Lune Brillante

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What we know

11 statements from meetings, WhatsApp, documents and delivery

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contextchandel-showroom-extension2026-08-0574d ago
They're doing a showroom extension — a new unit — with enhancements so they can put in the Chandel brand.
Not a revamp, an extension. This is the context for the potential partnership.
Meeting· Stanley Taysource ↗
preferencecreative-autonomy-shoot-locations2026-08-0574d ago
No specific shooting locations dictated — up to the agency. "You want to shoot this in a museum, whatever."
Stanley explicitly does not micromanage process: "why we work with agencies is exactly because we value your skill." Their own photographers take products out to wherever they want to shoot. Alignment happens through periodic reports demonstrating traction.
Meeting· Stanley Taysource ↗
contexthaga-paid-ads-baseline2026-08-0574d ago
Haga is run in-house and generates about 20 leads/day at $2,000–$3,000 monthly ad spend.
CPL ranges roughly $67 to $167 depending on conditions (Stanley later cites $5–$7 per lead for the mature Haga process — the transcript is inconsistent). Chandel is occasionally slipped into Haga's ad spend for variety. Paid ads are not new to them. Long-term goal is cost per lead under $10.
Meeting· Stanley Tayinferred, not statedsource ↗
contextincumbent-agencies2026-08-0574d ago
Currently working with two agencies on different brands — one on the heat sink brand, the other possibly starting on Lune Brillante. Haga is in-house.
Heat sink is described as a brand-new green ocean category starting from zero, so KPIs differ by brand maturity and aren't comparable. On whether past agencies hit their KPIs, Stanley's answer was equivocal.
Meeting· Stanley Tayinferred, not statedsource ↗
preferencelead-attribution-window2026-08-0574d ago
We don't focus on loose cases coming in one or two weeks later — it's the traction in the short window after content hits, 8 to 10 hours.
Stanley's view: for their product category (not vouchers or F&B promos) customers don't remember content long-term; they just re-search with whatever keywords come to mind. Attribution therefore measured on immediate response.
Meeting· Stanley Taysource ↗
constraintno-brand-mixing2026-08-0574d ago
Marketing agencies don't mix brands — each agency handles one brand, and the brands don't cross-sell.
Each brand has a different target audience and product type and reports separately. Haga and Chandel have their own websites; Lune Brillante is a lighting shop. Stanley's analogy: Lune Brillante is like Sephora, with separate brands underneath.
Meeting· Stanley Taysource ↗
preferenceno-standard-packages2026-08-0574d ago
Most agencies won't entertain my request because they have their standard approach — those are the ones we don't want to work with.
Prefers agencies that adapt to the business rather than force a one-size-fits-all contract. Notes the successful pattern has been agencies that scale their contract down to a low fee, focus on one thing, and build up a formula that works.
Meeting· Stanley Taysource ↗
preferenceoutcomes-over-deliverables2026-08-0574d ago
Don't just post content for the sake of hitting four posts a week — deliverables are not the point, driving inquiries is.
Stanley: his own team can do photo shoots and posting. What he wants from an agency is a clear answer to "for this fee, how many inquiries will I get?" Says he doesn't want to hear the 20-50 lines in a contract.
Meeting· Stanley Taysource ↗

3 worth re-confirming before acting on

Nothing has contradicted these, so they are still on the record — but they are old enough that the client may have moved on. Treat them as questions, not instructions.

decisionlead-generation-kpi2026-08-0574d ago
For every $1,000 of total marketing spend, we want at least five unique leads — that's the starting benchmark for any new agency.
Stanley clarified this is total marketing spend (labour, photography, deployment), not ad spend alone. Range mentioned was two to five, but they aim for five, i.e. ~$200 per lead. Applies to the Chandel campaign as well. Deliberately set as an easy starting bar; expectations rise in later rounds.
Meeting· Stanley Taysource ↗
decisionorganic-first-then-paid2026-08-0574d ago
Organic first, followed by paid.
Stanley wants agencies to work out how to get leads without spending ad dollars first, and needs that organic drive. Open to topping up for ads if required — "if you require me to top up for ads, not an issue." Jun Kai proposed starting organic-only and introducing paid later if the partnership goes well.
Meeting· Stanley Taysource ↗
commitmentrevised-proposal2026-08-0574d ago
Jun Kai to revise the contract and proposal with estimated inquiry KPIs for the Chandel campaign based on the $1,000 : 5 leads ratio, then send it over for Stanley to review.
After review, a further call to present the overall marketing strategy. Stanley: "Sounds good."
Meeting· Jun Kai Gohsource ↗

Meetings

1 set of notes in Drive

2026-08-05Lune Brillante Sync Up – 2026/08/05 12:57 GMT+08:0011

Log meeting notes

Paste the notes; extraction pulls the facts and flags what contradicts the record. Add the doc link so the full detail stays one click away.

