DBS PAYLAH!
Hidden Gem Hawker Awards
SERIOUS FLUENCE
Overview
To keep the national hawker culture alive, DBS looked to generate more social buzz to strengthen association between its app, PayLah, and the local hawker community.
Approach
Partnering with Hawkers United, our 2 macro influencers and 8 micro influencers took to the streets (literally), engaging their audiences to vote in the Hidden Gem Hawker Awards through a video post as well as two Instagram feed posts and two Instagram Stories respectively.
Results
REACH
MORE THAN REACH KPI
74% MORE THAN ENGAGEMENT KPI
INCREASE IN AWARENESS
The three-phase campaign reached more than 1.3 million people, exceeding the KPI by 46% and surpassing the total engagement KPI by an astonishing 74%. Local hawkers’ businesses also received increased awareness from the public, with positive feedback amassed from both hawkers and audiences alike.
Conclusion
Through interactive content and thoughtfully-timed campaign content, we delivered on both stronger ties between DBS PayLah! and our hawker community, on top of introducing customers to our hidden gem food picks.
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