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 feedom and diverse styles

The Impact:

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

Friends of Singapore: Micro-Influencer Magic

Background

The Approach: Small Following, Big Impact

The Impact:

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Friends of Singapore: Micro-Influencer Magic

Background

The Approach: Small Following, Big Impact

The Impact:

Explore more work

Khan Academy’s Trusted Reputation Smooths an AI Introduction

Johnson & Johnson Raises What Heat Means for Health

Making the Most of Microsoft’s Biggest Security Shift

Elevating a Gender-Based Violence Message From Local Titles to Mainstream Media

Boosting Affinity and Transparency for Plastic Circularity

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