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Sentosa:
social
The Brief
Faced with declining local visitorship and tough competition from Mandai and Gardens by the Bay, Sentosa needed a revitalized social strategy that would reconnect with locals. I led a dynamic, multi-platform approach that showcased Sentosa’s unique experiences through tailored tribe stories, viral trend-jacking, and UGC-led campaigns—leveraging Facebook, Instagram, and TikTok to amplify reach and engagement. By curating diverse narratives that spoke to Inquisitive Adventurers, Restorative Indulgers, and Social Occasion Seekers, we reignited the love for Sentosa, driving record-breaking interaction rates and business impact.
Concept
The backbone of Sentosa’s social success lies in a well-defined, concept-driven approach that resonates with diverse audience tribes. By identifying and catering to distinct personas—Inquisitive Adventurers, Restorative Indulgers, Sentosa Daredevils, and Social Occasion Seekers—I crafted tailored narratives that highlighted the island’s multifaceted charm. Each concept was carefully designed to evoke emotion, drive curiosity, and encourage exploration, transforming Sentosa’s social presence into a vibrant hub of discovery. From adrenaline-fueled escapades to relaxing indulgences, these tribe-specific stories sparked conversations, deepened audience connections, and ultimately drove business impact.
Unlocking Sentosa’s Best-Kept Secrets
On Facebook, we spotlighted Sentosa’s diverse IPs and must-try experiences to keep audiences engaged and inspired. From adrenaline-pumping thrills at AJ Hackett and SkyHelix to family-friendly fun at Adventure Cove and S.E.A. Aquarium, our posts offered a glimpse into the endless possibilities on the island. Through a mix of engaging captions, insider tips, and vibrant visuals, we positioned Sentosa as a go-to destination where every visit promises something new and exciting.
More Than Just Picture-Perfect Posts
On Instagram, we went beyond showcasing Sentosa’s iconic landscapes and picture-perfect moments. We crafted visually captivating stories that highlighted the island’s vibrant energy and diverse experiences—thrilling adventures, serene escapes, and unforgettable encounters. By pairing stunning imagery with engaging narratives, we transformed Sentosa’s Instagram into a dynamic storytelling platform that inspired audiences to explore, discover, and connect with the island on a deeper level.
Trend-Driven, Relatable, and Viral: Crafting TikTok Magic
By tapping into what’s trending while keeping the content fun, authentic, and audience-focused, we not only drove organic reach but also doubled TikTok followers and boosted overall watch times—solidifying Sentosa’s place in the hearts (and feeds) of Gen Z.
@sentosa_island When the boss says we need more 'teamwork,' so you get creative 🤭 Bet he had the time of his life at @skyparksentosa! 👀
@sentosa_island Join us as we turned a regular workday into a thrilling adventure for 2 Sentosians! 🤭 Here’s where we spent our day: ✨ Skypark Sentosa by AJ Hackett @skyparksentosa ✨ Skyline Luge Singapore @skylinelugesingapore ✨ SkyHelix Singapore
@sentosa_island “Mariah Carey” defrosted just to visit Sentosa… 👀🎄🏝️🎶 When are you coming here to sleigh? 😛✨
@sentosa_island Ready for your next adventure? 🌊🏝️