Bloomr.SG 2.0
Yesterday marked another important date for the team at Bloomr.SG.
2 whole years since our official launch.
When around 3 years ago, the then Chairman of the Mediacorp Board, created a challenge to his C-Level counterparts on how Mediacorp & Singapore could tap into the creativity of a new generation of content creators (read YouTubers), few would have imagined Bloomr would be what would come out of that challenge. It took the initial team (Karen Chu & myself, with a lot of help in between) 9 months to figure out how we could rise to that task.
There were several structural changes at the top of the company that happened in those 9 months, but those that took the mantle from their predecessors, never wavered in their belief of the potential of the team (and the strategic objectives of Bloomr). To that, our CCDO Parminder Singh has been instrumental in the work that the team has been able to accomplish and on this date, we are thankful to all those that have helped us along the way, and those that see in Bloomr what the team sees as well.
Since then (the launch), we’ve grown from a 2-person team based out of our EGG (Engage, Gather & Garner ideas spot on the 9th floor) largely focusing on how to incorporate our 9 content creators (the Bloomr Pioneers) into internal Mediacorp original IPs - to a now 6-person team under Brand Studio actively participating and helping Mediacorp’s Creative Central bring big social media ideas to life (under the tutelage of our Head, Alan Seah).
What was once a network of 9 YouTubers comprising a total reach of less than 1M followers, has now grown to more than 44 Creators (with 23 YouTube channels), and a reach of +6M followers, +700M views & +200h of produced content.
The Bloomr.SG team, changing with the times, now focuses on developing and growing the network, creating its own IPs, building and managing full end-to-end social media campaigns & transmedia content campaigns for external clients, while expanding the scope of what the company sees as the future of social media, influencers & content creation for Singapore.
We have grown/learned since our first big success, the Better365 Grab webseries produced by StudioMonki (Trevmonki, who have seen their business grow to a 6-figure a year valued production studio) to this year’s AirAsia Quickies campaign (the video/ad campaign being fully produced by Bloomr’s UXM) & NDPeeps Social Takeover (the #OurSingapore social campaign being undertaken by the specialized internal Bloomr.SG team).
In-between, we’ve seen creators going from just a few thousand followers (Minimoochi for eg has grown from less than 10k followers to now more than 135k followers across platforms) to having now their own voice heard and strengthened by the help the Bloomr.SG team has given along the way.
We’ve seen names like Titan Tyra become household names in Indonesia and the region, TiffwithMi become one of Singapore’s biggest content creators (growing their following by more than 20 times in less than a year), brought on Wah!Banana to the network and have worked with more than 50 brands & campaigns, with many more on the way.
The team has concentrated on creating its own original content and will be focusing on becoming even more proficient in making engaging pieces of social media ready content, ideating, A/B testing and tweaking their knowledge along the way (you can follow us on our socials & read our Medium articles for some great insight on the industry as well as on content as a whole).
So, what is next for Bloomr.SG you might ask?
That is the title of this article, our advancement to a “2.0” generation.
The team will double down on the creation of social media content for specific and selected clients, we’ll incorporate CSR work in what we do (the team has started to create pro-bono projects for select partners but will be investing more time in helping those that need help as well).
The team will grow with the incorporation of AI, Data Storytelling & Social Media Stars into its day-to-day, as well as it’ll be focusing even more on trying to shift the conversation in regards to Content Creators in the country (maybe even the region). Stay tuned to our new website relaunch as well, where you can keep up with some of our latest news (and our Newsletter), in the mean time, follow us on Instagram.
It has been our great wish, since the day we were launched, that Mediacorp, through Bloomr.SG, could have something to say (if not influence) in the direction of the New Generation of Content Creators in Singapore - focusing on how to create sustainable business models around these creators so they could survive doing what they love and connect to (and grow to become real, interesting and powerful creative voices in the region).
In our 2nd year, I believe we can already say we’ve accomplished some of what we’ve set out to achieve - but we want more. We now want these new creators to mentor and foster their own networks of like-minded spirits. Really fostering a generation of future believers in the greatness that is creating content that resonates with others.
Here’s to the future. Here’s to Bloomr 2.0.
We would like to thank Shane Mitchell, Guillaume Sachet, Tanny Chia, Marco Sparmberg, and all the others who’ve helped us along the way, making Bloomr what it is today!
