The challenge of launching Tiger Brokers and Instilling Brand Awareness
Tiger Brokers tasked PRecious with raising the awareness of its mobile and online trading capabilities within the investing community following its launch in Singapore. Most people were still accustomed to physical brokerages, or mobile/web versions of traditional brokerages, where there is a stronger sense of security and familiarity when it comes to face to face interactions. Additionally, the general public in Singapore is more apprehensive towards online investment options as they are worried about the credibility of the application, as well as the timeliness in the provision of adequate support.
PRecious provided support for Tiger Brokers’ business objectives with a successful launch of Tiger Trade App in Singapore, leading to an uptick of downloads and account openings.
Our Approach and Strategy
The communication efforts revolved around educating Singapore-based audiences around the benefits and uses of the product as an indispensable partner of their investment aspirations.
Some of the target audience that Tiger Brokers was looking to attract were:
- Existing savvy investors who are switching for features and more superior user interface.
- New investors who have been wanting to get on the bandwagon – usually mid to low financial savviness
- New generation of investors, especially digital nomads like Gen Zs who grew with the internet and social media
PRecious decided to work on a two-pronged approach to help drive the communications objectives
- Public relation strategy, supported with newswire disseminations to increase awareness and SEO after initial media outreach
- Social media strategy
Two prong approach for Singapore-based audiences
PRecious focused on earned media outreach for the product and platform updates on market needs, user expectations, trends and education, leveraging on Tiger Brokers’ unique product offerings and strong investor backings (Xiaomi and Jim Rogers), as well as the presence in China (UP Fintech) to propel its branding.
On top of organic PR outreach and newswire dissemination efforts, the activities were mirrored via social media platforms and advertorial buys to create an amplified awareness beyond earned media. While earned media helps build brand authority, social media and advertorials create substance and recall.
To execute the communication objectives as discussed with Tiger Brokers, PRecious worked on the following to induce both media and target audience’s interest.
Thought leadership
To keep the conversations alive, PRecious also did regular trendjacking opportunities with the media which culminated into interview opportunities for Eng Thiam Choon, putting Tiger Brokers on the top of mind for different media publications. By placing Thiam Choon on constant broadcast exposure for radio channels such as MoneyFM and CNA 93.8. Thiam Choon’s many appearances is a step nearer to positioning Tiger Brokers as the go-to online trading platform.
Social Media
A curated social media plan was to increase the longevity of news coverage while creating a direct call to action for the different activities. Monthly calendars were developed to support PR in branding and awareness as well as to drive clicks to the Tiger Brokers website and encourage downloads and sign ups.
