A Singapore-based Filipina teen has transcended her moment-marketing minute to become the "moment."
Zoe Gabriel made the rounds on social media in January when she got criticized for calling her $80 (over P4,000) double-handle tote bag from Charles & Keith a "luxury" item in a TikTok video. Two months after her viral post, she was announced as the Singaporean fashion house's brand community ambassador in time for Women's Month.
"The job description kind of varies depending on the month. So there are different challenges for us ambassadors to complete. And once we complete those challenges, you earn points to your account, which as you level up, can give you your commission. So it kind of depends on the theme for the month or what you've been given," she said in an interview with PhilSTAR L!fe.
Zoe has since become Singapore's next it-girl, landing one brand partnership after another. L!fe compiled these collaborations, many of which seem to be one-time gigs, while her new role at Charles & Keith takes consistent priority so far.
@zohtaco Hello KL! @Fly AirAsia @airasia Super App ♬ Sunroof - Nicky Youre & dazy
Zoe continues her upward trajectory after taking flight with airline group AirAsia.
"I'm so excited to share that I've got a really big and exciting project coming up. But before I make a formal announcement and before all of my content goes live, I would like to give you guys more than a chance to guess who it could be with. They just won the award for world's leading low-cost airline and the CEO shares the same birthday as me. Do you have any idea who it could be? Good luck!" she told her followers in a video.
On March 18, she then posted a "project reveal" story on social media, revealing that the engagement was live on TikTok.
The minute and 13-second-long video shows Zoe on an AirAsia flight to Kuala Lumpur, Malaysia. She is seen being specially greeted with flight attendants, wearing headphones while seated next to her AirAsia trip manager, trying all the food that she rated 9/10, meeting all the pilots after landing, and "being shy."
"Hello from Kuala Lumpur, Malaysia. Go around with me in AirAsia Ride. Let's book together," Zoe says in the video before she uses the ride-hailing app.
Sony Music Singapore
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Zoe recently hosted the Wild Tonight exclusive release party of SB19's Josh Cullen, who debuted as a solo artist last month.
"Thank you, Sony Music Singapore, for trusting me with the honor and privilege of welcoming Josh Cullen to Singapore!! Hosting his exclusive release party was such a blast. I hope everyone had fun, and here’s to more wild nights!! (Pun intended)," the teenager posted.
The music company in turn thanked their host: "You were AMAZING! Thank YOU for being a part of this."
@zohtaco [in partnership with @Sushi Nori 🍣 ♬ Famous piano songs for comedy and cooking programs - moshimo sound design
Sushi Nori supplied Zoe with several boxes of sushi for "cousin night" in late January.
She and her cousin Xy are seen enjoying the different sushi options as they watch a movie with Chris Pine.
"THERE WAS ONE WITH CREAM CHEESE IN IT AND IT WAS SCRUMPTIOUS YOU DONT UNDERSTAND... also pls tell me I'm not the only Chris Pine simp, he’s gorgeous," the teenage influencer posted.
[in partnership with iWalk Malaysia, one of the firsts to reach out for a sponsorship!] this is so handy tbh♬ Elevator Music - Bohoman
Zoe is seen sporting a diamond power bank from iWalk Malaysia, which she revealed is "one of the firsts to reach out for a sponsorship."
"This is so handy tbh," she captioned her post.
She promoted the product as "the size of a lipstick" and "comes in various colors and designs, compatible with both Android and Apple."
Yakiniku Warrior, PowerPacSG, and Ge Bi Lao Wang Bak Kut Teh
@zohtaco @Yakinikuwarrior , whom i’m representing, is currently having an ongoing hotpot/bbq delivery service perfect for this upcoming CNY! also in partnership with @PowerPacSg ♬ Elevator Music and On Hold Music - corporate_music
Less than a week after her Charles & Keith "luxury" issue, Zoe posted a three-in-one promotional video for an "ongoing hotpot/bbq delivery service perfect for this upcoming Chinese New Year."
"One thing us Filipinos love to do is gather together just to have a good time," she says in the video, where she unpacks the cooking device and ingredients before cooking and dining together with family-friends.
"Thank you for the shoutout, Zoe! We are happy to see that family enjoyed the food and time tgt! Let us treat you to our tomahawks the next time!" Yakiniku Warrior commented.
Aside from Charles & Keith and the aforementioned names, Zoe also features other brands on her social media pages.
These include the likes of Takagi Ramen, Kimistry Hair, Thrifty Philippines, and The Tinsel Rack, among others.
While it is unclear if she has officially partnered with any of these, she usually says in a disclaimer if a featured brand is a "partnership" or "project."
Local and international brands are frequently seen reaching out to Zoe through the comments sections of her social media pages. She also has a dedicated Linktree page where people can send her business inquiries.
Paid or not, Zoe gives her written and/or verbal testimonials of the brands she loves.