Imagine you’re a pair of university students sharing jokes with each other, and eventually, you and your friend want to share a meme with a few of your classmates- a comedic picture that you easily design making fun of something you can all relate to- at that point it was that McDonald’s in Singapore had run out of curry sauce for its chicken nuggets.
Ok, so you’ve released a few memes with your friend on Facebook, you create a page, you get a couple of your classmates to circulate these memes, and at some point, you think, maybe there’s a business here.
Introducing Karl Mak, the very intelligent, measured, co-founder of Hepmil Group, best known as the holding company in Singapore of SGAG and other entities, whose content is now seen by over 10 million millennials across the region weekly.
He talks about how important data and metrics are in order to discover strategies to create viral content, creating a proper content strategy for something as eclectic as comedy, and working with conservative clients to create buzz around issues that Singaporeans can relate to, even convincing their clients- big household brands- to make fun of themselves along the way in a pursuit to connect with millennials.
He starts off by telling us about his startup, that essentially started off as a joke between two friends.
After raising SGD$1.3 million in pre-series A funding through angel investors, I ask him whether he was literally scrolling through his phone to show investors his most popular recent memes.
This is part 1 of a 2 part series, check out part 2 here.
SGAG is a Singaporean social media website and news media company based in Singapore. The company was founded by Karl Mak and Adrian Ang in February 2012, as a Singaporean spin-off of the popular social media website, 9GAG.
Karl is the CEO and Co-Founder of Hepmil Media Group. Hepmil Media Group runs the popular digital content platforms such as SGAG, MGAG & PGAG, whose content is seen by over 10 million millennials across the region weekly.
Music (Copyright/ Royalty Free)
Lee Rosevere – The_Rain_Falls
Lee Rosevere – Morning_Mist
Lee Rosevere – Self-Care
Lee Rosevere – Decompress
Lee Rosevere – Past_Catching_Up
Lee Rosevere – Up_All_Night
Lee Rosevere – Introducing_the_Pre-roll
Podington Bear – Dreamliner