Singtel
The Challenge
Singtel sought to increase adoption of its 5G plan among Singapore’s expat community. While Singtel is a well-established telecom provider, expats entering a new country often rely on peer recommendations rather than corporate messaging. The brand needed to increase awareness within key expat segments and position Singtel as the most reliable, high-performance connectivity choice for work, travel, and everyday digital life.
The Approach
Curated Expat-Focused Influencers:
We partnered with four carefully selected creators deeply embedded within Singapore’s expat ecosystem. These were not lifestyle celebrities, they were credible voices sharing relocation advice, work-life insights, and travel experiences. This aligns with research showing that niche creators outperform broad influencers due to deeper community trust and higher engagement.
Real-World Demonstration of Reliability:
Content centered on practical, lived experiences such as seamless connectivity during business travel and reliable performance for remote work and video calls. Instead of promotional claims, creators demonstrated proof through personal use.
The Impact
The campaign positioned Singtel not merely as a telecom provider but as a reliable partner in the expat journey.
Total reach
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Average engagement rate
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