AUG 2021 — MARCH 2022
ANDAMEN
A CONSCIOUS, HOMEGROWN MENSWEAR BRAND BUILT ON THE TENETS OF LONGEVITY AND HIGH QUALITY CLOTHING.
GOAL
To communicate the brand philosophy and storytelling through content while increasing engagement + community on social media.
Andamen came to us with two major concerns – low organic engagement rate on their Instagram and a very rich brand philosophy that had rarely been communicated. After a deep analysis of the brand, market and what’s working (+not working), we focused on three main things: engaging content, meaningful partnerships, community growth.
Developing content pillars that had a 70:30 split of product posts and brand philosophy/supplementary hooks respectively. The feed went from solely product focused to one that felt visually more inviting, with hooks that made the audience understand the brand story and stay engaged with the page.
3X MORE ENGAGEMENT IN THE FIRST QUARTER
PARTNERSHIPS WITH MEANING
Instead of partnering with mainstream bloggers, we curated partnerships with like-minded people from different professions; people who would live, breathe and advocate for the brand.
Net growth of 7000 followers in 6 months with only 2.5% of marketing spends devoted to this metric.
MAIA ESTATES
SEPTEMBER 2021 — PRESENT
A LUXURY REAL ESTATE BUSINESS THAT BUILD HOLISTIC HOMES THAT ENHANCE OUR ECOSYSTEM.
GOAL
To communicate the brand philosophy and storytelling through content while increasing engagement + community on social media.
WINNER OF BEST SUSTAINABLE RESIDENTIAL DEVELOPMENT - ASIA PACIFIC.
MAIA was looking for a long-term partner who understood the brand and communicated their sustainability philosophy in an engaging manner. That’s where Distil stepped in. Our first mission was to change the visual look and feel of IG account to align with the luxe lifestyle of the MAIA TG - minimal, refined and strong on aesthetics.
We wanted it to look different from every other templatised / corporate real estate feed and built a visual language that was elevated and instantly drew one in.
How do you spread the word about a luxury home with an otherwise hush-hush marketing strategy? Curate partnerships with like-minded brands and people to organically create buzz around the space.
Think brand shoots, luxury pop-ups, curated experiences, the whole shebang.
Our favourite partnership? Balance & Blend – an event where we acted as a catalyst to bring onboard SatatKi who developed an experiential gallery-style walk-through (with jewellery in fine china) showcasing upcoming artists and sustainable fashion brands with shoppable QR Codes and a new discovery in every nook of 27 Summit, MAIA’s flagship property. The cherry on the cake? Fashion Revolution hosting workshops raising awareness about the impacts of fashion. This led the right audience to indulge in discovery while walking through the home, that’s two sales objectives in one go.
MAY 2021 — PRESENT
GOOD KARMA
A BRAND SPECIALISING IN 100% RECYCLED AND UNBLEACHED TISSUES MADE FROM PRE-CONSUMER INDUSTRIAL WASTE AND PACKAGED WITH ZERO PLASTIC.
GOAL
To own the complete marketing efforts of the brand and increase awareness and shifts in consumer behaviour towards brown tissues
WHAT WE MANAGE
+ Marketing Strategy & Analysis
+ Social Media Calendars & Management
+ Content Shoots
+ Influencer Marketing
+ Performance Marketing
+ Omni-channel Assets (Blogs + SMS + Emailers)
REAL CONTENT
Our goal was very clear from Day 1. We wanted to reimagine Good Karma’s marketing communication with one main angle. Content that did not show the product in studio / staged settings but instead in real life settings, being used by real people, and as solutions to products. Far less boring and far more convincing isn’t it?
INFLUENCER PARTNERSHIPS
Brown tissues are new. To introduce a shift in behaviour and to bridge the barrier of purchase, we wanted many people to simply give the product a go. We knew the product would speak for itself. So, we manually curated and engaged with over 700 influencers in 4 months to try the product and increase awareness within their micro communities in an organic manner; they then turned out to be genuine advocates and long-term consumers of the brand.
10X INCREASE IN FOLLOWERS
Content is more than just property images. It’s about entering the lifestyle of the customer and speaking directly to them. 10x increase in the net month follower growth (with the same marketing spends as pre-Distil).
