Taylor Swift’s code to building brand love

With two weeks until the Eras Tour, the whole of Singapore is thrumming with excitement to welcome Taylor Swift. Ever wondered how she maintains enduring popularity over the years? We did, and here’s what we think.
With two weeks until the Eras Tour, the whole of Singapore is thrumming with excitement to welcome Taylor Swift. Ever wondered how she maintains enduring popularity over the years? We did, and here’s what we think.
With two weeks until the Eras Tour, the whole of Singapore is thrumming with excitement to welcome Taylor Swift. Ever wondered how she maintains enduring popularity over the years? We did, and here’s what we think.

What TikTok taught us

TikTok users are more receptive to brand content. An independent study revealed the two key dimensions that TikTok stood out from its competition.

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What TikTok taught us

TikTok users are more receptive to brand content. An independent study revealed the two key dimensions that TikTok stood out from its competition.

Read More »
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2024: the year of concerts. But exciting as it may sound, having a fun concert experience doesn’t have to come at the expense of our planet. Coldplay and Billie Eilish say so. 
It’s the age-old chicken and egg argument — who should bear the responsibility for addressing climate change? The consumer or the corporation? ESG is not an overnight band-aid solution to the climate crisis, and now is not the time to point fingers.

What TikTok taught us

TikTok users are more receptive to brand content. An independent study revealed the two key dimensions that TikTok stood out from its competition.

Meeting Consumer Demand for Sustainability

75% of Singaporeans want to behave more sustainability but worry they lack avenues and options to do so. 29% of Singaporeans would buy more sustainable products if they had more information about their purchases’ impact on sustainability.

Low social media EQ traits that brands exhibit

2.5 hours. That’s how much time Singaporeans spend on social media daily. But why are they not engaging with your brand? In the pursuit of ROIs, brands forget to be social in this digital space. The cost? Losing a group that already had some interest in your brand. Let’s define what it means to be NOT sociable.

Consumers are not fools

People are more willing to make a stance on their newfound values by living a more sustainable lifestyle and understanding that there is an opportunity cost between “Planet First” and “Affordability First”.

33% of the marketing budget is wasted on poor briefs

33% of the marketing budget is wasted on poor briefs

What makes a good brief then? Briefs serve as guidance for the creative thinking process and most importantly, ensure client-agency alignment throughout the project. Hence, it is important for marketers to know what they truly want to achieve and express that with clarity and focus.

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