To communicate any message, you first need attention. But our noisy digital landscape is saturated with brand messages and consumed by savvy millennials who have become desensitised to advertising. Many brands struggle to get their content seen. We help our partners cut through the clutter through original branded content that reaches millions of Singaporeans, harnessing the virality of social media.
This includes tactical campaigns for brands, messages for government agencies, brand building and so on.
We specialise in creating sharable content through ideation across every major platform in Singapore – after spending many years failing and then figuring things out. We’ve since built a following of over 2,200,000 across our Website, Facebook, YouTube, Telegram, TikTok and Instagram. Paid advertising disappears the moment the ad spend stops, and it is getting more expensive every day. On the contrary, great content lasts on the Internet forever, getting insane mileage and the highest ROIs.
We believe people don’t hate ads, they just hate bad ads.
My main focus is TheSmartLocal.com, a hyper-local lifestyle publication that reaches over half the Singapore population monthly. Our main audience is the 18-40 millennial demographic. Once you’re able to hold the attention of this generation, you’ll find engaging any segment easy. We have since opened offices in Bangkok and KL as well.
Our services include editorial, video production, photography, event activations, KOL engagements, social media page management and digital media consultation. Also, reach out to me if you’ll like me to be on your panel or hold workshops/talks for your company.
Before TSL, I ran an events company and have run events as head organiser for companies such as Alienware, Electronic Arts and Blizzard. When I was a student, I was the WCG Singapore national champion 4 times in three different strategy games and flew across the world representing Singapore in eSports. I am still a giant nerd but I am now obsessed with content, data and virality.
TheSmartLocal is an anomaly in the start-up scene as we completely bootstrapped our way to our current position. Most people are surprised when I tell them I spent $0 dollars growing our brand. They ask me what my secret sauce was. In this blog, I’ll share some of that sauce with you. When time permits!
Contact me at firstname.lastname@example.org for consultation, guest speaking invitations or advertising opportunities.
2021 update: There’s a whole bunch of other events, private workshops, podcasts and interviews I’ve done but I’ve stopped updating the below.
Events I’ve spoken at
- PR Asia
- TrendWatching Singapore
- Start-up Grind
- Content Summit
- JobStreet Career Fair
- MonseySENSE Seminar
- Mumbrella Marketing Summit
- Clariden Global: Millennial & Growth Hacking
I still do such engagements and they usually come with interactive quizzes and FAQs like this workshop that was done in 2021 for a government agency. Drop me an email if you’ll like to have me.
TSL Entrepreneurial Interviews
- Canon – Success Stories
- Adrian Tan – Publishing Disruption
- Nelda Magazine
In my earlier life I was a competitive gamer and four time national champion in the world’s most popular real-time strategy games. I flew across the globe representing Singapore in WCG, the ‘Olympics’ of gaming from the age of 16.