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28 April 2020 –  Launched by At-Sunrice GlobalChef Academy, the #standupandwashup campaign features some of Singapore’s top chefs from Michelin-star restaurants, to raise public awareness on the right handwashing technique.

The campaign sees some of Singapore’s top chefs banding together, in a series of 11 videos in 6 languages, to demonstrate the best handwashing methods and provide tips on proper food handling practices.

The chefs featured include familiar names such as Sebastien Lepinoy of 3 Michelin-star Les Amis and Chan Hon Meng of Michelin-starred hawker stall Hawker Chan.

In light of the COVID-19 situation, At-Sunrice took the initiative to launch a public service campaign. The objective is to educate the public on proper handwashing techniques-one of the simplest yet most effective ways to check and control the spread of viruses.

The campaign also highlighted that handwashing- which is a seemingly simple and logical act, is surprisingly not practiced enough or done right. Since contact through the hands is one of the most common ways that viruses can spread, it is key that we practice proper handwashing to help limit the spread of viruses. 

“As a leader in culinary education in Singapore, At-Sunrice GlobalChef Academy has the responsibility to champion the cause of enabling every Singaporean to stay clean and safe. We are thankful that our network of Chefs readily participated in this initiative to educate the public, believing with us that this is the right thing we should be doing as our nation bands together to fight COVID-19.” Dr. Kwan Lui, Founder & Director of At-Sunrice GlobalChef Academy shares.

As the number of local COVID-19 cases continues to increase in Singapore, it is more important than ever that everyone do their part to fight COVID-19. The videos also serve as a reminder to everyone that we all have a role to play in being socially responsible. We can all start by washing our hands the right way. Let us combat COVID-19 as one nation. #SGunited, together, we can overcome!

#standupandwashup campaign is proudly supported by 2Stallions Digital Marketing Agency.

“We are proud to be supporting a meaningful campaign led by At-Sunrice, to bring greater awareness about personal hygiene through the digital space. It is currently a difficult period for all of us, but let us lend a hand to each other within our means to combat COVID-19.”- Daniël Heerkens, Regional Managing Director at 2Stallions.

You may find out more about the campaign here.

About At-Sunrice GlobalChefAcademy

At-Sunrice is an award winning culinary school with more than a decade of experience cultivating foodpreneurs, global chefs and F&B professional. Established since 2001, the hospitality and culinary school is also one of the first in Singapore to be awarded the National CET Institute (NCI) accreditation.

The academy provides a wide range of courses, supported by an international cadre of experienced staff and industry partnerships, complete with state of the art facilities. The school also boasts a long list of accomplished alumni including Zenn Ng, the founder of Cake Spade.

About 2Stallions Digital Marketing Agency

2Stallions is an award-winning digital marketing agency that has worked with 300+ global clients ranging from MNCs, government institutions to local SMEs. Some of its clientele includes Hong Leong Bank, AXA, Ping An, UOB Kay-Hian, ITE, InterContinental and Stanley Black & Decker. With its headquarters in Singapore, the agency is also a mashup of digital and creative professionals across multiple regional offices who brings together a combination of European expertise and Asian market insights. The agency is also driven by leveraging the power of data, which enables its clients to reach their maximum potential on digital.

As one of the most dynamic digital marketing companies in the APAC region, 2stallions is a company that values big ideas, creative thinking and teamwork. Offering over 10 years of experience in the online marketing space, the agency works with a laser focus on results and putting the needs of their clients first.

You may have noticed that people around you are making money—with some making a living—from their online businesses. From blogshops selling clothes to private tutors getting clients from mobile apps, people are earning cash by leveraging innumerable business possibilities. Is there a formal description of this phenomenon?

Yes, there is one. It is called the “Long Tail Effect.” Before we delve into its specifics, let’s address the question on your mind right now: Why is it likened to a “long tail?”

That is because the graph associated with this phenomenon resembles a creature with a long tail (yay, pareidolia). Of the following images, the first is an archetypal version of the graph, while the second is a visual explication of the graph’s resemblance to creatures with long tails:

Sales-Distribution-Curve Figure 1: Sales Distribution Curve

Coined by Chris Anderson (former editor-in-chief of WIRED magazine) in his 2004 article, the Long Tail describes the shape of the lower end of the sales distribution curve—as represented by the shaded portion of the graph in Figure 1. The main takeaway from this graph is that the “long tail” occupies an area roughly equivalent to the area occupied by the vertical “head” that comprises of bestsellers. In other words, there is bestseller-quantity wealth hidden in the seemingly nondescript “long tail”.

So, what makes up the Long Tail? While the “head” consists of a handful of fortune-making bestsellers, the Long Tail consists of innumerable, non-popular (not necessarily unpopular) products that sell few

Returning to the part about bestseller-quantity wealth, this means that if you could somehow aggregate the sales of all products in the Long Tail, you would make a fortune roughly equivalent to the wealth generated from the sales of the relatively few bestselling products in the “head.” This is what happens with companies such as Amazon and Netflix; these aggregators and sellers of content/products make roughly the same amount of money—or more—from the sales of their obscure content/products as they do from the sales of their handful of bestsellers.

Of course, not everyone will find an aggregator like Amazon or Netflix (and go on to become a multimillionaire or billionaire). How does the Long Tail Effect benefit individual, ordinary persons then? How does it help you market for yourself?

As always, the answer is to search for a sweet spot somewhere in the middle of two extremes. In the Long Tail’s context, the two extremes are the bestsellers and the super-obscure sellers. As an ordinary person, you should generally aim for the area labeled “Broad Range of ‘Average Performers’” in Figure 1. The rationale is as follows: Your product/service becoming a bestseller is unlikely, while being in a low-selling niche will ensnare you in urban poverty—so making your offering average in popularity/demand is the most realistic measure you can take.

Remember those people around you who are making money (or even a living) from their online businesses? Those who make a living have products that lie at the very least in the Long Tail’s middle area. If you also have an online business, but you are not making a living like them, then perhaps you require 2Stallionsdigital marketing expertise. We can help you market online better; we can elevate your offering from the wasteland of obscurity to the wellspring of average-or-more popularity.

Contact us here to begin your 2Stallions partnership. With years of experience across diverse industries under our digital marketing belts, we can analyze your business needs accurately, and provide you suitable solutions.

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