Social Analytic Provider Exmart CEO visits COMM346

Big data analytic company Exmart collaborates with COMM346.


On January 31 and February 1, Exmart Founder and CEO Kazuhiro Gokyu visited and spent time with COMM 346.



CEO Gokyu presented Exmart’s fascinating ten-year history of specialized data solutions, including data extraction, transformation and utilization, and social listening strategies. He described how such tools are utilized for major global clients such as Daikin. After watching a Channel News Asia documentary video on digital fundraising – featuring CEO Gokyu – the COMM 346 group and its valuable guests participated in a workshop session about data extraction and R analytics.

In addition, Exmart’s Shane Low, in charge of both project management and strategic sales, offered a brief introduction of Exmart applications, demos and work assignments. He described how over the previous few months, Exmart had worked with researchers from NTU, NUS and SMU, seeking “to automate much of the data work which is manual and tedious so that researchers can focus on generating key insights and drawing novel inferences.” Shane further explained how important this is to collaboration with clients, and of course, to retaining them.

COMM346 G2’s Josh HO Xian Zheng was one of many who commented that they found the session interesting and that it furthered their “learning about the workings behind social analysis.”

Exmart sees candidates for its internship programs, which benefit students via generous stipends and learning opportunities on various social analytic toolkits. For further details please email Shane Low,




COMM346 AY2017-18 has finished all this term’s course-work

COMM346 has finished all this term’s course-work .

Student presentations were held during Weeks 12-13.


Corporate executives from OhChaCha and Nine Fresh who are the clients of Alto Marketing – the digital consultancy – visited COMM346 and attended students’ pitch.

OhChaCha executive directors received well the CSR ideas and video viral campaigns.

The Nine Fresh PR manager also indicated high interest in the ample timely and seasonal event ideas suggested by the pitch.

Sanghee Kim, one of the COMM346 alumni, and an Alto founder, represented WingZone and provided valuable feedback to three groups who pitched ideas for WingZone.

Sanghee said “All of our clients are very impressed by the fresh and insightful ideas of each group, and will discuss further on actual incorporations of groups’ ideas into real strategies.”

Thank you to OhChaCha and Nine Fresh for their amazing collaboration with COMM346 this term!


Other students’ projects in G1 presented social media strategies for The Coastal Settlement, The Cat Museum, academic research on parasocial relationship through politicians’ use of social media, and a case-study on aviation crisis responses via social media.

Students’ projects in G2 presented hands-on strategies for SPCA, Home Away, The Big Cheese, Suit Yourself, and FoodPanda, as well as academic research on addictive following of online influencers.

COMM 346 successfully finished this term.

Well-deserved kudos to you all! And good luck with your finals!

Impact of Social Media on Wall Street

Recently, reality TV personality Kylie Jenner posted a casual opinion of how she has started fancying Snapchat (a multimedia social messaging app) slightly lesser off late. Little did she know that it would cause shake the ‘Snap’ stock price by a massive 6% and cause losses worth $1.3 billion for investors. This example goes on to prove how much social  media – and it’s protagonist celebrities – can influence a brand’s goodwill and popularity. Any news spreads like wildfire and is spared by no users opinion and comment. Bad publicity on social media can prove to magnify the problem exponentially. Thus, companies must be aware of the dangers bad social media publicity can have towards it brand as well as disaster recovery tools to mitigate the problems when they occur.

Article link:

Ever since the advent of social media, various agencies have used the platform to manipulate the stock market. By spreading false, exaggerated and unfounded news, investors have been seen to get influenced and wrongly take buy/sell decisions. Since social media is so popular and prevalent nowadays, any news – whether true or not – is sensationalized and spreads within seconds. Hence, it is crucial to consider the source and credibility of news we read, before taking investing decisions.

Is omnichannel marketing ideal for companies?

Hi all!

I came across omnichannel marketing in a book by Philip Kotler pertaining Marketing 4.0 and I thought it will be interesting to get your views about it. According to Philip Kotler, omnichannel marketing is defined as the practice of integrating multiple channels to create a seamless and consistent customer experience. Examples of it include Tesco’s virtual store of grocery store shelves in subway stations, enabling busy customers to shop online, without visiting the brick-and-mortar store.

The author suggested that omnichannel marketing as one of the ways in which companies can capitalise to increase commitment (i.e. increasing conversion rate of ask to act). However, in my point of view, omnichannel marketing can potentially cannibalise existing retail sales, given that we are channelling our potential customers to online stores. As online shopping is deemed to be more convenient and faster, the same pool of customers may be attracted to resort to online shopping rather than offline shopping.

What are your thoughts on this? Is omnichannel the way to go?

G1 Group 1: The Coastal Settlement

Hi guys! Here’s an update on our project!

The Coastal Settlement

The Coastal Settlement (TCS) is a casual dining, vintage-themed restaurant and bar located along the Coast of Changi. It was established by The Urban Group under the management of The Lifecycle Concepts Group in 2011 (Appendix A). It primarily serves Asian and Western fare and targets young adults, working professionals, and families with young children

Current Social Media Strategies

From our interviews, we found that management of The Coastal Settlement does not believe in social media marketing and prefers to invest in operations instead. They prefer word-of-mouth marketing rather than investing in social media marketing. While we acknowledge that word-of-mouth marketing has certain benefits, we believe that social media marketing has a greater ability to market the brand and raise its sales and footfall.

TCS has a very weak social media presence, especially since it only has a profile on Facebook, while its competitors are active on both Facebook and Instagram.

Content on TCS’s Facebook page are mostly promotional in nature. Much of the pictures posted concern various promotional menu items. Even so, they are extremely infrequent; it only had one post on its Facebook page in the last month. There are also no visible social media strategies in place.
Objectives of Recommended Social Media Strategies

We hope that through our recommendations, The Coastal Settlement can:

  1. Increase Reach and Engagement on Social Media
  2. Increase Positive Word-of-Mouth on Social Media
  3. Increase Footfall to the Restaurant

Short Term Strategies

  1. Native Advertising: Four-Part Web – Series

As such, we propose to team up with local independent lifestyle food review site called Eatbook to produce a series of videos that centre around a couple falling in love, all within the premises of TCS. While it may seem like a modern-day love story, the videos would subtly emphasize various selling points of the restaurant, such as its vintage-decor and large interior.

Objectives & Rationale

The purpose of the web-series is to increase awareness of the restaurant as well as to support our other short and long-term strategies, which would be further elaborated below. We chose Eatbook because the media company’s target audience (18-35 year olds) are those that TCS hopes to attract. They also have great reach on social media with 90,000 followers on Facebook and specialise in shooting food review videos.

