Selected Work
Experiments
Links
Selected Work
Experiments
Links
Kallang Wave Mall
Social Media Management
THE BRIEF
- Challenge: As it embarks on a major renovation in 2026, the mall’s familiar rhythms will shift – with tenants moving out and new spaces under construction. How do we keep the mall top-of-mind and worth visiting even as it transitions?
- Insight:Yet, with major events still drawing crowds to the area, the mall remains a central part of
Singapore’s entertainment and leisure circuit. - Solution:Keep the Energy Alive, Own the Change
Evolve the mall’s social storytelling to focus on flagship tenants and lifestyle experiences. Continue to bring the mall’s unique energy to life and give audiences compelling reasons to visit, even amidst renovations.
We’ll work with the changes happening in the mall, and turn on-ground experiences into shareable moments online, keeping audiences engaged and building excitement for what’s coming next.
MY ROLE
Bridged the gap between physical retail space and digital ecosystems, ensuring visual consistency across in-store key visuals and social platforms and creating engaging videos to create more foot traffic to the mall.
Social Brand Guidelines
This guide is used from
2024-start of 2026
2024-start of 2026
Social Content
Integrated Campaign
Tasty Treats
Campaign
Campaign Overview: A six-month initiative designed to drive increased foot traffic during off-peak hours.
Key Visual (KV) Strategy:
The KV aims to deliver a vibrant, appetizing poster campaign that captures attention and entices customers to visit participating outlets..
Social Extention
A series of other social videos as an extension of the campaign