Month: August 2016

Are we Good To Go?



We may not deny that the main objective of a business is ultimately to make money or gaining a certain profit from it. For some, it is for a good cause.

One such great example to me would be Too Good To Go. Too Good To Go is a social enterprise dedicated to reducing food wastage, helping consumers save money, and save the planet by saving food. Through their mobile application and website, consumers can order delicious from local restaurants, cafes and bakeries from £2 and a maximum of £3.80 (and that’s from the second best Japanese restaurant in the country!) and collect it an hour before they close. This revolutionary concept not only saves the food from being thrown away into the bin, consumers can enjoy great delicious food at only a fraction (or even more!) of what they normally cost.

Founded in 2015 in Denmark by a group of friends, they were able to expand and grow its foundations in six different countries as of August 2016.

In my humble opinion, TGTG made a right decision in choosing mobile application and website for their marketing platforms. Why is this so?

From Internet Trends 2016 – Code Conference compiled by Kleiner Perkins Caulfield Byers,  the number of smartphone users is growing, but not at the same rate as compared to previous years (refer to Fig. 1). On the other hand, they found that using Internet/Web Chat and Social Media are the two best ways for businesses to reach out to millennials, who makes up a major part of TGTG’s target market (refer to Fig. 2).

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Figure. 1

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Figure. 2

How can TGTG make use of social media to improve? 

Using the 4I’s of mobile social media, TGTG can:



Integrating Snapchat into consumer’s life

Snapchat is the top 5 most used social media platforms in 2016, and has over 100 million users daily. TGTG can use Snapchat’s Sponsored Filter function to help promote its cause to a specified geographic location. For example, KFC’s “Love at first bite” filter was applied 200,ooo times, and noticed a 23% increase in store visits. Friends of the consumers will be exposed to TGTG more often through Snapchat, which would be seen as less annoying that a blatant advertisement on their mobile.

Individualise their preferences

TGTG can introduce individualization to their consumers by allowing them to customise their preferences in their mobile application or website. For example, consumers may have a preference for Japanese cuisine according to their online profile. With this information, TGTG can recommend more Japanese restaurants that is near to the consumer, when they are searching for a restaurant in the app.

Involve consumers through engaging conversations

TGTG has been doing a great job actively trying to connect with their consumers through social media platforms like Twitter. With a smartphone in every consumer’s hand, conversations become instantaneous and responsive. TGTG can thus connect create a more engaging conversation with their consumers by replying them on Twitter or Facebook, showing them that TGTG actually cares and appreciate their comments and feedbacks.

Initiating user-generated content

Restaurants with the same vision as TGTG can work hand-in-hand with them by emailing TGTG. Rather than having restaurants to contact TGTG directly, I suggest that TGTG has a “Recommended” sections in their application/website, where consumers can recommend local restaurants/cafes/bakeries with geo-tagged locations which they hope to find on TGTG’s app. User-generated content like these allows TGTG to include more eateries in their selections, increasing the choices for consumers, and makes consumers feel more connected with the business when TGTG adopts their recommendations.

Even with the 4 I’s of mobile social media, is TGTG still good to go? What other ways do you think they can adopt to allow more people to join them in saving food, saving money and saving the planet?

Share your suggestions with me in the comment box below!


Are you a Pokémon master?



Quick question: What is one game that everybody has downloaded in their phone? Clash of Clans? Candy Crush? I hope that your answer is the same as mine, POKEMON GO!

Unless you live under a well, you are more than likely to have heard of Pokemon GO that drove the world (yes, literally) crazy. With the first launch on 6 July 2016, Pokemon GO has been downloaded 100 million times to date, and its user base has been gradually increasing everyday, generating close to $10 million daily. In the US alone, it has 20 million daily active users, that is 4 time the total population of Singapore alone!

Strange news around world appear every now and then, from finding a dead body while going the island catching Pokemons, to tens or dozens of ‘Pokemon masters’ gathering together at a specific place as if there is a demonstration. The hype of this game is unreal!