The Four-Part Web Series: A TCS Love Story

As mentioned above, the web series would centre around a couple that meet and fall in love all within the premises of TCS. The four-episode web series would be released on TCS’s Facebook page as well as on Eatbook’s YouTube channel. Each episode would be released a week apart within a month. Upon the release of the final episode, we would execute our short-term strategy titled #OfotoTCS and long-term strategies titled #MonthlyHouseChallenges and #TCSWorkshopWarrior.

  1. Partnership with Ofo: #OfotoTCS

The strategy is targeted at potential customers spread throughout a 5km radius from the restaurant. The collaboration entails the modification of 100 Ofo bicycles. These bicycles are then stationed at easy-access points. These locations include chalets, hotels, army camps, as well as nearby neighbourhoods.

Similar co-partnerships with other bicycle sharing companies had proven to be effective in increasing brand awareness of both brands. An example, “Hunt the oBike Challenge”, required riders to actively seek out these bicycles. Another example, “Pedal to Palate contest”, required participants to journey at least 10 minutes to qualify for the food promotions.

This strategy would be catered to our primary target audience, the Millennials. This approach is part of the overall strategy to increase footfall to the restaurant. Through our research, we had identified TCS to be along frequented bicycle routes. Hence, we want to encourage more cyclists to visit the restaurant through this strategy. This strategy also shows TCS as a relatively accessible dining option, especially to the active community.

Greater efforts must be done to increase its reach to its target markets, as its regulars’ weekly patronage would not be sufficient and sustainable. Parking the bikes at easy-access-points like chalets and hotels would be ideal to capture new audiences, as it will be positioned as a form of rewarding recreational activity. This showcases how TCS’s social media handles could benefit from the spill over effects of this offline tactical activation as well, as seen from the #OfotoTCS. The promotion will run for two months.

Long – Term Strategies

  1. Overhaul of Social Media Platform 


TCS would need a long-term strategy to sustain its social media presence. We have three main recommendations to build that up:

A. Setting up of an Instagram page,

B. Redesigning its current website, and

C. Creation of new content pillars.

A. Setting Up of Instagram Page

As mentioned above, TCS does not have a presence on Instagram while its competitors: Xiao Ya Tou, d’Good Cafe, and P.S Cafe, have active Instagram profiles. To keep up with the competition and to attract and connect with millennials, there is a need for TCS to do the same. The use of hashtags and geotags enables a substantial gain of followers through heightened awareness. Personalized hashtags like #OfotoTCS and #TCSMilkTah portrays its edgy brand personality, making it more relatable to its target groups.

Constant maintenance of its social media handles is another way to stay competitive and shows sincerity. Regular postings would prompt greater brand recall as they make appearances in consumers’ newsfeeds. Frequent engagements with fans of TCS are encouraged; for example, replying and/or reacting to any comments. This improves the relationship between audiences and TCS as it allows conversations to happen, making the brand more personable.

B. Revamp Website

We have received feedback that the current website is cluttered, has an unintuitive user interface, and is outdated. As such, TCS should reorganise their website.

We propose that the new website has a clean (keeping to the colour palette of brown and white), minimalistic and having a more intuitive user interface.  There will be tabs to direct consumers to the respective information they wish to know. A Gif. of TCS’s food offerings will be shown in the middle of the site to entice users, as there is increased exposure to that particular dish, increasing its likelihood of being ordered.

Its website should be updated regularly – including updated food menus, ongoing promotions and contact details. This will increase its perceived trustworthiness.

C. Content Pillars

We have crafted a few content pillars for TCS’s social media platforms so that consumers would be better engaged. These contents have to be maintained and updated consistently.


Consistently maintaining TCS social media platforms with pictures of its interior design and food is paramount. TCS could take on humanising itself as a differentiating factor from its competitors by sharing her own employees’ stories. Using Changi Airport’s #FacesofChangi’s content pillar as an example – touching monthly interviews with its employees are conducted. Likewise, employees of TCS could share their stories (e.g. what drove their passion for food) – this encourages greater engagements especially from its target audience; the Millennials.

User Generated Content (UGCs)

Featured posts are published on well-known sites like,, Singapore Airlines and even on international publications like The Lonely Planet. TCS should capitalise on such postings and do re-postings, to increase its awareness among the target groups. Not only should they feature posts from these publications, they should also re-post similar content posted by its customers. Riding on the trend of ‘Outfit of The Day’ posts (#OOTD), TCS could leverage on its beautiful decor further. Substantial existing posts taken in TCS can be seen from the location tag on Instagram.

Not only is the content free-of-charge, this 2 – pronged approach also fosters better relationships between the content creators and TCS. This acknowledgement allows greater engagements and increment of brand advocacy within this community.

Ongoing Campaigns/Promotions

There is another content pillar catered specifically to the implementation of long-term strategies which will be further elaborated later on – #TCSWorkshopWarrior and TCS’s monthly house challenges. There will be at least a quota of two to three posts per strategy set aside during the planning of the overall editorial calendar for its Facebook and Instagram pages.

  1. Monthly House Challenges – #TCSMilkTah Challenge 

The implementation of monthly house challenges for TCS will be our second proposed long-term strategy. Although the contest mechanics can vary (e.g. depending on which food item they would like to promote that particular month), they are essentially monthly contests whereby the fastest finisher will be awarded dining vouchers. They will take place in the course of a month, and the timings will be recorded. #TCSMilkTah Challenge will be used as an example to showcase the concept.

The idea behind featuring TCS’s milkshake as the first of these challenges is because it is their signature drink. Riding on the existing trends of food challenges, this two-pronged approach could spark an interest amongst its target audiences and lead to increase in footfall. These challenges would be renamed accordingly, following a local and colloquial twist. The naming convention is largely motivated by the localised theme that TCS brands itself upon.

With regards to the offline platform, there will be a designated ‘Wall of Fame’ hung in the TCS space. Having a physical billboard in-store allows TCS to tap on opportunities to increase brand awareness on the digital social space. Winners will be announced on the 6th week, in conjunction with the teaser post for the following month’s challenge. The prize mechanism could potentially be awarding the winners a TCS $50 dining voucher to be used on their return visit to TCS.

  1. Workshop Series at TCS: #TCSWorkshopWarrior

The last of the long-term strategies would be for TCS to collaborate with local artists to conduct workshops monthly at the restaurant. This is possible due to the large space at TCS. This strategy is targeted towards 3 groups – the workshop junkies, event planners and the millennial families.

The introduction of the monthly workshop series is part of the overall strategy to create awareness, engagements on social media and increase footfall to TCS. From research, it is noted that workshops have also become part of retail stores. An example would be a pop-up shop named “Keepers: Singapore Designer Collective”, where they had been running workshops during their tenure. The response has been generally positive, where the workshops were either sold out or over-subscribed. As such, conducting craft workshops at shops proves that it favourable for both shop owner and its customers.

