Resorts World Sentosa: Go Bananas in Minion Land
Introduction
Resorts World Sentosa, home to Universal Studios Singapore and the new Minion Land, needed to drive travel intent among affluent Indian audiences beyond the metros. The franchise had recognition but no cultural pull in Tier 2 and Tier 3 markets with emerging travel appetite.
Services
Influencer Marketing
Story Telling
Content Strategy
The Insight
A global franchise doesn't convert regional India on franchise appeal. It converts on creators who speak the audience's own language, telling the story as relatable, aspirational, native content, on the platforms that audience actually lives on. Reach the affluent traveller where they already scroll, in the language they think in.
Our Solution
We built an influencer-led campaign across ShareChat and Moj, platforms with superior reach in Indian Tier 2 and Tier 3 markets through regional language content. We targeted 15 states with direct flights to Singapore and sharpened targeting with PayU affluent-audience cohorts (international hotel and flight browsers, credit-card holders, car owners).
We onboarded five top creators on Moj (combined following of 26M+) and created regional-language content taking viewers through Minion Land, Universal Studios Singapore and the S.E.A. Aquarium across a two-day content arc, amplified with premium explore and banner placements across ShareChat.
Business Impact
- +6.80% lift in consideration to visit Minion Land
- 13.7M+ reach
- 4.75% campaign-wide ER
- 86M+ views
- 4,927 direct bookings, reported by Resorts World Sentosa via its tracked booking link.
