Parklab Group

Content strategy will shift to a mix of Reels, static posts and carousels, with statics/carousels aimed at the B2B audience who browse during work hours.

Site crew content will use a reward-based approach — Jensen offers rewards to the team or followers if a video hits a specific view count.

LinkedIn strategy will prioritise the founder's personal profile — Jensen posts on his personal page first, with the Parklab page reposting.

TikTok will stay a lower-priority cross-posting channel and shift to a raw, unpolished, impromptu filming style, distinct from the polished cinematic style used for Instagram.

Next production shoot set for the 5th of August, 1:00pm–5:00pm, at the two playground locations.

The signed package covers only two location shoots per production; a third location needs Kai's approval and possibly additional charges.

The "Render to Reality" content piece is deferred to October to align with the activation event timeline; Nigel to rework the plan and propose a new idea for September.

Parklab has a new activation event project called "Reinvention", scheduled for completion around 20 August.

Jensen wants to pivot Parklab's messaging away from being just a playground contractor towards being organisers of workshops, activations and family activities.

Team members appearing on camera should avoid big logos and expensive branded clothing to avoid audience backlash about wealth.

62% of the audience is in Singapore, with notable segments in Shanghai and Guangdong (attributed to raw material suppliers) and Australia; core age band 25–44 with a balanced gender split.

Jil proposed adding Chinese to captions to engage the China-based and local Chinese-speaking audience; left open for Parklab to decide.

Story-led content performs best — the "flood story" playground was the top performer; folklore-themed playgrounds (e.g. Jack and the Beanstalk) are the recommended future angle.

Jensen dislikes the LinkedIn tone ("very cringy") and wants less founder-on-camera content; September will feature more kids and end users, with founder content reduced but not dropped.

Kid talent for the September shoot is not yet secured — Jensen will either source children or recruit families impromptu at the playground with a token of appreciation.

Wait three days after posting before boosting, so the algorithm has time to reach a wider audience; boosting drives awareness, not leads.

Kids can either be designated talent (own kids, nieces/nephews) or sourced on the spot at the playground — a mixture is fine; shoots should be after school hours, around 5–6pm or evening, to avoid fake-looking hot-hour footage.

Jil and Nigel confirmed as the leads for content ideation; Jensen will deal directly with Jil on ideas.

Kid interview content should capture raw, unscripted feelings (are you having fun, who did you make friends with, how often do you come) rather than kids describing the playground's features or specs.

Founder content shifts to a raw parent-to-parent angle — Jensen speaking as a father about bringing kids to the playground vs iPad time — rather than awards/magazine features or "we're the best in the market" messaging.

Parklab positions its real competitors as screen time — phones, tablets, TVs — not other playground makers, and wants this built into the scripts.

Content themes are sequenced monthly: start with safety and materials to win parents (the main followers), then pivot to prospects — companies and government entities — with construction and long-term benefit content.

Package is 5 video creatives per session based on a 4-hour shoot, inclusive of strategy, posting and reporting; static/carousel posts available as optional add-ons, extra revision rounds at 150.

Jensen agreed to a 3-month commitment running August through November, in exchange for a slightly revised (lower) rate.

Jensen agreed to record a client video testimonial in exchange for a 10% discount, applied one-time to the first month.

Internally agreed pricing: base 3,000/month for three months, with 10% off the first month only — 2,700 first invoice, then 3,000 for months two and three.

Jun Kai to send the updated pricing package and proposal to Jensen by tomorrow (10 July); the ideas/content deck only goes out once the package is formally locked in.

Parklab has roughly 5–10 sites readily available for filming; Jensen to confirm chosen locations in advance so Jil and Nigel can sync them into content planning.

Possible scope expansion into outdoor fitness equipment (calisthenics/Kyro equipment outdoors) targeting elderly motor skills; their unique installation completes around August/September.

Parklab has no dedicated marketing person — social media sits with Jensen's team who are too busy, which is the core reason for engaging us.

Play Point Asia is the main competitor benchmark on social — posting 1–2 times a week with diverse UGC/professional/raw content, though with gaps when they run out of things to say.

Jensen to send reference videos of playground kid-interviews done by other agencies and MPs to the team.

Only one post a week is going out so far, so there isn't enough data for a full report yet; the folklore/heritage story video performed best on reach so far.