From our interview with the staff of TCS, families usually dine-in during the weekends. By conducting workshops during weekends will encourage them to spend more time in the restaurant. The long-term hope is to cultivate the impression that TCS is more than just a dining location. That visiting TCS can actually be a family outing.

In commemoration of special events like Mother’s Day, there can be family-friendly bonding activities. An example could be to hold friendly competitions between the different mother-child pairings in a clay-making session.


To mitigate the poor brand health of TCS’s social media handles, our proposed short-term and long-term strategies aim to establish a strong social media presence for TCS – whereby the end goal is to increase its brand awareness, engagement and footfall to the restaurant.

Short-term strategies like involving co-partnerships with brands and using native storytelling, can lay the foundations for building a sustainable community for TCS, especially with its primary target audience – the Millennials. The long-term strategies work on sustaining the footfall, in the midst of building up its awareness and engagement through positive word-of-mouth from brand advocates.

G2 – Group 6: Wing Zone

Hi Everyone! 🙂 This is Group 6 and here’s a summary of our social media strategies for Wing Zone.

Introducing the mouth-watering Wing Zone…


Wing Zone is a casual-dining restaurant chain originally founded in 1991 in Atlanta, the United States of America, which later expanded to have franchises in other countries including Singapore.

There are currently 3 outlets in Singapore – Bugis, Buangkok and Paya Lebar.

Wing Zone prides itself in its ABC values:

American Heritage

Branding as “the only place where flavorholics unite”

Customization of flavours from its 15 unique award-winning flavours provided


Its current customer segmentation is as following:


Our recommended target segment for our social media campaigns would be students.


Students remain to be a highly valued segment as they have a high customer lifetime value, and their purchasing power is expected to increase once they enter the workforce.

It would be highly beneficial for Wing Zone to capture this segment of the market and to secure trial and create loyalty among the students before they graduate.


Social Media Situation:

Some statistics…


Facebook and Instagram are the main platforms leveraged by Wing Zone. Its likes and following may appear to be better than Wing Stop but it is lagging behind Wing Stop in terms of the engagement level on both Facebook and Instagram.


Interesting survey findings…

1. Low Relevance of Marketing in the Local Context4

To better understand customers’ current view point of Wing Zone’s social media, we asked customers questions based on the 3 major incentives for following Wing Zone’s social media.

We found that the factor “Relevance of Marketing in the Local Context” scored the lowest and is also very significant in determining customer satisfaction in social media.

Hence, we propose for Wing Zone to differentiate itself from Wing Stop by improving the relevance of its social media marketing. This can be done through creating promotions for local festivities, such as Chinese New Year, Valentine’s’ Day and local football matches.


2. Low Brand Awareness and Trial

Wing Zone has the lowest brand awareness and trial among the 3 brands. This is not surprising since it is less established than the other 2 in Singapore and has limited accessibility.

As our recommended target audience is the students, we propose to attract students near the Bugis outlet from SMU, SOTA, NAFA and Lasalle, to try out Wing Zone.

This can be done through the “Zoning out in Class Campaign”, which seeks to generate hype among students.


3. Lack of Brand Perception as a “fun” brand


Comparing between Wing Zone and Wing Stop, Wing Zone is positioned further from the origin on the attributes “Fresh” and “Flavourful”. This reflects that Wing Zone trumps Wing Stop in these aspects.

Since Wing Zone brands itself as the place for “flavorholics”, being “Flavourful” is a potential point of differentiation from Wingstop.

Wing Zone is positioned behind Wing Stop in terms of “Fun”.

In line with the students’ consumer behaviour and Wing Zone’s value proposition, we propose to increase the brand perception of Wing Zone as “Flavourful” and “Fun”.


4. Confusion between Wing Zone and Wing Stop


There is often confusion between Wing Zone and Wing Stop due to the similarity in their brand names and offerings. We found that almost half of these respondents could not differentiate between the 2 brands.


5. Lack of Awareness of its 15 Flavours


More than half of the respindents could not name beyond the 3 popular flavours, which as Honey Q, Liquid Gold and Smokin Q.

As Wing Zone’s large variety of flavours is its unique value proposition, we propose to increase the awareness of Wing Zone’s 15 flavours through the “Guess the Flavour” campaign.


Project Goals:

With our primary and secondary findings, we derive the project goals and strategies:

project goals


Social Media Strategies:

1. Calendar of Local Events – CNY, Valentines’ Day, Football Matches


We propose to improve the relevance of Wing Zone’s marketing in the local context through the three widely celebrated local festivities – CNY, Valentines’ Day and Football Matches.




Wing Zone has 15 flavors available. During the 15 days of Chinese New Year (CNY), Wing Zone will select a particular flavor as “Flavor of the Day” and create a post on its Instagram page to promote and increase awareness of its 15 flavors.


Valentines’ Day…


Valentine’s Day is one of the most popular events in Singapore, especially among tertiary students. We propose the idea of creating a special “Chicken Bouquet” inspired by viral posts of similar food bouquets that gained popularity on social media platforms like Tumblr and Twitter.

This “Chicken Bouquet” or a heart-shaped tin of chicken will be available as a special on the week of Valentine’s Day and can be delivered.

Similar to the Wing Zone menu, the flavour of wings can be chosen from any of Wing Zone’s 15 flavors. This could possibly garner many shares on social media.

Mass emails can also be sent to institutions such as SMU and SOTA to spread awareness about this campaign within tertiary institutions. Customers can order by filling in the Google Form provided:


Recipients are also strongly encouraged to feature their gifts on Instagram with hashtags like #WingZoneVDay to promote the limited-edition release of such a concept.


Football Matches…


The “Match-of-the-Week” Campaign will focus on the two most compelling matches each week featuring popular teams (eg. Liverpool and Manchester United).

Customers will be encouraged to vote on Wing Zone’s Insta-story poll about which team will win.

Each week, a customer who correctly predicts the winner of the chosen matches would get a “Party-Pack” (a 6-pax bundle) from Wing Zone.


2. “Guess the Flavour” Campaign


The “Guess the flavor” campaign aims to allow customers to explore the different flavors Wing Zone has got to offer.

As an incentive to drive participation, attractive rewards such as “3-months worth of Wing Zone vouchers” will be offered to winners.

The timeline for this campaign is one month, after which the answer to the question will be revealed and prizes are awarded to the top three winners.


3. “Zoning out in Class” Campaign


As the confusion between Wing Zone and Wing Stop has proven to be a common issue, we propose the “Zoning out in Class” campaign, which aims to generate hype among students, so whenever students see their friends zoning out in class, they think of Wing Zone.

To participate, one simply needs to take a picture of their friends “zoning out” in class or work, upload and tag their friends on Instagram and hashtag “#ZoneOutWingZone”.

