In September 2021, Lysol Pro Solutions, a Reckitt brand, and Grab Philippines launched a webinar that has drawn over 4,600 viewers to date.  Experts from both teams came together to educate GrabFood and GrabMart merchants about hygiene science during the COVID-19 pandemic and introduce the Lysol Pro platform.

ADDRESSING A STRUGGLING INDUSTRY

At the time of the webinar, during the pandemic, the food delivery and restaurant industry had taken a major hit. Sensitive to the audience’s situation and needs, Lysol wanted to take a conversational, information-first approach to the webinar, putting education around hygiene and rebuilding trust in a struggling industry above all else. The content revolved around what viruses are, why they’re different from bacteria, and practical tips for keeping safe.

INTRODUCING A NEW WAY TO BUY

In addition to the educational content and how-tos, the webinar informed viewers of a special offer for the Lysol Pro platform. Combined with a special offer for restaurants, online sellers, and other hospitality businesses in attendance, the Lysol Pro platform was positioned as a way for business owners to efficiently purchase Lysol products that help to protect their businesses and keep customers healthy. 

ONBOARDING A GLOBAL TEAM OF SPEAKERS

The Reckitt and Lysol team came up with great ideas and enthusiasm for sharing their team’s expertise. With their leadership, the PaperplaneCo team worked with an all-star lineup of experts on hygiene, including Aleli Arcilla, President and General Manager at Reckitt Philippines;  Blake McKeown, Commercial Director AMEA, Business Solutions; Dr. Lisa Ackerley, Director of Medical & Scientific Engagement, Hygiene Research & Development; and Chef Rosebud Benitez Velasco as the webinar’s host.

The project managers at PaperplaneCo took care of introducing the project to the speakers, onboarding them through the webinar script and speaking process, and ensuring that the team felt comfortable before and during the live event.

CREATING CONTENT THAT KEEPS ON GIVING

PaperplaneCo worked alongside the expert speakers to develop a webinar structure that prioritised education, science, and how-tos for merchants and workers handling food on a daily basis. The Reckitt and Lysol Pro team wanted to take a conversational approach to the webinar—and engaging visuals—to ensure the scientific content did not feel like a lecture. PaperplaneCo also developed promotional copy around the event, which attracted over 1,500 live viewers when it aired on Zoom.

The webinar is still available online and has continued to grow, drawing in more than 3,100 on-demand viewers to date.

As a global leader in communications technology, known for transforming the way businesses connect with their customers, Twilio needed two keynote decks that would elevate their Sales and Product leaders in the APJ region. They wanted dynamic presentations that could capture attention and drive meaningful conversations at key industry events.

One of the decks, initially created for Twilio Segment’s Head of Solution Engineers, became a powerful tool embraced by their sales teams, sparking new conversations and driving engagement on stages around the globe.

URGENT STORIES, COMPELLING NARRATIVES

The deck, titled From Puzzle Piece to Masterpiece: Do your data and technology strategies allow you to see the whole customer story?, addressed a key question for business leaders across APAC: Is our data actually serving our business?

The keynote adopts a thought leadership approach, likening data to puzzle pieces—interesting but incomplete without the right framework and technology. Twilio Segment’s Customer Data Platform (CDP) is presented as the solution that unifies these pieces, empowering businesses to assemble the complete customer picture—the masterpiece—and take action,

Originally commissioned for the Head of Solution Engineers at Twilio Segment APJ, the deck has gotten a lot of mileage, being used by multiple sales representatives on multiple stages and in multiple languages.

KNOWLEDGE PARTNERS: PRODUCTS AND MESSAGING

In our continued collaboration with Twilio, we’ve created over 16 unique decks for teams across Sales, Product, and more. We’ve supported their efforts to transform complex products like Segment, Flex, and Comms into presentations that resonate with their varying audiences. From executives to sales leaders in APJ, these decks have played a key role in both live and virtual events, fostering thought leadership content that connects and informs.

LET’S TELL YOUR STORY

Ready to tell more compelling stories to your audience? Learn more about our presentation design work. 

After a successful first season, the Adobe Commerce Accelerator Webinar Series came roaring back with a second season featuring six two-part episodes. Each episode contained a thought leadership part and a more technical part that showed off the software.

The first season of the series, under Magento Commerce branding, explored modern consumers and their needs. It explored how new technologies and business models were upending entire sectors, creating ongoing waves of disruption for every business — and it was a success with over 90% of attendees reporting that they found the series helpful. Season 2 was developed as a practical business roadmap, putting a spotlight on the Adobe Commerce tools that help organisations advance and adapt quickly.

