MILUDINOSAUR
Miludinosaur was co-founded to explore an opportunity in Singapore's Mandarin social space, starting from the observation that “bad Chinese” content consistently performed well on Hepmil's platforms.
The channel began with comedy and gradually expanded into entertainment, education and informational content, with its direction shaped around what resonated with the audience.
01 / Context
Building a Mandarin Social Channel from ground up
Content performance, audience sentiment, trends and competitor activity shaped decisions around formats, casting and content direction. When K-pop consistently outperformed, for example, the strategy shifted towards upcoming concerts and K-pop-led formats; when certain talent or concepts resonated, they were developed further into repeatable content.
Underperforming formats were also quickly dropped or reworked, allowing the channel to continuously evolve based on what the audience responded to.
02 / Approach
An audience-led approach to content strategy
03 / Outcome
Grew Miludinosaur to 30K+ combined followers within its first year, securing its first paid campaign within 9 months and landing a ~$60K Hong Kong Tourism Board campaign that generated ~400K views.
Clients: HKTB, Mediacorp YES933, Eu Yan Sang, Songfa, SK Jewellery...