Influencer Marketing Case Study: Sentosa
Market(s): Singapore
Context
After a successful debut in 2022, the Sentosa Food Fest returned in 2023 with a renewed focus on exploring flavors and fostering connections through culinary experiences on Sentosa Island. To amplify awareness and promote the event, Sentosa collaborated with us, leveraging local Singaporean content creators to attend the food festival, capture engaging content, and share their experiences with their respective communities.
Strategy
Sentosa strategically selected a diverse group of 16 influencers from Instagram and TikTok, ensuring they had a strong local following and a shared affinity for food and outdoor activities. Each influencer was assigned the task of creating 1 Instagram reel or TikTok video showcasing the food options they sampled, including details such as prices. The primary creative directive for the campaign emphasized authenticity and enjoyment, encouraging influencers to have fun with their content creation.
Results
The influencers successfully conveyed the vibrancy and variety of the Sentosa Food Fest experience. The campaign resonated well with the audience, accumulating a total of 1.4 million views and garnering positive comments from the local community. The enthusiastic response indicated a heightened interest in attending the food festival, reflecting the campaign’s success in not only raising awareness but also generating genuine excitement among potential visitors.