A SERIES THAT EMPHASISES SIMPLICITY IN A SEA OF COMPLEXITY

Commerce, by nature, is full of complexities. Adobe Commerce’s target market includes commerce brands with varied product catalogues, working in multiple markets and using multiple currencies, and running on multiple sites and channels. The array of Adobe Commerce solutions is also complex, allowing enterprises with diverse needs to grow and optimise their performance. The aim of this series was to acknowledge the complexities of doing day-to-day business while highlighting solutions in a straightforward way.

CREATING A PRACTICAL BUSINESS ROADMAP

Sometimes, the best approach is to take it step by step. To encourage viewers to put their knowledge into action and drive business transformation — without feeling overwhelmed — the episode list was developed to reflect a step-by-step approach, moving through specific areas of the business that can be optimised with Adobe Commerce. The premier episode gave viewers a high-level look at Adobe Commerce. The second episode focused on increasing customer lifetime value among current customers, an easy yet valuable place to start for any existing business. The episodes moved forward through improving the checkout experience, reducing purchase friction, and keeping customers engaged via content. The season wraps up with a recap of the many key ways Adobe Commerce technology can help.

DESIGNED FOR ENGAGEMENT

No lectures found here! This series was designed for interactivity. Each episode of Season 2 contains two separate events, helping to separate thought leadership content from solution and demo content and preventing viewers from needing to digest too much information at once. Each part-one “webisode” was divided into sections, including introductions, learning objectives, theory and research presentations, case studies, and a coffee chat segment, followed by a live Q&A session and resource sharing. Each part-two “webisode” included introductions and learning objectives, a product demo or case study interview, and time for Q&A, giving viewers a chance to see Adobe Commerce features in action. Having a host, multiple speakers, and the coffee chat format made each episode lively.

BACKGROUND

We wanted to avoid an overly academic, purely theoretical approach and opt for a course that embraced practical concepts, tips, and tools.

This approach to micro, bite-sized learning was important because we were targeting senior managers and upward-bound leaders that were working in the ever-evolving commerce environment. We wanted to avoid an overly academic, purely theoretical approach and opt for a course that embraced practical concepts, tips, and tools.

The idea was Learn-Something — Do-Something.

The course was offered in two formats:

• Pulled via LearnWorlds, a learning management system
• Pushed to inbox via Marketo

SYLLABUS

The first program in the Commerce Learning Series was divided into 5 courses.

Over 8 weeks the courses covered the following topics, culminating in an exclusive workshop hosted by Martin Lindstrom that empowered the student to become a persuasive and effective agent of change within their organisation.

1. The Customer-First mindset – understanding the impact of CFM
2. Know your customer – persona profiling and journey mapping
3. The ROI of CFM – the business impact behind the CX imperative
4. Advocating CFM to the C-Suite – how to drive change and communicate with internal stakeholders
5. The CFM Boardroom Canvas – developing a unique roadmap that puts your customer at the heart of your business

PaperplaneCo developed the syllabus, wrote the course content and went on to:

• Design the ebooks
• Produce course videos
• Produce the keystone events
• Build the content on the Learning Management System (LMS)
• Manage reporting on the LMS
• Develop campaign content and drive the course promotion

KICKSTART DAY 

CAMPAIGN FLOW

COURSE EXPERIENCE

COURSE VIDEOS

COURSE BOOKS

STATISTICAL DATA AND COURSE INSIGHTS

To determine and understand how each course has performed in LearnWorlds, we created a reporting template using Google Data Studio to track audience trends, social interactions and key highlights to see how each learning course performed overall.

STORY

Our objectives for this series were:

• Understand how marketing automation impacts each part of your organisation and, in turn, the bottom line
• Walk away with the tools to thoroughly assess which marketing automation solution best matches your business model and goals
• Establish stakeholder-specific communication strategies, which promote successful conversations with your C-Suite counterparts
• Start looking ahead to the post-implementation period with a change management plan

To guide the audience through this journey we had a lesson plan developed so it would be more likely for the audience to keep engaging with our content and eventually buy the product.

CAMPAIGN FLOW

CMO circle is designed as a flow of several events and content kits to give the audience a complete toolkit to assess which marketing automation solution best matches their needs. It ends with a 1:1 conversation with a solutions person.

 DG campaign and event invites

 CMO Masterclass event

(2 weeks after event)

 Fireside chat

(2 weeks after fireside)

 Virtual workshop

(right after workshop)

 Content kit

 1 on 1 Demo

(on demand)

EVENT

The Masterclass

The Cutdowns

We developed the concept around Marketo Engage’s proposition of Proving and Improving Impact by delivering the insights into which audiences, campaigns, channels, and content are successfully driving buyer engagement. 

