Carousell is a multi-category classifieds and recommerce marketplace that has a leading presence in seven markets across Southeast Asia, Taiwan and Hong Kong.
Sinclair was challenged to enhance Carousell’s brand reputation and uphold its position as an industry leader. The key was to add value to the brand, positioning it as more than an online marketplace through reshaping the brand narrative. We needed to ensure the updated brand messages were carried through the communication strategy and activations.
Narrative: Reshaped the narrative by amplifying the “Everyone Wins” mission, and at the same time leveraging the brand positioning as a sustainable platform, and a platform that empowers small merchants and SMBs to succeed, then maximised positive brand exposure.
Storytelling: To bring the brand messages to life, Sinclair created data-driven story from consumer survey to tell the story of sustainable spending with data that ties closely with the mass audience, including Earth Day Data Story and Masters of Secondhand. To develop stronger narrative on supporting small SMBs, real-life cases of CarouBiz merchants were included in media interviews to provide first-person narrative and enhance brand credibility.
Thought Leadership: To encourage top-of-mind awareness, Sinclair provided and facilitated speaking opportunities for Carousell’s spokesperson to maintain close connection with media from business, technology and general news sectors, such as annual media luncheon, computer festival and police anti-scam conference. Sinclair also proactively reached out to media for interview opportunities to drive in-depth exposure, and position Carousell as an industry leader.
