want to be entertained. Instead of competing in a saturated market of promoting new menu items, we let Popeyes create their own category: a dating show. The shift from brand to content creator is an important one for Popeyes in 2023.”

This is Happiness Saigon’s recent work with Popeyes Singapore, the previous one being related to launching a hotline to allow the customer to vent out their woes in exchange for chicken.

Singapore – Independent public relations and communications firm Blue Totem Communications has announced the promotion of Clement Foo to senior account director and Jolyn Mo to account director as it works to expand its client base and offerings. 

Foo brings with him an expanded portfolio of experience having worked with Blue Totem since 2017, where he managed and led clients such as Yahoo, SMART, Jebsen & Jessen, and MIT’s research enterprise in Singapore. He also played an integral role in charting the agency’s expansion into B2B marketing, content marketing, video production, and website development. 

Meanwhile, Mo served as the Blue Totem’s consumer client head, working with brands such as 7-Eleven, General Assembly, True Group, and Eu Yan Sang International. She is also deeply involved in growing the agency’s influencer marketing and engagement capabilities and delivering campaign-winning initiatives.

Foo and Mo’s promotions follow the elevation of Gavin Choo to the consultant role and Mahima Gupta and Glenn Tan as associate consultants earlier this year. The agency also welcomed new account executives, Eileen Kang, Mariam De La Zilwa, and Sheila Lim, all of whom bring with them experiences relevant to the job.

As the agency solidifies its leadership ranks, it ensures that its teams and individuals’ success is celebrated and recognised through a bi-annual review cycle. With this, Blue Totem can provide the necessary opportunities for their employees to be innovative and grow.

Andrew Wong, managing director at Blue Totem, said, “Clement and Jolyn have demonstrated clear leadership qualities essential in delivering award-winning campaigns and shaping our unique agency culture, growth, and success. Our culture is our winning strength and is the foundation upon which our success is built. Clement and Jolyn both live the Blue Totem values and have created an inclusive, supportive, and high-performance environment for the team.”

Singapore – Independent data and digital transformation company ADA, has recently forged a partnership with data and AI company Databricks, aiming to provide best-in-class technology solutions to boost the company’s corporate value. 

In this collaborative endeavour, ADA intends to combine its data and AI skills with Databricks, focusing on better ecommerce and marketing analytics. Specifically, they are set to establish a data intelligence platform centred around addressing business challenges across the 12 regions in APAC where ADA operates.

For this particular platform, ADA will use powerful data and AI accelerators which encompass bespoke ecommerce data models. As such, this will provide organisations with essential insights and predictive analytics to help them fine-tune their online operations.

Furthermore, ADA’s dynamic pricing model will enable real-time market adaptation, optimizing revenue potential. It will also enhance data marketplace offerings leveraging its proprietary X-ACT data and integrating services like Composable Customer Data Platform (CDP), demand forecasting, and price optimization. 

This provides a versatile framework for businesses to effectively utilize customer data for personalized engagement, underlining ADA’s commitment to equipping businesses with cutting-edge, data-driven tools on Databricks Platform.

Speaking about this venture, Greg Taylor, vice president, partners, APJ, at Databricks, said, “The ability to uncover actionable insights from data has never been more important as enterprises look to adapt, innovate and better prepare for the future in this AI age. ADA has deep industry experience in creating value for both B2B and B2C organisations by leveraging data for applications such as customer acquisition and customer data clean rooms, to name a few.”

“We’re excited to be working with ADA as they leverage the power of Databricks Data Intelligence Platform to help organizations solve their toughest problems with data,” he added. 

Srinivas Gattamneni, chief executive officer at ADA, also shared his enthusiasm for the project, stating, “We’re excited about our partnership with Databricks, a pivotal step in revolutionizing data and digital transformation in APAC. By integrating our Data and AI solutions with Databricks’ cutting-edge Data Intelligence Platform, we are actively redefining the future of data analytics and transformation. 

“This alliance is a testament to ADA’s dedication not only to advancing AI-driven analytics but also to providing comprehensive data transformation services that enable businesses to navigate and excel in an increasingly digital world, ” he concluded. 

