LBB x Singapore Tourism Board: How We Brought Singapore To India Through Local Brands
As we all know, the pandemic has affected inter-country travel significantly over the past 2 years! So, how does one give a user an immersive, hands-on experience of a country, without actually going there? LBB along with the Singapore Tourism Board took our users on a journey through Singapore with our first of its kind curated collaboration- the Singapore Edit Festival. This festival, where users could shop for over 30 unique products designed and inspired by Singapore, was available exclusively on LBB’s web and app.
THE BRIEF
It was quite simple. How can you get someone to experience a country without actually traveling there? Borders will eventually open & people will travel. But when they finally step out, how are they going to choose which destination will be their first stop? It’s easy when you have a top-of-mind recall about a country that you’ve come close to encountering & learned so much about.
And that’s what had to be done. Get a user to experience & learn about Singapore, up close and personal, right from the comforts of their homes.
THE IDEA
Fashion, Food, Home & Kitchen, Cocktails- these 4 categories make for a unique way to experience a country. And with LBB Shop being a marketplace to discover and shop #SomethingDifferent, especially with the roster of homegrown brands under our belt, the pairing of Singapore Tourism Board x Shop On LBB turned out to be a perfect union.
We got in touch with 6 homegrown brands within India & Singapore respectively to create a unique collection that is Singapore-inspired BUT designed and made in India.
This unique collection was then launched on Shop On LBB, EXCLUSIVELY under the campaign name Singapore Edit Festival.
THE PLOT
Six Indian homegrown brands were paired with corresponding Singapore local brands, to understand the Singapore culture, the designs & its specialty — so the Indian brands could imbibe, incorporate & instill it in the collection for Singapore Edit Festival.
Total number of products made exclusively for this collaboration: 30
The total duration of the campaign: 45 days
The 6 brands were divided into 4 categories:
Home Decor:
Indian Brand x Singaporean Brand
Sashaa World x Scene Shang
House This
Fashion:
Indian Brand x Singaporean Brand
Fabnest X Baju By Oniatta
Leisure Loom X Onlewo
Food & Cocktail:
Indian Brand X Singaporean Brand
Bartisans
Omay Foods X Prima Taste
In Order to get the brands acquainted with each other & knowledge-share, we followed the following process:
STEP I:
LBB x Singapore Tourism Board facilitated a meeting between the Indian & Singaporean brands (all virtual), to get to know each other, understand their style of business + products and share insights on Singapore's culture, tastes and preferences.
STEP II:
Indian brands shortlisted the products and designs which are Singapore inspired, followed by a sampling process, followed by a photoshoot of the collection, to launch the products
STEP III:
Launch of the Singapore-inspired Indian products under Singapore Edit Festival on Shop On LBB page
STEP IV:
Promote the Singapore Edit Festival collection via videos, reels, engagement series &, influencer-driven activities
Singapore Edit Festival On Shop On LBB
How Did We Promote The Edit?
Phase I: To drive awareness about the campaign
Educating the users about the distinctive collaboration via videos, carousel posts showing the entire Singapore Edit Festival collection — brand-wise, engaging IG series, and interactive banners.
Six brand videos were created to showcase the entire journey of the Indian and Singaporean brands that came together, their inspiration behind the collection, and give an insight into the diverse cultures of both countries.
Check out our brand videos below;
Fabnest, House This, Bartisans, Sashaa World, Leisure Loom & Omay Foods
Phase II: To drive consideration & sampling + recall
While Phase I helped in getting the brand stories out, Phase II was all about pushing the users to experience the Singapore culture via curated products available on Shop On LBB — under Singapore Edit Festival
This was enabled via gifting & sampling activation with our LBB insider community, collaborating with influencers & content creators from fashion & culinary backgrounds — to reach the right audience.
Additionally, LBB hosted a DIY cocktail-making masterclass with Bartisans (one of the participating Indian brands) & giveaways on the LBB web & app platform to amp up consideration & recall for the 6 brands.
The motto was to intrigue the user about Singapore + give a gentle push to purchase the products from Shop On LBB
END RESULTS
- We overachieved the page views for the launch content (article) for Singapore Edit Festival on LBB’s web and app by 1000%
- Achieved an overall of 30mn impressions, for the entire campaign
- Over-delivered on the promised impressions by 700% & 300% for video views.
- Worked with some incredible influencers like Richa Gupta, Devansh Kamboj, Upalina Gupta, Ishita Yashvi, Tarini Manchanda, Dhriti Mehra, Janette, Shreya Sanghi & Mehak Dhawan. They gave a great result in terms of Instagram performance and garnered an average engagement rate of overall 3%
REVIEWS:
FOR SINGAPORE TOURISM BOARD:
The entire campaign went live at a time, when international travel, especially to Singapore — was off the charts
Singapore Edit Festival — helped the brand (Singapore Tourism Board) + the users to get a whiff of the rich heritage and culture of Singapore, from the comforts of their homes
Experiences curated in the form of apparel, food, home decor & cocktails — made sure there is a high brand recall for a longer duration
FOR BRAND PARTNERS:
The Indian, as well as the Singaporean counterparts, got an inroad with the Indian user base, in association with Shop On LBB
The Indian brands got to work with the Singaporean brands and work on a new/unique collection.
A fresh promotional angle WRT brand story videos & photoshoot.
Thereby, branching into new design approaches, inspiration, and a chance to tag-team with Singapore Tourism Board.
FOR CONSUMERS:
A taste of Singaporean culture, via experiencing its flavors & style through the 6 Indian brands
Get a bit of Singapore into their homes, even without visiting the country. Long-term brand recall.
Know what to look for, when a consumer flies to Singapore, thanks to the Singapore Edit Festival.
Got introduced to a few iconic home-grown Singaporean brands, via the Singapore Edit Festival campaign.
Note From LBB:
Part of our philosophy at LBB is to offer workable solutions natively with content marketing. If you have a business problem that needs to be solved and you want to reach out to the most exciting audiences across the country, do fill in the form here, and we will get back to you.
