CHAGEE
KOL Campaign Activation
The Background / Challenge
Market Penetration Obstacle
Despite having previously operated in Singapore, CHAGEE re-entered a highly competitive and saturated F&B market after a period of absence, facing limited brand momentum and reduced consumer recall
The Strategy
Influencer Ecosystem Development
Developed a cross-platform influencer ecosystem spanning Instagram, TikTok, and Xiaohongshu, leveraging a strategic mix of macro-, micro-, and nano-influencers, cascading the brand message from broad awareness down to niche community trust.
O2O2O Conversion Funnel
Engineered a seamless Online-to-Offline-to-Online loop, moving consumers from viewing influencer content (Online) to visiting the physical store (Offline), and ultimately sharing their own user-generated experiences back online.
The Execution
Influencer Identification & Onboarding
Executed a targeted selection process to identify local creators whose audience demographics and content aesthetic perfectly matched the brand, managing all end-to-end contracting and onboarding.
Omnichannel Content Rollout
Deployed content strategically across Instagram for visual storytelling, TikTok for trend-driven short videos, and Xiaohongshu (XHS) for trusted, in-depth reviews to maximize audience touchpoints.
Amplification
Managed global advertising efforts across Facebook, Instagram and Tiktok, driving sustained brand visibility and engagement at scale. Through strategic audience targeting and coordinated messaging, the brand maintained consistent exposure and reinforced awareness throughout the campaign lifecycle.
Phased Campaign Launch
Implemented a timed launch timeline—beginning with pre-launch “teasers” to build anticipation, followed by a concentrated burst of “grand opening” hype, and sustaining momentum with post-launch content to drive repeat visits.
The Sparkling Spots
Cross-Platform Narrative Weaving
Achieved technical and strategic superiority by deploying platform-specific narratives—Instagram for aesthetic desire, TikTok for viral FOMO, and Xiaohongshu for deep-dive reviews—creating a multi-dimensional brand impression.
Co-Created Authenticity
Prioritized creative freedom over rigid scripts within a strategic framework, transforming paid partnerships into genuine lifestyle endorsements that effectively bypassed consumer ad fatigue.
The Result
Viral Reach & Impressions: The campaign successfully penetrated the Singaporean social media landscape, achieving over 7 million impressions and reaching audiences across Instagram, TikTok, and Xiaohongshu within the campaign windows.
High Engagement Rates: Influencer content delivered strong audience engagement, with XHS campaigns averaging over 7% engagement rate and select Instagram campaigns exceeding 10%, far surpassing industry benchmarks and validating the authenticity-led, multi-platform approach.
