Campaign results
250,000
social interactions
+388%
follower growth on TikTok
1,300,000
video views
+14,68%
avg. daily website visits
A national omni-channel campaign
A seamless integration of branding, messaging, and online and offline touchpoints that ends with high-quality visitor experiences.
Omicron challenge
At the time of the festival, Singapore was experiencing an Omicron surge. We made sure that our communications and messaging were sensitive and thoughtful, addressing concerns about public safety to instil trust and credibility in the brand.
Campaign optimised for virtual engagement
Part physical, part virtual, the hybrid festival aims to engage with both on-site visitors and audiences at home. We connected with home audiences on popular social media platforms – TikTok, Facebook and Instagram with daily content, videos, live streams and contests. The 8-day campaign garnered over 250,000 virtual engagements, 1,300,000 video views and overwhelming contest participation.
Facebook / YouTube Live
We produced 4 Chinese New Year Facebook live programmes and live streamed the festival’s stage performances so viewers could join us from home.
The programmes received 94,000 average impressions daily.
Immersive virtual reality exhibition
We re-created the on-site exhibition in immersive virtual reality accessible through a website. Visitors can freely explore the space and interact with interactive features embedded in various parts of the exhibition.
Visual storytelling
In this visually stimulating short film, we depicted how a typical Singaporean spends time together celebrating the Lunar New Year the non-typical way.
Different strokes for different folks.
Serving three primary audience groups – the Gen Z, Gen X and Y – we optimised experiences tailored to each audience group with user journeys supported by curated content and compelling conversion funnels to achieve our campaign objectives.