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
ONE THING PEOPLE ARE TALKING ABOUT:
HIDE THE PAIN HAROLD
WHAT PEOPLE ARE TALKING ABOUT
"Hide the Pain Harold," the internet meme sensation, known for his relatable expression of hidden discomfort, is in Singapore for a cryptocurrency event. Harold, whose real name is András Arató, will participate in a panel discussion and meet fans, highlighting how internet culture can engage broader audiences, and especially so with crypto. His appearance aims to attract a diverse audience by blending internet culture with financial topics.
By integrating humour and familiarity—like using meme personalities—into creative and content strategies, brands can attract wider demographics and foster a more approachable image. This approach emphasises the power of emotional connection and relatability in communications, suggesting that brands should explore innovative collaborations that resonate with current trends. Ultimately, tapping into cultural phenomena can enhance brand visibility and create memorable experiences that drive consumer interest and loyalty.
ONE THING THAT’S IN THE NEWS:
MOONCAKE BOXES
ONE THING THAT'S IN THE NEWS
MOONCAKE BOXES
There is a rising trend of reselling designer mooncake boxes in Singapore, some fetching prices up to S$1,800. This phenomenon is driven by the unique designs and craftsmanship of the boxes, which have become collectors’ items. Many brands collaborate with artists and designers to create limited-edition packaging, making the boxes desirable beyond their original purpose. The resale market reflects a broader appreciation for art and design, as well as the growing trend of valuing aesthetic packaging in the gifting culture during the Mid-Autumn Festival.
SO WHAT:
By investing in creative collaborations and unique aesthetics, brands can transform ordinary items into collectible pieces, encouraging consumer engagement and driving higher demand. While Mid-Autumn Festival may have a short lifespan, striking packaging ensures the brand remains memorable for much longer. In the mooncake industry, staying top-of-mind and justifying a premium price are crucial. Thus, packaging design is not merely about looks; it's a strategic investment in long-term brand salience.
Image Credits: CNA Luxury
ONE THING PEOPLE ARE SEARCHING FOR:
WHAT PEOPLE ARE SEARCHING FOR:
ISHOWSPEED
IShowSpeed, a 19-year-old American streamer and internet personality with 30.1 million YouTube subscribers, recently embarked on a Southeast Asia tour, with his highly anticipated stop in Singapore causing a fan frenzy. Despite his success, IShowSpeed has faced controversies, including a 2022 ban from Valorant (video game) for sexist remarks and a recent incident in Thailand where he crashed a tuk-tuk into a temple wall. He is also known for reckless stunts, like jumping over cars and nearly setting his house on fire with fireworks.
SO WHAT:
IShowSpeed’s large following underscores the potential of influencer culture, offering brands opportunities to collaborate with popular figures for fan engagement. However, the controversies surrounding influencers highlight the need for brands to balance captivating content with responsible marketing. To mitigate risks, brands should set clear guidelines and expectations from the start and include behaviour clauses in contracts. Ongoing monitoring of influencer activities and open communication can help quickly address any issues, protecting the brand’s reputation while fostering engagement.