Sources read (1)

Lune Brillante Sync Up – 2026/08/05 12:57 GMT+08:00 – Notes by Gemini · notes ↗

Facts

only approved facts may anchor a claim

Currently works with two marketing agencies, each handling a different brandcontextquantifieddraft

“Yeah. We have two agencies for different brands.” — Stanley Tay

Haga cost per lead ranges from about $67 at its lowest to about $167 when conditions are poorcheckcontextquantifieddraft

“$167. So on average we have about 20 leads.” — Stanley Tay

Haga generates approximately 20 leads per daycontextquantifieddraft

“So on average we have about 20 leads.” — Stanley Tay

Haga is currently acquiring leads at $5 to $7 per leadcheckcontextquantifieddraft

“our haga itself has reached that maturity so we are getting leads” — Stanley Tay

Monthly advertising spend is about $2,000 to $3,000, spent mainly on Haga with occasional Chandel inclusioncontextquantifieddraft

“And then from time to time you slap in some Chandel to make it a bit more v a bit more” — Stanley Tay

Sets a starting benchmark for new marketing agencies of at least five unique leads for every $1,000 spentcontextquantifieddraft

“Okay, for example, for a 1K spend for whatever thing that we are spending on, I need to be getting at least two to five inquiries. So, if that is a that's a big number, then usually we aim for five inquiries, which means for whatever effort that we are generating $20 per leads.” — Stanley Tay

Target is to eventually bring cost per lead below $10, freeing budget for infrastructure, services and engagementcontextquantifieddraft

“$10 then we take the money other thing like building infrastructure building more services more engagement and things like that” — Stanley Tay

Employs its own photographers who take products out on location to shootcontextspecificdraft

“our photographers will come and take the products out to respective place where we interview them.” — Stanley Tay

Haga and Chandel each have their own websitecontextspecificdraft

“Haga has its own website. Chanel has its own website.” — Stanley Tay

Has an in-house marketing team that can carry out photo shoots and content postingcontextspecificdraft

“I think my own marketing team can do my photo shoot,” — Stanley Tay

Has prior experience running paid advertisingcontextspecificdraft

“technically paid ads is not new to us. Yeah.” — Stanley Tay

Is building a showroom extension — a new unit — to house the Chandel brandcontextspecificdraft

“we're doing enhancements so we can put in the Chandelle.” — Stanley Tay

Lune Brillante is a lighting shopcheckcontextspecificdraft

“Haga Chandel is but Lum Balante is a lighting shop.” — Stanley Tay

Marketing for the Haga brand is run entirely in-housecontextspecificdraft

“So Haga is a very established process uh which we do everything inhouse right.” — Stanley Tay

The company operates multiple separate brands, including Haga, Chandel and Lune Brillantecheckcontextspecificdraft

“The brands currently involved are Haga, which is managed in-house, Chandel, and Lum Brilliante (00:17:27).” — Gemini meeting notes

Does not dictate shooting locations or production process to agencies; the agency decides how to showcase the productcontextspecificdraft

“Right? So we don't dictate I would say the mic I don't micromanage and dictate the process how exactly it is because it will be no ends.” — Stanley Tay

Expects agencies to report through periodic reports or updates demonstrating tractioncontextspecificdraft

“and we align back based on just um you know periodic reports or periodic updates and show and demonstrating traction how we are getting there.” — Stanley Tay

Marketing strategy is to prioritise organic traction first, with paid advertising introduced afterwardscontextspecificdraft

“but the first and foremost is we need all our marketing agencies to be thinking about how to get leads without spending the ads dollars because we need that organic drive first.” — Stanley Tay

Measures content success on inquiries received in the short window (roughly 8 to 10 hours) after a post goes live, and disregards inquiries arriving weeks latercontextspecificdraft

“10 hours, 8 hours,” — Stanley Tay

The $1,000 benchmark refers to total marketing spend covering labour, photography and deployment costs, not ad spend alonecontextspecificdraft

“right? This is just marketing spend. So which means it will cover the labor cost, photography cost, whatever everything deployment cost and Yeah.” — Stanley Tay

Works with agencies on a partnership approach: assess what the agency achieves in the first round, then decide how to scalecontextspecificdraft

“can achieve first on the first round.” — Stanley Tay

Brands are marketed as separate brands and do not cross-sell products between themcontextspecificdraft

“My marketing agencies don't mix brand.” — Stanley Tay

The heat sink product line is new and in an uncontested market, starting from a base of zero leadscheckcontextspecificdraft

“like for our heat sink is brand new is green ocean. So, basically we are at zero.” — Stanley Tay

Judges marketing partners on business outcomes — inquiries and revenue — rather than on content deliverables such as a set number of posts per weekcontextasserteddraft

“Your deliverables is not just to finish this photo shoot, post this content and make sure you have this x number of content per week per month. It is about driving business getting in the leads.” — Stanley Tay

Rejects agencies that apply a standard, one-size-fits-all package and prefers partners who adapt to the businesscontextasserteddraft

“I would say the most of the agencies won't entertain my request because they are just having their standard” — Stanley Tay

Documents

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Nothing yet. Drafting is instant and free — agreement, invoice and deck from the client record, with [AM: …] markers where a human must fill in what the system must not invent.