The client
The Singapore Sports Hub is a state-of-the-art, fully integrated sports, entertainment and lifestyle hub.
Aside from its premier status as the region’s destination of choice for world-class events, it also supports Singapore’s Vision 2030 sports masterplan to forge and bond communities through sports, and ensure sports are inclusive, accessible and affordable to all.
The objectives
We had three objectives for this National Day campaign:
1. Generate Authentic User-Generated Content
- Encourage participants to create and share genuine content that resonates with their personal experiences, aligning with the spirit of National Day.
2. MaximiSe Engagement and Visibility
- Aim to achieve the highest possible number of engagements and views across social media platforms, amplifying the campaign's reach and impact.
3. Enhance Brand Awareness
- Increase general brand visibility by leveraging the #SSHSportsChallenge to create a strong connection with a broader audience during the National Day celebrations.
What was the campaign brief?
Influencers in this campaign are tasked with sparking excitement and engagement around the #SSHSportsChallenge for Singapore’s 57th National Day.
The key deliverable is an Instagram Reel, where influencers will "Remix" a video from Singapore Sports Hub, showcasing their participation in a 57-second Sports Challenge. This includes a variety of exercises like squat jumps, star jumps, and burpees, done solo or with friends and family, ideally set against the backdrop of Singapore’s scenic outdoor locations.
They are then encouraged to creatively express the importance of health and sports in Singapore, tagging seven friends in their captions to inspire participation.
The campaign also includes sharing the Reel on their Instagram Stories, tagging @sgsportshub, and further encouraging followers to join the challenge for a chance to win exciting prizes like a VIP tour at Universal Studios Singapore.
Driving continuous engagement with influencer marketing strategy for this National Day campaign
This campaign stood out due to its innovative approach of sustaining momentum through a month-long influencer-driven strategy, with weekly bursts of content leading up to Singapore’s National Day celebration in August.
We carefully orchestrated a campaign that not only generated consistent brand awareness but also maximised engagement by keeping the audience continuously involved.
By having influencers share their content in weekly bursts, the campaign maintained a high level of excitement and anticipation, ensuring that Singaporeans remained engaged and interested over an extended period. This strategy allowed the brand to dominate the conversation around National Day, with each wave of influencer content reigniting interest and participation in the #SSHSportsChallenge.
Additionally, the fun and participatory nature of the campaign, which encouraged influencers and their followers to engage in a series of fitness challenges, added a layer of interactivity that resonated with a broad audience. The creative use of Instagram Reels and Stories, combined with the scenic backdrop of Singapore’s iconic locations, not only highlighted the influencers’ personal experiences but also showcased the vibrant spirit of the nation.
The results
- Despite just 72 nano-influencers, who typically have smaller follower counts, the campaign achieved a cumulative reach of 395K, showcasing the power of nano-influencers in amplifying brand awareness within niche and engaged audiences.
- With 17K engagements from 168K views, the campaign saw a strong engagement rate, indicating that the content resonated well with the audience.
- Leveraging nano-influencers likely offered a cost-effective approach to achieving substantial reach and engagement for this specific campaign.
The takeaway from this campaign
The results of the #SSHSportsChallenge campaign demonstrated the efficiency and effectiveness of leveraging nano-influencers for national day campaigns.
With a cumulative reach of 395K and a strong engagement rate of 17K from 168K views, it's clear that even smaller influencers can drive substantial awareness and interaction when strategically deployed. This campaign exemplifies how influencer marketing can amplify a brand’s message in a cost-effective manner, fostering genuine connections with targeted audiences.
At Partipost, we specialise in crafting and executing impactful influencer marketing strategies that resonate with your audience, particularly during key events like National Day. Whether you're looking to boost brand visibility or drive engagement, we can help you achieve your goals with tailored campaigns that make a lasting impact.
Contact us today to explore how we can help elevate your next campaign.