Participants can visit any of Wing Zone’s outlets to collect their free chicken wings. Each participant can redeem 2 wings.


Goal Metrics:

From the recommendations proposed, our campaigns aim to:

  1. Increase Brand Awareness and trial by 10%
  2. Increase Net Promoter Score by 5%
  3. Shift Wing Zone’s position on the Brand Perception Map upwards and leftwards
  4.  Increase brand perception of Wing Zone as a “fun”, “unique” and “flavourful” brand


Wishing everyone all the best! 🙂



Group 6

(Nathanael, Jia Wen, Cheryl, Natasha, Emily)

SMS group photo


G2 Group 5: The Big Cheese

For our latest project, we aimed to develop a practical and hands-on social media strategy for the young company The Big Cheese (TBC). The new f&b concept is focused on customizable takeout Mac & Cheese, and located at Sunshine Plaza in Singapore. The company aims to offer a cheap and convenient solution for all the busy students of the surrounding (arts) universities and young workers around town.

Currently, the company does not have a social media strategy in place. Therefore, we developed three strategies that will highlight TBC’s unique selling points (cheap, convenient, and customizable), and engage their target audience.

Social Media Listening: Can you hear me?

To get a better picture of TBC’s current shortcomings on social media, we decided to track their social media performance using an 8-month time frame from February to September of 2017. From this, we obtained the following insights:

  1. There is little activity and presence on social media
  2. There is no clear message strategy in place (content is static and boring)
  3. There is a lack of customer engagement through social media (little to no interactions from customers in terms of likes and comments)

Secondary Research: digging deeper

To better understand TBC’s target audience (millennials 18-34 years old), we conducted secondary research and came to the following insights:

  1. Millennials tend to follow their peers when it comes to making purchase decisions
  2. Millennials value brands that tailor strategies based upon their interest
  3. Millennials are used to convenience and increasingly use food delivery apps and instant messaging to order food (for takeout)

Plan of action!

Based on the social media listening and secondary research conducted, our proposed strategies will carry the overarching theme of customer engagement. This would be done through increasing brand awareness and the brand equity of TBC, while humanizing the brand as well.

Strategy 1: Mac-and-Choose Campaign

Mac ‘N’ Choose is TBC’s primary social media campaign for the year 2018 and our specific objective for the campaign is to increase the brand equity of TBC.  For TBC to improve its brand equity through Mac ‘N’ Choose, the campaign should ensure two things:

  1. The campaign’s central theme should be based on the organization’s unique selling proposition of customization which gives TBC a competitive edge ahead of their rivals.
  2. The campaign should be customer inclusive as that can increase the organisation’s online customer engagement.


This strategy consists of revamping TBC content through both offline and online channels. Firstly,  TBC can change the “Make-A-Mac” section of the Menu to “Mac ‘N’ Choose” and include an item called “Mac ‘N’ Choose of the Month – The ___ (Person’s name who makes the best Mac ‘N’ Choose for the month)”. Secondly, TBC can make a poster for the boundary wall outside the restaurant with an aesthetic display of the words “Mac ‘N’ Choose” to leverage on the success of instaworthy walls.

Strategy 2: The Big Cheese x TYC Streetwear T-shirt Design Contest

This strategy involves the collaboration between a Singaporean art collective called Tell Your Children (TYC) studios and TBC. Basically, TBC would host a streetwear t-shirt design competition in between the 3 neighboring arts schools which are School of The Art (SOTA), Lasalle College of the Arts, and Nanyang Academy of Fine Arts (NAFA). This contest would enable TBC to engage their target audience and draw a lot of attention. TYC would be invited to be part of the judging panel as well as advisers for students to make their designs into a reality.


This contest would require students to create a t-shirt with the theme of TBC and top winners will be awarded cash prizes. Students will be given a month to send in their designs and thereafter, TYC Studios would pick the top designs. There would be a workshop for TYC studios to mingle with the selected winners to discuss designs and provide some tips to improve their designs. Lastly, top designs will be posted on the Facebook page where  both students and the general public can vote for their favourite designs.

In order to boost such participation and engagement, a school-specific hashtag for each of the 3 schools (SOTA: SOTAxBigCheese; NAFA: NAFAxBigCheese; Lasalle: LasallexBigCheese) will be created. It would be mentioned in each post on the social media platforms that the more hashtags that is seen from each school in the comment section, the higher the chance for them to win the competition.

Strategy 3: SayCheese Telegram Bot

On examining TBC’s operations, we see that the prospective cheese lover must make his/her way down to the store, queue up, place the order, wait for the Mac N’Cheese to be prepared and then make his way back to the eating destination. Through our third social media strategy of using messaging channels as tools of ordering, we aim to decrease waiting times and optimize operations, increase customer engagement and ultimately, build a strong and unique brand equity. This objective will be achieved by capitalizing on the social media connect of Telegram, a popular messaging platform amongst the students.

The manual process of queuing up for a takeout meal deterred many customers from eating at TBC, as sourced through our conversation with the owner, as well as some existing customers. In accordance with the central theme of Customer Engagement for our social media strategies, we would be using Telegram as a platform for customers to place an order through TBC’s own user-interactive bot.

How does the Bot work?

This Telegram bot (Username- theBigCheese_bot), would be the forum where the customers would get the menu options displayed, select their desired ingredients and then receive an estimated time in which their order would be complete. To lend the process a more personal feel, and associate the brand with some human-like qualities, the Telegram bot would not send out automated messages confirming the order and providing the code number. Instead, we are personalizing the company as a friend.



Our proposed strategies aim to equip TBC with strategies that would ease its navigation through the social media landscape. By identifying the characteristics of the target audience of millennials, and the mistakes in their current social media strategies, the strategies proposed serves as a guide to revamp their messaging strategy and maximize their reach. As the main objective is customer engagement, we believe these strategies serves its purpose and might lead to the development of long-term relationships with their customers.


(G2) Group 7 – Obsession fuelled by social media

Hello all!

We’re Group 7 from Prof’s G2 class, and we chose to do an academic research for our project instead! The topic in question is “From fans to ‘super-fans’: How does social media encourage the obsessive behaviour of super-fans?”.

We were interested in this topic as celebrity obsession is almost becoming the norm in most countries, as evidenced by the various  television programmes dedicated to celebrity news and the rise in popularity of reality shows. Moreover, the current social media era has introduced a new branch to this celebrity obsession – obsession over well-known online personalities. These individuals are able to gain fame through content creation on online platforms such as YouTube and Instagram, and thus have earned themselves a mass following of adoring fans. Some of which are deemed to be super-fans, defined as individuals who have “an extreme or obsessive admiration for a particular person or thing” (Oxford Dictionaries, w.y.), as they have been documented to display obsessive behaviour and go the extra mile to connect with these online celebrities. As such, we wanted to find out why some fans of lifestyle Youtubers tend to go the extra mile in their adoration of the latter, especially when these online personalities are essentially just average people like us.

