One Championship (Group 7)

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Mixed Martial Arts (MMA) is the fastest growing sport on the planet for the simple reason that people like to see a fight – the less rules the better. One Championship is a Singapore based MMA promotion launched in 2011 and is Asia’s largest sports media property with a global broadcast to over 1 billion homes in 75 countries. It is widely recognised as the biggest MMA promotion in Asia with a 90% marketshare. One Championship currently has over 250 fighters under its banner and partnered with big corporate sponsors including G-shock, Haier, Cannon, and Under Armour.

One Championship has established presence on most of the major social media platforms including Facebook, Twitter and Instagram, and has been actively using social media to effectively expand its organisation. In 2014, One Championship teamed up with Facebook to offer live social media integration with global TV broadcast. The effect of this collaboration effort is evident in 2015 when One Championship launched a social media promotion strategy on Facebook which doubled its pay-per-view sales.

One Championship’s main competitors in the market are established global players such as the Ultimate Fighting Championship (UFC) and Bellator MMA.

Research Question & Objectives
While there is no doubt that One Championship will continue to maintain its stronghold as the leading MMA promotion in Asia, there are still plenty of areas One Championship can improve upon through the use of social media. Our research question will focus on
how One Championship can maximize its MMA promotion in Asia through the use of social media?

Through this study, we aim to achieve the following:

(1) Increase One Championship’s brand awareness within Asia
The fight events are held in most Asian countries including Singapore, Indonesia, Philippines, Cambodia and China. Through the analysis of the results gathered from Synthesio, it is evident that the events held in Singapore and Philippines generated the highest social media activities whereas lesser buzz was created for those held in Cambodia, Indonesia and China.

(2) Increase engagement with consumers and build a stronger brand community
There are already notable efforts from One Championship in attempting to engage its consumers via social media platforms, but we assessed that more exciting features can be integrated. At the same time, there will be some differences in the engagement strategies in different Asian countries and each should be unique to that specific country as factors such as lifestyle and cultural differences are taken into consideration to ensure maximum engagement with the local consumers.

(3) Improve the brand image of One Championship
Although One Championship is the leading MMA promoter in Asia, ask a typical MMA fan and he/she will more likely than not tell you that the Ultimate Fighting Championship (UFC) is still the most prestigious MMA promotion in the world and One Championship pales in comparison. Granted that UFC has been established 2 decades before One Championship, there is tremendous potential within Asia alone to elevate One Championship’s branding to be on par, if not exceeding that of UFC in the next few years.

One of the common misconceptions of MMA is that it is basically human cock fighting and the brutalness of the sport promotes violence. Although the damage inflicted in competitive fights do sometimes lead to bloody wounds, there are in fact rules adopted by all state athletics commissions known as the Unified Rules of Mixed Martial Arts enforced with fighter safety in mind. These misconceptions, if not resolved at an early stage, would potentially erode One Championship’s brand image and affect the bottomline.

Therefore with our research question and objectives in mind, we will attempt to develop effective social media strategies that we would share with you guys in our next post and presentation.

Our research method plans to deliver a good mix of quantitative metrics and qualitative insights to answer the research question:

(1) Analysis of social media strategy
We plan to conduct a comprehensive analysis and evaluation of the current social media content and strategy. The analysis will include:

  • Choice of social media platforms
  • Coherence of marketing strategy across platforms
  • Frequency of posting and activity volume
  • Number of followers
  • Comparison between closest competitors such as Ultimate Fighting Championship (UFC) and Bellator MMA

(2) Analysis of brand image via social media

  • Consumer sentiments

(3) Secondary research
Secondary research will be conducted to identify key trends that are driving the business of sports.

One of the reasons why we chose One Championship for our project is due to the growing popularity of MMA. Furthermore, the crowning of our Singapore youngest female world champion Angela Lee created a lot of buzz with her recent epic wins and inspired us to took a closer look at One Championship through the lens of their social media efforts, despite our class being female dominated and may not be as interested in MMA sports. Although One Championship has been rather successful in its marketing and advertising campaign, we do see certain areas that could be further improved so as push One Championship to the same level, if not better, than its close competitors.

