Two Lane Pte. Ltd.’s director Casie Lane Millhouse-Singh doesn’t limit herself when it comes to strategising and making a change in the digital environment.
Casie Lane has learned the ropes of her chosen profession ever since she started working at the young age of 13. She is also an advocate of helping children find their passion and interests via LeelaPass; her own web application where parents can search for, find, book, and share amazing kids’ classes throughout Singapore.
She currently runs a digital consultancy and social agency called Two Lane, which was nominated for the Innovation Award at last year’s Mass Participation Asia. As icing on the cake, she is also the first female personal brand GIF to begin trending on Tenor.
To catch a glimpse of the life on our featured woman of the week, we were able to have a talk with Casie Lane on her role in making an impact in the digital landscape.
Q. Let’s talk about your current business/profession, what do you do?
I run Two Lane, a digital consultancy and digital marketing agency that gets inside the new social landscape providing strategy, production, workshops, research and analytics, augmented reality (AR), chatbots, GIFS, stickers and anything else needed to succeed in this rapidly changing digital environment.
Our team consists of experts around the globe that know how to:
· Rank first on Google.
· Make GIFs with Gary Vaynerchuk.
· Trend on Twitter.
· Trend on Tenor (which is used on Facebook, Facebook Messenger, Twitter and LinkedIn Messages).
· Trend on GIPHY.
· Make Artificial Reality (AR) filters for Facebook Messenger that tens of thousands of people play with daily.
· Make Instagram Stickers (over 2.3 million views in one week).
· Take SGD 8,092 in Facebook ad spend and make it SGD 88,361 in sales.
· Get content on LinkedIn viewed by millions in a week.
Currently, we are working solely on three main projects for a popular app, a 7-figure online course and doing an AR experience for an automotive group. Most of the projects come to us via word of mouth from the results we’ve gotten in the performance marketing sphere.
Q. Tell me something that’s true, that almost nobody agrees with you on.
I think blue hair is a fad.
Q. Given what you know today if we took a time machine back to the beginning, what would you have done differently?
Not told people I would work for free as in partnerships or work with people just starting out. It’s too much hand-holding. I want to work with people who want to scale, not those who don’t understand who their target audience is.
Q. What is ’empowerment’ to you?
I despise the word. To me, it gives off a sense that someone has had no power in the first place and it is something that is given.
Q. What is the funniest thing that has happened to you recently?
A woman told me she gets outstanding results in boosting ads. And then I asked her how much return on ad spend was she seeing with the sales. She had no idea what I was talking about.
Q. What would you do if you were the sole survivor on a (possibly) deserted island?
I would probably make a shelter and start making a freshwater collection point.
Q. If you could only choose one song to play every time you walked into a room for the rest of your life, what would it be?
Ain’t No Sunshine by Bill Withers.
Q. There are ups and downs in life, can you tell us an interesting story?
Every day is an interesting story when you are working on the Facebook platform or with ad technologies.
In Casie Lane’s recent interviews, she mentioned that some of the things which were instilled in her mind growing up were overcoming her fears, learning a new skill, being aware of her weaknesses and maximising her strengths to the fullest.
Undoubtedly, Casie Lane is a woman oozing with confidence, and settling only for nothing but the best. In this ever-evolving landscape, she is a woman who continually learns and innovates to achieve remarkable results.