By enhancing the company’s data marketplace offers, this particular initiative spotlights ADA’s commitment to provide companies with modern, data-driven solutions as well as flexible frameworks that leverage customer data for personalised engagement.

Singapore – As a key to further advancing the leadership across the region, S4Capital’s digital operating arm, Media.Monks, has appointed Matthew Godfrey as the new executive vice president and head of content for the APAC region.

Having more than 15 years of experience, Godfrey has an extensive background in innovation and creative business management, bringing together the company’s entrepreneurial drive as well as the capacity to develop its aspirations.

For this role, he aspires to position the company towards a new era, introducing “We Are Now” mission, an initiative aimed at driving industries forward, charting a course toward ambitious outcomes, and enabling clients and individuals to unlock their complete growth potential.

He also intends to leverage creative innovation and cutting-edge technology for a more efficient delivery scale, impact, and among APAC’s leading and fast-moving brands. 

Initial plans for his term include the company’s expansion into key markets such as China, Australia, Japan, Korea, and Singapore, which will be supported by content excellence hub offices in Malaysia and India.

Following this remarkable feat, Matthew shared his enthusiasm about this role, stating, “The content industry is now at a very dynamic time. As global leaders in AI, social media, and all digital platforms, Media.Monks is ideally placed to help APAC brands create and orchestrate powerful and efficient communication solutions. The opportunity for innovation has never been greater, and I’m excited to help APAC clients gain a competitive advantage by accessing our incredible talent.”

On the other hand, Bruno Lambertini, co-CEO, content, at Media.Monks, also stressed the importance of Matthew’s appointment, saying, “Matt has everything we are looking for as we reshape our leadership structure at Media.Monks in APAC. With an extensive background in the region and a wealth of knowledge based on his experience in the market, we are confident Matt is the right person to drive the business forward, fostering our client relations.

“He will add a lot of value to our vision, especially when it comes to the single P&L and single brand, along with our mission to shift industries forward by reshaping how businesses interact with the world,” Lambertini concluded.

With this appointment, Godfrey will work with Kenny Griffiths, the managing director of APAC of data, digital, and media, in which they will connect a single global P&L model to the next level in APAC.

Singapore – The World Wide Fund for Nature-Singapore (WWF-Singapore) has announced that Vivek Kumar will take over the role of the organisation’s chief executive officer role from R. Raghunathan, who held the role for more than three and a half years. The transition officially takes happen on January 1, 2024.

Kumar brings a wealth of diverse leadership experience spanning over two decades, including notable tenures at multinational corporations, and in Singapore’s public sector. Vivek was previously an assistant director-general at the National Trades Union Congress and a board member of Labour Movement entities such as NTUC Link. 

He has also served as a board member at Enterprise Singapore, Infocomm Media, Development Authority and Assurity Trusted Solutions (a wholly owned subsidiary of GovTech Singapore).

Kumar joined WWF-Singapore back in 2021 as its chief marketing and communications officer and was promoted to the role of chief marketing, communications and fundraising officer in February this year. He is also the architect of the inaugural WWF Global Earth Hour Summit 2023.

Speaking on his new role, he said, “WWF-Singapore strives to bring people together to act for nature and our shared well-being. This purpose is more relevant for our planet today than perhaps ever before. It is an honour to be designated to lead a team of talented and dedicated fellow Pandas at WWF-Singapore. We will work with our donors, supporters, corporate partners, and policymakers to create a sustainable future for all of us.”

Meanwhile, Hsieh Fu Hua, chairman of the WWF-Singapore board, commented, “The Board appreciates Raghu’s dedicated service to the organisation. Under Raghu’s leadership, the organisation navigated the challenges posed by the pandemic and achieved growth in local conservation efforts and community engagements. We are confident that the organisation is poised to achieve an even greater impact under his successor, Vivek, and his team.”

Singapore – In an ongoing effort to educate the public, the Cyber Security Agency of Singapore, in collaboration with Ogilvy Singapore, has recently unveiled its latest nationwide campaign emphasising the importance of cyber awareness.