We will develop a structured social media campaign that aims to complement the existing efforts of One Championship in order to maximize its MMA promotion in Asia.

By: Kevin & Jing Teng

Group 3 | Innisfree


Background/Overview of Innisfree
Innisfree is a naturalism-oriented cosmetics brand launched in 2000 in South Korea. It is owned by South Korea’s biggest cosmetics company AmorePacific Corporation, which also owns popular brands – Laneige, Etude House and Sulwhasoo. Innisfree is all-natural by using only ingredients from Jeju Island, such as volcanic clay, canola, camellia and green tea. It is also eco-friendly, making use of recyclable materials and containers for its product design.

Innisfree’s first Singapore store was opened in late Nov 2013 at Takashimaya Shopping Centre, Ngee Ann City. It has been well received by Singaporean consumers and has expanded to seven stores in Singapore today.

Importance of Social Media Strategy to Innisfree
Since the time Innisfree was launched in Singapore, it constantly updates consumers about new store openings, new product launches and product benefits through its social media platforms. It also conducts ‘like and share’ product giveaways to increase brand awareness. Throughout these few years, Innisfree has built a strong brand presence in Singapore through various marketing campaigns.

Meanwhile, the Korean beauty wave is currently still a major player in the cosmetics industry with many Korean cosmetic brands still growing strong and actively engaging consumers. Singaporeans are also increasingly willing to try out new beauty and skin care products. With so many brands to choose from, Innisfree needs to better differentiate and strengthen its brand identity of being all-natural and eco-friendly, and to build a local community that believes and advocates it.

Social media is thus important for Innisfree to differentiate itself, as it allows Innisfree to reach and engage its target consumer demographic group, most of whom use social media.

Research Question
Hence, our research seeks to find out how Innisfree can utilise social media in a way distinctive to its brand, while leveraging on “best practices” from its stronger competitors and avoiding the pitfalls of weaker competitors. The value of this question lies in discovering how social media can effectively provide Innisfree with a competitive advantage in this saturated Korean cosmetics market.

Research Method
Our group will utilise both primary and secondary research to better identify the areas that Innisfree is doing well in, as well as the areas where it could improve on, so as to facilitate in answering our research question.  

  1. Primary Research
    Evaluation of Social Media Content
    We will evaluate Innisfree’s posts on its Facebook and Instagram, taking into account their content, frequency of posting and reach. At the same time, we will analyse close competitors such as Etude House and Laneige on their social media platforms.

    Conducting Survey
    We will also conduct surveys with the general demographic group that uses cosmetics (i.e. females aged 18 to 30 years old), to gain insights on (1) what consumers are looking for in a generic cosmetic brand’s social media platform, (2) consumer sentiments with regards to Innisfree, and (3) any other preferences specific to Innisfree.

  1. Secondary Research
    We will use Synthesio, Socialbakers, supported with further research on the market trends, to analyse the brand engagement of Innisfree on its social media compared with its competitors.

Moving forward, we will propose strategies targeted at the social media platforms, in order to increase interaction and engagement of Innisfree with its current and potential customers.

– Jia An, Samantha and Gena


Founded in 1984, Red Bull is a well-known energy drink that has gotten a large proportion of the market share in this industry with its famous tagline – “Red Bull Gives You Wings”. With a brand image that centers around extreme sports, it is very adrenaline-driven and embraces individuality.

Existing Active Channels
Being a company that prides itself in being deemed as trendy, it has very strong social media followership and participation. Just to give you a glimpse, on Facebook alone, Red Bull has 45.3 million likes on their page, with an average of 5 to 8 posts per day, 500 to 1500 shares and 10k to 16k likes  per posts and 2% of comments are replied. On Twitter, it has 7 to 10 tweets per day, with 60 to 150 retweets per post and 8% of comments are replied.  Not forgetting Instagram, Red Bull links its Instagram account to Red Bull TV and it has an average of 2 to 5 posts per day, featuring influencers and events. Influencers are also featured on Red Bull’s Youtube channel, where approximately 2 to 4 videos are uploaded daily.
Apart from social platforms, Red Bull actively engages with university students through the Red Bull University program. Essentially, the company works with several Student Brand Ambassadors Managers (SBM) to promote the drink and build the brand image.

