Regional Blogger Engagement: Sugar & Spice’s Sweet Beginnings with Thailand

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In a previous article we published recently, we introduced our regional blogger engagement campaign for Sugar & Spice, a popular bakery café from Taiwan famous for its chewy Nougat candy. Sugar & Spice originated from Taichung, Taiwan by being the first bakery café back in 1996. Since then, Sugar & Spice has over 25 branches in Taiwan and China and is made available online for international delivery. Sugar & Spice aims to promote its sweet offerings to neighbouring Asian countries — Thailand, Korea, Japan, and Singapore by engaging online social media influencers.

 

Sweet Beginnings with Thailand: THAIFEX – World of Food Asia 2016


We kicked off the campaign in Thailand, just in time for the THAIFEX – World of Food Asia 2016 that was held last May 25-29, 2016. Sugar & Spice participated in the said fair to showcase its sweet offerings to Thailand and visitors from other countries. Thailand food bloggers were invited to visit their booth on May 26 and got to try some of the best-selling products such as the Nougat and Cheese Pineapple Crisp Candy.

 

THAIFEX attendees got to try Sugar & Spice’s best-selling Nougat and Cheese Pineappple Crisp Candy

 

Here are S&S Marketing specialists together with Food Bloggers Fashion on Food (Ching Can Cook) and Eat and Travel Diary

Aside from their live event postings, together with another Food blogger Hungry Fat Guy, they got to try more Sugar & Spice products at home and featured them on their blogs and social media channels.

Ching Can Cook

 

Eat and Travel Diary

 

Hungry Fat guy

 

That ends the Thailand leg for our Sugar & Spice regional blogger campaign. Next up: South Korea, Japan, and Singapore. Watch out for it soon as we engage more bloggers from these countries. IRIS 247 specialises in searching, engaging, and managing online influencers and bloggers in APAC to execute regional influencer marketing campaigns for brands. If you are a marketer and want to do blogger outreach for your brand across Asian countries like Singapore, Malaysia, Thailand, South Korea, Philippines, Taiwan, Hong Kong, and China, let’s work together now! Drop us a message here and our specialist will contact you right away.

Reaching out to audiences through Instagram Influencers

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Social media marketing cannot be spoken of without a mention of top bloggers in Singapore.  Whilst boasting massive reach of audiences, influencer marketing allows brands and marketers to mediate otherwise obvious advertisement languages into words of friends and peersPower middle influencers with follower numbers of 10,000 ~250,000 are considered to be the perfect median to execute such marketing protocol.  Followings are top bloggers in Singapore who are considered to be Singapore’s own power middle influencers, take a look at their content creation style, communication style with followers, and how they collaborate their niche with brands through Instagram marketing.

Mok Ying Ren: Health and Fitness

Reaching your audience through instagram influencers

Reaching your audience through instagram influencers

Reaching your audience through instagram influencers

Avid runner publishes his photos of running, travel, spans around healthy and happy lifestyle. Some brands collaborations are also seen on his pages, and he actively communicates with his followers.

Li Tian: Food

Reaching your audience through instagram influencers

Reaching your audience through instagram influencers

Reaching your audience through instagram influencers

Food blogger Li Tian showcases foods from Singapore and Japan.  Her content production in collaboration with brand is natural and subtle.  Her tone of speech is friendly, and she often replies to comments left by followers.

Eugina Bey: Lifestyle

Reaching your audience through instagram influencers

Reaching your audience through instagram influencers

Reaching your audience through instagram influencers

Eugina’s account showcases various lifestyle photos that spans it’s sceneries from events, travel, to fashion.  With minimalistic composition, her account does not over sell, and plays out elegant yet humble and approachable atmosphere.

Kathleen Kong: Beauty

Reaching your audience through instagram influencers

Reaching your audience through instagram influencers

 

Reaching your audience through instagram influencersKathleen Kong’s account evolves around lifestyle, fashion, beauty themed photographs. Her original contents gain significant amount of likes from her followers which suggest strong interest and engagement within her personal Instagram community.

Chrystal: Travel

Reaching your audience through instagram influencers

Reaching your audience through instagram influencers

Reaching your audience through instagram influencers

Chrystal’s account evolves around one theme which is travel.  Featuring her friends and herself, she showcases various places in the world that evokes audiences’ longing for traveling abroad.  Her collaboration with brands such as several airlines are very subtly integrated which suggest perfect match of her niche and brand’s message.

