strategy

PLAYING WITH FIRE

CAMPAIGN LEAD

Overview

Playing With FIRE is a strategic youth-led campaign promoting a balanced approach to the FIRE (Financial Independence, Retire Early) movement for Singaporeans & PRs aged 21–27.

In response to rising but idealised interest in FIRE, we demystify financial risks, promote mental well-being, & equip youths with tools for informed financial decision-making. Backed by market research, our 6-month initiative featured 70+ social posts, an interactive website, roadshows, a milestone panel event, & long-form content.

Results

Won the APRW Excellence Award (Top FYP Campaign)
13 major media features (e.g. The Straits Times, DollarsandSense)
3.7M in organic media reach
$188K in PR value
10.7% engagement rate
$11.9k in sponsorships & partnerships with 17 organisations
2.9k pledges to pursue FIRE sustainably

The campaign exceeded all output & impact KPIs — driving measurable improvements in financial literacy & behaviour.

Strategy

I led end-to-end strategy, grounded in the Theory of Planned Behaviour from research, insight distillation, message framing to tactical planning, forming a 3-pronged approach.

From message framing to mascot creation (Centy the 5-cent coin), we embraced an accessible, peer-to-peer tone that made financial literacy feel less intimidating & more actionable.

Execution

Digital Tactics

Website: 2.7K pledges, 6 articles, comics, glossary
Socials: 70+ posts across IG, TT, YT, Telegram, Spotify
Long-form Content: 4 Video Podcasts, 3 Miniseries
Other Activations: Personality Quiz, Giveaways

Physical Tactics

Roadshows: SG Global Money Week, NTU, NUS, SMU
Guerilla: “Pick an Angbao” for a chance to win cash
FIREstarter Panel: 1 Moderator, 4 speakers, 83 attendees (60% over target)

Key Contributions

Social Media Management
- Instagram, TikTok, YouTube, Spotify

Financial Controller
- Budgeting & cost optimisation

Campaign Evaluation & Analysis
- Website, impact & output analysis

Supporting Role:
- Market research, partnerships, sponsors

Campaign Branding & Strategy
- Art direction, logo, mascot
- Positioning, messaging
- Impact, output objectives

Campaign Collateral & Assets
- 70+ social posts
- Website & Personality Quiz
- Posters, banners, event merchandise

Coverage Clippings

This campaign honed my ability to design behaviour-first strategies, lead multi-disciplinary teams, & execute with both creativity & discipline.

It taught me to distill complexity into a clarity-first approach.

playing with FIRE

Universal Music Group

UNIVERSAL MUSIC GROUP
INTERNATIONAL MARKETING

Overview

As part of Universal Music Singapore’s International Marketing team, I contributed to the planning, support, & execution of regional & local campaigns, as well as fan activations for global artists. I was assigned a total of 14 artists (see below), & also provided support for promotional activities for other key artists outside of my rotation.

ASSIGNED ARTISTS

Rotational

Priority

Viral/Resurgent

Taylor Swift

Imagine Dragons

Sabrina Carpenter

Olivia Rodrigo

Kendrick Lamar

Katy Perry

Calum Scott

Gracie Abrams

Camila Cabello

Reneé Rapp

Chappell Roan

Lukas Graham

LANY

Maximillian

Results

86% majority music shares in Feb-Mar 2024 with Taylor Swift chart dominance
29.6% increase in key social account (IG) followers within 6 months
Successful execution of 3 large-scale activations & 2 promotional & album launch events
Produced & deployed 3 digital OOH billboard advertisements & other promotional assets seen across Singapore
Strengthened visibility for assigned artists via consistent media monitoring, reporting, & fan-centric content

Key Contributions

Digital Marketing
- Research, planning, media monitoring
- Deck creation & pitching

Content Production
- 60+ social posts
- Posters, banners, event merchandise, etc.

Social media management (Airtable)
- Instagram, TikTok, YouTube, X, Linkfire

Events
- Coordination, execution
- Liaison with fan clubs
- Partnership management

TAYLOR SWIFT: 'THE ERAS TOUR MARKETING'

Overview

I was tasked to handle promotional efforts in Singapore for Taylor Swift, the label's highest-priority artist, supporting campaigns to boost streaming, chart presence, & fan engagement surrounding her 6-night 'The Eras Tour' concert, & the release of 'The Tortured Poets Department album.

Results

Successful execution of 2 key activations from ideation to rollout
- Curated an 'Eras Tour' fan event for 80pax
- Developed the 'The Tortured Poets Department' album exclusive launch event at the National Stadium with ~300 attendees & a low attrition rate of 9%.
Produced 3 video billboards in high-traffic areas (e.g. Ten Square, Suntec City) estimating 1.84M impressions over 4 weeks
Promotional efforts saw to Taylor Swift's local chart dominance, with 28 tracks in the Top 50 over a 3-month period, positioning her as Singapore's top streamed artist

Strategy

I worked directly with the Head of Marketing to plan & execute a tailored promotional strategy deeply aligned with Taylor Swift's brand ethos.

Grounded in fan behaviour insights & real-time chart trends, the multi-channel promotional efforts prioritised meaningful fan engagement, digital visibility, & catalogue reactivation.

We also adhered strictly to the artist's tone, aesthetic, & requirements across all of the touchpoints.