Redefining Singapore Tourism Through Creators Lens & driving 135M+ Views in 1st Phase
Introduction
Singapore Tourism Board was ready to crack a tough code: how do you make a well-known destination feel fresh, unmissable, and culturally magnetic to India's digital-first youth? In a market flooded with glossy destination ads, the real challenge was deeper. 52% of 25-34 year olds don't travel for FOMO anymore, but they travel to belong, for authenticity, to discover. They're chasing shared passions, cultural tribes, and experiences that let them tap into something bigger than sightseeing. They entrusted us as the agency to handle everything: strategy, creator partnerships, content activation, and performance marketing.
So we launched "Is This Even Singapore," a disruptive UGC-meets-influencer campaign that would turn India's most influential digital voices into co-authors of Singapore's narrative, drive massive cultural resonance, and spark a movement before the campaign even officially launched. We had to ensure Singapore didn't just show up in feeds it ignited conversations, inspired bucket lists, and became the destination young India couldn't stop talking about.
Services
Influencer Marketing
Content Creation
Storytelling
Insight & Strategy
We had a clear approach and that is to position Singapore not as just another travel destination, but as a youth culture phenomenon co-created by India's most influential digital voices. Understanding that Gen Z and Millennials trust creators over brands, so we focused on:
Turning Creators Into Co-Authors of Singapore's Story
- Built a nationwide UGC contest to democratize storytelling and invite emerging and established creators to showcase Singapore through their lens.
- Positioned the campaign as a platform for discovery, not just promotion, making Singapore feel accessible, aspirational, and culturally relevant.
360-Degree Creator Activation Strategy
- Leveraged a multi-format content ecosystem that blended high-engagement short-form content (Reels, Stories) with deeper storytelling (YouTube vlogs, IG Carousels).
- Created touchpoints across multiple platforms: Instagram, YouTube, and integrated contest pages to ensure top-of-mind awareness and sustained momentum.
- Seamlessly integrated creator advocacy with audience participation, turning passive viewers into active contestants through an Instagram-native contest experience.
Building Cultural Resonance Through Authentic Content
- Used diverse creator cohorts to showcase Singapore's multifaceted appeal from food and nightlife to culture and adventure.
- Developed segmented storytelling to resonate with distinct audience cohorts, ensuring relevance across demographics and interests.
Execution
1. Mega Creator & Celebrity Activation
We didn't just partner with influencers, we took in cultural powerhouses. Onboarded creators across travel, food, lifestyle, and adventure, then amplified with mega celebrities who brought instant credibility and explosive reach:
- Devdutt Padikkal – IPL-winning RCB cricketer with massive youth appeal
- Divine – Chart-topping rapper and cultural icon in Indian hip-hop
- Karan Kundrra & Tejasswi Prakash – Television power couple and social media sensations
- Dheeraj Dhoopar & Vinny Arora – Beloved TV actors with loyal fan followings
- Kashika Kapoor – Rising Bollywood actress and lifestyle influencer
- Anunay Sood – Popular travel content creator, especially known for his wild and adrenaline rush travel content
Equipped them and many others with creative freedom while aligning content with Singapore's brand pillars. Launched an integrated Instagram contest page with seamless form submission, making participation instant and frictionless. Celebrity involvement created a ripple effect, pulling in their 1-4M+ follower bases and turning the campaign into a cultural movement.
2. Multi-Format Content Domination
- Produced 25 high-engagement Reels showcasing Singapore's iconic experiences, leveraging trending formats and music for maximum discoverability.
- Published 18 carousels offering deeper storytelling—guides, hidden gems, and experiential narratives that kept audiences engaged beyond the scroll.
- Generated 468 Stories for real-time, behind-the-scenes moments, creating an immersive, day-in-the-life narrative.
- Delivered 9 YouTube vlogs for long-form storytelling, offering comprehensive travel inspiration and establishing Singapore as a must-visit destination.
3. Performance-Driven Amplification
- Ran precision-targeted campaigns on Meta and Google, using visually stunning creatives and creator content to drive awareness and contest participation.
- Focused on performance-driven storytelling—using real creator experiences and user-generated content to build desire and drive action.
- Optimized campaign delivery in real-time, ensuring content reached the right audiences at the right moments for maximum impact.
4. Community Building & Participation
- Designed a seamless contest experience and leveraged mega celebrity participation to create FOMO and drive mass engagement from their follower bases.
- Built a feedback loop between creator content and audience participation, turning viewers into active contributors and brand advocates.
Results
In just 60 days, our strategy shattered projections and turned Singapore into a cultural movement, delivering:
- 135M+ views across digital campaigns.
- 126M+ reach, far exceeding initial estimates of 35–40M.
- 6.9M+ likes, driving direct engagement with potential travelers.
- 25K+ comments, building active community conversations around Singapore.
Initial projections targeted 35–40M reach and 50–55M views. The campaign has already exceeded expectations by over 3X, with ongoing momentum as more creators and celebrities join the conversation.
By blending authentic creator storytelling, strategic multi-format content, and precision-targeted campaigns, we didn't just introduce Singapore to India's youth, we ensured it arrived as an unmissable cultural moment. Now, as the campaign continues to grow, it does so with organic momentum, active participation, and a creator ecosystem that keeps Singapore at the center of travel conversations.