Instagram is a great platform which not only caters to telling thousand words in a picture, but also a medium to transform brands voice to a word of mouth.  Whether your brands are travel, beauty, healthy, or lifestyle of various genre, Instagram influencer marketing featuring power middle influencers are great touch points to reach out to mass audiences. Contact us today to see who power middle influencers match your campaigns.

Choosing the right Social Media Influencers for your influencer marketing.

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Covering wide genre of services and products, top bloggers in Singapore are in demand by the market for their ability to execute the campaign effectively and organically.  From blog to Instagram influencer marketing, the choice of social media influencers are abundant for brands to choose and engage.  Among these social media influencers are power middle influencers, and they are gaining more attention for blogger marketing.

Hidden gems of influencer marketing

Social Media Influencers for your influencer marketing.

 

Power middle influencers, or mid-tier influencers, are social media influencers with follower number of between 10,000 ~ 250,000.  They actively engage with audiences through original contents on wide variety of topic, niche, or anything of their interests.

Given top tier bloggers boasts millions of followers and fans, these power middle influencers may appear inferior in terms of their online presence, so how can they be of an asset to a brand’s marketing campaign?

Benefit of power middle influencers

Social Media Influencers for your influencer marketing.

 

Unlike celebrities who tend to be figures people look up to, social media influencers are more relatable just like friends and family.  Thus, even though power middle influencers may not have a large number of reach, they can engage audience through more intimate and personal community, as they are seen as trusted friends and peers.

Another important factor about power middle influencers are the quality of audiences.  People follow these bloggers because they want to, unlike celebrities who may attract audiences with mere popularity.  Such fundamental difference in follower intent accounts for their successful engagement which is said to be 16 x higher compared to paid media and owned alternatives.

Lastly, power middle influencers come with substantial number of audiences, yet their incorporation may come less costly compared to the top tier bloggers and celebrities.  In other words, brands will be able to incorporate several power middle influencers for a single influencer marketing campaign, allowing them to widen their reach from various angles, and on various social media such as Instagram marketing.

Campaign amplification with power middle influencers

Social Media Influencers for your influencer marketing.

 

Just like any other influencer marketing, brands cannot expect successful campaign execution and drive engagement.  These are some of keys to note when engaging a social media influencers:

  1. Do a thorough research; how well do these power middle influencers match your campaign?
  2. What is their style of contents, copies, and how often and well do they engage with their audiences?
  3. Give them clear instructions. Not only will these align their content creation along your marketing campaign protocol, but this will also allow influencers to explore their creativity within the given context.

Whilst the task of choosing your social media influencers may look straight forward, thorough research needs to be put in order to pick the perfect match.  IRIS 247 is a blogger management platform that boasts hundreds of social media influencers from South East Asia and regions, with a significant range of genre, niche and audience sizes.  Contact our influencer marketing specialist today to discuss the possibility of boosting your marketing campaign with genuine audience engagements.

Internationalisation marketing with top bloggers in the market.

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Strong planning of marketing strategy, identifying your target audiences, the flow of marketing seems quite straight forward, but it is always good to know how close you are to effectively reaching out to your targeted audience and markets.  As we have mentioned several times, social media influencers are the perfect mediator for your brand voice that may come across rather corporate if otherwise.  This can be said not only for the local businesses that are already striving in the market, but especially for those who are looking to explore potential new markets.

Influencer marketing is widely practiced internationally, and is a very powerful way to implement market entry strategy as well.  Here are the top key take away from the launch of influencer marketing campaign:

Connect like a local

When it comes to top bloggers, brand should make sure that such reputation is built on strong content publication, and equally strong communication between bloggers and audiences.  What are the manner of speech used on social media? What tones are used in the copy? Not to mention the local languages and slangs, incorporating social media influencers in internationalisation marketing, especially those who boast large number of audiences who are also your target audiences, means it will help you reach out directly to them.

Cultural awareness as a market entry strategy

Perfect your market entry strategy with top bloggers and their market expertise.

Engaging a top blogger will allow to raise awareness about your brand a

nd to mediate brand message to your target audiences

Whether it is a product or service, it is important that the brand can accommodate their marketing strategy for the new market.  With marketing strategy that is adopted specifically for the market, including the implementation of influencer marketing featuring local top bloggers from that country, will portray the brand’s cultural awareness and sincere approach to the market itself.  For example, we are currently working with Sugar & Spice, which has recently launched a cross country campaign targeting South East Asia. We kicked off its influencer marketing campaign by engaging top bloggers in Thailand to visit their booth in the recently concluded THAIFEX – World of Food Asia 2016. The objective of the campaign is to introduce Sugar & Spice as a must-buy Taiwan souvenir to new markets such as Thailand, Singapore, Korea, and Japan. Collaborating with these social media influencers whose niche is about food in general, would allow the brand to tap the blogger’s fan or follower base that serves as their potential consumers Do stay tuned as we feature more about our campaign for Sugar & Spice in our next articles.

