FairPrice Group

FairPrice Group

Community-First Xiaohongshu Growth Engine

 

The Background / Challenge

Digital Blind Spot
Despite being Singapore’s largest supermarket chain with immense brand equity among locals, FairPrice Group (FPG) had a near-zero presence on Xiaohongshu (XHS), a critical digital ecosystem for the nation’s influential Chinese-speaking community.

 

Competitor Encroachment
 Agile competitors were actively capturing share of voice and market share on XHS, creating a significant strategic risk for FPG by failing to engage this high-value consumer segment.

 

The Mandate
FPG required a robust market entry strategy to establish a commanding presence on XHS, moving from non-existent to a community leader by creating localized, authentic content that resonated deeply with Chinese-speaking families, working adults, and students in Singapore.

 
The Strategy

Hyper-Localized Content Ecosystem
We rejected a one-size-fits-all approach, instead engineering three distinct content pillars tailored to the specific need-states of our target personas (families, professionals, students), built around shareable tips, life hacks, and product recommendations.

 

UGC-Style Authenticity
To foster immediate trust and relatability, our entire creative output adopted a User-Generated Content (UGC) aesthetic. This positioned FPG not as a corporation, but as a helpful peer within the community.

 

Algorithmic Velocity Hacking
The launch strategy was deliberately engineered to maximize traction with the XHS algorithm. We designed a multi-phase rollout that prioritized rapid early engagement to trigger exponential organic reach.

 

Value-First Engagement Model
The core of the strategy was to provide tangible value. Instead of hard-selling, we focused on educational and inspirational content, positioning FPG as an indispensable resource for daily life in Singapore.

 
The Execution

Channels Used
A fully integrated Xiaohongshu strategy encompassing organic long-form posts, short-form video, targeted advertising, community management, and KOL/KOC partnerships.

 

Phase 1 – Awareness & Ignition
We launched the official FPG account with a high-impact brand announcement post to establish the narrative. This was immediately followed by a tactical giveaway post, a sequence designed to create a “content cliffhanger” that incentivized profile revisits and fueled the algorithm with powerful initial engagement signals. This phase secured an explosive 10,000 followers in just three weeks.

 

 

Phase 2 – Amplification & Retargeting
Leveraging the initial engagement data, we deployed paid social ads to retarget users who interacted with our launch content. This created a powerful feedback loop, ensuring our content remained top-of-feed for the most engaged audience segments and amplifying viral potential.

 

Phase 3 – Retention & Community Building (Ongoing)
To sustain momentum, we established an ongoing content calendar featuring highly engaging formats, including influencer collaborations, educational series, and interactive community challenges, cementing FPG’s role as a daily touchpoint for our followers.

 

 
The Sparkling Spots

The “Announcement → Giveaway” Double-Down Sequence
This was our strategic X-factor. By separating the brand announcement from the giveaway, we first filtered for a high-intent audience genuinely interested in the brand. We then rewarded this primed audience with the giveaway, signaling to the XHS algorithm that our content was exceptionally valuable and relevant, which triggered a compounding visibility loop.

 

The “Fresh Pork” Educational Content Pillar
To drive awareness for a core product category, we transformed a simple sales objective into a value-driven content series. Instead of ads, we created educational content on selecting, preparing, and cooking with fresh pork. This “Content-as-a-Service” approach positioned FairPrice as a trusted kitchen companion, not just a retailer. Partnering with credible food influencers to share their authentic experiences provided powerful social proof and seamless integration into organic user feeds.

 

 

The Result

Explosive Follower Growth
Successfully grew the FairPrice Group XHS account from 0 to 20,000+ highly engaged followers within 6 months.

Rapid Market Penetration
Achieved a milestone of 10,000 followers in the first 3 weeks, immediately establishing FPG as a major player in the space.

Shift in Market Position
Overhauled FPG’s digital presence, transforming it from a non-entity on Xiaohongshu into a leading voice and trusted resource for the Chinese-speaking community in Singapore.

Client
fairprice logo
Team
Account Management

Wendy Toh

Chanel Hu 

Vinsy Wong 

Jasmine Qu 

 

Design

Phys Yang

Kaya

 

Content

Cici

What We Do
China Marketing

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CHAGEE

CHAGEE

CHAGEE
Social Media Management

Opportunity

CHAGEE sought to make a significant impact in Singapore by raising brand awareness and attracting customers for its store opening. To achieve this, they engaged Prizm Digital to design a comprehensive influencer campaign that would drive foot traffic and establish a memorable brand presence in a new market. With a focus on Singapore’s social media landscape, Prizm Digital identified and managed a network of local influencers to build anticipation and engage a broad audience.