We chose lifestyle Youtubers – Youtubers whose content revolve around sharing about their lives through video blogs (or ‘vlogs’ as it is more commonly known) – as their viewers would have an in-depth look into their personal lives since it is made for content. In order to get a more comprehensive view, we selected three well-known lifestyle Youtubers in the UK, the US and Europe, which are Zoella, Jake Paul and Enzo Knol respectively. They all have fans who have displayed obsessive behaviour and hence are suitable candidates to be examined in our project.

Case Studies

1. Zoella

Zoe Elizabeth Sugg, best known by her YouTube username Zoella, is a fashion, beauty and lifestyle vlogger and author based in the UK. To date, Zoella has over 12 million YouTube subscribers and has amassed over one billion video views. The majority of her viewers hover at around 18 – 25 years of age. Her debut novel, “Girl Online” broke records of highest first week sales with 78 thousand hard copies sold (Harding, 2016). Zoella also has her own line of beauty products.

As Britain’s most powerful social media celebrity (Baxter-Wright, 2017), Zoella has had her fair share of super-fans. She routinely faced privacy intrusion from fans who showed up at her house after tracking down her home address. As a sufferer of anxiety attacks, Zoella addressed the problem in a YouTube video. Nonetheless, super-fans continued to show up, turning Zoella’s home into an actual tourist stop for tour groups (Brooks, 2016). Zoella and her boyfriend have since moved to a quieter private estate equipped with extensive security measures (Baxter-Wright, 2017). In August 2017, Zoella, her boyfriend and brother launched their merchandise line. The trio made an appearance on the day of the launch of their pop-up store but were forced to leave early when the crowd situation was considered dangerous by local police. The team had to be escorted out (Wood, 2017).

2. Jake Paul

Jake Joseph Paul, most commonly known as Jake Paul, is a 20-year-old YouTuber based in the US. Jake Paul first rose to fame through a now-defunct video application called Vine. Jake Paul had two billion plays on the app and over five million followers, which contributed to his landing of an acting role on Disney Channel (Bizaardvark, 2017). After Vine shut down, Jake Paul moved to YouTube and has since gained nearly 11.5 million subscribers.

Jake Paul has publicly posted his home address online, which inevitably caused his young fans to flock to his house. Fans have been seen loitering outside of the Team 10 house, the residence of which Jake Paul and other YouTubers share. These super-fans loiter in groups outside of the house to compare knowledge of his life, chant his name, take selfies to share on social media and dare each other to go closer towards his property line until they are halted by the security guard (Mic, 2017). The act of ‘pilgriming’ to Jake Paul’s house to get a glimpse of him and his team has somehow become a rite of passage for his fans from all over the US. The ruckus caused by Jake Paul’s stunts and fans waiting outside his house have attracted criticism from his neighbours, to which were met by defensive comments by his fans (Mic, 2017).

3. Enzo Knol

Enzo Erkelens, best known as Enzo Knol, is a famous Dutch lifestyle YouTuber. He first started vlogging in 2011, and since then has consistently uploaded gaming videos and vlogs. Enzo gained national popularity when he uploaded a video of him accidentally breaking his arm while filming (Knol, 2014) as national news media used it as an example to illustrate how dangerous it was to record oneself while doing something. Since then, Enzo has nearly two million subscribers on YouTube and a total of one and a half billion video views. Enzo owns a clothing brand called ‘Knol Power’ and even has his own wax sculpture in Madame Tussauds in Amsterdam (Madame Tussauds, w.y.). With such popularity and a significant fanbase, Enzo has the biggest YouTube channel in the Netherlands (Enzo Knol, w.y.).

There have been multiple cases that show Enzo’s fans displaying obsessive behaviour towards him. In 2014, Enzo held a fan meeting at Utrecht central station which attracted flocks of adoring fans. However, the fan meeting was cut short by the police as it was beginning to get chaotic and dangerous (Duic, 2014). In another case of fan obsession, Enzo was spotted at his friend’s house by a fan and within minutes of the information being shared on social media, the street was swarmed with fans. They were documented to be screaming and crying at the possible sight of Enzo. Again, the police were called to handle the chaos and escort Enzo out of the situation safely (Loo, 2017). The most recent example showing unhealthy fan behaviour would be the period when Enzo and his long-term girlfriend broke up. His girlfriend is a familiar face to Enzo’s viewers as she has been frequently featured in Enzo’s videos over the years. When the news about the break up became public, fans were heartbroken and could be seen commenting their disbelief and sadness over the news on his social media platforms. As Enzo was already considered a national celebrity, the news of the breakup was televised on national media channels and newspapers (Taha, 2017).

Obsession fuelled by social media

Considering the above, it is clear that celebrity obsession does not only entail adoration for traditional celebrities such as those that are established in the entertainment industry. With social media platforms allowing individuals to rise to fame through content creation, these online personalities are able to gain a following of super-fans comparable to that of traditional celebrities. According to several studies among American teenagers, “relatability and attainability are two of the biggest reasons teenagers are impacted by YouTubers” (Westenberg, 2016). As these YouTubers are essentially average individuals like the viewer, this makes them significantly more relatable than traditional mass media celebrities. Thus, the following paragraphs will investigate the contributions of YouTubers’ excessive sharing on social media and celebrity worship of the fans. The section will also examine how the aforementioned factors strengthen the formation of parasocial relationships, all of which have been made possible by social media.

1. Excessive Sharing

With the transparency that social media allows, obsession over online celebrities have been made easier. SNS thrive on information uploaded and shared by users, which cause them to have the tendency to excessively share information online. The reason behind oversharing is psychological, and thus has been exacerbated by social media. Nadkarni and Hoffman (2012) found that many use social media “to satisfy their needs for belonging and self-presentation” and that the content shared “are fulfilling social needs to connect with others, gain acceptance, and present an online version of oneself, either accurate or idealized”. This is especially true for the YouTubers in question, since their living is earned through creating content on SNS and the content has to be relatable enough to keep fans interested. Vlogs that document the YouTubers day-to-day lives are often uploaded as content and enable viewers to keep track of what the YouTuber is doing. Also, it is common to find videos that consist of the YouTubers sharing information that are considered to be private. For example, Zoella and Jake Paul have both uploaded videos of them giving tours of their homes (Deyes, 2016 & Paul, 2017). Moreover, question and answer videos also allow their viewers to know more information about them. Although the information shared may not be of high importance, the combined content uploaded to YouTube and their other SNS accounts provide viewers a more detailed idea of who the YouTuber is.

