Gary Koay

Marketing Catch-Up. I always try to catch up with marketing in depth at least monthly, sometimes bi-weekly. Why? To try & better understand what is & isn’t working for us at any specific time of the year. I don’t particularly understand the ins & outs but always try to grasp different elements so I can make more informed decisions going forward. Budget is always the hurdle for us… Shall we increase? If so in what areas? We’ve made a conscious effort to expand our content creation budget by: - Better video content of our projects. - In the process of creating our podcast. - Client video testimonials. Another element that has been playing on my mind is are we underutilising Meta? Are we focusing on the correct social channels by only focusing on LinkedIn? Who knows…

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Not every podcast is the same but producing this podcast for Vinh Luong was about 2️⃣ words "Minimalism" and "Structure". 🧑‍✈️This is a pilot podcast so we want to test the show concept with a good message but not break the bank on production. 💰For reference, a "quality" video podcast episode is around $200-500 per episode. To balance budget and value we had to be organized. ⏱️ I spent a lot of time before the shoot day working on show structure and briefing Vinh on his talking points. ⏱️We needed to be efficient with time and avoid retakes and having to make edits in post-production. I treat podcasts like a business so using project management tools like Notion was extremely helpful for keeping me, Vinh, and the editor on the same page. Most people don't realize how much work it takes to actually produce a good podcast. So the value I bring to Vinh is that all he has to do is be the talent and we handle pre and post-production, branding, and marketing of the show. 👀You can watch the full BTS video in the comments ❓What questions do you have about podcasting?

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Smashing Goals On and Off the Court: Lessons from Badminton for Digital Marketers Being both a digital marketer and a passionate badminton player, I've realized that success principles apply both on the court and in the digital world. Just like in badminton, where precision, strategy, and perseverance are key to winning, the same holds for digital marketing. In badminton, each shot is crucial. Whether it’s a strong smash or a delicate drop shot, every move is carefully planned to outwit the opponent. Similarly, in digital marketing, every campaign, post, and interaction with our audience presents an opportunity to make a difference. Just as a badminton player strives to enhance their technique and strategy, we, as digital marketers, must continuously learn and innovate to stay ahead. Together, let's serve up success both on and off the court! #DigitalMarketing #Badminton #Success #Strategy #Perseverance

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Anything that goes up will eventually come down. But everything that falls can rise again. One of the biggest lessons we’ve learned at Creativera Digital Asia, PT is to be mindful and not rush decisions. We once felt like we were growing non-stop, but reality hit hard, nothing lasts forever, and corrections will happen. There’s no such thing as steady growth with the same level of effort. You can’t expect progress to just happen on its own. Real growth takes consistent work and adapting along the way. It’s a reminder to all creative workers out there, to stay grounded and keep pushing forward, no matter what🔑

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Attention Visionaries, Mavericks, and Go-Getters! Entrepreneurship is not just another buzzword, it's the backstage pass to a world unseen by others!🌎 Think back to the last time you looked at a challenge head-on and thought, 'This could be done better.' Or that moment when you realized a solution to a problem that no one else could. That spark? That’s the entrepreneurial spirit.💡 Imagine a symphony where every note is a business opportunity. Now imagine being the conductor of that symphony. That’s what entrepreneurship feels like. Here's a personal story. Years ago, I stared at a spreadsheet full of data and saw more than just numbers. I saw potential. I took that potential, risk and all, and built a business that's now thriving. So, let's turn that 'art of seeing what others don't' into action.🚀 If you have a game-changing idea, an innovative solution, or just an unrelenting desire to make a difference - then take the leap! Join the ranks of the entrepreneurial ecosystem and make your vision a reality. Are you ready to see beyond the ordinary? Let's disrupt the status quo together. Who's with me?

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Wouldn’t it be great if the content and fan model on social platforms were to evolve in conjunction with how the content creators are putting out is increasingly evolving? Eugene Lee Yang of popular (and hilarious) YouTube creators The Try Guys is leaving the group and social-first content altogether, as reported in Tubefilter.  Eugene’s video is worth watching simply for his authenticity and vulnerability, as a beautiful example of how the relationship between fans and the people they now trust with their screen time has grown in ways that would never have been possible without the rise of increasingly premium-level content on social media.  But it’s also an important statement on how the entertainment landscape is increasingly changing in ways that may not best serve the creative ambitions of our favorite creative voices. More and more, we’re seeing creators leave the homes they’ve built on social platforms because, for various reasons, those homes are no longer the safest spaces to build their creative dreams.  I certainly don’t have all - or even perhaps any - of the answers on how to solve that, but the hope of creating room for today’s emerging voices to make the space for themselves and their fans to create the best version of their content is what motivated me to leave traditional media, and it’s what gets my butt in my desk chair every day. #EquityCrowdfunding #Creators #CreatorFinancing #CreatorEnterprise #CreatorMiddleClass #NewHollywood

