For brand & marketing leaders

Defend every campaign with data, not opinion.

Brand teams use SOMIN to walk into every concept review, exec sign-off, and post-mortem with live category evidence -- not last quarter's qual deck. From brief to pre-scored creative in 13 minutes.

Book a brand demo See the workflow

Decoded competitor ad Live

Smart Parenting, Not Sacrificed Style

Brand Tracker · Singapore

Topic

Family · Connection

Tension

Time-poor parents balancing demanding work and family.

Audience

Parenting-focussed Workers · 53.9% of category

Archetype

Caregiver · Convenience-led

40+ hrs

Saved per cycle

6 wks → 13 min

Brief to concept

4,000+ ads

Decoded annually

The brand-team reality

It isn't a creativity problem. It's an intelligence problem.

You brief an agency. They run a workshop. Six weeks later, the campaign concept looks a lot like what your category was already doing -- or what your competitor launched last quarter. The work is fine. The data underneath it is stale.

40+ hours of manual research

Lost per campaign cycle scraping creative, tagging by hand, and rebuilding the same competitive view every quarter.

Briefs built on last year's data

Six-week briefing cycles produce decks that arrive after the campaign window -- and the audience -- has already moved.

No real visibility on the white space

Local teams guess at what HQ direction looks like in-market. Concepts ship out that the category was already saturating.

Technology should be a force for balance, peace of mind, and meaningful connection -- empowering advertisers to work with purpose, free from time pressure and complexity in data. -- SOMIN, Vision

From brief to launch

One workflow. Four products. Built for brand defence.

Every step in the SOMIN workflow produces a deliverable a brand team can actually use in a meeting -- not just another dashboard to log into.

Step 01

Brand Tracker · Insight

Deep discovery

Feed in your competitive set. Every public ad across paid and organic gets pulled, decoded, and indexed by proposition, persona, and tone.

→ Live category map

Step 02

Perspective Studies · Strategy

Map the white space

Surface the audiences and propositions your category is underserving. See what's crowded and what's open -- across topics, personalities, and incentives.

→ Defensible angles

Step 03

Expressions · Planning

Build the concept

Generate concepts engineered around the chosen opening -- not generic AI output. Audience, channel, and message angle pre-locked.

→ Brief-ready concepts

Step 04

Ad Scoring · Validation

Validate before spend

Predict creative performance against the competitive baseline. Cut the bottom tier before media commits -- defend the rest with confidence.

→ Pre-scored stack

The platform, in detail

What each module hands the brand team.

01 · Brand Tracker · Insight

Every competitor ad, decoded into a structured brief.

Topic, theme, observed tension, key message, inferred audience, archetype, tone of voice -- every public creative your competitors run becomes a structured object you can sort, filter, and benchmark against.

Multi-channel audit across paid and organic media
Hyper-local filtering by niche, product line, and country
Meta Ad Diversity benchmarks for creative differentiation
Side-by-side market view -- see how the same brand fights New York vs London

Decoded · Instagram Ad Brand Awareness

Family Connection B2C Caregiver Warm

Tension

Time-poor parents balancing demanding work lives

Key Message

We make parenting easier so you can focus on what matters.

Mentions

Mothercare · Pupsik

Archetype

Caregiver · Convenience-led

02 · Perspective Studies · Strategy

Map what's crowded. Find what's open.

Choose a lens -- Topics, Propositions, Brand Personalities, or Product Incentives -- and SOMIN runs a comparative analysis across every competitor in your workspace. The audiences your category is underserving show up at the bottom of the chart, ready to be claimed.

Four ready-to-run analytical lenses, fully comparative
From weeks of agency work to 13 minutes per study
Tensions matched against what your brand can genuinely claim
Output: a defensible angle, not another sentiment chart

Propositions · Category coverage ● Live

Convenience

78%

Heritage

64%

Premium

51%

Smart Style

14%

Self-care

5 propositions analysed 2 white-space angles open

03 · Expressions · Planning

Concepts engineered around the opening.

Every concept ties back to the original strategy, the specific persona tension, and the exact competitor content that revealed the gap. You walk into the brief meeting with audience, message angle, and channel mix already framed -- and a paper trail back to the data.

Concepts traced to a real, documented market gap
Aligned with Meta & Google Ad Diversity guidance
Brief-ready: audience, message angle, channel pre-locked
Defensible in front of legal, exec, and creative review

Concept 03 · Generated Expressions

Smart Parenting,
Not Sacrificed Style

Persona

Parenting-focussed Workers (53.9%)

Tension

Balancing demanding work with parenting

Angle

Convenience + style, not either/or

Channels

Meta · TikTok · short-form reels

04 · Ad Scoring · Validation

Validate before a dollar moves.

Every concept runs through in-house ad performance models trained on tens of thousands of labelled ads. Each creative gets a clickability tier and a confidence level -- so the bottom tier never makes it past internal review.

Predicted clickability with a confidence interval
Models trained on tens of thousands of labelled ads
Iterate copy and visual before media spend commits
78% CTR-prediction accuracy across customer benchmarks

82%

High

Predicted clickability

88% confidence

Ship

54%

Normal

Predicted clickability

81% confidence

Iterate

23%

Low

Predicted clickability

91% confidence

Cut

Case study · Mothercare Singapore

From local guesswork to AI-powered hyper-localisation.

Annual ad coverage 4,000+

The challenge

Tracking 4,000+ digital ads each year across Facebook, Instagram, TikTok
25+ hours lost weekly to manual content research and tagging
Local teams guessing what content might work -- even with HQ direction
Diluted regional briefs failing to land in-market

The approach

Brand Tracker decoded which competitors were winning Singaporean parents -- and on which platforms
Personas converted instantly into content directions grounded in real local interests, habits, and consumption behaviour
HQ messaging matched against the Singaporean market reality, side by side

Without SOMIN, segmentation of expecting mothers' needs, engagement patterns, and persona profiling would not be as comprehensive.

Ms. Xueting Lin Head of Marketing · Mothercare Singapore

Time saved

80%

Less time on audience research and idea development per campaign cycle.

Cost

74%

Cost savings versus traditional campaign execution at the same brief volume.

Granularity

3×

More refined audience segmentation in every plan, with traceable evidence.

Coverage

25+ hrs

Reclaimed every week by the local marketing team for higher-leverage work.

Brand teams that ship every week.

Across 11+ markets in APAC, MENA, and Europe -- including Mothercare Singapore, featured here.

P&G

AUDI

FERRARI

GOJEK

ABBOTT

CITI

KFC

NESTLÉ

MOTHERCARE

McDONALD'S

See what your market is leaving open --
before your next brief.

A 30-minute walkthrough on your category, your competitors, and the campaign you're framing this week.

Book a brand demo Contact the team

Defend every campaign with data, not opinion.

It isn't a creativity problem. It's an intelligence problem.

One workflow. Four products. Built for brand defence.

Deep discovery

Map the white space

Build the concept

Validate before spend

What each module hands the brand team.

Every competitor ad, decoded into a structured brief.

Map what's crowded. Find what's open.

Concepts engineered around the opening.

Validate before a dollar moves.

From local guesswork to AI-powered hyper-localisation.

The challenge

The approach

Brand teams that ship every week.

See what your market is leaving open --before your next brief.

See what your market is leaving open --
before your next brief.