VML Qais: Helping Clients Engage with Socialbakers

Keeping up-to-date on social media insights isn’t just a goal for VML Qais - it’s the agency’s promise to customers.

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“We use Socialbakers for every single client where we are employed to run social media strategy and content”

Giles Henderson
Director, Media & Channels

The Singapore-based digital marketing agency has to be ahead of the trends in order to serve its clients in the Asia Pacific region and beyond. VML Qais’ 120 team members design and build websites, implement interactive campaigns, and create marketing strategies for their diverse clientele. Some of the agency’s high-profile clients include Hilton Hotels, Dell, and 3M. VML Qais team members do everything from setting up a client’s in-house team on social to managing, creating, and publishing approved content on the client’s behalf.

And they do it all with Socialbakers.

VML Qais uses the full lineup of Socialbakers tools to assist clients in making the best choices in social marketing says Giles Henderson, the director of Media & Channels for VML Qais.

“Socialbakers plays an integral role in providing in-depth analytics regarding content and engagement on key social platforms, as well as community management, customer service monitoring, Ad Analytics and Listening,” Henderson says.

Using Socialbakers tools, VML Qais can assure clients that they are getting the latest intel when creating social campaigns that will stand out in any given target market.

“Competitive intelligence is very important as we have to use this and the country and industry benchmarking to determine how successful our client strategies are,” Henderson says. Socialbakers tools also allow VML Qais the option to customize how they report back to their clients on social - clients can opt for daily, weekly, and monthly reports in addition to quarterly and annual summaries.

Analytics, in particular, helps VML Qais staff to do their jobs more efficiently, Henderson says.

“Socialbakers Analytics helps aggregate client and competitor data into one dashboard, along with in-depth analysis which would otherwise prove very time-consuming to extract from Facebook, Twitter, YouTube, Instagram, LinkedIn and Google+. And, there’s some data we wouldn’t be able to report back to clients unless we had Socialbakers Analytics,” Henderson says.

Socialbakers Builder helps VML Qais overcome another obstacle: managing content for many clients. Because they offer social media management as a service, it’s imperative that team members have an easy way to manage content across a range of social media. They also need a system in which clients can approve content before it is posted. “Socialbakers Builder has given us control more than anything, and better management of multiple pages,” Henderson says.

VML Qais has used Socialbakers for more than three years, and Henderson anticipates even better functionality with the tools’ coming innovations. “In the future, we’re looking forward to Socialbakers integrating Builder into the Analytics tool and creating a new dashboard for easy access to valuable client data,” Henderson says.

Quick Facts

  • Headquarters: Singapore
  • Offices in: Singapore, Indonesia and India
  • Key clients: Revlon, BMW Asia, Trend Micro, NTUC, OCBC Bank, Prudential, Adidas, Hilton, 3M, Dell
  • Employs: more than 120 people
  • Parent Company: WPP


  • Organize, interpret, and visualize data from multiple platforms
  • Analyze data on behalf of marketing clients in multiple regions
  • Recommend strategic decisions for each client in a full portfolio
  • Engage internationally in several regional languages
  • Too much data and too many platforms to track client data accurately
  • Curate approved content for clients
  • Quickly collect, understand and act on data from ads
  • Research markets
  • Quickly collect, understand and act on data from EdgeRank


With Socialbakers Analytics, VML Qais can:

  • Contain all data across platforms into one dashboard for each client
  • Prepare both regional and international benchmarks for clients

With Socialbakers Builder, VML Qais can:

  • Target posts to different time zones and different international audiences
  • Have better control over multiple pages on Facebook
  • Create a managed environment for clients to approve Facebook and Twitter posts

With Socialbakers Ad Analytics, VML Qais can:

  • Get simple, topline reporting for ad campaigns

With Socialbakers Listening, VML Qais can:

  • Research trending topics
  • Get excellent topline reporting for Twitter

With Socialbakers EdgeRank Checker, VML Qais can:

  • Learn key points for improving EdgeRank in summary form

Stop scratching the surface.

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