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I’ll be honest, the most creative freedom I’ve ever had was never in a creative agency, it was being in-house in a tech company working directly to the founders. Am going to tell you the back story of my favourite project at Gojek and give a simple why. So 2017, I joined this Indonesia decacorn called Gojek ( mainly funded by Google and tencent ) in Jakarta. And as the CMO was leaving, I was told I would report to the founders directly. You would think no CMO it’s going to be a mess but instead I had so much creative freedom. The founders asked for one thing. “VJ can you make us cool” That became the most simple but hardest instruction ever. But a worthy challenge. One evening one of the founders, Kevin messages me and asked me if I wanted to do a music video with rich brian. ( dope indonesian rapper in LA ) of course I jumped at it and said yes. But I told him I don’t wanna do a normal mv brand collab, I wanted to do something different. No typical press release to announce it. Let’s take fans on a journey on social and create brandter between Gojek and rich Brian on twitter ( which was huge in Indonesia ) The rest of the work is in this case study below https://lnkd.in/g7JFB6eS But what I want to say here is the total creative freedom I got dealing directly with the founder of a company, minus all the layers inbetween was how I had total creative freedom. And that’s how we broke the internet back then. It worked because the idea wasn’t watered down. Only Kevin and me knew what was going on w this project. Fast forward to now, Gary our founder at Vaynermedia has this let’s start with a Social Media Ad, A simple social post or a single tweet ( in this case ) and grow it to something bigger. Let the internet decide the journey of the campaign. Love this formula, uncertainty and the best part is I got to do this even before joining Vayner. #socialmedia #indonesia #musicmarketing #creative #inhouse #creativefreedom

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The social media landscape is constantly shifting, and lately, the lines are blurring! While platforms like Instagram have been playing catch-up with TikTok's short-form video dominance, TikTok has made a surprise move with its own photo-sharing app: 📸 TikTok Notes 📸 Here's everything you need to know: 👉 Pinterest-style photo feed for browsing images. 👉 Familiar navigation with Following and For You feeds like TikTok. 👉 Automatic photo sharing from TikTok for easy content repurposing. 👉 The algorithm is boosting informative content over just aesthetics. 👉 Trialling only in Australia and Canada Is this the start of a photo war? Only time will tell if TikTok Notes will be a global success, but it's an interesting twist in the social media game. #TikTok #SocialMediaMarketing #ContentStrategy #TiktokNotes #NewtoTiktok #Socialmediaapp

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Every time I talk about this, it upsets at least one person in paid media. But there are 3 disputed ideas about creative strategy in paid media that we hold as truths at Kynship: 1. Creative variety > creative iteration 2. Creative volume > creative perfection 3. UGC + CGC + IGC > any one by itself Let me break it down. 1. Creative variety > creative iteration Making a few changes here and there isn't enough — shifting a product image around, changing a color, etc. Meta sees this as duplicative content, which hurts performance. At Kynship, we use a variety of seeding, UGC, and CGC to avoid falling into the lack of creative variety trap (more on that in #3). 2. Creative volume > creative perfection When you're using cost controls, Meta won't burn your budget on non-performers. In this campaign structure, creative volume is then your main limiter AKA what you want to optimize for. Picking and choosing ads you think will work will never beat out Meta's algorithm with billions of data points. Let Meta pick your winners and give it as much to work with as possible, instead of obsessing with perfection. 3. UGC + CGC + IGC > any one by itself All these content styles are human-forward, which we consistently see platforms wanting more of. We're not dogmatic to any one method — we're obsessed with what works, not what we like best. Does that happen to be influencer seeding for many of our clients? Yes. But again, combining user, customer, and influencer generated content will always beat out any tactic by itself. ➝ These aren't all popular opinions, but it's what we've stuck with while helping 8-9 figure ecommerce brands drive over $100M in revenue. PS — Want more breakdowns like this? Check out our newsletter Cut the CAC for more insights on paid media and creative strategy (linked in the comments).

