Hi, I'm Ryan

Digital marketing strategist

Digital marketer by day, fitness enthusiast by night. With 2 years of flexing my advertising brain muscles at the Big 4 media agencies, & a year of freelancing, I’ve helped brands like HSBC, OCBC, Prudential Insurance, SaladStop, CASETiFY, & Miss Universe Singapore go from ‘meh’ to ‘wow'. When I’m not crafting campaigns that convert, you can find me lifting weights. Let’s connect and make your brand as fit as I am (or at least close).

Driving engagement, one post at a time.

Content Strategy | Social Media Management & Ad Campaigns | Email Marketing | Influencer Marketing & Management

Projects

Miss Universe Singapore

The Miss Universe Singapore TikTok Live campaign was launched to boost engagement, reach, and participation for the 2025 auditions by leveraging TikTok Live and coordinated cross-platform social media promotion.

CHALLENGES
The campaign faced major hurdles in building engagement for a newly established TikTok presence:
     - Brand-new TikTok account with very few followers
     - Minimal initial engagement and low visibility
     - Highly competitive social media space for beauty and pageant content
     - Need to quickly drive awareness and participant registrations for auditions

STRATEGY
A multi-phase promotional strategy was executed to generate buzz and attract viewers:
     - 7-day countdown with daily teasers and influencer shout-outs
     - Cross-promotion between TikTok and Instagram using ‘Link In Bio’ and ‘Swipe Up’ functions
     - Behind-the-scenes content, judge interviews, and contestant previews
     - Optimal live-stream timing and strategic use of relevant hashtags
     - Sustained post-event engagement with reels, contestant spotlights, and mini-documentaries

IMPACT
The campaign delivered exceptional results in engagement and brand growth:
     - Total views exceeded 99% of creators in Singapore
     - Hundreds of new followers gained within days
     - Thousands of live views, likes, and comments achieved
     - Improved visibility and audience participation, boosting future event potential

Ready for growth? Click here!

OCBC launched a comprehensive paid digital marketing campaign for the 360 Account throughout early 2024. The objective was to drive account sign-ups and engagement via a coordinated strategy across multiple online channels, such as Facebook/Instagram, TikTok, Google Search (SEM), Programmatic Display, ShopBack, and Spotify. The campaign focused on conversion-driven tactics, creative optimization, and detailed performance tracking across platforms. Performance analytics and creative testing were integral to improve cost-efficiency, audience targeting, and to establish OCBC’s digital leadership in Singapore’s competitive deposits market.

CHALLENGES
     - Fierce competition in digital deposit products, especially at peak festive times
     - Initial audience segmentation and cost optimization issues on FBIG led to high CPLV
     - Creative fatigue and limited audience reach in display channels

STRATEGY
     - Shifted budget towards high-performing platforms, especially TikTok and Programmatic Display, which delivered lower costs per landing and higher engagement.
     - Tested and optimized creatives—moving towards clear, benefit-centric messaging, numbers, and festive-themed assets to drive user action.
     - Enhanced audience targeting: Refined segmentation, broadened data sources (Adsquare, Trade Desk), and leveraged retargeting for better conversion.
     - Regularly refreshed creative assets and monitored performance to combat ad fatigue and improve results.

IMPACT
     - Significant increase in overall action rates and engagement, particularly on TikTok and programmatic platforms.
     - Consistent and lower cost per action across search and display campaigns (averaging around S$5).
     - Festive and themed creatives consistently drove better conversion rates and ROI.
     - Improved digital brand presence and efficiency for OCBC in Singapore’s competitive personal banking market.

Need a little help? Book! a free consultation call with me today and start transforming your digital growth!

Sponsored Content Campaigns

OCBC partnered with MoneySmart and SingSaver in Apr-May 2024 to promote the 360 Account via sponsored articles and social boosts targeting finance and investment audiences. Content included blog articles, Facebook posts, and paid social ads to drive awareness and engagement.

CHALLENGES
     - Competitive market with multiple banks promoting personal banking products amid interest rate changes.
     - Slightly lower dwell time on articles indicating room to boost content resonance.
     - Balancing budgets across platforms for maximum reach and cost efficiency.

