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

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