In Singapore, digital marketing campaigns and shopping isn’t just an activity; it’s a way of life.
The island country bursts with everything from opulent shopping centres to bustling street markets, covering all your desires under the sky. Delving into the realm of sales in this digitally advanced nation, Singapore shines with its online marketing prowess.
Internet, social media, and digital stores are their battlegrounds, showcasing an impressive variety of goods to grab.
Interestingly, nearly 59% of Singaporeans partake in the online shopping frenzy every week, not limiting their purchases to essentials but venturing into a world filled with anything you can think of, from fresh groceries to rare finds and big-ticket items.
Ready to jump into this exciting market? Singapore awaits to turn your entrepreneurial visions into reality, propelled by a spirit of innovation and a highly engaged consumer base.
1. We’re Sorry Digital Marketing Campaigns By Irvin
Imagine finding a lizard in your snack—definitely not a pleasant surprise! This happened to a customer of Irvins, a famous snack brand, and it turned into a PR nightmare. However, they quickly turned things around with a well-crafted “We are sorry” campaign.
A customer shared on Facebook about finding a dead lizard in a pack of Irvins salted egg fish skin. Instead of ignoring the issue, Irvins’ CEO, Irvin Gunawan, took responsibility, apologized, and promised to improve. This genuine response showed that Irvins cares about its customers.
The “We are sorry” campaign worked wonders. It received over 16,000 shares and 10,000 comments on Facebook, with many praising Irvins for being sincere, honest, and responsible. It’s a great example of how a company can handle a crisis and win back trust.
2. Resorts World Sentosa’s Ad “Will you be his next victim?
Resorts World Sentosa’s ad “Will you be his next victim?” is seriously spooky! The video of a serial killer drawing his next victim into a haunted house has gone viral.
Their marketing is clever—they use visuals to really grab your attention. Their Halloween Horror Nights event is all about keeping you scared but entertained.
What’s cool about Resorts World Sentosa is how they make you feel like part of their family. Instead of feeling left out, you feel included and connected. It’s a different vibe from other resorts, and it sticks with you long after your visit.
3. Sparks — The Trash Princess: DBS
REmakeHub’s sustainability message was beautifully integrated into the popular online series, DBS Sparks. The show shared personal stories that resonated with the audience, creating genuine connections and staying true to their brand purpose.
DBS Sparks took a fresh approach by focusing on a young woman’s journey to revolutionize the fashion industry, which usually prioritizes trends. The series showcased her determination and the support she received from bankers to make her vision a reality.
The core message of DBS Sparks is about empowering individuals to pursue their dreams, regardless of size. It highlights DBS’s dedication to helping everyday people achieve their aspirations.
4. Chope King – Uber
In 2017, Singapore witnessed Uber’s unique way of addressing traffic jams and the fight for parking with a witty campaign.
They placed oversized tissue packets in parking spots around the city, nodding to the local habit of “choping” or reserving spaces with tissues. Though it seemed like a joke at first, it cleverly broadcasted Uber’s push for car-sharing to ease the city’s transport woes.
Teaming up with influencers like The Vigilante and Michelle Chong, pictures of these tissue packets quickly spread online, making a buzz. Uber’s blend of humor and social commentary not only shed light on Singapore’s transportation issues but also introduced a fun, sustainable alternative to driving alone.
5. Tiger Beer’s “Yet Here I Am”
Tiger Beer’s “Yet Here I Am” campaign shines a light on the power of resilience, inspiring us all during tough times.
It’s not just a beer; it’s a symbol of overcoming the odds with a positive outlook. For 88 years, from its roots in Asia where brewing a refreshing tropical lager seemed unlikely, Tiger Beer has proven that no dream is too big if you’re determined.
This story of persistence and bold innovation makes Tiger not just a beverage, but a beacon of inspiration for anyone facing obstacles. The “Yet Here I Am” campaign is a reminder that with the right spirit, we can turn challenges into triumphs.
6. Fairprice’s “Worth the Trip” Initiative
Did you catch wind of Fairprice’s “Worth the Trip” initiative? It celebrates the notion that grocery shopping is more than a chore—it’s time well spent.
This approach breathes new life into the shopping experience, suggesting that meandering through aisles can be a delightful group activity.
Fairprice went above and beyond by integrating live experiences into shopping, which proved to be a smash hit. In a world where digital is king, marketers often grapple with choosing the best platforms.
However, Fairprice’s campaign shows that viewing such challenges as chances to innovate and adopt an omnichannel strategy can lead to engaging and reaching audiences in unexpected ways.
