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Digital Content & Humanised Brand Storytelling Masterclass

Workshop Synopsis

Discover brand storytelling methodologies with a humanising approach that global corporations use to nurture brand love, drive resonance, salience and top-of-mind recall when it matters.

Learning Outcomes

At the end of the 1-day workshop, participants will be equipped to:

  • Understand and overcome communication challenges with social media

  • Learn effective approaches of social media storytelling

  • Humanize stories for social media content

  • Write effective headlines using clickbait techniques

  • Create effective social media content formats

  • Apply optimisation techniques to improve content reach

Workshop Includes

  • Relevant case studies

  • Sharing of industry best practices

  • Interactive hands-on activities

  • Work-based activities*

  • Work-based mentoring*

*Applicable if all learners in the session are from the same organization

Course Details

  • Date: 26 November 2021 | 7 December 2021 | 10 December 2021

  • Time: 9:00am – 5:00pm

  • Venue: Conrad Centennial Singapore, 2 Temasek Blvd, Singapore 038982

  • Course fees: SGD1,100 per person

Masterclass Trainers

Natasha Zhao | Partner & Senior Consultant

Natasha is a Partner & Senior Consultant at QED with more than a decade of experience in digital communications. She advises & builds strategies for Fortune 500 Multinational Corporations & Small to Medium Enterprises that leverage digital mediums to drive their business in both local and regional markets. Her experience spans both B2B & B2C companies, such as Coca-Cola, CA Technologies, Discovery Channel, Dolby and Unilever. Natasha has led organizations in digital transformation, re-structuring their digital communications & marketing departments for digital integration & implementation; establishing streamlined workflow processes & developing policies to help the organization meet the demands of consumer engagement in today’s digital environment. Natasha sits on the Media Literacy Council appointed by the Minister in office at the Ministry of Communications and Information, and is also on the marketing committee of the Singapore Institute of Directors. She has a passion for pedagogy and has adjunct lectured at Nanyang Technological University, Singapore Institute of Technology, Ngee Ann Polytechnic and Singapore Polytechnic. As a firm advocate of raising the standards of digital communications, she conducts regular social media masterclasses in Singapore and the region.

Shirley Cheong | Associate Senior Consultant

Shirley is a marketing professional with 15 years of regional experience in the media industry across Asia and has undertaken roles in different aspects of marketing from brand management, creative promotion, digital marketing, experiential marketing, franchise development and trade marketing. She has deep experience working with kids and family brands having spent almost a decade with Disney. Her passion point is creating brand experiences that connect with consumers and building brands that matter.

During her tenure with Disney, Shirley has worked with teams from different Disney lines of businesses; from Consumer Products, Studios, Sponsorships, Publishing, and Mobile, to develop local and regional integrated marketing campaigns that drive the Disney’s Fly Wheel and company’s revenue growth. She was instrumental for the successful early launches of Playhouse Disney, Disney Junior and Disney XD channels in SE Asia and led the development of the digital platforms and campaigns for the channels. As the lead for the Events team in SE Asia, Shirley worked with partners from across different countries to drive fandom for Disney’s franchises.

Shirley spent four years in Hong Kong as the executive marketing director with Celestial Tiger Entertainment, a regional media powerhouse for Asian channels including Celestial Movies, KIX, Thrill and Miao Mi. She managed the trade, content and consumer marketing strategies and grew the digital footprint for the English channels by 10X in the first year alone. Shirley also led the launch of Miao Mi, a bi-lingual Mandarin edutainment channel for preschoolers, on cable platforms in Indonesia and new media platforms such as Amazon Prime and Apple Store.

Shirley is currently pursuing a Master’s Degree program on Digital Management from Hyper Island, a leading business school from Stockholm, and UK-based Teesside University. She is also consulting part-time with Splice Media, a media consultancy that supports forward-looking media startups in Asia. Besides producing a month-long media festival for Splice Media, she is also managing two active grant programs from Facebook Journalism Project that provide support and mentorship to media startups in areas such as product development, growth marketing and user-centric strategies.

Aside from her professional pursuits, Shirley volunteers as the lead for communications at Engineering Good, a local charity that refurbishes computers for children from disadvantaged backgrounds, and also as a befriender to migrant workers at Healthserve.

About QED Consulting

QED Consulting is a business-consulting firm. We believe that effective management of digital communications assets is vital to an organization’s reputational and operational success to gain maximum returns on investment.

By combining our extensive experience with depth expertise, and the brightest minds, we tackle challenging and complex digital communications issues plaguing organizations today. We have successfully designed, implemented and equipped numerous organizations – making them more effective, more scalable and more resilient.


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