Casie Millhouse

Two Lane

Tell us about your background

I’m the first female personal brand GIF to trend on Tenor and kind of all over the place on social, like 1 million views a day, all over. I run a digital consultancy agency called Two Lane out of my base in Singapore focusing on innovative technologies like AR ads. I love to partner up with marketing & innovative events professionals who work on projects that have online communities of over 100k on social platforms, who are data-driven and aren’t afraid of dropping the F bomb. Prior to starting my own agency, I was the Singapore Director of SheWorx. Mentioned by Melinda Gates as "the premiere female entrepreneur event series." I helped cultivate an online and on the ground community of female tech entrepreneurs connecting them to top VCs and angel investors from around the Southeast Asian region. Currently, I'm professionally speaking Internationally on the innovative marketing technology of GIFs, stickers and moderating sweet ass tech events whilst teaching workshops to other agencies around the globe on AR for marketing!

Elevator pitch: What is your agency about?

Two Lane is a Facebook Ads agency specialising in innovative solutions for scaling businesses providing strategy, workshops, research and analytics, augmented reality (AR), chatbots, GIFs, stickers, Facebook/ Instagram Ads and anything else you need to succeed in this rapidly changing digital environment. Our team have helped companies like Netflix, J.D. Power & Associates, Tata Motors, Tokio Marine Insurance, and hundreds of online influencers, entertainers and entrepreneurs in e-commerce, lead generation, events and non-profits! We’ve been nominated for an Innovation Award in our very first year in business.

Where did the idea come from?

It was an evolution to match my digital skills and my enthusiasm for technology with a market that is ready for something new that gets results.

What were some early challenges you faced?

Hiring too fast. I grew my team to 18 at one point and this was when I didn't have my systems in place. Team onboarding was a mess but somehow we got seriously great results for clients. I had lots of mentors come in and guide me through making better decisions for my business.

How has your business changed from it’s inception to now?

I have a very small team and I'm focused more on partnerships versus getting more clients from outreach, my funnel and pitching everyone. These days I'm not afraid to say no to businesses that aren't ready for us.

Tell us about your biggest failure

I have tons of failures that I can share. 😀

What is the best indicator for you that your business is working?

My profit margins.

What is the biggest challenge you face with your business daily?

The biggest challenge these days is FB being buggy & changing every day. If you take a weekend off you might be screwed by something going haywire in the ads manager. So, we are round the clock!

What’s something you wish clients understood better about your business?

We put the audience first... In order to serve our clients, we are ferocious advocates for their audiences. When it comes to content and ads, it is about the audience not about the business.

Are there any areas you’d like to expand in over the next few years?

VR and VR ads.

Are there any technology trends that you’re particularly excited about using in your work?

I love what we have been doing with AR in partnership with other digital agencies. In one project we came with a question of “Can we get people to come in and test drive a real car after playing with a digital one?” In one week of launch, we started seeing initial results with our middle of the funnel retargeting. People who had played with the AR effect had converted to leads to test drive vehicles at a steal $10!!! Another project, we came up with a game for people to eat digital tacos. Eat 25 & win a free one at the restaurant. Our partner built a really great bot to deploy the effect for users. Within the first day the client almost doubled their traffic. In 3 days over 300 people played with the effect and 44 people redeemed their free taco vouchers. I had met with the Facebook Spark AR head of product partnerships who flew in from San Fransisco to Singapore and shared the experience with her. She loved it and asked to follow up to use as a case study!

What advice would you give someone who is considering launching their own agency?

Find partners you can leverage and provide more leverage/value for them.

Can you give us your best tip for making customers happy?

Over communicate.

Can you recommend a great book that everyone must read?

The Alchemist by Paulo Choelo

Finally, what are you most excited about for the future of your business?

Working with a major influencer & a music producer in the very near future.

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