Consequently, this tendency of YouTubers to excessively share information online provides an avenue for super-fans to fixate over them. Every tweet, picture or video posted on social media regardless of its content removes a layer of privacy for the online personality and allows their fans to feel more connected. This abundance of personal information does more harm than good especially if the YouTubers have fans that tend to go the extra mile in their adoration. This can be particularly seen in the example mentioned above, where fans are seen to be camping outside Zoella’s and Jake Paul’s homes (Cockroft, 2015 & Lorenz, 2017). It is irrefutable that the videos sharing personal information and vlogs containing snippets of the YouTubers’ home environment made it easier for super-fans to track them down. This ties in with the theory of social exchange which emphasizes the “importance to a cost and reward assessment, where a parasocial interaction with a media personality would have a high reward and low-cost exchange” (Ballantine and Martin, 2005). Fans are able to get a lot out of the relationship with minimal effort, as they are constantly being rewarded with the abundance of content that the YouTubers put online. Thus, for super-fans, this over-sharing epidemic feeds their obsessive behaviour and enables them to continue with it.

2. Celebrity Worship

Existing literature on celebrity worship discusses the phenomenon as a spectrum, where on one end the fan is merely passionate and on the other end, the fan’s obsession borders on psychopathological (Sansone & Sansone, 2014). This spectrum can be characterised in three stages (Houran, Lange & McCutcheon, 2002). In the case of YouTube vloggers, fans in the first stage are identified as those who actively seek out information about vloggers, but purely for an entertainment purpose. The majority of YouTube viewers fall into this category. Their interaction with the vloggers are passive and ends when they have finished consuming the content; they recognise the vloggers as a means to satisfy an entertainment need. In the second stage, fans are known to begin to perceive a parasocial relationship with the vlogger, as elaborated in the previous section. An example of such a behaviour can be seen in a fan video addressed to Zoella. In it, a young girl declares that she is not a stalker, but that Zoella is like a sister to her. The fan also believes that Zoella cares about her. Her video closes off with a plea for Zoella to respond by sending her a private video reply. Fans in the third stage are described to have “excessive empathy with the celebrity’s successes and failures, over-identify with the celebrity, and obsessively follow the details of a celebrity’s life” (Houran, Lange & McCutcheon, 2002). This includes stalking the vloggers openly in public as was the case with Enzo, or turning up at Jake Paul’s residence and camping out just to see him (Lorenz, 2017).

With the progression in each stage, the fan feels a greater degree of closeness with the celebrity. This may lead to a sense of entitlement on the fan’s part that he or she should be privy to the celebrity’s private life. This could in part be fuelled by the prevalence of fan pages and teams dedicated to the vloggers. In relevance to fan pages, social platforms such as Tumblr and Instagram enable fans to engage with vlogger-related content endlessly if they want to, due to the platforms’ infinite scroll function. It arguably allows fans to immerse themselves with no indication that they should stop consuming the media, potentially trapping them if they do not have the self-discipline to stop the scrolling on their own. Further, established vloggers have incredibly unified fan bases that refer to themselves by their team names. For instance, Jake Paul’s fans call themselves Jake Paulers and have anthems written by the vlogger himself. Zoella’s fans identify as Sugglets, with multiple quizzes online that people can take to determine how true a fan they are. Enzo’s fans call themselves Knolpowers. These names serve to fuel the fandom as fans are able to connect with one another online and validate each other’s behaviour through social influence, thus potentially escalating fans further up the celebrity worship scale and normalising stage 2 or 3 behaviours.

3. Parasocial Relationship

The combination of the two factors explained above contributes to the formation of relationships formed between the fan and YouTuber through constant interaction. This is known as a parasocial relationship, defined as essentially “imagined relationships that tend to be experienced as real” between a fan and mass media figure (Roberts, 2007). Though parasocial relationships are often used to describe connections that fans form with traditional celebrities, it is unsurprising to see that those relationships are also being created with online personalities given the latter’s rise in popularity. Recent studies have found that “people in digital environments may come to know more people parasocially than directly through interpersonal contact” (Chen, 2014). With social media, it is significantly easier for fans to form relationships with their online idols. Interactions between the YouTubers and their fans can be commonly seen by how YouTubers interact with them through their various SNS, usually by replying fans’ tweets and comments. Furthermore, online personalities are known to organize meet-and-greet events that give their viewers the opportunity to see them up close and personal. All three of the YouTubers have organized fan meetings, which often attract fans in large volumes. Thus, this elucidates how fans are now able to connect with their idols on a more personal scale than before.

Through frequent exposure with these online personalities, the viewers “come to feel that they know [them] from their appearance, gestures, conversations, and conduct, despite having had no direct communication with them” (Sylvia Caryle, w.y.). Social media-based parasocial relationships are more salient as these online personalities consistently share content of themselves on the Internet, which provides fans with an avenue to fixate on. As mentioned earlier through the explanation of the social exchange theory, the content put out by the vloggers serve as rewards to the viewers and hence keeps them interested. This constant provision of content coupled with the frequent interaction that the fans get from the YouTubers strengthens the parasocial relationships formed. Hence, this separates social media-based parasocial relationships from traditional celebrity-fan relationships considering how social media has allowed for the former to appear less one-sided. With the distance between the online personality and the fan becoming seemingly closer due to social media, it is inevitable that some fans start to develop obsessive behaviours towards their subject of obsession.


1. Influence of Youtubers on fans 

A study conducted by The University of Twente (2016) found that YouTubers do have significant influence on their fans, whether positive or negative. This is especially so for the younger fans. Examples of positive influence are evidenced through the good feedback received on YouTube videos that talk about problems not commonly shared in public. For example, Zoella openly discusses her problem of suffering from panic attacks in videos and shares her experiences with her viewers. After noting the positive reception garnered from such videos, she started a collaboration with Mind, a charity which helps people with mental health problems. Together, they strive to raise awareness on mental health and make the world a safer environment that permits issues of mental health to be a discussable topic (Audley, 2014). Be that as it may, the more impressionable fan base is susceptible to copying the bad behaviour that some YouTubers portray in their videos. YouTubers such as Jake Paul who produce controversial videos involving dangerous stunts promote recklessness and pose as bad examples to their fans. As it has been acknowledged that fans view YouTubers as their role model and attach value to the statements they make, YouTubers thus need to be highly careful of what they share on social media (University of Twente, 2016).

Considering the above, YouTubers can use their SNS to educate their fans on the correct behaviour. For example, YouTuber Julien Solomita uploaded a video telling his fans to not invade his privacy after encountering a fan outside of his house. He discouraged such behaviour and proposed other alternatives to those who want to meet him, such as at organised fan meetings. This approach should also be adopted by other YouTubers so that their fans are able to distinguish between socially appropriate and incorrect behaviour.