Research Question
How does Red Bull utilise their Marketing strategy in integrating SBMs and the use of social media? How does it engage consumers in Singapore via this strategy?

Value of Study
For Red Bull, we believe that it will aid them in refining their existing marketing strategy. This would help them to allocate their resources more efficiently and effectively. The benefits do not just stop at Red Bull. For other competitors or companies that are looking into expanding their strategy, this study will help them gain a greater insight into this strategy, helping them to make a more informed decision.

With our research, we would want to analyse and evaluate the effectiveness of Red Bull’s SBM strategy in the age of Social Media. Along with that, we will be evaluating if the reach of SBM’s is significant in Singapore. Lastly, we will be measuring the level of engagement in Singaporean consumers and particularly looking into what are the types of posts that can be viral.

With our research question and objectives in mind, we will be embarking on several methods for collecting both primary and secondary data for our analysis. Primary research methods will include online surveys and focus groups with Singapore University students and interviews with SBMs from Singapore Universities and other students. Secondary research would come in the form of market, competitor and social media content analysis, as well as evaluating current influencers.

Fitz & Jolene 🙂

Sweetfish (G2)

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Hi everyone,

Unlike most groups we will be basing our study on an upcoming new establishment, Sweetfish which will be launching its first store this summer at Asia Square. Sweetfish will be riding on the healthy eating wave that has caught on in recent years selling poke bowls.

Poke: A Hawaiian Concept

Poke is a fusion rice bowl with the main ingredient being raw fish. It is both a comfort food and a healthy meal packed with nutrition. In recent years, it has been sweeping the United States as a must have food trend, especially in New York and Los Angeles. Poke has since been headlining the American Community and culture. A Poke establishment based in the United States has recently been rated the #1 best restaurant on Yelp.


Sweetfish will be the first authentic Hawaiian poke establishment in Singapore.

Target market:

Demographic: Young professionals aged 20-40
(located at Asia Square)
Psychographic: Health conscious, trendy individuals

Other similar stores: Grain Traders, Aloha Poke, The Daily Cut (Healthy eating F&B stores in the CBD area)

Research Question

  1. How can Sweetfish, an upcoming establishment, leverage on the existing trend of healthy eating to engage their target audience via social media?
  2. How can different social media platforms be used to differentiate Sweetfish from other similar stores?

Value of Research

The purpose of this research is to see how we can best engage customers using various social media platforms by differentiating Sweetfish from similar stores in the industry. Since Sweetfish is a new establishment with no past records of social media usage, recommendations will be put in place based on the analysis of other similar stores.


  • Conduct surveys to gather primary data from prospective customers within the vicinity of the store. Surveys will be conducted in the CBD area where we will be approaching individuals that align with the demographics of our target market.
  • Analyse the social media platforms of similar stores such as Grain Traders, Aloha Poke and The Daily Cut. These F&B businesses use social media influencers such as LadyIronChef and Seth Liu to market their brands and products and increase overall brand awareness amongst the public.
  • Ride on the healthy eating wave that has been trending in recent years and come up with a campaign/movement on different social media platforms that differentiates Sweetfish from its competitors. The campaign will be aligned with maintaining a “premium feel” for the brand image as our target market will be young professionals working in banks and multinationals in the CBD.

We hope by analysing different social media platforms along with collecting primary data, the social media strategies we plan to adopt and implement for Sweetifsh will be able capture the attention of our target audience making Sweetfish the next big thing in Singapore.

Thank You!

Zac & Sarah (G2)



Group 6: Propelling cultural foundation to springboard the artistic and cultural movement lies in the growing usage of social media

Introduction to selected organisation and importance of social media strategy for its business

Han’s Art & Living

Han's Art & Living

Established since 1997, Han’s Art & Living started out with a desire to explore different forms of art to stimulate art inspiration for children. It was formed with the belief that art play a huge role in molding one’s thinking process, bringing out finer virtues among children. Han’s Art & Living serves as a platform for aspiring artists to showcase their talent through their art pieces.

