Earned Media

Partnerships & Media

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Overview
Developed and executed an audience-facing content series featuring established creators and artists to extend campaign reach and deepen engagement for a well-received musical, "The Monster in the Mirror". Artists included Benjamin Kheng, Tosh and Nathan Hartono.

Objective
Drive awareness and relatability for a youth-focused theatre production centred on mental wellness, using familiar voices to connect with target audiences.

Approach

Identified and engaged relevant creators and personalities aligned with the production’s audience
Conducted and directed on-site interviews, ensuring content remained authentic while reinforcing key messages
Content was digitally distributed across social platforms to maximize reach and engagement

Outcome

Increased audience engagement through relatable, personality-led content
Strengthened campaign reach by leveraging creators’ influence and audience affinity
Enhanced emotional connection to the production’s themes, supporting overall campaign

Listen here

Overview

Secured radio coverage on Kiss92 for a theatre production, "12 Going On 13", amplifying awareness through earned media and reinforcing the production’s social relevance.

Objective

Increase awareness and credibility for a youth-focused theatre production by leveraging mainstream media to reach a broader audience.

Approach

Pitched story angles highlighting the play’s exploration of adolescence and community support
Coordinated interview opportunities and ensured messaging consistency
Leveraged coverage across owned channels to extend reach beyond the initial broadcast

Outcome

Strengthened audience awareness through trusted media endorsement
Supported overall campaign reach and engagement

Overview

Led media outreach and PR efforts to support the launch of a retail concept at Jewel Changi Airport, securing coverage across key lifestyle media during a highly competitive, high-profile opening period.

Objective

Drive awareness and footfall during the opening of Jewel by positioning the brand as a noteworthy “first” concept within the new retail destination.

Approach

Developed press angles aligned with Jewel’s positioning as a landmark lifestyle destination
Crafted press releases and media invitations highlighting the brand’s unique offering
Targeted relevant lifestyle and consumer media to maximise visibility among key audiences

Outcome

Secured coverage across multiple lifestyle media platforms, including Her World
Positioned the brand among highlighted “firsts” at Jewel, increasing visibility during a high-traffic launch period
Strengthened brand awareness and credibility through earned media endorsement

Overview

Secured an opinion feature in SilverKris, positioning the brand within a broader national conversation on Singapore’s food heritage and cultural identity.

Objective

Elevate brand positioning beyond product and promotion by contributing to thought leadership on Singapore’s evolving food culture and heritage.

Approach

Maintained ongoing relationships with key media contacts across publications
Facilitated and shaped the opportunity for an opinion feature, positioning the founder’s perspective within a broader societal context

Outcome

Secured an opinion feature in SilverKris, reaching a regional and international audience
Positioned the brand and its founder as a thought leader in Singapore’s food and beverage space
Strengthened brand credibility through editorial endorsement and narrative depth

Read here

Objective
Drive awareness and relatability for a youth-focused theatre production centred on mental wellness, using familiar voices to connect with target audiences.

Approach

Identified and engaged relevant creators and personalities aligned with the production’s audience
Conducted and directed on-site interviews, ensuring content remained authentic while reinforcing key messages
Content was digitally distributed across social platforms to maximize reach and engagement

Outcome

Increased audience engagement through relatable, personality-led content
Strengthened campaign reach by leveraging creators’ influence and audience affinity
Enhanced emotional connection to the production’s themes, supporting overall campaign

Listen here

Overview

Secured radio coverage on Kiss92 for a theatre production, "12 Going On 13", amplifying awareness through earned media and reinforcing the production’s social relevance.

Objective

Increase awareness and credibility for a youth-focused theatre production by leveraging mainstream media to reach a broader audience.

Approach

Pitched story angles highlighting the play’s exploration of adolescence and community support
Coordinated interview opportunities and ensured messaging consistency
Leveraged coverage across owned channels to extend reach beyond the initial broadcast

Outcome

Strengthened audience awareness through trusted media endorsement
Supported overall campaign reach and engagement

Overview

Objective

Drive awareness and footfall during the opening of Jewel by positioning the brand as a noteworthy “first” concept within the new retail destination.

Approach

Developed press angles aligned with Jewel’s positioning as a landmark lifestyle destination
Crafted press releases and media invitations highlighting the brand’s unique offering
Targeted relevant lifestyle and consumer media to maximise visibility among key audiences

Outcome

Secured coverage across multiple lifestyle media platforms, including Her World
Positioned the brand among highlighted “firsts” at Jewel, increasing visibility during a high-traffic launch period
Strengthened brand awareness and credibility through earned media endorsement

Objective
Drive awareness and relatability for a youth-focused theatre production centred on mental wellness, using familiar voices to connect with target audiences.

Approach

Identified and engaged relevant creators and personalities aligned with the production’s audience
Conducted and directed on-site interviews, ensuring content remained authentic while reinforcing key messages
Content was digitally distributed across social platforms to maximize reach and engagement

Outcome

Increased audience engagement through relatable, personality-led content
Strengthened campaign reach by leveraging creators’ influence and audience affinity
Enhanced emotional connection to the production’s themes, supporting overall campaign

Listen here

Overview

Secured radio coverage on Kiss92 for a theatre production, "12 Going On 13", amplifying awareness through earned media and reinforcing the production’s social relevance.

Objective

Increase awareness and credibility for a youth-focused theatre production by leveraging mainstream media to reach a broader audience.

Approach

Pitched story angles highlighting the play’s exploration of adolescence and community support
Coordinated interview opportunities and ensured messaging consistency
Leveraged coverage across owned channels to extend reach beyond the initial broadcast

Outcome

Strengthened audience awareness through trusted media endorsement
Supported overall campaign reach and engagement

Overview

Led media outreach and PR efforts to support the launch of a F&B concept at Jewel Changi Airport, securing coverage across key lifestyle media during a highly competitive, high-profile opening period.

Objective

Drive awareness and footfall during the opening of Jewel by positioning the brand as a noteworthy “first” concept within the new retail destination.

Approach

Developed press angles aligned with Jewel’s positioning as a landmark lifestyle destination
Crafted press releases and media invitations highlighting the brand’s unique offering
Targeted relevant lifestyle and consumer media to maximize visibility among key audiences

Outcome

Secured coverage across multiple lifestyle media platforms, including Her World
Positioned the brand among highlighted “firsts” at Jewel, increasing visibility during a high-traffic launch period
Strengthened brand awareness and credibility through earned media endorsement

Overview

Secured international media coverage on China Global Television Network (CGTN), positioning d’Good Cafe within a broader narrative of evolving beverage culture and the convergence of coffee and tea experiences.

Objective

Elevate brand visibility beyond local audiences by positioning d’Good Cafe as a distinctive concept within the growing global interest in specialty tea and coffee culture.

Approach

Positioned d’Good Cafe as a unique concept offering both specialty coffee and curated tea experiences
Facilitated media engagement and ensured key messages were communicated clearly during filming and interviews
Highlighted expertise and craftsmanship to strengthen credibility within the beverage space

Outcome

Featured on CGTN, extending brand visibility to an international audience
Strengthened brand credibility through global media exposure