Furthermore, YouTubers do have an influence on the opinion of their followers about brands and products. The most used way of ‘advertising’ is through popular YouTubers. The reason for this is because they are seen as authentic when reviewing a product or brand (Influencer Marketing, 2012). Followers do believe that the recommendations or negative opinions of the YouTubers are honest and more credible than marketer-sponsored information provided by the brand itself. YouTubers are viewed as more honest and transparent to their followers. Firstly, they use particular hashtags like #ad or #spon to indicate when the content or product is sponsored.  Secondly, because they perceive YouTubers as equals, followers feel more related to them; YouTubers are seen as people who are only creating unique content on the internet. Their popularity is gained because of their personalities, unique talents and creativity, which followers also strive to achieve (Bentley, Earls & O’Brien, 2011). The intimate stories about their personal lives make them seem even more trustworthy and approachable.

In essence, YouTubers do have significant influence on their followers regarding both behaviour and opinions as detailed above. However, as this influence can be both positive and negative, YouTubers need to display correct behaviour since impressionable followers are prone to follow the behaviour of popular YouTubers. It is therefore essential that YouTubers are aware of the influence they have on their followers and act or produce content responsibly with this in mind.


Based on the above, things must be done in order to prevent fans from taking their adoration of these online personalities to unhealthy levels.

Firstly, not all vloggers are positive role models like Zoella who inspire and advocate meaningful causes (Doyle, 2016). Secondly, the physical safety of children may be compromised as well due to the normalisation of over-sharing private information. Excessively revealing personal details such as their home location or daily activities could make them easy targets for online predators (Doyle, 2016). To give an example, 71% of schoolchildren publicly share their school and hometown (Helliwell, 2017) and 17% stated that they have ever been contacted online by a stranger, which made them uncomfortable and scared (KidsHealth, w.y.). Lastly, a staggering 95% of teens have been exposed to cruel behaviour on social media, such as live streaming of violent acts on platforms such as Facebook (Helliwell, 2017).

These exemplify the fact that parents and schools have an integral part to play in teaching children about social media. At the most basic level, parents may choose to restrict the kind of content their children have access to at home through YouTube’s privacy and settings page. This is commonly employed by schools although its effectiveness has been challenged (The Atlantic, 2016). Instead of simply filtering content for their children, parents can opt to educate their children to spur behavioural changes. Websites such as ParentInfo or Internet Safe Training provide tips on how parents can approach abstract concepts as such “positive” and “negative” online behaviour and content to teach their children to be more discerning netizens. By using education in tandem with monitoring, children can be independent in their online activities and understand the risks that come with certain behaviours. Schools are often second homes to children and educators can thus be another channel through which children learn how to use the Internet, and especially SNS, in a more safe and responsible way. Cyber safety courses that are integrated into the curriculum have to be updated to keep in line with the ever-evolving online world as well. Children ought to be taught from a young age how to identify negative behaviours as well as how to respond to them when they encounter the negative behaviours online. For instance, should a child see a violent act being carried out on a live streaming platform, they should be taught to report it immediately instead of being helpless viewers.

Children have to be taught that the online world is merely a part of their real life instead of it being their entire life. With that knowledge, they should be discerning in their actions online as they may have repercussions in real life.


To conclude, the project explains how social media has fuelled the obsessive behaviour of fans towards online celebrities. Social media has allowed average individuals to rise to fame through content creation, and those who rose to fame are able to gain a following of super-fans. The analysis reveals that given how social media has created a glass window into the lives of its users especially for online personalities, fans are able to get a detailed overview of who the latter really is. Social media can be likened to a form of tracking device on their idols due to the YouTubers’ excessive sharing of content and constant updates. In connection with the social exchange theory, the excessive sharing of content by YouTubers gives fans a reward of the interaction with minimal effort, as they are constantly being rewarded with the abundance of content that the YouTubers put online. Fans may form feelings of familiarity and affection towards them and form relationships with these online idols. With social media bridging the gap between the fans and the YouTubers, social media-based parasocial relationships are less one-sided as it has allowed the connection to be closer.

The analysis points out that YouTubers do have an influence on not only the behaviour of the followers, but also on the opinions of them. Followers perceive YouTubers to be more honest and trustworthy than a brand-produced advertisement. Teenagers admire YouTubers, and it is therefore important that the YouTubers are aware of the significant influence they have on the behaviour and opinions of their followers. At the same time, it is important that the parents make the teenagers aware of how to interact on social media platforms. In summary, the project underlines the fact that social networking sites are merely mediums for users. It must thus be acknowledged that because these sites can be used either positively or negatively, online personalities and fans alike must utilise these platforms wisely.

Thank you for reading! Hope you enjoyed our project 🙂

Peace and love,

G2, Group 7 (Myra, Irdina, Sophie, Daphne and Quynh Huong)

G2 – Group 2 SuitYourself

Hello everyone! Here’s a summary of our social media strategies proposal for SuitYourself.

Let us start off by introducing to you…. SuitYourself.


Screenshot 2017-11-24 19.52.49.png

Started in May 2016, SuitYourself Singapore is a local custom suits label with a mission to offer great made-to-measure suits at a fraction of the price of comparable luxury brand products. The values that the brand hopes to portray are quality, affordability and no frills.

Screenshot 2017-11-24 19.41.30.png

Unlike traditional tailors, SuitYourself works directly with their manufacturers and eliminates wholesalers and other middlemen from their supply chains. This is to avoid incurring steep mark-up prices, which allows them to keep their costs lower than a traditional tailor would. SuitYourself charges $268 for a tailored 2-piece suit as compared to >$400 from a competitor brand.

Social media performance


  1. Facebook

SuitYourself’s stronghold lies in its Facebook reviews, which is performing well beyond its competitors. It currently receives an average rating of 4.9/5.0 across 107 reviews, which reveals that SuitYourself is able to sufficiently meet its customers’ expectations and demands, allowing it to maintain its strong reputation and relationship with its customers.

However, more can be done to increase its likes and post engagement, as its performance in these two aspects pales in comparison to Tailor Couture for likes, and Este Bartin for post engagement.

Therefore, SuitYourself should continue building up on its Facebook reviews and work on increasing its brand engagement and outreach to improve its likes and post engagement.

2. Instagram

SuitYourself should continue to engage its current followers, while seeking other ways to boost its follower numbers to ensure better outreach to its target audience.

Target audience analysis 

Screenshot 2017-11-24 20.09.51.pngDuring our meeting with the SuitYourself’s founders, they mentioned that they were exploring the idea of establishing a SuitYourself store in SMU. Hence, our social media strategies will focus on SMU male undergraduates as they form the primary target audience of SuitYourself. This is to help SuitYourself lockdown customer loyalty from these students right from the beginning, before deciding whether to establish an outlet in SMU.