7. McDonald’s Nasi Lemak Digital Marketing Campaigns
The McDonald’s Nasi Lemak campaign is a true hit in Singapore. Launched in 2017 to celebrate NS50 and the Singapore Food Festival, it became a sensation overnight.
The campaign touched hearts with its story of a national serviceman buying the newly introduced localized dishes for his family with his first salary. Its authenticity captivated everyone.
McDonald’s genius move to reimagine the classic Nasi Lemak into an innovative menu item, coupled with featuring local personalities, really resonated with people. The result? A creative masterpiece that had Singaporeans clamoring for the return of the Nasi Lemak burger. Undoubtedly, it was a culinary success story.
8. SK-II’s “Meet Me Halfway” Digital Marketing Campaigns
What’s the secret sauce to a brand’s triumph? Grasping what makes its consumers tick. Take for instance SK-II’s “Meet Me Halfway” campaign. They aced it by zeroing in on the unique challenges their audiences face, crafting bespoke marketing narratives.
Picture this: a campaign centered around a single woman wary of facing her family’s marriage pressure during Chinese New Year. Sound familiar? SK-II stepped up with a poignant mini-doc, “Meet Me Halfway,” applauding bold women bridging the gap with their parents over marital expectations.
They inspired three single ladies to candidly request their parents to ‘meet them halfway’ — in both senses. Now, that’s revolutionary!
9. Circles Life: A World Without Telco Contracts
Circles Life faced a daunting challenge: selling a product that was unfamiliar to many in their target market. Inspired by pioneering brands like Uber and Netflix, Circles Life took a bold step away from the conventional, using disruption to its advantage.
This daring approach paid off, rapidly earning them brand recognition and a devoted following. The campaign, “A World Without Telco Contracts,” stood out due to its relentless consistency, garnering the media spotlight and captivating their target audience’s interest.
10. Pond’s for Men
Pond’s for Men transformed the skincare scene with the introduction of their Bright Boost facial scrub, alongside a standout video campaign created with Ogilvy Singapore. The initiative tackled the stereotypes surrounding men’s skincare, aiming to make it welcoming and accessible. The video cleverly meshes the classic ’80s anthem “Don’t You Forget About Me” with witty humor, capturing the hearts of Singaporean viewers.
By weaving in local culture and comedy, this campaign not only resonated with its audience but also succeeded in memorably delivering Pond’s brand message.
11. Yeo Hiap Seng
The pandemic shook up many sectors, notably dining, and hit brands like Yeo’s hard. Facing restrictions, Yeo’s struggled to maintain its usual consumer interactions, and its visibility took a dip, pigeonholing the brand as a seasonal favorite and diminishing its everyday appeal.
Despite these challenges, Yeo’s looked to bounce back by rolling out three new takes on its classic Chrysanthemum Tea – less sugar, sugar-free, and a novel wolfberry blend, aiming to both retain existing customers and attract new ones.
However, the rollout didn’t hit its expected mark due to limited in-store promotions, prompting Yeo’s to seek out new advertising avenues to boost product awareness and engagement. They eventually synced their marketing strategy with the NDP 2021 event, seeing it as an optimal opportunity to rejuvenate the brand.
Yeo leveraged insights into Singaporeans’ empathy for social causes to shape its brand strategy, aligning with the #SGUnited movement and the spirit of supporting local endeavors during the pandemic.
The strategy focused on boosting brand awareness and drink consumption through engaging community-focused initiatives. From 15 July to 31 August 2021, with a budget of nearly SG$100,000, the campaign revolved around exclusive partnerships, community support, and positive messages.
Highlighting this approach, Yeo’s launched two special edition Chrysanthemum Tea cans, including a unique design in collaboration with FairPrice, celebrating Singapore’s #UnsungHeroes.
These cans were distributed as part of a purchase, encouraging customers to share their support for front liners on social media, effectively merging product promotion with community appreciation.
12. Panasonic nanoe™X Air Purifier Technology
Panasonic teamed up with Hakuhodo and Grab to launch a mobility service combating COVID-19’s impact, focusing on the benefits and peace of mind for both drivers and passengers.
They promoted the nanoe™X air purifier technology across Southeast Asia, targeting a safer indoor environment by educating on air pollution and virus risks.
The campaign, Panasonic’s first omnichannel venture with Grab, targeted four key groups: Grab’s passengers, drivers, corporate body, and Panasonic itself, using online and offline methods to reach people across Indonesia, Vietnam, Malaysia, and Singapore.
