social media & Content marketing

At Grimm, some of our key brand storytelling happens on social media platforms. Our social media marketing strategy takes its cue from a brand’s story and corresponding content marketing strategy. Social media is a great way for brands to connect with their target audiences, whether it is making a first impression via Facebook Advertising or Instagram Advertising, or by building a ‘following’ of brand loyalists and engaging them through content, articles, contests and more.

Here at Grimm, we specialise in Facebook Marketing and Instagram Marketing, based on Singapore’s current social media usage.

Grimm’s social media marketing clients include:

LUMINE Singapore

Grimm was tasked with the social media content strategy, Facebook and Instagram Advertising as well as copywriting with the brief for “I Am Who I Am”, a bold, individualistic launch mantra for LUMINE seeking to build camaraderie with independent, sophisticated female PMETs in Singapore.

The launch saw LUMINE’s creative agency engage multiple strong female personalities from both Singapore and Japan as part of a series of location swap photoshoots featuring LUMINE’s apparel collections modelled against iconic locations in both Singapore and Tokyo.

Grimm supported these shoots with content planning, copywriting, ad targeting and optimisation, adopting a succinct, sophisticated brand voice that resonated with target audiences for a successful launch.

The Golden Duck

When the folks at The Golden Duck (TGD) came to Grimm, they were in a middle of doubling the number of products on their shelves from 2 to 4 with the launch of their Chilli Crab and Salted Egg Crab Seaweed Tempura snacks, combined with a rebranding exercise aimed at creating a more mature, artisan and social vibe around the brand and its products.

This product launch and rebranding was a huge undertaking for the team at TGD, and the entire marketing department was swamped, taking a toll on in-house social media marketing.

Grimm came in to help with TGD’s social media marketing and content strategy by first setting the tone of each visual, going for warmer colours in design, breathing in life with our photography, adding character with our copywriting and planning content around TGD’s 4 newly defined target audiences and 3 freshly minted brand values.

We then created a content marketing bridge of sorts for TGD’s audiences, teasing them for the highly-anticipated product launch while easing them into the new look of TGD’s content.

Grimm’s social media content has since been used by TGD and its distributors all over the world.

The Novel Encounter

One of the major challenges faced by the The Novel Encounter (TNE) was translating its unique literary concept to the masses in Singapore. Grimm decided to use locally popular social media platforms like Instagram and Facebook to launch a branding video that showcased the careful curation process of TNE’s products, married with the satisfied faces of the gifting element.

User-generated content from or featuring satisfied customers plays a huge part in Grimm’s management of TNE’s social media marketing. Much of the content reposts content created by happy customers of TNE products in users’ settings, showcasing the positive reviews from a variety of users across demographics and building trust in the TNE brand. Grimm also uses Instastories as a key means of interacting with TNE audiences, collecting meaningful feedback and feeding users’ interest.

Another challenge came when TNE’s founder was approached by a publishing house to create a book of poems from scratch without relying on past creations. With a tight deadline, we decided to use user-generated content once again, turning to TNE’s followers on Facebook for inspiration of topics. In a huge show of support, TNE’s loyal following banded together to contribute over a hundred meaningful word trios that left TNE’s management spoilt for choice in selecting poems for writing and publishing.