Crabtree & Evelyn has appointed Mirum Social, the social media arm of Mirum Singapore, its social media duties.
Mirum Social will manage Crabtree & Evelynâ€™s social presence in Singapore, which includes social campaigns and content creation for the brandâ€™s Facebook and Instagram. The account was handed to Mirum following a pitch. This is the brand’s first time appointingÂ a social media agency to handle its accounts.
“We wanted to do something different. The idea proposed by Mirum was ‘disruptive’ and we love it,â€ť Wang Whee Min, country head, Crabtree & Evelyn Singapore said.
â€śCrabtree & Evelyn has a large retail presence in Singapore and an extensive range of products that would make it a really fun project in terms of content creation,â€ť Ivan Ng (pictured right), head of social at Mirum added.
The account will be led by Ng, together with Kimberley Olsen (pictured left), who joined Mirum in January to establish a new social media team. The duo previously worked at Vocanic, a specialist social media agency, where Ng served as regional creative director and Olsen as business director. The pair will now focus on developing social strategies for clients through the implementation of creative content in the newly established specialist team.
Since establishing Mirum Social, the agency has won several social media accounts from a range of brands, including American Tourister, Dulux Paint, Clarke Quay and the Singapore International Foundation.Â Mirum Social was also part of a regional team that took part in the winning pitch for ASUSâ€™s global PC campaign.