Timely Trendjacking
Quick, Reactive Content
Making clever and conversational content out of current events is what earned us a reputation as innovative and quick-thinking content creators. I regularly trendspotted and gave thoughtstarters to the team to develop into newsworthy moments.
Yishun in the Upside Down
The post that first caught everyone’s attention. Inspired by the numerous spate of freak incidents and reported nuisances in Yishun and its reputation as The Devil’s Ring, we thought it was only natural that if a portal to a dark dimension were to open up in Singapore, it would be in sleepy little Yishun.
FRIENDS For Gavin Neo
For over half a year, our community manager lamented over a persistent fan (Gavin Neo) who wouldn’t stop asking for FRIENDS in almost every asset we posted. But when we finally received news that the series was coming to the service, I suggested for us to make lemonade by dedicating the announcement to Gavin and saluting him for his unwavering devotion. Our shoutout caught the attention of press and, of course, all the other FRIENDS fans who waited for us to acquire the series.
Little Women in Singapore
A portion of Little Women’s filming taking place on SG’s shores made locals excited about the connection to the immensely popular Korean title, which inspired us to capture the various spots that Kim Go-Eun and other cast members have been at as soon as the Singapore-set episodes aired. To our surprise, a ton of responses from overseas fans were keen to add it to their travel itineraries, and our photos were reposted by Visit SG.
Thomas the Dank Engine
As a joke, we included Thomas as a Getaway Driver option in our Dream Heist post, but we soon learnt that Singaporeans were seeing him as more than just a train. (Hey, we don’t judge.) To call out this amazing unexpected fan behaviour, we cut a tribute to celebrate the freedom to thirst over a… locomotive.
Ownself Check Ownself
Inspired by a report about a Marine RC cleaner being his own supervisor, we picked up on sentiment over “ownself check ownself” and created an album poking fun at the situation, using Netflix characters to point out the irony.
Tell Us You’re Malaysian…
Meant to riff off of a TikTok trend, we wanted to use the “Tell Us” format - which hadn’t travelled to other social platforms before this - to see how Malaysians would respond. We went massively viral, but it also sparked a side-debate that conflated Malaysian-ness with the use of Malay, or our lack thereof. That was our cue to commit to doing better, much to the approval of Malaysians.
Our Singapore Planet
Coinciding with the release of nature documentary Our Planet was the opening of Changi Jewel, which was the perfect chance to use the title to illustrate a simple mirror moment.
Baby Dart Vending Machine
While Circles.Life’s marketing stunt was drawing a physical crowd at Raffles place for its vending machine that dispensed $50 in exchange for $3, we saw an opportunity to give a nod to Stranger Things 2 fans by spoofing the concept. We added baby darts on users who dropped us candy bar emojis to keep the conversation going. Best of all, the telco only revealed their involvement the day after - but we’d already seized the spotlight with our quick reactive reflex.
Crazy, Rich, Asian
When the world revolved around Crazy Rich Asians for a hot minute, we took the chance to help our audience with a little content discovery. Cue shrieking in the comments about Dao Ming Si - Meteor Garden’s dubious romantic lead - being part of it.