Here's how GRVTY Media launched a new brand that gained massive traction

This case study post is sponsored by GRVTY Media.ProblemMillennials of Singapore is a new media brand by digital media group GRVTY Media. Started in December 2016, the media brand aims to inspire Millennials in Singapore and let everyone know that we are not a “strawberry” generation nor are we apathetic towards the world.ObjectiveThe new Millennials of Singapore has two main objectives:1. Build a media brand that fully represents the voices of the Millennials in Singapore. We wanted every millennial to know that there is a platform for them to voice out and share their joy, concerns and thoughts to other fellow Millennials.2. Build a meaningful media brand that can work with a wide array of brands and advertisers to help them spread their brand messaging to Millennials of Singapore.SolutionTo reach out to the intended audience, four content formats were used:Website editorial articles to capture search trafficFacebook native social photo to use images to better tell storiesFacebook native video to convey messagesInstagram photo postings to reach out to audience on InstagramEvery week, a total five to 10 pieces of content are produced across the three platforms: website, Facebook and Instagram.ExecutionWhen we strategised how we should reach out the Millennials in Singapore, we asked ourselves how we should stake a claim in this vertical. The answer was right there in front of us: A brand called Millennials of Singapore.Once we have decided on the brand, the next question was: How do we reach out to them? We decided to go to where Millennials are spending most of their time on: Facebook and Instagram. For both platforms, the answer was simple: creating native content dedicated to the platform . We knew Facebook would reciprocate with the reach if the content quality is consistently good.While we took a social first approach to our content, we complemented our social content with website articles through a dedicated site millennialsofsg.com. We wanted to leverage on the empathy of our audience, hence we focus on telling real stories which deeply concern the millennials in Singapore. We also wanted to be daring yet mindful in our content curation, hence some of the topics that were discussed included:1. Being a Millennial hawker – Focusing on unconventional career choices.[gallery link="file" ids="196871,196872,196873"]2. Life after prison – Focusing on second chances and understanding the other side of the story.[gallery link="file" ids="196876"]3. Interracial relationship in Singapore - Couples shared what it was like to be an interracial couple in Singapore, and the best and worst things about it.[gallery link="file" ids="196878,196879,196880"]4. Image post: Chris on the loss of parents[gallery link="file" ids="196877,196882"]5. Converting To Islam[gallery link="file" ids="196881,196894"]ResultsWith a focus on Millennials, the page took off and found resonance with our target audience. It has grown from zero Facebook page likes to 40,000 page likes in six months, with the page reaching over 10 million people organically in May 2017.In just six months, here are the performances of the content created:Website Monthly Pageviews: 40,000 (May 2017)Facebook Post Reach: > 10 Million Our best performing content was the feature on Mieko, a teenage mum. The content reached over 20 million people organically, resulting in over six million organic views. The video was also adopted on international sites such as Diply and Wunderweib.Moving forward, GRVTY Media will continue to build more media assets and channels, and leveraging on its experience of digital media know-how and proven owned and operated medias to create content for brands.