STRATEGY
     - Published 800-1,000 word blog articles on both platforms, supported by targeted Facebook and Instagram boosts.
     - Allocated more budget to MoneySmart for scale, balanced with cost-effective SingSaver campaign.
     - Monitored performance metrics (page views, clicks, CTR, engagement) to optimize results.

IMPACT
     - MoneySmart article delivered ~65K page views and 8,779 link clicks, exceeding typical benchmarks.
     - SingSaver achieved 19K+ page views, 2,201 clicks, and a strong 1.84% CTR despite lower spend.
     - Combined, campaigns drove 84K+ page views and nearly 11K clicks, benefiting from high market interest during rate shifts.
     - Demonstrated effective use of sponsored content and social amplification in a competitive financial space, balancing budget and reach across two leading financial publishing platforms.

Feel free to get in touch with me at any time for any marketing inquiries.

SaladStop!xHSBC

HSBC partnered with SaladStop! in late 2022 to engage health-conscious consumers through a social contest encouraging users to create their own salads using SaladStop! ingredients. The campaign aimed to strengthen HSBC’s brand association with sustainability and healthy living while driving credit card applications via targeted social media, influencer marketing, and boosted Facebook posts.

STRATEGY
     - Multi-phase Facebook posts and stories for contest awareness, voting, and sign-ups
     - Retargeting past audience segments to improve ad performance
     - Collaboration with nano, micro, and macro influencers to boost reach.

IMPACT
     - 1.85 million impressions and over 8,300 clicks; CTR 0.45%
     - Engagement rate reached 2.1% (above HSBC average)
     - Low CPC ($1.47) and strong awareness uplift
     - Nano influencers delivered above-average engagement rates

So, ready to create buzz for your brand and drive real engagement? Let’s collaborate to craft campaigns that stand out and deliver measurable results.

HSBC WOW offered exclusive perks—such as 1-for-1 deals, discounts, and special offers—across categories like dining, travel, retail, and wellness for HSBC credit cardholders in Singapore. Frequent refreshes of the campaign microsite kept the experience engaging and highlighted fresh merchant deals every two weeks.

OBJECTIVES
     - Boost card usage and sign-ups with attractive, ever-changing rewards.
     - Sustain cardholder excitement and prevent creative fatigue.
     - Maximize reach via paid digital channels.

STRATEGY
     - Two-phase approach across Facebook, Instagram, Taboola, Yahoo, and search ads.
     - Fortnightly refreshed creatives in illustration style, plus animations or video in phase 2.
     - Partnerships with top merchants for a broader variety and targeted audience segments.
     - Performance-tracked by impressions, clicks, landings, and cost-efficiency.

IMPACT
     - Over 12 million impressions, 50,000+ clicks, 18,000+ landings.
     - Facebook drove the most web visits; Taboola and Yahoo delivered strong engagement.
     - Maintained campaign goals on CTR and costs; landing rate slightly lower than target, but results remained robust.
     - Strengthened HSBC’s brand value with engaging, high-demand offers.

Want creative campaigns like this for your brand? Let’s chat and see how we can boost your results!

The HSBC CASETiFY campaign increased awareness and sales of CASETiFY’s customizable phone cases while showcasing HSBC’s commitment to sustainability. By combining Google Ads, social media advertising, and influencer outreach, the campaign targeted tech-savvy and environmentally conscious consumers in Singapore.

OBJECTIVE
     - Promote Casetify phone cases and HSBC sustainability.
     - Drive high-quality traffic and credit card applications.

STRATEGY
     - Leveraged Google Search and Discovery to connect with in-market and affinity audiences using targeted keywords and engaging creatives.
     - Ran Facebook and Instagram ads focused on prospecting and retargeting, maximizing conversions with a mix of static and dynamic formats.
     - Partnered with influencers on TikTok and Instagram to boost campaign engagement and reach younger audiences.

IMPACT
     - Achieved over 10 million impressions and 54,000 clicks across channels.
     - Delivered strong conversion rates, with Google Search proving particularly cost-effective.
     - Facebook social ads generated significant leads with efficient costs.
     - Influencer videos drove high engagement, opening new opportunities for future video campaigns.
     - The campaign successfully enhanced brand visibility and contributed to HSBC’s digital acquisition goals.

Enjoyed the look into our CASETiFY campaign? If you’re ready to create something impactful for your brand, let’s connect and bring those ideas to life. Drop a message or book a call anytime!

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