‘Bad-ass’ Singapore social media agency Goodstuph to launch in Hong Kong

Goodstuph logoGoodstuph, a social media agency that launched in Singapore three years ago, is opening a Hong Kong office, Mumbrella can reveal.

The agency, founded by former Ogilvy PR digital strategist Pat Law with the mantra ‘We make brands social, we find brands love’, plans to launch in the territory next year with luxury luggage brand Tumi as its founding client.

Law told Mumbrella: “We’re in a comfortable place in Singapore, where we have clients who approach us to work with us. But we’re mindful that we can’t be complacent. We want to venture into a new market.”

“We wanted to start all over in a new place. We met with Tumi, which is a former client of ours in Singapore. They were very upfront and said they wanted to change their approach to influencer engagement. We’ve been given six months to build a community for them online in Hong Kong.”

Goodstuph founder Pat Law

Goodstuph founder Pat Law

Law will be running the Hong Kong office for the time being, while she looks for a local leader.

The agency will be up and running within the first quarter of 2014, and Law says that she wants to populate the agency with local talent.

Goodstuph’s clients have included Nike, SingTel, Ben & Jerry’s, Lexus and HP.

“A good way to describe us is that we are a local version of Wieden +Kennedy – we’re a small, tight agency with global clients.”

The agency describes itself on its Facebook page as “a badass social influence studio and probably the only ones who’d never claim to be “social media experts”.

On its website, the agency describes itself as “a social influence marketing creative force that applies both digital and word-of-mouth marketing to achieve measurable results for brands”.

“I cannot be certain that we will achieve the same success as we have in Singapore in Hong Kong, but the experience will do us good,” she told Mumbrella.

Within the agency’s first year in Hong Kong, Goodstuph aims to work with two or three clients who “want to grow together and define what social should be”, Law said.

“Social is not just about Facebook campaigns and Twitter conversations. We want to redefine what social stands for in Hong Kong, just as we have in Singapore,” she said.


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