The series aimed to address the importance of failure and its role in achieving success. It challenged the traditional notion of success stories and explored how failures are crucial for innovation and growth.

Fail fast, iterate faster with Adobe Marketo Engage.

You can ONLY learn from failure and missed opportunities if you understand why you failed in the first place. Resilience starts with having the insights, and iterating, improving and optimising as you build on small successes towards the big win.

The Resilience Sessions was a multi-touchpoint event series that included:

• TOFU virtual events targeting two key industries (Professional Services and High Tech) featuring guest speakers sharing their stories of failure.
• MOFU Resilience Builder Kits that dived deeper into the speaker story and introduced Marketo Engage as the “antidote” to failure, enabling fast recovery.
• BOFU solution workshops

For the virtual events, we partnered with F*ckUp Nights, a global movement focused on creating experiences that deconstruct society’s perception of failure and recruited speakers through their network and designed the theme like a late night, dive bar event. The On24 event collateral was designed around this concept with a matching console background.

Marketo Engage’s Resilience Sessions webinar series was an innovative and informative way to explore the concept of failure. It challenged the traditional notion of success stories and encouraged attendees to develop resilience and learn from their failures.

After the virtual event, attendees were sent an ebook that featured the event speaker and dived deeper into the case study.

The ebook was created as middle-of-the funnel content, introducing the Marketo offering and demonstrating at a commercial level how data-driven decisions could help businesses recover much quicker from failures and setbacks.

Marketo Engage’s Resilience Sessions webinar series was an innovative and informative way to explore the concept of failure. It challenged the traditional notion of success stories and encouraged attendees to develop resilience and learn from their failures.

SAYING YES TO THE MUSE

Think back to when you were a child – didn’t creativity seem effortless? Cartons doubled as rockets, spoons and upturned pots made for an instant concert, and Batman battled Barbie in complicated plot sequences.

But as we grow older, giving in to the creative urge often feels like hard work. Even if you manage to tune in to your inner child, free yourself from the demands of everyday life, and wrestle self-doubt to the ground, putting down a story on to paper is still an arduous task.

Still, to some of us, it’s the rewards that flow from creating that make the sweat, blood, and tears worthwhile. It’s what brought PaperplaneCo together and what compelled Chrissy Lim and Teressa Ong to create the story of The Abominable Norman.

And it all began with asking that all-important question — ‘what if?’

BRING BACK THAT CHILD-LIKE WONDER

Shortly after the launch of our story apps for the iPad, Chrissy came across a colleague’s LEGO yeti. The miniature figure instantly stole Chrissy’s heart, and she found herself thinking of it while alone on a walk, one Sunday morning:

How would a young yeti feel, growing up alone, with no one to help find its way? How would he deal with these big feelings?

Chrissy was taken back to her childhood in London, the only one of three Chinese children in the neighbourhood, lonely and often left out. With her heart full, she turned homewards and took to her desk, putting down the journey of a young, sweet yeti called Norman, alone in the Arctic snows, embarking on a quest to find himself.

WRITE, DRAW, PERFECT

The LEGO yeti belonged to Teressa Ong, then chief illustrator at PaperplaneCo. Often feeling as shy and as awkward as Norman, the story of this bumbling creature tugged at her heart.

Bringing Norman to life was not going to be an easy task though. The Norman that Chrissy had conjured up was a giant, yet with child-like curiosity. He was shy and awkward, yet adventurous enough to set out alone in the vast expanse of the Arctic. To Norman, the world was strange and full of surprises — yet Norman, in trusting innocence ventures forth.

With inputs and inspiration from Chrissy, Teressa went to town — sketching yetis of all shapes and sizes — until they found Norman.

Chrissy and Teressa chose a cool teal-toned colour palette with a splash of orange for the visuals — an accurate representation of the stark landscape yet vibrant enough for a children’s book.

Teressa then brought out her pencil and inks — sketching and painting in painstaking, delightful detail, the story of The Abominable Norman. 

Panel by panel, 243 frames of captivating artistry brought Norman’s journey to life. Edits and refinements followed, until every detail was perfected and Norman’s quest was ready for the light of day.

WINNING HEARTS AND MINDS 

While still under production, ‘The Abominable Norman’ won a grant from Singapore’s National Arts Council. On a sunny Monday in May, Norman’s story debuted at the 2016 Asian Festival of Children’s Content and was warmly received by critics and audience alike.

Adorable and instantly relatable, Norman found his way into libraries, online stores, and children’s book festivals, and ultimately into the hearts of the young and the young at heart.

 

Most of all I am

the friends I meet along the way.

