Arial image of Singapore | We. Communications

Singapore Tourism Board (STB)

Friends of Singapore: Micro-Influencer Magic

Background

Singapore Tourism Board (STB) faced rising influencer costs and uncertain outcomes in their content creation efforts, limiting effective budget use and authentic storytelling about Singapore’s attractions.

The Approach: Small Following, Big Impact

Invite micro-influencers to create authentic, diverse content about Singapore through a paid programme.

  • Launched open invite to visiting content creators
  • Targeted 10K - 100K follower accounts
  • Provided unique local recommendations, focusing on hidden gems
  • Encouraged creative freedom and diverse styles

The Impact:

  • 176 Earned Social Posts
  • 46 Influencers Engaged
  • 5.4 Million+ Total Campaign Impressions
  • 70% Savings Per Content Piece

Explore more work

An illustration of a doctor and patient talking at a table | We. Communications

Health

Choosing Safer Healthcare to Save Lives

Read more
iRobot Roomba vacuuming the floor under a dining table | We. Communications

Consumer Lifestyle

Reframing a Product Category for iRobot

Read more
Group of women hugging and smiling | We. Communications

Health

Helping Australian Women Access Relief for Migraine

Read more
No items found.
A collage of images with animals, a woman, and trees and the text Trust the Tree | We. Communications

Tag

Forest Week Promotes Sustainability in Forest Products

Read more
Rockwell Automation booth at China International Import Expo

Tag

Beyond Visibility: How We Turned CIIE Into Coverage and Footfall

Read more
A group of people customizing their Timberland boots | We. Communications

Tag

Timberland Gets Traction With Chinese Youth

Read more
Get in touch
We’d love to hear
from you.
Contact us
AboutSolutionsExpertiseWork
InsightsCareers & CultureLocationsNews
© 2025 We. Communications
Privacy PolicyTerms of ServiceCookies SettingsImpressum