Digital Marketer Benjamin Lee is a remarkable addition to the world of digital media. So far, this supernova has worked on many high-end global brands like Hello Kitty, Sony Music, Google, Meta, Amazon and Tik Tok. Hailing from Singapore, but with international cultural experiences in the United States and Singapore. During Benjamin’s childhood years he trained rigorously, 6 hours a day for 2 years plus playing chess where he became the national under-15 champion in Singapore. That analytical pursuit led him to a career in digital marketing, and his first taste in digital marketing at AdVenture Media based in New York on fabric giant AccuQuilt and America’s largest fragrance retailer Perfumania.
We caught up with Benjamin to chat about all things AdVenture Media in the Big Apple.
Welcome Ben! Tell us about the project AdVenture Media on the AccuQuilt and Perfumania projects.
For both AccuQuilt and Perfumania, both were facing store closures due to the covid lockdown, and I was responsible for helping them pivot from a traditional marketing approach to one that is digital first. For Perfumania, I rightfully identified that their consumer base are repeat purchasers. This served to our benefit as their consumers are not required to have a sample in store before making a purchase. The typical consumer would have known which perfume brand they prefer, probably bought it somewhere else, and is now looking to make a repeat purchase at a discounted price. For this client, the acquisition channels were Google Search, Google Shopping, and Meta Ads. Google Shopping proved crucial as I deployed feed optimization to help increase visibility of their Shopping Ads. Let me elaborate further. For ecommerce stores like Perfumania which SKUs in the range of a few thousands, it is quite impossible for a human to manually change the pricing, the ad copy, on each product daily. This is where digital marketing automation plays into this. By connecting the client’s web store via API with both Meta and Google Platform, layered with a feed optimizer, the ad copy and price are changed dynamically in real time. Price played an important factor, and it was important that the pricing remains dynamic against the other retailers like Macy’s and Sephora.
What was your role in the AccuQuilt project?
For AccuQuilt, they had ambitious goals to achieve an annual revenue of $25 million USD solely through digital channels. This project excited me as I had the chance to work on Google Ads, YouTube Ads, Meta Ads, Microsoft Ads, and Walmart Ads. For the YouTube Ad, it was an ad-hoc campaign leading up to Thanksgiving. Like what I mentioned with my creative process, I first built the consumer persona. At this point, I have worked with the client for almost a year, though, I now had to identify the type of content and channels their consumer might engage with. This is crucial in setting up the targeting settings within YouTube Ads since YouTube Ads run on specific content created by other users. This campaign ran in tandem with the other digital marketing efforts underway. Likewise – a fan of automation – I deployed real–time bidding software called Marin (publicly traded on NASDAQ) for this client. I worked hand in hand with Marin’s chief of staff to test new beta features to deploy for the client. For one, I could, in real time, move budgets on the fly across all the platforms mentioned depending on how each platform performed in client acquisition. This helped achieve the client’s annual revenue goal through digital acquisition of $25 million USD.
Do you have anything coming up next?
I have a campaign with my client, Sincere Watches, Asia’s premier luxury watch retailer. They retail watches such as Tag Heur, AP, Frank Muller. I am learning so much from this campaign as luxury consumers behave radically differently, especially with products in the price point of $100k to $1 Million USD. They tend to simmer, explore, and demand a seamless customer experience from online to offline.
Anything else you’d like to add?
Yes! I myself am a perfumer making niche fragrances and winner of SCAPE tech incubator organized by Golden Equator with 1 billion AUM. I think a blend of my business and creative acumen really helped me achieve it. They retail at Design Orchard, located in Singapore’s shopping district.
How can people connect with you?
You can connect via my website –www.benziggylee.com