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Is it just me, or are innerwear ads getting way more interesting lately? Damensch's new campaign definitely caught my eye, for obvious reasons (and ear!). It's got that infectious retro vibe. Remember that catchy "Jumping JAMPANG JUMPAMK JUMPAK" jingle from the IPL a decade ago? This had had that same feel-good, can't-explain-it-but-love-it vibe. The best part? The clever wordplay with "Da" in the lyrics seamlessly integrates the brand name. Subtle yet effective. This ad is a perfect example of how to break away from the stereotypical innerwear advertising. I mean, why make models pose by waterfalls or bathtubs when you can have catchy tunes and show relatable emotions?

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𝐻𝑜𝑤 𝐷𝑖𝑑 𝑀𝑦 𝐽𝑜𝑢𝑟𝑛𝑒𝑦 𝐿𝑒𝑎𝑑 𝐻𝑒𝑟𝑒? I began my career as a programme producer, bringing stories to life and creating magical moments. My journey started at ntv7's Top 10 Malaysian Hainanese Chicken Rice show, where every shoot was an adventure. From coordinating locations to crafting storyboards, I poured my heart into every episode, savouring the thrill of turning ideas into reality. At Gua.com.my, I refined my skills in storytelling and production. Each project helped me grow creatively. Yet, amid the busy lights and cameras, I felt a growing curiosity to explore public relations and branding. This dream seemed distant as rejection letters piled up. However, just when hope began to fade, an opportunity arrived through A Cut Above. Thanks to the support of Datin Winnie Loo, this opportunity allowed me to showcase my abilities and step into new horizons. Venturing PR felt like starting a new adventure. The challenges were fresh, but my passion for storytelling stayed strong. Little did I know that my experience as a programme producer would be invaluable in shaping narratives and managing projects. The key moment came when Majestic Gen offered me the chance to produce a corporate video. Doubts lingered—could my production background fit into PR and branding? But as the project unfolded, I saw how my past skills and present aspirations blended perfectly. Now, let me share with you a teaser of the behind-the-scenes of this corporate video. The full corporate video is coming next. Enjoy! More stories, follow #thatbespokeguy, XAVIER MAH. . . . #PR #PRconsultant #PRstrategist #Brandconsultant #BrandStrategist #Branding #CorporateVideo

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Had an amazing time at Impact Insights: S.E.A. Creator Economy 2024 by impact.com at Genius Central Singapore 💫 Met some exceptionally talented, intelligent and helpful people here, and now I wish I had taken more photos! Some conversations blew my mind and I learned many new things. A reminder to self and to everyone to put yourself in the “right” rooms. Inverted commas because there’s no such thing as Right and Wrong, but that’s another Metaphysical topic for another day. Big thank you to the Impact S.E.A. Team who were very warm (truly a vibe)(and without whom the event wouldn't have been smooth) for this insightful event - Anthony N., Yuqing (Carol) Wang, Belinda M., Syaz Sufri, Ayaan Mohamud, Izfadly Iskandar, Nadia Jalil! Big thanks to Ajay Mohan for introducing me to #ImpactDotCom in the first place! Nice Hosting by Ana Tsilyk (dance moves in the Reel?!) and Great Chats & Insights By 🎤 by Vivek Iyyani, Ketki Prabhat, Vanessa Yeo Barger, Evangeline Leong, Antoine Gross, Simon Torring (Cube Asia), Sabrina 'Princessa' Wang, Noa Takhel and a soothing Keyboard performance by Norman Seck (finally got to hear you play!) 🎶 I must say, I've been to many entrepreneurship conferences, but it's becoming clear to me, that I need to attend more Marketing conferences and events, because I resonate much more with Marketing energy as opposed to Hustle-Driven Entrepreneur/Sales energy. Obviously both have their place in business, but creative insights are literally a wonderland for my brain. And these two beautiful souls (amazing creators and influencers) are… TWINS!!! 😍😃💫🌍 - Yafiq Yusman & Yais Yusman - How interesting is that?! I just love people and their unique stories!!! (Side Note: Watch out for Interviews on my Blog). I can't wait for the next event in S.E.A. and it inspires me to work a lot more on my craft (can somebody invent more hours in a day please?) #SEACreatorEconomy2024 #InfluencerMarketing #eCommerce #SocialCommerce #ImpactInsights #AffiliateMarketing #GenZMarketing #PartnershipMarketing #GrowWithImpact #ZephyrKhambatta

