The client
iShopChangi offers a premium duty-free shopping experience in Singapore, featuring a wide selection of beauty, electronics, fashion, and wine & spirits products. Whether you’re picking a gift or indulging in personal retail therapy, enjoy unbeatable prices and a seamless shopping journey before you depart.
The objectives
To boost iShopChangi's brand awareness as the ultimate destination for premium duty-free shopping, we collaborate with influencers during major sales events.
Our objective focuses on:
- Leveraging sales periods like 11.11, Black Friday, and Cyber Monday to capture high shopper interest.
- Engaging everyday individuals to promote iShopChangi's exclusive offers and discounts.
- Encouraging shoppers to explore iShopChangi's wide range of products, from beauty to electronics, at duty-free prices.
What was the campaign brief?
In this campaign, influencers were tasked to get creative and showcase iShopChangi’s incredible 11.11 beauty deals through their Instagram Stories.
Here’s what they had to do to grab the attention of their followers:
- Highlighted one of the top beauty products available on iShopChangi during the 11.11 sale. Whether it was luxury skincare or their must-have fragrance, they gave their followers a glimpse of what they could snag at a steal.
- Each influencer hyped up the 11.11 beauty sale, mentioning the exclusive 25% discount on top brands like SK-II, Clarins, and Jo Malone. They were all about sharing the excitement of scoring premium beauty products at great prices.
- To make it super easy for their followers to shop, influencers added a direct link sticker to iShopChangi's beauty section and included the promo code 11XMASBEAU for extra savings.
With these fun, engaging stories, influencers got their followers excited about iShopChangi’s massive sale, showing them exactly how to treat themselves—whether they were travelling or not!
Timing is Key: Capitalising on Holiday Shopping in Singapore
The campaign for iShopChangi highlights the strategy and thought process behind how we approach influencer marketing, particularly in the last quarter of the year.
This period is all about maximising consumer attention during high-traffic sales seasons like 11.11 and Black Friday.
And here’s why this campaign worked well:
Understanding the Local Audience
Singaporeans love a good deal, and their passion for shopping—especially during major sale events—is no secret. But beyond just getting great prices, they’re also looking for ways to indulge themselves while being savvy about spending. iShopChangi perfectly positioned itself as the go-to platform for this audience, offering substantial discounts on premium beauty products. By leveraging influencers to spread this message, the campaign tapped into that desire for luxury at a bargain, making the content all the more appealing and shareable.
The Power of Female-Centric Influencer Marketing
With a focus on women and everyday people, this campaign naturally found its audience. Beauty and skincare are personal purchases, and consumers are more inclined to trust recommendations that come from influencers who feel relatable and approachable. By targeting a demographic that is highly engaged in these categories, iShopChangi made sure the content hit home, especially during a time when women are looking to shop for themselves or for loved ones as the year wraps up.
Why User-Generated Content (UGC) Matters
One of the most compelling aspects of this campaign was its emphasis on UGC. Rather than pushing out highly polished, corporate-sounding messages, the campaign encouraged influencers to create authentic, personal content that felt organic. This approach works wonders for industries like beauty, where the experience and recommendations of real people hold more weight. UGC adds a layer of credibility to a brand—followers see these posts as genuine endorsements, not ads, making them much more likely to engage, share, and ultimately purchase.
Timing is Everything
The holiday season is prime time for consumers to go all out on shopping—whether it’s treating themselves or buying gifts. By launching the campaign during the 11.11 sales event, iShopChangi managed to capture shoppers’ attention at a time when they are actively seeking deals. It’s not just about catching their eye with discounts—it’s about getting them when they’re most likely to take action, and this period is perfect for that. The campaign capitalised on this natural spike in consumer spending to create urgency and drive conversions.
By leveraging UGC, tapping into local shopping behaviours, and focusing on the right demographic, we were able to make the most out of the year-end frenzy. This is exactly the kind of strategy that sets up brands for success during this busy period.
The results
- With 68 Partiposters and multiple postings, it’s clear that the campaign managed to generate significant influencer involvement. This level of participation not only boosts brand visibility but also showcases the effectiveness of influencer partnerships, especially when working with a larger number of micro or nano-influencers.
- Given that the cumulative reach reached nearly half a million people, the campaign likely resulted in increased brand awareness, especially among Singaporean shoppers who are looking for the best deals. The ability to drive traffic to iShopChangi during key sales periods suggests an effective increase in visibility.
The takeaway from this campaign
The iShopChangi 11.11 campaign highlights the power of influencer marketing during key sales seasons like Q4.
By leveraging local influencers to showcase beauty deals through authentic, user-generated content (UGC), the campaign effectively tapped into Singapore’s strong shopping culture. The combination of relatable content, female-centric targeting, and strategic timing resulted in increased brand awareness and consumer engagement.
This campaign underscores why brands should capitalise on influencer marketing, especially during high-traffic periods, to drive visibility, build trust, and boost conversions.
Reach out to Partipost today to find out how you can leverage influencer marketing in your end of the year campaigns.