Hepmil SG and Mediacorp announce collab to enhance brand exposure

Hepmil Singapore has formed a strategic partnership with Singapore’s national media network, Mediacorp, to enhance brand exposure through targeted marketing campaigns for younger audiences. This collaboration combines Hepmil's network of over 1,000 key opinion leaders (KOLs) across six markets with Mediacorp's broad transmedia platforms, including TV, audio, digital, and out-of-home services.

The initiative, called 'POV Gen Z', aims to engage generation Z and Millennial audiences through branded content that highlights the perspectives of KOLs in areas such as food, fashion, and fitness. This content will be featured on Mediacorp platforms such as CNA, TODAY, and 8days. It will also be distributed further across other media assets within Mediacorp's network.

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In a statement seen by MARKETING-INTERACTIVE, Hepmil Singapore and Mediacorp position the collaboration as a strategy to deliver authentic stories via credible channels, claiming it will enhance the longevity and visibility of marketing campaigns by optimising search engine results.

This approach is said to provide an omnichannel and tailored experience for clients, said Hepmil Singapore and Mediacorp in the statement. 

"Our priority at Hepmil has always been to drive client success. Partnering with Mediacorp was a natural step to ensure that creator content not only stands out in the crowded social media landscape but also gains greater reach through Mediacorp’s comprehensive media solutions," said Michelle Tan, CEO of Hepmil Singapore. 

“We are excited to team up with Hepmil Media Group to harness the power of influencer-driven social conversations in advertising. Our partnership
aims to offer a holistic solution amidst today’s fragmented influencer industry with a myriad of creators having their own niche areas of interest and followers. Our clients will now have access to Hepmil Media Group’s community of KOLs in addition to Mediacorp’s existing pool of creative talent and extensive media network, offering them greater choice and more relevant ways to spotlight their brands," said Jacqui Lim, chief commercial officer, Mediacorp. 

"We look forward to working with clients through POV Gen Z and our suite of co-bundled solutions to supercharge their marketing campaigns and take their businesses to the next level," added Lui. 

Meanwhile, across the border, Hepmil Malaysia named Stephanie Looi as its new country general manager in Malaysia and Nur Liyana Abdul Latip as its new business development director. 

"As the general manager for Hepmil Media Group in Malaysia, my primary responsibility is to drive growth and expand our presence in the Malaysian market. This includes overseeing local operations, managing the creators’ network, building partnerships with brands and agencies, and ensuring our business objectives align with market trends," said Looi when MARKETING-INTERACTIVE reached out. 

"We will continue to focus on tailoring our content strategies to resonate with Malaysian audiences while scaling our platform’s reach and influence. We aim to continuously drive innovation. One of the products we aim to launch in the next quarter would be social commerce with mega livestream capabilities. We will be leveraging data-driven insights to improve engagement. Our technology and tools for analytics will also allow us to deliver more value to partners by optimising campaign performance," she added. 

Looi was previously the co-founder of PurelyB, a digital health and wellness lifestyle brand. Prior to that, she was head of digital solutions at Astro for just over two years. She was also director of digital at IPG media brands from 2015 to 2017.

Liyana on the other hand joins from Astro where she was its digital sales manager. She was with the team for just over three years. She has also worked at IPG Mediabrands Malaysia, joining as assistant manager in 2017 and being promoted to media manager in 2018. 

Photo courtesy Hepmil Singapore, website.

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