Ben & Jerry’s Marketing Campaign: Panda-monium
• Conceptualised marketing campaign for Ben & Jerry's as practice
• Aggregated information sources of market research, including survey data & news articles
• Analysed consumer trends to develop innovative and effective product
• Ideated multi-pronged social media marketing strategy
• Produced creative assets including infographic and social media mockups
Raffles Asia Programme
Fresh Off the Yacht: Asian-American Hip-Hop and the Model Minority Myth
Abstract: The position of Asian-Americans in the black-white dyad of American racial politics has always been problematically underpinned by the ‘model minority myth’. Applying Osumare’s theory of ‘connective marginalities’, we explore how Asian-Americans have used hip-hop to resist this dominant societal perception. In particular, through lyrical analysis of 3 Asian-American hip-hop artists (Dumbfoundead, Rich Brian and NAV), we then attempt to draw insights into the effectiveness of hip-hop as a platform for such expressions of dissent. Ultimately, we posit our theory of ‘performative authenticity’ - that the portrayal of nuanced, genuine and authentic Asian-American lived experiences is mutually exclusive with commercial appeal, and that this tradeoff is one inherent in and unique to the medium of hip-hop.
The Raffles Asia Programme is an academic enrichment programme in which students conceive a 3500-word original research paper on any topic concerning “Asia” and present their research in a concluding seminar. With my collaborators Andrew and Nihal, we studied Asian-American hip-hop and emerged as the top project. As Student Keynote Speakers, we presented our findings to VIPs including Ms Karen Chan, Executive Director of the Asian Film Archive (AFA), students from other schools, as well as fellow schoolmates and faculty. During the project, I led the ideation process and organisation of argumentation. I played an active role in research process, both secondary (via reading academic journals) and primary (via doing literary criticism and analysis of texts, in particular those of Dumbfoundead and Rich Brian). I was also in charge of visual design, hence creating a PowerPoint presentation including original graphics to present our research results.
Selected Slides
Project Work
#TrySingLit: Analysing #BuySingLit and the State of Singaporean Literature
As part of Project Work, my group and I conducted valuable analysis of the marketing campaign #BuySingLit backed by the National Arts Council (NAC). We initiated market research through a survey amassing a large sample size of 525 respondents between 13-18 years old, from 12 Secondary and/or Pre-University schools. Thereafter, we pulled out key trends and drew actionable insights from the data. Furthermore, we applied the AIDA model in analysing #BuySingLit’s marketing strategy, ideating 3 proposed marketing activities based on each rung of the AIDA framework. In addition, we underwent web analytics research on the #BuySingLit website, focusing on Key Performance Indicators like page views and bounce rates to diagnose the ineffectiveness of the campaign. Lastly, we spoke with NAC director Ms May Tan, senior manager Ms Lo Hwei Shan, and manager Ms Christine Chong, who utilised our proposals for consultation in their marketing strategy review.
Selected Graphics