 

More than just demographics

It is relatively easy to obtain the demographics of social media and market trends, but when it comes to drilling down to the niche and topics that are popular in the new market, it could be painstakingly tedious.  On the other hand, top bloggers are alert and aware of their niche and hot trends in their market.  Demographics will show suggestive figure of market penetration, but with these top bloggers, brands will be able to find the reason behind such demographic figures which will allow them to strategize appropriately for the market.

Each market comes with unique characteristics and potentials, and hundreds of successful top bloggers as well, who are very much versed with the market and its audiences.  Engage with us so we can strategize your influencer marketing campaigns featuring social media influencers across the globe, to reach out to your target market and potentially drive business growth.  Contact us today to meet your perfect marketing match!

Working with Singapore’s foodie Instagram influencers

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Influencer marketing is gaining more attention from marketers around the world, and it is no indifference here in South East Asia as well.  The most important part of integrating Instagram influencers marketing to your campaign is consolidating your campaign objective, and finding the top blogger that aligns with your campaign.  Selection of appropriate social media instagram influencers determines the overall exposure to the potential mass target audiences, brand/service’s reputation throughout and after the campaign, and integration of brand/services into appropriate market.  Audience reach is determined by top blogger’s own pool of followers and fans accumulated over their engaging contents, and it is a sign that the blogger is well versed with his/her own niche, as well as market trend that appeals to fans.  As a marketer or a brand who’s interested in incorporating influencer marketing campaign, it is equally important to be aware of overall influencer marketing trend, as well as their online activities which give insight into your potential target audiences.

Like any other market, Singapore boasts large number of online instagram influencers who covers wide genre of topics and niche.  As discussed earlier, if you are interested in reaching out to Singaporean market with influencer marketing, no one speaks better niche than these top bloggers the Singaporean ways.  Followings are some of top social instagram influencers in Singapore:

honeybeesweets.sg

nstagram influencers in Singapore

nstagram influencers in Singapore

 

Home maker and self-taught baker Honey Bee Sweets showcases her home made cooking and Singapore delicacy on her Instagram. Her marketing campaign with Vitagen engaged over 1.5K likes, and comments from her followers and fellow blogger @danielfooddiary as well.

sethluicious

nstagram influencers in Singapore

nstagram influencers in Singapore

 

 

Initially started as a personal blog, Seth Lui began incorporating multiple writers, and eventually became one of the most popular food blogs in Singapore.  It is a good example where top bloggers not only mirror the contents, but publish contents that are platform appropriate which attracts large number of audiences.

Little Miss Bento

nstagram influencers in Singapore

 

nstagram influencers in Singapore

Known as Little Miss Bento, Shirley Wong publishes her niche ~ cooking of cute Japanese lunch box ~ across her social media platforms.  She is one of the top bloggers that actively interact with her followers and fans offline, holding her lunch box cooking workshops and also publishing her own book.

misstamchiak

nstagram influencers in Singapore

 

 

Miss Tam Chiak, a local expression for greedy or glutton, is a collective of food lovers introducing foods in Singapore and the region.  Spanning across various social media platforms, they publish their love for food, with their niche of sharing stories behind it with images where appropriate; sharing article from other pages on Facebook, posting food photographs on Instagram, and reportage on their blogsite.

danielfooddiary

nstagram influencers in Singapore
nstagram influencers in Singapore

One thing brand and marketers should not forget when choosing their social media influencer is, how well the top blogger of choice is versed with social media.  Daniel Food Diary is regarded as one of the top Singaporean food blog, and you can account for his social media skill when you find out that he is actually a mass communication lecturer and presenter. Like many other top bloggers, his content publication varies across social media platform.  Peel Fresh’s Instagram marketing with him accumulated over 1.7K likes and number of comments where he created the imagery featuring the product, yet incorporating his own creativity.

IRIS 247 is a talent management and blogger advertising website where you will find top bloggers from Singapore and other Asian countries.  As discussed earlier, there are many bloggers of choices for brands and marketers to narrow down to align with the Instagram marketing campaign.  If you are looking to engage a social media influencer who is versed in social media, region, and audiences, our media specialists can assist you to pick the perfect match for your influencer campaign. Contact us today!

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