Apple & Apondle

Rayne Choo introduced to Apple as secondary account manager, backing up Jil during Jil's holiday absence (likely end of month).

Cantonese-with-son concept changed from trying to converse with the son in Cantonese to him learning/reenacting a Cantonese children's song or poem with Apple.

Apondo's Metricool is not connected yet; Apple agreed to help connect it when free, and Jil to send the Metricool share link.

Code-switching English/Cantonese video is planned to feature Apple's husband, subject to how open he is to acting it out.

Apple: "I wouldn't focus on for pregnant woman to use. It's like yes it is safe but it's not like I want pregnant woman to use the product."

Standing direction from earlier discussion: don't feature Apple too much in Apondo videos anymore; move to collaboration posting.

September plan for Apondo is two videos: a two-step educational piece on sunblock + skin toning ball, and a night-routine get-ready-with-me on the serum and cream.

Pregnancy review parody dropped and replaced with a mommy home-workout video.

Prioritise the Apondo brand content over Apple's personal content, since she can post the personal ones in her own time.

Shoot confirmed at Apple's home next Tuesday at 2:30, covering the two Apondo videos only.

No launches, promotions or marketing campaigns planned for September.

September's two Apondo videos will cover two routines: a day routine with the toning ball + sunblock, and a night routine with the night cream (Apondo Divine) + serum (the glow bottle).

Reels format is the preferred format for content.

Cantonese videos will continue as one of the content directions; Jil also proposed pregnancy-safe fitness/workout content for the solo pillar.

Apple wants a mix — some solo content, not everything about family and her son.

Product-only videos can be shot by the Atlas team on their own at one set-up; videos needing Apple in them will be shot at her house with her present.

Posting dates stay tentative — Atlas will suggest dates but Apple decides, since she is posting herself; she is flexible.

TikTok and the website are Apondo's main sales channels; all CTAs should drive to the website for purchase.

Apondo's target audience is women aged roughly 18 to 45.

Apple films impromptu content on her iPhone and uses her DJI camera for other video production.

Apple to complete the Apondo onboarding form (business background for creative strategy) and drop all brand and personal filming assets into the shared Google Drive link.

Nigel, Atlas's creative strategist, has been added to the group chat and will join the shoot at Apple's house.

Deliverables are video only — no statics or carousels, as Apple handles static design herself.

Cadence agreed at roughly one video per week — four to five videos a month — for both the personal brand and Apondo.

Start with a test batch of five videos — two for Apondo, three for the personal brand — then expand if it goes well.

Short, punchy videos of about 30–40 seconds; nothing over a minute, nothing serious, long-form or overtly educational/"in your face".

Prefers comedy and realistic, relatable content — her best-performing videos are natural, funny family videos, especially with her son.

Personal brand pivots from random lifestyle content toward a female audience — mom humour, parenting/kids content, and beauty.

Happy to include her husband and son in videos, but not every video — it must not feel like an obligation, and depends on their mood and her son's school schedule.

Target brand collaborations in lifestyle, kids, holiday/hotels and motherhood — explicitly not fashion, and not other beauty brands since she has her own.

Apondo won't be her only brand — she plans to launch another e-commerce business next year aimed at mothers and a female audience.

Apondo's look should be clean, natural-lifestyle and educational — the brand exists for women to wear as little makeup as possible, so skincare over heavy makeup.

Jil to come back early next week with a proposal covering options for both the personal account and Apondo.