Endowus (2019-2020)

As as an acting “CMO” consultant, I worked with the founding team to build marketing for this fintech company based in Singapore. Specifically focused on retirement solutions, The team wanted a brand that people who be able to resonate with, and stand out from the other robo-advisors in the space. I came in, defined the brand and creative specs, along with the channel mix and campaign strategy for the next
6 months.

A series of “firsts”: Endowus, the first CPF digital advisor
In this series, we profile 4 different Singaporeans who are about to embark, or have embarked on four different major life milestones. The campaign talks about how these moments were significant in their lives, and how Endowus loves “firsts” too, since these firsts often relate back to significant financial and life implications. This campaign went live on a billboard in the CBD district, and on social across instagram, facebook and YouTube in 1:1, 4:5, 9:16 and 16:9 formats running across different ad units.

CPF Investing for Everyone: (Budget $20,000)
At Endowus, humans are front and center, and the team wanted a campaign that would speak to the ethnic and socio-economic makeup of Singapore. We decided to then create a campaign with various different Singaporeans discussing and talking about money and what it means to them. In addition to Instagram, Facebook and Youtube, we also created an offline campaign takeover at Raffles Place MRT.

Billboards at Raffles Place MRT

A series on “What, Who, Why and How Endowus” Budget: $20,000
We creatd this series to introduce Singaporeans to Endowus. We wanted to create a series of fun videos, combining animation and “live action” objects to make explaining what Endowus is fun and engaging on social media. This campaign ran on Youtube, Instagram and Facebook in different ad and organic formats and cutdown types.