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𝗧𝗵𝗲 𝗧𝗿𝘂𝘁𝗵 𝗕𝗲𝗵𝗶𝗻𝗱 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗮 𝟳-𝗳𝗶𝗴𝘂𝗿𝗲 𝗺𝗲𝗱𝗶𝗮 𝗰𝗼𝗺𝗽𝗮𝗻𝘆 𝗼𝗿𝗴𝗮𝗻𝗶𝗰𝗮𝗹𝗹𝘆 🚀🚀 This just out! I spoke to Peter Yong from Mr Money TV  on how he build he successful media company today on the Crouching Tiger Hidden Dragon podcast! Here are my 5 key learnings from Peter! 𝗩𝗮𝗹𝘂𝗲 𝗬𝗼𝘂𝗿 𝗦𝗲𝗿𝘃𝗶𝗰𝗲𝘀 Charging for services is crucial for maintaining value and respect from clients. Giving discounts or free services can lead to poor client relationships and a lack of appreciation for your work. 𝗙𝗼𝗰𝘂𝘀 𝗼𝗻 𝗥𝗲𝘀𝘂𝗹𝘁𝘀 𝗮𝗻𝗱 𝗕𝗿𝗮𝗻𝗱 𝗔𝘀𝘀𝗼𝗰𝗶𝗮𝘁𝗶𝗼𝗻 Instead of just being a content creator, aim to build in-house brands with intellectual property ownership. Offer clients comprehensive content strategies and multi-channel campaigns focused on delivering results and building brand association. 𝗖𝗹𝗲𝗮𝗿 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝗙𝗮𝗶𝗿 𝗧𝗿𝗲𝗮𝘁𝗺𝗲𝗻𝘁 𝗼𝗳 𝗘𝗺𝗽𝗹𝗼𝘆𝗲𝗲𝘀 Clear communication with employees is essential to avoid misunderstandings and inefficiencies. Treat employees well by providing fair pay, especially during challenging times like the COVID-19 pandemic, to ensure their happiness and productivity. 𝗕𝗲 𝗦𝗲𝗹𝗲𝗰𝘁𝗶𝘃𝗲 𝗶𝗻 𝗣𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽𝘀 𝗮𝗻𝗱 𝗢𝘄𝗻𝗲𝗿𝘀𝗵𝗶𝗽 𝗗𝗶𝘀𝗰𝘂𝘀𝘀𝗶𝗼𝗻𝘀 Don't simply trust people; wait to see their commitment and value before discussing ownership or compensation. Protect the culture of your company by being selective in partnerships and ownership discussions. 𝗗𝗶𝘃𝗲𝗿𝘀𝗶𝗳𝘆 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 𝗦𝘁𝗿𝗲𝗮𝗺𝘀 Explore lucrative avenues like newsletter businesses, which provide first-party data and direct communication with subscribers. Additionally, consider multiple revenue streams beyond traditional video services to build a robust and sustainable media company. Help us to hit the LIKE button the video on Youtube! https://lnkd.in/gUUjxhs8 #contentmarketing #entrepreneurship #media  

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I came to Singapore in 2018 to build a podcast studio. "A *what* studio?" Yeah, podcasts... people didn't get it back then. Critics would say "the future is video content." My response was, and still is, that podcasts aren't about content, they are about connection. Podcasts are the 3 people sitting round a kitchen table - the host, the guest and you, the listener. These are the campfire conversations we don't have anymore. Some people had their suspicion something was going on when they looked across to the next table and saw 3 people at dinner staring at their phones. As they used to say in my previous life in the mobile industry, "Nokia, disconnecting people." It took the dreaded Covid 19 lockdown combined with a rise in remote work and artificial intelligence to make people realize that this isn't a trend. We live in a very disconnected world. We all yearn for real connections and meaningful conversation. And if you can create something that connects people, the market is huge - like 8 billion people. This isn't a fad that's going away any time soon. Will people crave human connection and conversation in 10, 20 or 50 years? You bet, more than ever. #conversation #connection #humanity

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A screen grab doesn’t tell the whole story. Every touchpoint in the consumer journey should amplify your brand narrative. From social media posts to product packaging, each interaction contributes to building a cohesive and engaging story. Yet, most marketers we’ve spoken to share a common frustration: their agencies focus too much on the hero film and not enough on the rest of the content. Are the touchpoints in your consumer journey building on your brand narrative, or are they just sharing a fragmented version of it? By the Fire #Storytelling #Branding #Marketing

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