Objective

The campaign aimed to generate excitement and awareness for CHAGEE’s store opening by leveraging influential voices and strategic content creation. Prizm Digital coordinated with influencers across Instagram and TikTok and XHS, tasking them with sharing authentic and engaging posts that highlighted CHAGEE’s offerings and invited their followers to experience the new store.

Solution and Results

The campaign generated widespread interest and enthusiastic engagement, achieving significant visibility across social media. Influencers’ posts sparked numerous interactions, with followers sharing, saving, and commenting on content showcasing CHAGEE’s new store. This engagement helped CHAGEE make a strong first impression, establishing its presence and fostering curiosity among Singaporean consumers. Through this tailored approach, CHAGEE successfully built a solid base of interested customers, setting the stage for sustained brand loyalty and growth in Singapore’s competitive retail landscape.

Client
Team
Account Management

Wendy Toh

Joanne Ang

Luna Pang

What We Do
Social Media Marketing
Chagee1
Chagee2
Chagee3
Chagee4

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MGM

MGM- KL Travel Roadshow

Opportunity

MGM Macau sought to expand its reach and build brand awareness in the Malaysian market. Recognising Malaysia’s strong potential as a source of affluent travellers, MGM aimed to introduce its unique luxury hospitality and entertainment offerings to a receptive audience. To drive this initiative, MGM partnered with Prizm Digital to create a campaign that would resonate with Malaysian travelers, tapping into the country’s growing social media presence and interest in luxury travel experiences.

Objective

The campaign’s goal was to Showcase MGM Macau as a five-star luxury accommodations and world-class amenities. Leveraging a multi-platform influencer strategy, Prizm Digital aimed to connect MGM Macau with a local audience through authentic, engaging content. This involved partnering with 10 Malaysian influencers to promote MGM’s brand during their KL travel roadshow through a variety of social media channels, including TikTok, Instagram, and RED.

Solution and Results

The campaign achieved significant success, generating garner attention and wide engagement across social media platforms. By featuring influencers who created personal and appealing content, MGM Macau captured the interest of a large Malaysian audience, effectively positioning itself as a luxury destination in Macau. The campaign not only boosted brand visibility but also built a foundation for continued engagement, with MGM now well-poised to attract more Malaysian visitors.

Client
Team
Account Management

Wendy Toh

Joanne Ang

Luna Pang

What We Do
KOL Management

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Physio Down Under

Digital Campaign

Opportunity

Prizm recognized an opportunity to elevate the corporate profile of Physio Down Under through a multifaceted campaign.

Objective

The objective was to effectively communicate Physio Down Under’s value proposition, establish a strong online presence, and drive engagement and trust among its target audience.

Solution and Results

Prizm spearheaded the production of a new corporate video highlighting the company’s services and provided professional headshots for integration into their website. Their role extended beyond content creation to encompass strategic planning and implementation across platforms such as YouTube, Instagram, and the company website. By leveraging Prizm’s expertise, Physio Down Under successfully communicated its value proposition and established a strong online presence. Prizm’s comprehensive approach played a pivotal role in enhancing brand visibility and credibility for Physio Down Under across digital channels.

Client
Screenshot 2024-06-19 at 5.33.41 PM
Team
Account Management

Wendy Toh

Joanne Ang

What We Do
Creative Strategy

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Ocean Health

KOL/KOC Campaign

Opportunity

Ocean Health recognized an opportunity to target Chinese travellers in Singapore through a Key Opinion Consumer (KOC) campaign.

Objective

To introduce Ocean Health’s fish oil as a unique souvenir for Chinese visitors, emphasising its benefits in a soft sell manner and encouraging Chinese tourists to consider it as a meaningful purchase during their visit to Singapore.

Solution and Results

Prizm helped identify and partner with suitable influencers to introduce Ocean Health’s fish oil to Chinese travellers. The campaign emphasised the product’s benefits in a soft-sell manner on the Xiao Hong Shu (Red) platform. Together, they aimed to encourage Chinese tourists to consider Ocean Health fish oil as a meaningful purchase during their visit to Singapore.

Client
ocean health
Team
Account Management

Wendy Toh

Joanne Ang

What We Do
KOL/KOC Campaign

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Sterimar

KOL Campaign

Opportunity

The opportunity identified was to raise awareness about the proper usage of Sterimar, particularly addressing the challenges parents face when administering nasal spray to young children.

