Submitted by WE ARE KOMODO

Visit Singapore - The Journey

Komodo built The Journey for Visit Singapore, a TikTok-led creator competition across four tourism challenges that the agency reports delivered 52M+ impressions.

4.2M+TikTok LIVE impressions
$22.5Mearned media value
3.9M+engagements
52M+impressions
79in feed posts

Case in 60 seconds

Singapore needed to reach potential Australian and New Zealand travellers and to be understood as a destination rather than an airport stopover, with emphasis on the tourism sectors that appeal to Gen Z and Millennial travellers.

The campaign appears to turn on the reading that a stopover reputation is corrected by showing what a week in the city contains rather than by asserting the city is worth a week, so the destination was proved through creators living it.

The Journey is a competition platform in which creators earn a destination its attention by competing to become the Destination's Most Viral Creator, so the city is showcased through the contest rather than through advertising it.

Six top creators spent seven days in Singapore competing in four tourism-driven challenges across adventure, culinary, cultural and iconic urban attractions, guided by their followers, using creator-led content, gamification and TikTok-native tactics including TikTok LIVE.

Komodo reports 52M+ impressions, 3.9M+ engagements and 4.2M+ TikTok LIVE impressions from 79 in feed posts, alongside a $6.8 organic CPM and $22.5M EMV.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Potential Australian and New Zealand travellers, with a focus on Gen Z and Millennial travellers.
Singapore carried a reputation as an airport stopover rather than a destination, so the work had to give travellers reasons to stay that were specific enough to compete with the places they were already flying towards.
Destination marketing usually sells a city in a single film, while Komodo split Singapore into four challenge categories so that adventure, culinary, cultural and urban attractions each got their own showcase.
Visit Singapore supplied the city as the competition ground rather than the message, since the challenges and the creators generated the content and the destination was proved through what they did in it.
Based on the available evidence, the campaign reads as built on the habit of following a creator's trip day by day, so a seven-day competition with follower-directed challenges suits how TikTok audiences already watch travel.

Creative & Execution System

Assets & channels

  • TikTok
  • TikTok LIVE
  • in feed posts

Partners

  • WE ARE KOMODO (lead_agency)

Participation mechanic

  • Followers guided the six creators through the four challenges and determined the competition, and one follower won a trip to Singapore.

Creator role

  • six top creators

Results & Evidence

MetricValueResult type
TikTok LIVE impressions4.2M+ - TikTok LIVE Impressionsimpressions
earned media value$22.5M - EMVemv
engagements3.9M+ - Engagementsengagements
impressions52M+ - Impressionsimpressions
in feed posts79 - In feed Postsoutput
organic CPM$6.8 - Organic CPMperformance

Why WE ARE KOMODO's strategy worked

  1. 1

    Handing route decisions to followers converts a seven-day trip into seven days of return visits, because an audience that has voted on where a creator goes next has a reason to come back and see the result.

  2. 2

    A competition format gives a destination a reason to be filmed repeatedly by several creators at once, which is how 79 in feed posts carried 52M+ impressions without paid distribution behind them at a $6.8 organic CPM.

  3. 3

    Splitting a destination into adventure, culinary, cultural and urban challenges lets one campaign address several travel motivations rather than picking one, so a single trip serves audiences with different reasons to book.

  4. 4

    Attaching a prize trip to follower participation makes watching into entering, which turns the engagement metric into a record of intent rather than a record of attention.

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