PHD pushes into blogger scene

PHD has partnered up with blogger engagement platform Nuffnang in an attempt to connect its clients with the “right” set of bloggers. This service, called Nuffnang Insights, will be launched across Singapore, Malaysia and Thailand. As part of the partnership, PHD clients will be the first to be able to use this platform.

Clients will also have direct information on blogger profiles, blog statistics, reader profiles, and past engagements about the region’s top bloggers from various categories.

One of the highlights of the Nuffnang Insights tool is the ‘Movers and Shakers’ section, where brands can compare bloggers who have the biggest increases and decreases in traffic at a glance. This allows brands to analyse traffic patterns and more easily discover up and coming bloggers.

“Nuffnang Insights was developed with the primary purpose of making the blogger engagement process simple and accountable for our clients. It acts like a central database where clients can get a quick overview of a blogger's traffic data across all online platforms,” Cheo Ming Shen, co-founder of Nuffnang added.

The Insights can also provide brands with statistics on the bloggers’ other social media platforms like Facebook, Twitter and Instagram so they can decide if they wish to engage them there. This also allows them easy access to a network of bloggers and also assess the suitability of a blogger for a particular ad campaign.

Marilyn Yeong, digital director, PHD Singapore: “The Blogosphere has evolved rapidly […] bloggers have become influential through any product's purchase pathway. Beyond expertise, these are the ambassadors which create fame for products, and weave narratives which brands alone cannot do. These narratives are increasingly showing results of a disproportionate, transformational return-on-investment,” Yeong said.

Nuffnang is a community of over 1 million bloggers worldwide from Malaysia, Singapore, Philippines, Australia, China, Thailand, and the United Kingdom.