As we bid farewell to October 2023, we're wrapping up our seasonal marketing-themed content (for now, at least).
Here's a quick recap of what we've covered:
- The significance of implementing influencer marketing in your seasonal campaigns.
- Four effective ways to kickstart and make the most of influencer marketing.
- Five creative case studies featuring well-known brands offering inspiration.
And now, we're excited to share five successful campaigns in which Partipost collaborated with various brands in Singapore.
We delve deeply into the objectives, approaches, and outcomes to demonstrate that influencer marketing can provide a significant edge for your year-end campaigns.
1. Jinro Soju
Jinro Soju, founded in 1924, has held the number one soju brand title for almost a century as the world's best-selling spirit brand. It offers a refreshing taste and has diverse flavours, making it ideal for any occasion.
The objective:
Boost product visibility in the holiday season leading up to Christmas or New Year's Eve.
The approach:
We aimed for influencers to emphasise that the product is an essential in the celebration, particularly when enjoyed with friends and family.
We harnessed our platform's capabilities to identify micro-influencers (5,000 to 30,000 followers) who exhibited authentic enthusiasm for soju—a distinct niche profile. Before the collaboration, we examined their profiles for relevant tags, comments, and genuine interest in the product.
The influencer brief included instructions for their Instagram posts:
- Incorporate festive decorations or expressions of joy.
- Showcase family traditions on Christmas or New Year's Eve.
- Feature their favourite holiday dishes alongside Jinro Soju.
- Include a group photo with family or friends holding the product.
Why it worked:
By tapping into the festive spirit and creating an authentic social environment, the campaign positioned soju as the perfect drink for gatherings, to be shared with loved ones during joyous occasions. This aligned seamlessly with the holiday season, making the brand feel like a natural choice for celebrations.
2. Reckitt Benckiser
Reckitt Benckiser is a multinational consumer goods company with well-loved brands, including Enfagrow A+, Dettol, Durex and Air Wick.
The objective:
To promote the 11.11 sale for their partner brands.
The approach:
In this campaign, we initiated a four-step process. First, the influencers must purchase three unique products from three brands via Shopee.
Afterwards, they were required to craft an Instagram post that incorporated essential elements, including:
- A shout out to the 11.11 sale
- An introduction to the product(s) with an emphasis on their key benefits
- A caption detailing specific points:
- Up to 70% off
- Exclusive vouchers
- 2-hour flash sale from 12 to 2 a.m. and a 5% storewide voucher
- Inclusion of the direct link to the Shopee shop
Subsequent to the Instagram post, the influencers were required to create an Instagram Story featuring their original post. The final step in the campaign involved submitting a Shopee review, where they could provide an authentic evaluation of the product.
Why it worked:
This campaign exemplifies the use of influencers' reviews. it carries immense weight during the holiday season, aiding consumers in making well-informed gift choices or products for themselves. These genuine assessments from trusted influencers provide valuable insights, making shopping a breeze.
3. Délifrance Singapore
Délifrance Singapore has devoted more than 36 years to bringing the flavours of Paris within your reach, boasting 15 outlets across the island.
The objective:
Highlight the brand's festive menu and bundles during the holiday season to enhance product awareness.
The approach:
The campaign brief was straightforward. We provided influencers (this campaign opted for profiles with a minimum of 1,000 followers) with an Instagram Story template to download and share on their profiles.
They were required to include:
- A specific text provided by Délifrance
- An early bird promotion with a promo code
- Add a direct link to Délifrance's website via a Sticker in their Instagram Story
Why it worked:
Focusing on rapid reach, the campaign hinged on influencers consistently sharing the same Instagram Story. This strategy generated a quick buzz and extended the reach significantly. The repetitive exposure across Instagram ignited curiosity and prompted heightened engagement from the audience.
4. FNP SG
FNP (Ferns N Petals) is one of Singapore's leading gifting and flower delivery brands, offering an affordable and premium range of products for various occasions and celebrations, establishing itself as one of the best florists in Singapore in just four years.
The objective:
Generate awareness of FNP's Christmas gift ideas.
The approach:
FNP sponsored influencers who meet the campaign's criteria with one of these four Christmas items: the Xmas Gift Hamper, Xmas Log Cake, Xmas Red Roses Bouquet, or a Personalised Xmas Indulgence (cushion and mug).
Each item comes with specific photo requirements for the Instagram Post.
- For instance, with the Xmas Gift Hamper, influencers can create an unboxing post or arrange the products aesthetically.
- If it's the Xmas Log Cake, they can capture a moment while cutting a piece or savouring the cake.
Why it worked:
Providing influencers with an exclusive first-hand look and feel at your products before launch can significantly enhance marketability and generate intrigue. Leveraging multiple influencers showcasing a diverse array of your products within a specific timeframe can create a far-reaching impact, especially during the competitive holiday season.
5. SK Jewellery
SK Jewellery is Singapore’s leading 999 Pure Gold and premium diamond jeweller, creating beautifully crafted jewellery with meaningful stories since 2003.
The objective:
Highlight and promote the products as a Christmas gift, whether for yourself or others, capturing the essence of the holiday season.
The approach:
In this campaign, micro-influencers were tasked with crafting an engaging Instagram Reel featuring SK Jewelry products, centering on the theme of gifting jewellery.
These influencers were loaned the products and given creative concepts, including presenting the jewellery in the SK Jewellery Box, showcasing personal styling with SK Jewellery, and wearing attire in red.
Why it worked:
By harnessing the spirit of gifting during Christmas, this campaign strategically positioned the product as a premium choice for loved ones. Accompanied by a visual brief that emphasised the colour red, this approach resonated effectively with the audience.
The takeaway
We've had the privilege of partnering with a diverse range of brands, from large enterprises to SMEs, to craft engaging and creative campaigns that deliver impactful marketing results during the competitive festive season.
If you're eager to embark on your influencer marketing journey, don't hesitate to get in touch with us–let's collaborate and bring your marketing goals to life!