Case Study: Serious Fluence
Building a predictable flow of senior level marketing and branding conversations across Singapore and Malaysia
Client
Serious Fluence is a Singapore-based influencer marketing platform (part of Serious Media), running end-to-end creator campaigns for brands from talent identification to campaign fulfilment for clients like DBS, Ikea, Hasbro. We work directly with CEO Prem Kamath, a media and marketing leader who has built Serious into one of APAC’s most awarded influencer marketing practices.
Challenge
Serious Fluence wanted a more consistent, predictable way to get in front of senior marketing decision-makers, but the buying motion made this demanding:
Influencer and creator budgets sit with CMOs, Heads of Marketing, and Brand Directors, a heavily pitched audience that rarely responds to cold outreach
Agency selection is relationship- and trust-led, so conversations need credibility and context to progress
Budgets move with brand calendars and campaign cycles, making timing and relevance critical
APAC's influencer landscape is crowded, and differentiation happens in the room, not the inbox
This meant success depended on precision, credibility, and warm context, not spray-and-pray.
Objectives
Build a steady flow of conversations with senior marketing and brand leaders across APAC
Prioritise brands and categories with active influencer and creator budgets
Create trusted, in-person touchpoints that move senior marketers from cold to warm
Establish pipeline that compounds beyond one-off referrals
NO BS Approach
Defined a senior-marketing ICP, targeting CMOs, VPs, Heads of Marketing, and Brand Directors at B2C, D2C and B2B2C brands across Singapore and Malaysia
Ran a LinkedIn-led outbound motion, holding conversion above target at every stage (meetings booked at 3.4% vs a 2% goal)
Hosted curated CXO lunches and events at venues in Singapore and Kuala Lumpur, creating trust and warm follow-ups back into outbound
Partnered closely with Prem and the Serious Fluence team on positioning, sequencing, and follow-ups, refined from real conversations
Live dashboard to track activity, responses, meetings, and progression, reviewed weekly
Outcome
50 meetings scheduled, 36 completed, 10 opportunities generated in 3 months
Meetings included senior marketing and brand leaders from Google, Meta, TikTok, Unilever, Twilio, Cisco, Airwallex, Maybank, Estée Lauder, Samsonite, Cigna, Foodpanda, Pan Pacific Hotels, and Goodyear, among others.
Why this Worked
Outreach was anchored to decision-makers with live influencer and creator budgets, not generic brand contacts
Curated in-person events built the trust and context that agency selection depends on
Direct CEO and team involvement gave conversations credibility and depth
Tight weekly feedback loops kept targeting and positioning sharp across markets
