SECRET LIVES OF SINGAPOREANS
Issue #29 – Week commencing 1 May 2023
Authored with pride by Ada Tong and Weitian Zhang
Secret Lives of Singaporeans is an ongoing collection of marketer-friendly briefs on the fascinating people of the little red dot, by planners and PR consultants from the big red agency. It’s not “thought leadership”, it’s “inspiration to DO”.
Each issue comprises
• One thing people in Singapore are talking about
• One thing people in Singapore are searching for
• One thing that’s in the news in Singapore
Image Credits: TheDeeKosh Instagram, AFP, AFP/Richard A Brooks, Tatler Asia, Charlotte Wales
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One thing people in Singapore are talking about:
FROM CONTROVERSY TO CLOUT: DEE KOSH’S COMEBACK
Image Credits: TheDeeKosh Instagram
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Unless you've been living under a rock, you're likely aware of the recent social media comeback of Dee Kosh, a well-known Singaporean influencer and YouTuber who was previously embroiled in a scandal involving sexual offences with teenage boys.
After beginning his prison sentence on August 5th, 2022, Dee Kosh recently returned to social media, sparking controversy and outrage among netizens who criticised him for not taking responsibility for his actions. Many called for a boycott of brands that associate with him.
Influencer marketing has been all the rage for some time now, and it's not going away any time soon.
But what happens when a marketer's chosen influencer becomes embroiled in a cancel culture scandal? As a marketer, it's important to take responsibility and act quickly to address the situation.
1) Honesty is the best policy Transparency about the influencer's actions that led to their cancellation is essential. Ignoring the problem or hoping it will simply blow over is not a viable approach. As a brand partnering with an influencer, you bear some responsibility for their actions and the fallout that follows.
2) Rectify the situation
Show your commitment to making things right by supporting the cause that was impacted by your influencer's actions. Remember
Daryl Aiden Yow’s stock image controversy? Rather than distancing themselves from the situation, Sony could have garnered far more credit by organising an image retouching campaign to demonstrate their dedication.
3) Influencer’s response
< To gauge public sentiment about Dee Kosh's comeback, digital publisher Rice Media conducted a poll among Singaporeans via Telegram.
How the influencer responds to the situation can also be a deciding factor. If they take responsibility for their actions, apologise, and make efforts to improve, it may be possible to continue working with them. However, if they are defensive or refuse to acknowledge their mistakes, it may be best to cut ties.
Source: Rice Media
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WHAT SO WHAT
One thing people in Singapore are searching for:
AIRLINE APOLOGY OR PR CRISIS? ANA’S TICKETING GLITCH CAUSES CHAOS
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Image Credits: CNA, AFP/Richard A Brooks
Japan’s All Nippon Airways (ANA) airline recently had a pricing blunder which caused $13,000 Asia-US business class tickets to be sold for just $460.
The mistake was due to a technical issue with the currency conversion on the airline’s Vietnam website, that allowed customers to purchase the discounted tickets. Many customers were excited to take advantage of the deal, with some even booking multiple tickets for friends and family.
An ANA spokesman initially said the airline would honour the tickets for those who had bought them. But the carrier said later that a final decision had not been made, adding that one would be reached before the end of the month. A week after, ANA announced that it would cancel and refund the tickets sold at the incorrect prices
Pricing errors caused by technical issues can happen to any brand, but what sets brands apart is how they respond to these mistakes.
Three things to consider when faced with such issues:
1) Transparency and honesty are essential: When a mistake is made, it is important to be transparent and honest with customers. In the case of ANA, the airline was upfront about the pricing error.
2) Reputation management: A PR crisis can have a significant impact on a company's reputation. ANA was proactive in addressing the situation, which likely helped to mitigate any damage to its brand.
3) Customer service recovery is key: ANA kept its customers informed of the situation and provided clear information on how to obtain a refund.
Take KFC’s UK as a prime example. They apologized for their chicken shortage with a witty ‘FCK, we’re sorry’ advert. By showing humility and honesty, the brand was able to take responsibility for the mistake made and not sugar-coat it.
< Bloomberg gave a detailed breakdown on the pricing errors across different trips.
In situations where brands are unable to fulfil their initial agreements, it's crucial to consider offering alternate forms of compensation to customers. Demonstrating a brand's appreciation for its customers and a willingness to rectify mistakes is paramount.
Sources: CNA, AFP/Richard A Brooks, Bloomberg
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WHAT
One thing in the news in Singapore:
HERMÈSFIT: HOW THE LUXURY BRAND IS EXPANDING ITS REACH WITH A POP-UP GYM
Image Credits: Tatler Asia, Charlotte Wales
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HèrmesFit, a pop-up fitness destination, has emerged in Singapore, sporting a gym that is infused with the unmistakable orange hue that characterises the French luxury brand, Hermès.
As a means to promote the brand's esteemed lifestyle and principles, HèrmesFit provides an immersive and one-of-a-kind experience for its patrons. You can practise stretching with belts, yoga with silk scarves and ballet dance with Hermès bangles.
Despite all pre-scheduled fitness classes being quickly booked up once slots were released, the pop-up still drew a crowd of curious onlookers eager to visit the space.
In the competitive world of luxury retail, pop-up events have become a vital tool for brands looking to engage with customers in new and innovative ways. However, the key to long-term success lies in the creation of lasting brand equity rather than fleeting transactions. As such, brand marketers must keep the following points in mind when considering a pop-up event:
1) Test and learn without making significant investment
This is particularly advantageous for direct-to-consumer brands that have built a strong online following and are looking to expand into brick-and-mortar stores. By using a pop-up as a testing ground, brands can determine the viability of new retail concepts and products.
2) Unique opportunity for brand-building
With a limited lifespan, they create a sense of urgency and exclusivity that regular stores may struggle to replicate. Hermès' fitness pop-up showcased a different side of the brand and connected with customers beyond its traditional product offerings.
3) From interactions to impressions
Pop-up events, structured like highly-anticipated and exclusive happenings, can generate anticipation and maximise marketing mileage. By offering customers something new and exciting, brands can stand out in a crowded market and create a lasting impression on their target audience.
Sources: Hermès official website, Tatler Asia
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WHAT SO WHAT
Hungry for more? Talk to us at secretlivessg@ogilvy.com