Known as “The Unseen Enemy,” this initiative sheds light on the pervasive and often unnoticed nature of these threats, urging the audience to maintain constant vigilance against the dynamic landscape of the said threats and advocating the adoption of the four cybersecurity tips for a more secure online experience.

Now in its fifth edition, the national cybersecurity campaign also brings together the traditional informational style of public education communication. By using a 60-second spot, the campaign employed a suspense thriller genre with no dialogue to spook audiences about the dangers of cyber threats. 

It also used visuals that were developed across touchpoints such as platform screen doors, wallscapes, bus stop shelter ads, social and digital platforms, as well as a concept train.

Among the key visuals of the campaign are dedicating each to CSA’s four cyber tips, particularly (1) enabling two-factor authentication and using strong passphrases; (2) being aware of phishing scams; (3) updating software promptly; and (4) adding scamshield and anti-virus apps.

Talking about the campaign, Connie Lee, deputy director at communications and engagement office CSA, said, “Our approach to the campaign was to contextualise the pervasiveness of cyber threats and scams for our audiences, nudging them to pay closer attention to how their actions can leave them vulnerable to unseen cybercriminals.

“We also want to reach out to users through our roadshows and engagement efforts to encourage everyone to develop good cyber hygiene habits in our daily lives to protect what is valuable to us,” she added.

Shirley Tay, chief client officer at Ogilvy Singapore, also shared her thoughts, stating, “We wanted to position the cyber tips as digital self-defence that everyday audiences can adopt to protect themselves against cyber threats and scams. Creatively, we wanted to do so in a manner that would leave a lasting impression in the minds of audiences, exposing how vulnerable we all are to cybercriminals.”

Meanwhile, Troy Lim, group creative director at Ogilvy Singapore, said, “Threats that are unseen are always more insidious than those that are conspicuous; bringing the feeling of unease and paranoia of an unseen enemy is how we will motivate potential victims to take the necessary precautions to protect themselves and those they care about.”

CSA also conducted a two-day roadshow, which was conceptualised and executed by Ogilvy at the end of September at the Suntec City Convention Centre.This event encouraged attendees to join the campaign dubbed “Home In On Cybersecurity,” which featured a hacked home and welcomed guests to learn practically how to implement the four cyber tips to protect themselves from cyber dangers and scams. 

The Unseen Enemy campaign is set to run with various mini-roadshows and partnerships until March 2025.

Singapore – A new survey from YouGov notes that six out of ten Singaporeans claim to have purchased things through social media sites. Facebook looks to be the most popular social media buying network, with four out of ten users admitting to using it for purchases (40%). 

As a result, a quarter of respondents (26% each) claim to have made purchases via TikTok and Instagram, while a fifth (20%) have done so via YouTube. 

Notably, a substantial 40% of consumers in Singapore state that they have not made any purchases through social media platforms.

A comparison of different age groups reveals interesting differences. Facebook appears as a preferred platform among older generations, particularly with 44% of Generation X users. In comparison, Generation Z has a lower proclivity to use Facebook for purchases, with only 22% using the platform for this reason.

Instead, Generation Z consumers have a stronger preference for TikTok, accounting for 46% of users, exceeding the usage percentages of other generational groups, such as 30% for Millennials and 23% for Generation X. Furthermore, both Generation Z (41%) and Millennials (37%) are more likely to use Instagram for purchases than Generation X (18%).

Consumers in Singapore tend to fall into distinct categories when it comes to buying frequency. The majority, 52%, are classified as occasional customers, meaning they make purchases on social media sites less than once a month. 36%, on the other hand, are classified as frequent purchasers, suggesting that they shop on social media more than once a month. A significant 11% are unsure about their shopping frequency.

Those who have engaged in such transactions may lack the commitment that leads to frequent buying behaviour, according to earlier statistics revealing that 40% of Singaporeans have refrained from making purchases through social media. Millennials are once again the most frequent purchasers, with 44% purchasing on social media more than once a month. In Singapore, however, the Generation Z population prefers occasional purchases, with 63% expressing a preference for this shopping frequency.