What is it that makes people around the world going crazy over it? Apart from being one of the first to use augmented reality in a mobile game, Pokemon GO offers its customer some values that they cannot find elsewhere.

For some, walking around hatching eggs in the game allows them to lead a healthier lifestyle (Functional value). For most, it is the relive of childhood memories and that sense of familiarity in which Pokemon brings to them (Symbolic value), which made them hooked to this game. For some, they play to earn money, selling high-level accounts online or offering services like ‘egg-hatching services‘ (Economic value).

In 2012, global revenue for in-app purchases reached 2.1 billion USD. As in-app purchases are becoming more and more popular, this figure is estimated to more than double in 2017.

Even though it is a free-for-all game to download on Apple Store or Play Store, Pokemon GO offers in-app purchases for those who seek to be ahead of the game by purchasing incentives to speed up their progress. PokeCoins, the in-game currency is required to purchase necessities like PokeBalls. Players can earn PokeCoins during normal gameplay, but the fastest away to earn them is to buy them in-app. Players can pay from 99 cents to $99.99 for the coins. Considering their huge customer base, we can definitely see how they can generate $10 million daily!



I do play Pokemon GO myself and have bought their PokeCoins in an attempt to make my eggs hatch a little faster. Some may argue that you’re paying for something that is virtual and not tangible, but some feel that it is alright to not have your daily cup of latte just to hatch your eggs faster.

Are you also a victim to in-app purchase? Share with me your stories in the comment box below!

Here’s a funny picture compilation of Augmented Reality in Pokemon GO!




Long Live The Web

'I have two facebook accounts. In one of them I have my friends and cool people. In the other I have my parents.'


The web has been an inseparable part of my life since the first day I learnt to use the common desktop at home. Back in the days, the only way to get Internet access was to use dial-up connection, which was slow and costly. (Comment below if you been through this painful phase of life!) With the vast improvements in technology and infrastructure, Internet access became more widely available to the mass public.

Applications such as Facebook, Whatsapp, Snapchat may seem familiar to all of us. We basically share information of us such as pictures, videos, locations, feelings and thoughts to people whom we want to share with, or rather, whom we do not want to share with (is anybody not friends with their families/relatives on FB for whatever reasons?)

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Source: Sensis Social Media Report 2016

With reference to the most used social networking sites in 2016, let’s see how Adidas used a few social media platforms to its advantage!


Companies have been trying various means and ways to capture the attention of the consumers, by riding on the waves of increasing social media usage in its consumers. Adidas definitely caught my attention for the best social media marketing campaign they pulled off so far, by integrating various platforms to achieve its marketing objective. Sneakerheads have been going crazy over the Adidas NMDs, a shoe model that Adidas released last year. 2 days ago, Adidas released a 100 pair-only limited edition model and the one and only way to get hold of this shoe is through a GIVEAWAY CAMPAIGN (you can’t even buy it even if you have the money too!), which requires users to:

  1. Go on Adidas’s FB page for their Snapchat details
  2. Add Adidas Originals on Snapchat
  3. Wait for Adidas Originals to release a number, not knowing when they will post a snap
  4. Get hold of the number and SMS them your shoe size, to join a lucky draw
  5. Wait for their confirmation text, and pray that you win!


Despite the trouble to join the lucky draw, fans worldwide were not affected by it. I am amazed at how Adidas integrated different platforms such as Facebook, Snapchat and the conventional SMS, to create a hype that was never before seen for a shoe. Fans quickly shared this information on their Facebook page to allow other like-minded individuals to know of this limited release of the NMD.

Adidas managed to use their own social media platform for creating awareness, and made its consumers to self-generate content to promote for Adidas, using the consumer’s own social media platforms. This, essentially is a brilliant way to use social media marketing!

In a research done by Khim, Cheng, Lin in 2012, they found that such engagement between brands and its customers social media brand communities leads to positive increase in purchase expenditures, and that UGC (user-generated content) exhibits a stronger impact on consumer purchase behaviour than MGC (market-generated content).

Continue to come back to my blog next week for more! Lastly, to end off this blogpost, I just hope that I win the shoe.