Importance of social media strategy for its business

However it requires a large amount of resources to to keep true to its philosophy of providing a unique experience for each child attending its arts lesson. Apart from creating a positive environment for the children to feel relaxed to create art, it is also crucial to sustain the business. A delicate balance between business and the arts have to be struck. Hence, Han’s Arts & Living expanded its outreach through setting up an online website which provide customers with an overview of its business. Subsequently, they also introduced an online store so that customers could purchase artworks online.

Being a relatively new and growing scene in Singapore, the art companies and brands are not as well established as they would want to be. Han’s Art has a philosophy of creating a unique experience for every art session, which may put pressure on its resources to sustain that philosophy and the business. Therefore to strike a balance in developing its business as well as portraying itself as a unique art destination, it is important to tap into channels that would help to boost coverage as well as establish good standing and showcase some sort of competitive advantage. Having a good media outreach using social media platforms would garner increased publicity in hopes of generating higher participation rates. In addition, social media is growing in usage and thus the ease and convenience of sending messages to an audience as well as establishing efficient and effective two-way communication will be greater.

Research question and value of the study

Propelling cultural foundation to springboard the artistic and cultural movement lies in the growing usage of social media.

The art scene in Singapore has been growing over the past few years, with the government investing more in art fairs and creating world-class museum spaces1. Some initiatives include Art Stage Singapore that debuted in 2011, and Art Week, that showcases the many great works of both local and global talents. The growth of social media has also increased rapidly across the years, and thus a link can be established between enhancing the prominence of Singapore’s art culture through the effective social media usage.

Project Planning and Method

Arts and culture are closely intertwined. There are many art forms – plays, symphonies, ballets, paintings, sculptures, literature, film and photography. The traditional art forms which includes Chinese calligraphy, Teochew opera, bangsawan, Malay dance, Tamil literature, Indian dance. Yet there are many activities that do not conform to common perceptions of arts and culture, such as getais, community singing, drumming, hip-hop. For the purpose of this project, we will be defining arts as a subset of culture. Hence data collection for number of museum visits, ticketed sales performing arts events and presence on social media will be a tool to gauge the level of engagement in the arts scene. Such social media sites includes – Youtube, Facebook, Instagram and Twitter.

Social Media Strategy for Han’s Art & Living

Partnership with local museums

Since Han’s Art & Living has a group of local artists in place, it is worthwhile to collaborate with museums in Singapore during the Singapore Arts Festival to boost the awareness of Han’s Art & Living. Some examples include the National Library ground floor spaces that have been previously used for craft events and exhibitions.

We can also adopt the Pass-it-along promotion method in order to boost sales and create greater awareness. Han’s Art & Living could thus collaborate with companies such as Groupon, to promote their cause. We believe that through this, we will be able to utilise one’s network and experience a greater response

Riding on the waves of government initiatives           

With a need to differentiate Singapore from the rest of Asia, the government has been actively promoting the arts and culture scene in Singapore through initiative like Arts and Culture Strategic Review (ACSR). The initiative aims to double the percentage of Singaporean visiting at least one arts and culture event each year. As this initiative is driven by the private sector, the community and the arts and culture sector, there will be a groundswell of support for the local arts and culture scene.

Increasing online presence through the usage of Instagram and Facebook

Han’s Art and Living could increase their online portfolio by engaging and promoting their art classes through Instagram and Facebook. Snippets of videos showcasing the formation of art works can be an effective way to promote their art classes. They could also do so by creating events such as Lucky draws for their followers in order to pique the interest of the public. In addition, they could hold instagram giveaway contests for discounted art classes or vouchers, based on the competition criterion. An example could be “document your favourite Han’s Art experience and stand to win art supplies!” which would not only attract children who are competitive and are interested to create and draw, but budding or beginner artists who may be in search of unique or basic art supplies that Han’s Art could provide for in this case.

Facebook would be used for event promotion, as more adults/ the older age group would be the more frequent Facebook users and could be new parents and are in search of fun places to learn arts and craft, that Han’s Art is trying to garner awareness of. These could be advertising not only classes within their own location but events held externally around Singapore, like collaborations with any Art’s festival or museum event.