Smiling woman with long dark hair poses between two upright pianos as two people sit playing them under a white pergola
Submitted by Kobe

URA Our Fave Place SG Micro Influencer Campaign

Influencer Marketing

Kobe ran the Our Fave Place SG micro influencer campaign for Singapore's Urban Redevelopment Authority, which the agency reports delivered 49.6K outreach in 1 month.

49.6KOutreach
30%Outreach vs KPI

Case in 60 seconds

The Urban Redevelopment Authority (URA) faced a national challenge in improving public places in Singapore, and it also wanted Singaporeans to take an active part in its projects rather than observe them from outside.

Kobe frames participation as the goal, so the work turns on residents showing public spaces in use rather than the authority describing them, because a peer's own experience is a more credible invitation to join in.

Our Fave Place SG put micro influencers forward as residents discovering URA projects, so the campaign presented public places in Singapore through personal exploration rather than official announcement.

Micro influencers paired with URA by Kobe shared their experiences of interacting with URA projects, exploring new and fun things around Singapore or showing they were keen to take on a project to activate public spaces, under campaign hashtags.

Kobe reports 49,636 outreach in 1 month, and the client quote on the page says the outreach KPI was over-delivered by 30% and that over 400 posts were garnered based on the campaign hashtags.

Strategy Breakdown

Singaporeans, whom URA wanted to take an active part in its projects to improve public places in Singapore.
A public authority improving public places needs residents to use and take part in them, so URA set itself a participation goal alongside the improvement work rather than treating awareness of its projects as enough.
The page casts URA as the owner of projects that residents can explore and help activate, so the campaign positions the authority as a host of public places rather than a distant planner of them.
Residents are more likely to visit or take part in a public space after seeing someone like them enjoy it, which is why Kobe used micro influencers sharing their own experiences rather than official messaging.

Creative & Execution System

Partners

  • Kobe

Participation mechanic

  • Micro influencers posted their own experiences of URA projects under hashtags used for the campaign, and the client quote on the page credits the campaign with over 400 posts based on those hashtags, which the page does not name.

Results & Evidence

MetricValue
Outreach49.6K outreach
Outreach vs KPI30%
Hashtag Postsover 400 posts

Why Kobe's strategy worked

  1. 1

    Casting micro influencers against a client's stated requirements rather than on audience size alone gives a public body a KPI it can hold the agency to, which is the basis on which the URA quote judges the work.

  2. 2

    A campaign hashtag turns a participation brief into a countable output, so a civic body asking residents to take part can track posts made under it rather than relying on outreach alone as the sign of involvement.

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