By The Javious Team

Company perspective: method and playbook for effective marketing

Earlier today I read a Wall Street Journal piece titled "Is Your Favorite Social Media Sitcom Actually a Marketing Campaign?" It profiles Roomies, a short social series made by Bilt, a company known for rent rewards and financial services. The early episodes play like a normal sitcom. The brand is not obvious at first. The company says it will add subtle integrations later.
You can read the article here: Link

The show drew attention fast. People watched millions of short episodes. It did not feel like a straight ad. That is the point. The story comes first. The marketing comes later.

Why this matters
Traditional ads are losing power. Many people skip them or tune them out. Story first content gets attention because it entertains. Subtle branding lowers resistance. Viewers are more open when they care about characters.

That is not the same as tricking people. The series is still marketing. But the tactic is to earn attention by giving viewers something they want to watch.

What I noticed about the approach
Short episodes work on phones. The format fits TikTok, Instagram Reels, and YouTube Shorts. The episodes are small and easy to watch while waiting for something else. They can reach an audience that hates long ads. The format lets creators test different tones and characters quickly. If one character connects, you can expand that arc in later episodes.

Local fit for Singapore
A similar approach could work well here. Singapore audiences like stories that feel real. Think everyday life in HDB estates. Think hawker culture and community moments. Those topics are relatable. They can carry emotion and small laughs. A local voice makes the content feel honest. That in turn helps viewers trust the moments where the brand appears.

A simple idea
Imagine a series called "Coffee at 6". Each episode follows a different kopi lover. One episode looks at an auntie barista who knows everyone. Another follows a young regular who works in a nearby office. A third shows a hip cafe owner trying to blend old recipes with new trends.

At first you watch for the characters. You tune in to see what happens next. Later a local coffee brand can appear in the scenes. The brand fits the story. It does not feel pushy.

Practical notes
Keep episodes short. Make the story clear in the first thirty seconds. Use real voices and real places. Work with creators who know the local scene. Let the brand appear naturally. Do not interrupt the narrative with hard sells. Track watch time and completion rates. Look at comments to see if people engage with the characters. Use those signals to decide which episodes to promote and where to place light brand mentions.

A cautious note
Be transparent about sponsorship when it matters. Do not hide the fact that the series has a brand behind it. Respect platform rules and viewer trust. If done badly the tactic can feel manipulative. That will hurt the brand more than a plain ad.

Final thought
Story first marketing is not a magic trick. It is a different way to trade attention. Brands give good content. Viewers give their time. In Singapore that trade can work well if the stories feel local and honest. It is worth testing with a small pilot and a few trusted creators. Start small. Learn fast. Then scale what works.

Reference:

1. https://www.wsj.com/articles/is-your-favorite-social-media-sitcom-actually-a-marketing-campaign-ecdca4cd

2. https://www.prdaily.com/the-scoop-roomies-is-technically-an-ad-it-hasnt-had-a-single-brand-mention

3. https://www.marketingbrew.com/stories/2025/08/18/brands-are-producing-original-series-for-social-here-s-why

4. https://www.emarketer.com/content/bilt-leans-on-short-form-series-roomies-convert-entertainment-rent-payments

5. https://www.businessinsider.com/favorite-brands-make-next-friends-tiktok-bilt-alexis-bittar-2025-9