Within the category of frequent customers, Facebook is the most popular app for purchases, with 74% preferring it, followed by TikTok (58%), and YouTube (51%). In contrast, among occasional buyers, the distribution of usage shifts slightly, with 61% preferring Facebook, 41% preferring Instagram, and 38% preferring TikTok.

According to the study, the top reasons for prospective consumers to make purchases through social media platforms are cheap price points in comparison to other options and appealing discounts and promotions, both of which register at 52%. Other important factors influencing purchasing’ decisions include 41% convenience, 38% the capacity to analyse products in detail, and 35% the certainty of dependable customer service.

Singapore – Global retail company Muji has recently reopened its Singapore flagship store, MUJI Plaza Singapura, which also comes back as the current largest global flagship store for MUJI in the SEA region.

Spanning 38,400 square feet, the expansive store will feature MUJI’s increased product range across various concepts, scales, and varieties, including the Singapore-first MUJI Renovation.

Comprising over 15 departments and more than 3,000 products, MUJI Plaza Singapura’s new services and ranges include ‘Everyday Good Price’, which are daily essentials priced under $10, and maternity wear. Existing MUJI concepts will also be broadened to show a more complete range.

Specifically, the new flagship store includes clothes and fashion items, health and beauty items, travel goods, stationery, kitchen tools, a food section, a cafe, home related items and appliances, a renovation showcase, a community market with local goods, a bicycle section, refresh zones to relax, and the Everyday Good Price section. 

Speaking about the reopened store, Katsushi Onishi, managing director of MUJI Singapore, said, “We deeply appreciate the opportunity to expand and present our increased product range in our revitalised flagship store, situated in the heart of the city.”

“We are eager to introduce MUJI’s new product line and services to Singapore through the new MUJI Plaza Singapura, and hope to extend these offerings to our other stores in the future,” he added. 

Singapore – In an effort to establish meaningful connections with guests, global hospitality group Accor has recently partnered with Accenture to spearhead its forthcoming digital content strategy. This follows their commitment to increase the brand’s content production scalability and consistency in the local and international marketing communications scene.

Following this initiative, Accenture Song developed a modern data-driven content supply model known as ‘Content Atelier.’ This service platform employs customised, adaptable, effective, and high-quality marketing and communications material across all customer touchpoints with a reduced cost.

In particular, it encompasses both physical and digital communications, allowing its availability to all Accor marketing professionals worldwide. It also includes managing content development from the first brief to performance monitoring and content optimisation. 

Interestingly, the ‘Content Atelier’ also utilises a data-led approach to enable Accor brand marketers to focus on their most important activities while aiming to increase the effectiveness of its digital marketing programmes, drive more traffic to its branded website, and deliver exceptional customer experiences. 

This service has been developed with leading design principles and utilises Accenture’s SynOps platform for marketing and content operations while being integrated into Accor’s infrastructure. 

Talking about the project, Stéphanie Jaffré, SVP digital marketing and eCommerce, Premium, Midscale, and Economy Brands at Accor, said, “Accor is committed to extending hospitality and inspiring new opportunities and experiences for our guests. So, it is crucial we have the right framework in place to reach our guests in the right way at the right time on the right channels, to inspire and support their travel needs and desires.

“Consumer attention is not agnostic; it spreads across multiple digital channels, and we need to be able to communicate with our guests on all relevant platforms, particularly at the research and inspiration stage of the customer journey. Hospitality is all about connecting with people, and through our new digital content strategy, we can better connect with, inspire, and serve our guests,” added Jaffré.

Meanwhile, Martial Viudes, managing director at Accenture Song, said, “Together with Accor, we have redesigned the experience for Accor marketing professionals, aiming to optimize efficiency on a global level and ensure locally relevant, ultra-personalized experiences for its guests. We are proud to support Accor in creating a new generation of content production, harnessing our deep industry, creative, and technical expertise. 

“The development of the ‘Content Atelier’ serves each brand within the group according to their marketing ambitions, delivering bespoke and creative points of delight worldwide,” he ended.