Objective

The objective was to establish empathy and connection with parents through a Key Opinion Leader (KOL) campaign, reassuring them that Sterimar empathizes with their concerns and offers a solution tailored to their needs.

Solution and Results

Sterimar’s KOL campaign successfully raised awareness about the proper usage of the product, particularly addressing the challenges parents face when administering nasal spray to young children. By leveraging Key Opinion Leaders (KOLs), the campaign established empathy and connection with parents, acknowledging the difficulties they encounter. Through relatable content and informative messaging, Sterimar reassured parents that the brand empathizes with their concerns and offers a solution tailored to their needs. The campaign empowered parents with the knowledge and confidence to use Sterimar effectively, ultimately fostering trust and loyalty towards the brand.

Client
Sterimar logo
Team
Account Management

Wendy Toh

Joanne Ang

What We Do
KOL Management

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Absolut Vodka

KOL Campaign

Opportunity

The opportunity identified was to reinvigorate awareness of Absolute Vodka while emphasising responsible consumption through a Key Opinion Leader (KOL) campaign.

Objective

The objective was to highlight the versatility of enjoying vodka and promote responsible drinking practices, fostering a balanced approach to enjoyment and reinforcing Absolute Voda’s presence in the market. 

Solution and Results

Absolute Vodka’s KOL campaign successfully showcased the versatility of enjoying vodka, whether in solitude or with a large group, resonating with audiences. Through strategic Key Opinion Leader activation, the campaign effectively promoted responsible drinking practices while reinforcing Absolute Vodka’s presence in the market. The campaign achieved its objective of advocating for mindful consumption while reinvigorating awareness of the brand, ultimately contributing to Absolute Vodka’s continued relevance and success in the market.

Client
Absolut-logo
Team
Account Management

Wendy Toh

Joanne Ang

What We Do
Social Media Marketing

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BBMSL

Social Media Retainer

Opportunity

The opportunity identified was to establish bbMSL’s social media presence in Singapore and develop a tailored strategy for the local market.

Objective

The objective was to create a strong foundation for brand recognition and engagement in Singapore, setting the stage for future growth and success. 

Solution and Results

Prizm played a crucial role in the bbMSL initiative by creating the brand’s social media presence in Singapore and developing a bespoke strategy tailored to the local market. As part of this comprehensive approach, Prizm curated visual and copy content, ensuring that each element resonated with the target audience and effectively communicated bbMSL’s value proposition. This collaborative effort successfully established a strong foundation for bbMSL’s brand recognition and engagement in Singapore, laying the groundwork for future growth and success. 

Client
03 BBMSL-logo-CMYK
Team
Account Management

Wendy Toh

Joanne Ang

What We Do
Social Media Retainer

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Broadway

Social Media Retainer

Opportunity

The opportunity identified was to establish Broadway Lifestyle’s social media presence in Singapore through an ongoing monthly content management initiative.

Objective

The objective was to successfully introduce Broadway Lifestyle to the Singaporean market, setting the stage for brand recognition and growth. 

Solution and Results

Prizm embarked on establishing Broadway Lifestyle’s social media presence in Singapore by creating the Broadway Singapore social media account and formulating a comprehensive strategy for their market entry. Engaging visual and written content was crafted to resonate with the target audience and effectively convey Broadway Lifestyle’s unique offerings. Through this strategic approach, Broadway Lifestyle was successfully introduced to the Singaporean market, laying the foundation for brand recognition and growth.

Client
Broadway Logo
Team
Account Management

Wendy Toh

Joanne Ang

What We Do
Account Management
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Sensient Technologies

Sensient LinkedIn Management

Opportunity

Sensient holds considerable potential for growth, yet faces a challenge in effectively communicating with its audience. Our task was to introduce relevant topics to their audience and endeavor to boost inquiries

 

Objective

Our main objective centered on increasing the number of followers for the profile, with a concerted effort to build a larger and more engaged community. Simultaneously, we aimed to provide valuable and relevant information tailored specifically to the needs and interests of their target audience. This two-fold approach was designed to not only expand the profile’s reach but also to establish a meaningful connection by consistently offering quality content that resonated with the intended demographic.

 

 

Solution and Results

Over the course of a twelve-month period, we experienced significant growth in our account followers, witnessing a commendable increase of 10%. Additionally, our strategic marketing efforts on LinkedIn yielded exceptional results, as we achieved a remarkable tenfold surge in sales during this timeframe.

 
 

 

 

 

Client
Team
Account Management

Wendy Toh and Joanne Ang

What We Do
Account Management
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