All these things I am,

and will be a little more every day.

— The Abominable Norman

“I absolutely adored the world that Lim and Ong were able to create. Readers of all ages will be captivated by the beautiful story and amazing art of Norman’s world. It is an essential to have on your bookshelf – whether you are a parent looking for a comic to share with your child or simply a adult longing for your own sense of wonder, The Abominable Norman is the graphic novel for you.”

— Kelsey Hlavaty from Talking Comic Books

WALK A MILE IN THEIR SHOES 

It is half-past one on a scorching Singapore afternoon. Randal heaves his school bag on to his shoulders and trudges home, exhausted after a long day of classes. He knocks at the house door but receives only silence in response. He fumbles in his bag for the house keys, then opens the door to a forlorn, empty house. His mother has been looking for work even though most employers turn her away when they hear of her health issues. With an incarcerated father and few relatives, Randal has become used to being chronically hungry. His stomach rumbles but there’s no food on the table. The kitchen is in disarray, just like the rest of the house with dirty dishes and laundry piled up everywhere. The cupboard where they usually stock the monthly dry rations from the government lies empty. In the fridge, he finds a small bowl of rice left over from the night before. He hesitates for a second wondering if this was his mother’s dinner, but now being ravenous, the food is gone in a minute. Now begins the long, lonely wait for his mother to return home. 

Chrissy, PaperplaneCo founder, recalls first hearing about latchkey children like Randal from a friend working with Children’s Wishing Well, a charity in the studio’s neighbourhood. “2016 was a bumper year for PaperplaneCo. We had worked hard and our efforts had paid off. With the year on its way out and Christmas around the corner, I wanted to put the gratitude I felt into action. That’s when I heard about Children’s Wishing Well.”

When she heard about how difficult the children’s circumstances were, Chrissy was immediately drawn to working with the charity. Chrissy and the rest of the PaperplaneCo team reached out to Georgie Chong at Children’s Wishing Well and we found that they were running a few different programs for latchkey children.

Their signature program, Grant-A-Wish, helped needy students with necessities for education, health, and basic living. They launched Career GPS soon after to help children visit local businesses and meet real life role models — to start them thinking of their own pathways to success. Then there was Food for Families, where each month, the Wishing Well staff would pack and distribute groceries to more than 100 families. Seventy percent of these beneficiaries lived in flats that are 3-room or smaller. Food packs were distributed all across the island, with each grocery pack containing staples such as rice, noodles, cooking oil, canned food, biscuits, cereals, milk, and spreads.

“We could see the difference the Children’s Wishing Well was making in the lives of these children. I knew we could help them expand their reach to more donors.” — Chrissy

TURNING VIEWERS INTO ADVOCATES 

The more we met and spoke with the staff and visiting children, the more we knew their stories needed to be heard. Though as a company, we were relatively young, we were rich in terms of the relationships we had created over the years. From colleagues to clients to collaborators — we knew they would feel the same way about contributing to this cause. We sat down with the staff to understand the issues these children were facing and created an appeal that communicated their needs.

“We had a large network of like-minded, supportive clients and collaborators who shared our community spirit. We reached out to them to see if they wanted to get involved – and they did!”  — Chrissy

To build momentum and reach a larger audience, we also created an awareness video that explained how Wishing Well benefited the community and invited viewers to pitch in.

Videos turn watchers into advocates as 92 percent of mobile video consumers share videos with others. In addition, social video generates 12 times the shares than text and images combined.

GIVING BACK IS A GIFT TO OURSELVES 

Crystal Tan, then project manager at PaperplaneCo, was instrumental in managing the logistics of the entire operation. Together, all of us shared in the joy of giving, stuffing Santa sacks with groceries, meal vouchers, gifts, and other treats, before loading them onto 15 sleighs and delivering these treats around Singapore. The SGD 20,000 we raised went on to help more than 120 families that December.

“It sounds clichéd but it’s true — it’s the giver that benefits most from giving. 2016 had been a stressful year for all of us. It’s easy to fall into the temptation of making work the single most important thing in life. Working with Children’s Wishing Well made me look at my own life from a new perspective. The best part was that we began our new year with the spirit of giving and sharing.” — Chrissy

“Thank you so much. We were blown away by the imagination, energy and passion at Paperplane!” — Georgie Chong, Executive Director of Children’s Wishing Well

Inspired by the tin can telephones of our childhood, the Whispering Wall was an intimate audio-visual storytelling experience featuring local picture books and comics. People came and listened to beautifully illustrated characters come to life as their stories are read aloud by the authors.

Behind-the-Scenes: The Making of The Whispering Wall