It featured in-app ads, experiential in-car showrooms in 5,500 GrabCar Premium vehicles, and outdoor advertising, offering over a million passengers a firsthand experience of the nanoe™X air purifier. This innovative approach aimed at wide-reaching brand exposure and educating the public on staying safe indoors.
Panasonic’s mobile ads on Grab, featuring vivid visuals of viruses and its new nanoe™X air purifier, directly targeted millions in Southeast Asia, proving crucial to its marketing strategy.
This campaign quickly elevated Panasonic’s presence in the home appliance market, generating a significant waiting list for the nanoe™X upon announcement. Besides boosting air conditioner sales, the buzz around nanoe™X also motivated over 5,500 Grab drivers to equip their vehicles with the device, with many more expressing interest to do so at their own cost, marking a notable PR triumph for Panasonic.
13. Poh Heng Jewellery
Facing decreased tourist arrivals, Poh Heng Jewellery pivoted to capture a larger slice of Singapore’s local market. Recognizing the gold jewellery sector’s traditional racial segmentation, the brand embarked on a mission to become Singapore’s most beloved jewellery brand across all demographics.
Eschewing short-term campaigns for a sustainable, long-term strategy, Poh Heng rebranded itself with a universal appeal, focusing on wedding jewellery—the primary entry point for its diverse audience. They targeted women aged 25-39, the main decision-makers in wedding jewellery purchases, aiming to resonate with Singapore’s multicultural society through the universal theme of love.
This approach culminated in the “We are all created for love” campaign, encapsulating the brand’s ethos. Featuring a heartfelt video, “Our Singapore Wedding Story,” and utilizing a mix of media, including influencers and programmatic advertising, Poh Heng’s campaign achieved impressive reach, with 18.6 million impressions, 37.4K clicks, and 3.1M video views.
It significantly bolstered brand engagement and expanded its following, proving the power of a message that transcends cultural boundaries.
14. Foodpanda Digital Marketing Campaigns
In 2019, foodpanda launched Pandamart and Foodpanda shops, expanding beyond food delivery with an online grocery store and a retail platform for various products.
Despite the positive initial response, foodpanda realized that not all customers were aware of or understood the full range of new services, partly because the services were introduced under different names.
To address this, foodpanda needed a clear, unified advertising strategy that would highlight the convenience and variety of its services, including the fast, 30-minute delivery feature.
The goal was to make it easy for customers, especially the young and tech-savvy in Singapore, to discover and use these new features. The campaign centered around the concept of “tap into every day,” leveraging the action of tapping on a phone to access Foodpanda’s diverse offerings, aiming to integrate the app more deeply into customers’ daily lives.
Foodpanda’s campaign cut through the clutter with straightforward visuals showcasing its wide range of offerings like food, groceries, and essentials in easy-to-navigate categories. They boosted their message through a mix of outdoor ads, TV, online videos, PR, influencers, and their own channels for widespread online and offline visibility.
To engage customers, they offered promo codes to new users across these channels, making the campaign memorable with word variations in the codes. This strategy not only raised awareness but also encouraged trial, showcasing the convenience of Foodpanda’s services and ensuring consistent messaging in all communications.
The campaign, launched when outdoor activities resumed, combined various advertising mediums, supported by demographic insights, to stay top-of-mind and address customer needs effectively.
15. Income
Income, typically known for its travel and motor insurance, also offers life insurance, a critical revenue source often overlooked.
With the COVID-19 pandemic highlighting the need for financial stability, the company focused on promoting this essential service. Despite high awareness of protection plans in Singapore, most locals are underinsured, with a significant 80% illness protection gap reported. Recognizing a chance to close this gap, Income-targeted parents, the most in need of comprehensive coverage, with a unique campaign strategy.
From October to December 2020, with an SG$450K budget, Income aimed to shift perceptions by emphasizing life insurance’s role in securing children’s happiness, not just providing parental peace of mind.
This fresh approach featured the beloved Children’s Day song “Semoga Bahagia” to resonate with parents and highlight the campaign’s message: “A life insurance plan for yourself protects your child’s happiness for life.”
This strategy led to vast media coverage, surpassing industry benchmarks and significantly increasing awareness and sales of Income’s life insurance products compared to the previous year.
It’s a Wrap
In Singapore’s bustling market with its robust economy and passionate consumers, digital marketing campaigns requires creativity and insight to stand out.
The country’s love for shopping brings both opportunities and challenges for marketers, pushing them to innovate.
To thrive in Singapore, understanding local tastes—values such as inclusivity, culture, and personalized messaging is crucial.
Our examples of successful marketing campaigns in Singapore highlight these essential elements, aiming to inspire and guide your strategies in this dynamic market.
