The Brief

Beloved lifestyle destination Plaza Singapura wanted to appeal to a younger generation of shoppers. For its 45th anniversary celebrations, the mall brought The Dessert Museum to Singapore as a pop-up.

The Results

UC branded the event “Pretty Sweet 45” to incorporate Plaza Singapura’s initials, and created a robust media and KOL campaign to maximise visibility and drive footfall.

UC secured a total of 194 media and KOLs at the media preview including key daily newspapers; lifestyle, parenting and online publications such as Lianhe Zaobao, Yahoo TV, HerWorld and Mothership; and unpaid KOLs. UC also identified and worked with select KOLs to create paid content to increase engagement with consumers throughout the campaign.


194

MEDIA & KOLS AT LAUNCH EVENT