Some interesting research findings 


Despite SuitYourself being a newly established brand, 58% of survey respondents (out of 84 SMU male undergraduates) have heard of SuitYourself and 3 respondents have made purchases from SuitYourself.

Screenshot 2017-11-24 20.23.42.png

Based on our survey, these are the top 3 social media platforms that SMU male undergraduates use frequently.

We also did one-to-one interviews with these 3 SMU male undergraduates who have made purchases from SuitYourself and found that all 3 were satisfied with the fit and variety of designs and fabrics offered by SuitYourself. More interestingly, all 3 interviewees stated that they were willing to repurchase from SuitYourself in the future, and would also recommend SuitYourself to their family and friends.

2 out of 3 interviewees also indicated interest to be an advocate for SuitYourself, as they viewed it to be a good experience for themselves. Finally, all 3 interviewees indicated that given the opportunity, they would be willing to participate in potential SuitYourself social media contests.

And finally….. here are our proposed social media strategies for SuitYourself!

Strategy overview

Screenshot 2017-11-24 20.26.17.png

  1. Emerge
  • A brand-less movement of ‘#_____Yourself’  via the use of SMU male social media influencers. The positive concept of this social media movement is aimed towards capturing the reader’s attention, and elevating the sense of suspense and curiosity surrounding Strategy #2: Elevate. Emerge does not contain any purchase agenda, and instead aims to build rapport with the target audience.
  • Social media influencers will be selected from SMU student constituent bodies across all 4 years. They will post pictures of themselves wearing a suit on Instagram as well as change their Telegram display pictures.


2. Elevate

  • ‘Suit Anything’ – this campaign will see various objects around SMU (eg. Smoo Smoo) being dressed up in suits over the course of the week.
  • The purpose of this is to emphasise SuitYourself’s ability to create a perfect fit, regardless of shape and size. Since this is an unusual sight, it is likely to stimulate SMU students’ curiosity, hence increasing the likelihood of them sharing images of these objects on social media platforms such as on Instagram Story or Facebook Live.
  • A tag will be attached to these objects, with event details about ‘Cinderella’ to create publicity and buzz on social media for SuitYourself and also creates excitement and anticipation for ‘Cinderella’.


  • ‘Cinderella’ – A one day event held at Campus Green, where SMU male undergraduates will get to try on various suits of random sizes from SuitYourself (replicating the off-the-rack experience) and will stand the opportunity to win a free suit – if the suit tried on is well-fitted.
  • Upon wearing the suit, the student gets to snap photos with his friends at the photo-booth area. These photos will be uploaded on SuitYourself’s Facebook page subsequently, with participants identified and tagged to encourage post-event engagement. Additionally, Telegram stickers based on the photos taken will be created for the student to be used in his daily interactions with others.
  • An assessment of the suit’s fit on the student will be conducted by brand representatives. Brand representatives will educate participants on technical aspects of suits, such as colour coordination for suits and the different types of suits available.
  • The ‘Cinderella’ event aims to display its value proposition by illustrating the difficulty of finding a perfectly fitted suit from a branded off-the-rack suit shop. The intended result is to portray SuitYourself as innovative, fresh and fitting to the SMU student population. At the end of the ‘Cinderella’ event, SMU male undergraduates should be able to easily recall SuitYourself, and closely associate it with a good ‘Fit’ and ‘Quality’.


  • ‘Suit Up’ Pageant – In addition to ‘Cinderella’, an ongoing SMU-wide male pageant contest will also be held. The identified influencers from Strategy #1 (Emerge) will be invited to participate, along with all participants of the ‘Cinderella’ event.
  • Participants are to post a photo of themselves in a SuitYourself suit on their personal Facebook and Instagram accounts. Over the course of the week, participants can encourage their SMU friends and followers to ‘like’ and ‘share’ their posts. By ‘liking’ and/or ‘sharing’ the posts, these friends and followers will also stand a chance to win mini gifts, such as gift vouchers. Participants will also be encouraged to Instagram Story/Live their photos and videos to gain maximum attention and awareness. At the end of the day, posts that attain the highest number of ‘likes’ and ‘shares’ will win a complete professional makeover by SuitYourself along with photoshoot opportunities.
  • The ‘Suit Up’ pageant will increase brand awareness for SuitYourself.

Ultimately, Strategy #2: Elevate aims to create a strong brand experience, and consequently positive social capital for SuitYourself.

3. Engage

  • A points-based rewards system that rewards users for their continual engagement with SuitYourself’s social media platforms. Users are to sign up with SuitYourself on their upcoming e-commerce platform, and link their personal Facebook and Instagram accounts to the platform. Points can be earned by carrying out various social media activities, such as reviewing their SuitYourself purchase on Instagram, or sharing a SuitYourself Facebook post with their friends. Subsequently, points collected can be used to redeem complementary suit products.
Screenshot 2017-11-24 22.23.22
Mock-up of Points Reward System
  • Engage will lead to the creation of a community of brand loyal, willing advocates for SuitYourself who will act as endorsers for the brand. With a constant stream of positive mentions and reviews on social media, this helps SuitYourself to gain credibility and improve brand recall.

We also conducted a focus group with 8 SMU male students to test the effectiveness of our proposed strategies. Here are our key findings:

Screenshot 2017-11-24 22.29.07.png

They found Strategy #1: Emerge to be a fresh and practical solution to extend their brand outreach. This is because while SuitYourself has previously collaborated with student bodies and hired student agents to promote their services, influencers were never identified to be a part of the process. As such, there was limited reach for their messages.

For Strategy #2: Elevate, they found both ‘Suit Anything’, ‘Cinderella’ and the ‘Suit Up’ pageant to be a particularly creative and meaningful concept. Despite cost considerations, they expressed interest in potentially using this to build up hype in the lead up to announcing their physical store on SMU campus, if confirmed.

With the launch of SuitYourself’s e-commerce platform in the near future, SuitYourself indicated a strong desire to link their e-commerce platform with social media. Therefore, they identified Strategy #3: Engage to be able to provide the foundation for continued brand engagement. Moreover, they perceived Strategy #3: Engage’s ability to create a lifestyle ecosystem around the brand to be especially crucial in portraying SuitYourself as a thought leader in the suits space.


The 3 strategies proposed (Emerge, Elevate and Engage) have been specifically curated to match the social media behaviour and preferences of SMU male undergraduates. They have been designed to facilitate and encourage peer-to-peer as well as peer-to-brand interaction on social media. It is in hopes that these strategies will be able to effectively improve SuitYourself’s brand awareness and recall among SMU male undergraduates, and ultimately encourage a call-to-action purchase from this target audience when the need arises.

And…. that’s about it for our sharing, thank you for reading! 🙂



Group 2

(Fabian, Jia Min, Yeo Khee, Pearl)